Did you know that by the end of this year alone, the number of people using mobile phones is estimated to grow beyond 4 billion!
Everyone uses mobile phones for communication, but without any restrictions to its usefulness, it also has transformed businesses.
A study by We Are Social found out that 50% of the population today has a cell phone, one can imagine the potential mobile phones have when it comes to getting your marketing message across different demographics!
What Is Mobile Marketing?
It is the optimization of business or brand promotion or promoting through smartphones and other mobile devices by developing mobile-friendly websites, apps and channels of social media.
As an effective type of marketing, mobile marketing lets businesses to reach a broader audience as compared to the standard desktop-optimized marketing.
SiriusDecisions found out that 67% of the purchasing process now occurs on digital platforms. Marketing departments in enterprises are taking advantage of the quantity of time an average person now spends on their phones. Since we spend most of our time on our smartphone, reasons out that campaigns are getting customized for mobile users across different digital platforms.
Why Mobile Marketing?
Here are five reasons why mobile is one of the influential modes of marketing today:
- Time people spend on their mobile phones is increasing
- Mobile marketing and mobile commerce go together more than ever before
- Shoppers are short on the time they can spend in stores, so marketers can take advantage of easy online access and the convenience of shopping on the go.
- SMS marketing has higher conversion rates than email marketing
- Mobile marketing can reach a more comprehensive market since tablets and smartphones are now easier to access across various demographics
Some Good Mobile Marketing Practices
To aid you in navigating through the advantages, here are some best practices of mobile marketing that you can include in your marketing plans:
- Set Your Goals
Your strategy for mobile marketing must begin with clear objectives in mind. These objectives should be associated with the overall goals of your brand as closely as possible.
Some common goals of business may include:Â Â
- Increasing product or service sales for increased chances of scalability
- Developing brand awareness through digital media marketing
- Expanding traffic and getting leads by optimising your online marketing strategy
- Proving seamless Customer support for quality assurance
Determine your goals and begin brainstorming with your team about such objectives.
- Study the Market
You will be able to discover the achievable marketing plan for your business only when you know your customers well.
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- Customization
Your website needs to load on mobile devices as fast and as smooth as possible. Responsive CSS (Cascading Styling Sheets) allow a website to load fast on mobile.
- Plan your digital content
For selling any digital product, the content must answer the most relevant questions of the buyer, while fitting into his/her buying journey.
Since a buyer can search about the product on their smartphone before the purchase, the content page has to be his/her go-to place for product-related answers, that is easily readable on their cell phone, which in turn, help in evaluating the products.
Plan the digital journey of your prospects which is mobile search optimized.
- Develop Applications
Develop a mobile application, or an app, that suits your business needs. Plan your mobile application before you jump into its development. The best applications are those that engage the users, navigate smoothly and load faster.
You can provide your users with a free version of the app as you ask for their email addresses in exchange, this is known as the freemium version of an app. You can now use those email IDs for your email marketing strategy.
- Rewards Programs
Without the proper incentive, no one is going to try anything new out. Give your customers a reason when using your app or asset. It can be a membership program, discount or promo codes. When you as a brand value your customer, they appreciate that.
For example:
- Dropbox gave its customers, in exchange for referring them to others, free cloud storage
- Best Buy hands out special coupons on several sites like Couponbox.com that offer discounts on everything they buy.
Customers love to get such benefits from brands and it also encourages conversation digitally about your brand.
- Benefits of Geolocation
There is a free location feature in every smartphone and mobile device. Marketers can utilize this feature to send personalized marketing messages.
Google Trends and GPS will help you serve your users throughout your location. Through the feature of geolocation, listings on Google Business bring local customers closer to local businesses.
- Try New Features
You may know how Snapchat takes their users into virtual reality via their mobile phone cameras in real-time, and this is how you use unique features to convey marketing messages.
Leaders in the market today like Nissan and JetBlue have launched campaigns through such features. Flash, touchscreen and widescreen camera are all device features that you can employ in your mobile marketing campaign.
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- SMS Marketing
Whether you believe it or not, SMS still holds its place under the mobile marketing moniker. You can use this easy element that runs on every mobile phone. You can send clickable links through SMS and this method is going to reach your customers with the highest guarantee.
You can send clickable links through SMS and this method is going to reach your customers with the highest guarantee.
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- Mix-and-Match
The effect of your strategies of mobile marketing will be more impactful when you mix and match it with other ways of advertising.
For instance, if you are wondering about banner ads on your website, mix it with other social media channels or with email marketing. It ensures that your customers are a part of your campaign through various sources.
Going for one model of communication may affect your investment and revenue.
- Simple Opt-Outs
If a person wants to unsubscribe, allow them an easy method to do so. Some websites make unsubscribing an ordeal and it just adds to the user’s frustration. When customers want to opt-out of an email program, they should be able to do so with one click.
If you give customers terrible user experience, they will associate your brand in a negative way, especially when it comes to the mobile experience, forever. Be streamlined in every one of your digital features on the mobile screen.
If you are looking for creative approaches to reach users through mobile devices, you are already on the right track. This is the most efficient marketing strategy for savvy marketers. Customers are more comfortable with mobile devices due to ease and effortless navigation.
FAQs About Mobile Marketing Strategy
Q. What is a mobile marketing strategy?
A. A mobile marketing strategy is a plan for reaching and engaging customers through their smartphones and other mobile devices using various digital marketing techniques.
Q. Why is a mobile marketing strategy important?A. With the increasing use of mobile devices, a mobile marketing strategy is essential to reach a wider audience, provide a better user experience, and effectively engage customers on the go.
Q. How can businesses set goals for a mobile marketing strategy?
A. Businesses should align their mobile marketing goals with overall brand objectives, focusing on increasing sales, enhancing brand awareness, driving traffic, and improving customer support.
Q. What role does market research play in mobile marketing?
Market research is crucial in understanding the target audience’s preferences and behaviors on mobile devices, enabling businesses to tailor their strategies accordingly.
Q. How important is responsive web design in mobile marketing?
A. Responsive web design is vital as it ensures a website is mobile-friendly, providing a seamless experience to users across different device sizes.
Q. What is the significance of planning digital content for mobile?
A. Planning digital content for mobile involves creating content that is easily readable and accessible on mobile devices, catering to users who research products on their smartphones.
Q. How can mobile apps enhance a mobile marketing strategy?
Mobile apps can enhance a marketing strategy by providing a platform for personalized user engagement, faster navigation, and unique features that can drive customer loyalty.
Q. What is the benefit of having a rewards program in mobile marketing?
A. Rewards programs incentivize users to engage with mobile apps or sites, enhancing customer loyalty and encouraging repeat purchases.
Q. How does geolocation improve mobile marketing?
A. Geolocation allows businesses to send personalized marketing messages and offers to customers based on their location, enhancing relevance and engagement.
Q. Why is it important to have simple opt-out options in mobile marketing?
A. Providing easy opt-out options in mobile marketing respects user preferences and reduces frustration, maintaining a positive brand image.
About Author
Hitesh Dhawan
Founder of Neuronimbus, A digital evangelist, entrepreneur, mentor, digital tranformation expert. Two decades of providing digital solutions to brands around the world.