With so many of us glued to our smartphones, mobile marketing can be a great call for your business. But how do you go about it?
In this guide, well talk through the ins and outs of mobile marketing so your audience can connect with your brand at the tap of a button.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience through smartphones, tablets and other mobile devices, via websites, email, SMS and MMS, social media and apps.
In recent years, customers have started to shift their attention (and dollars) to mobile. Because of this, marketers are doing the same in order to create true omnichannel engagement. As technology becomes more fragmented, so does marketing. And in order to earn and maintain the attention of potential buyers, content must be strategic and highly personalized.
Pro Tip: Be relevant and useful and ensure that your message hits your target in the bullseye.
When it comes to mobile marketing, strategic, personalized content means thinking about different devices in mind and utilizing SMS/MMS marketing and mobile apps.
Mobile marketing is an important piece of the puzzle when it comes to building out any short-term or long-term marketing plan.
Theres a mobile marketing channel to reach every part of your audience where theyre most comfortable, including:
For mobile marketing to be effective, you need to curate a cohesive experience that customers expect and that can be a real challenge as you work to acquire, engage and retain users across a multitude of platforms.
Mobile marketing can do wonders for driving brand value and demand for your products or services by leveraging mobile devices to connect with more consumers in real time at any point in the customer lifecycle.
Mobile is also growing steadily. According to eMarketer, mobile versus desktop usage stats in the United States in 2018 show that the mobile-only audience will grow to 55.7 million (nearly 19%) by 2022, and Adweek estimates that 79% of smartphone users have their phones on or near them all but two hours a day.
Today, there are more mobile devices in the world (8.7 billion) than people (7.1 billion), due largely in part to our voracious appetite for new technology. UN data analysts have found that in the US, 71.5% of citizens over the age of 13 have a smartphone, and 66.5% have smartphones globally. To harness the growing power of mobile marketing, you must focus on creating a seamless experience that your audience expects.
Pro Tip: Ensure whatever message you're sending is only for mobile customers and let them know. Your customers will feel uniquely appreciated and more likely to act on your mobile messages in the future.
Mobile marketing has unique differences from traditional marketing, but as this quote suggests, using the techniques in tandem leads to the greatest rewards.
Traditional marketing may be more familiar to older demographics, and its tangibility still appeals to customers for high-end or expensive products in the automobile industry for example. But it is generally more expensive to buy TV commercial airtime and difficult to track conversion rates than it is through mobile.
Unlike traditional marketing, mobile marketing leverages the omnipresence of mobile devices in users pockets and handbags. As a result, location-based services can collect customer data and then offer promotions based on their proximity to a store or a place frequently visited by the consumer.
These marketing campaigns can be more targeted and specific to the individual user, and should, therefore, be more effective for the company doing the marketing. One example could be a marketing campaign that sends book recommendations or price coupons to a customer any time they come within half a mile of particular book shop.
Mobile marketing can reach customers anywhere, any time on public transport, at work, in their homes, even in their beds. While its still important as part of an integrated marketing strategy, traditional marketing is waning, and mobile marketing should move to the vanguard of a companys marketing efforts.
Pro Tip: Use short, attention-grabbing copy on small screens. Leverage video or a carousel of pictures attracts attention usually better than most still photos.
Unique marketing options on mobile include the following:
Advantages
Disadvantages
Mobile time is constantly rising, and there are an increasing number of channels or platforms to choose from with high engagement levels.
Users must agree to opt in to receive location-based marketing. Privacy issues require marketers to be careful to follow data protection regulations, in the US and other markets, such as GDPR in Europe.
Social media is optimized for mobile phones. Social networks effectively work as media ad platforms.
Mobile marketing is fast and its impact instant. So mistakes can be punished rapidly.
Audiences can be reached anytime, anywhere across the globe.
From social media to search engines, mobile marketing is an ever-changing field. Youll need to work hard to keep pace.
Information on a mobile feels more personal, and creates connections with customers more easily.
Mobile phones are not always standard-sized, and campaigns need to be adjusted for different handsets.
Mobile marketing techniques allow you to target particular segments of the marketplace and personalize your content.
Because mobile devices are so personal, customers are more easily irritated if your offering is not relevant to them.
Deliver relevant and timely content or advertisements by using location data for potential customers.
Some mobile marketing techniques, especially those that use location targeting, might be seen as invasive.
Relatively inexpensiveespecially compared with traditional marketing.
To create a consistent user experience, youll need to ensure that your website and sales platforms are fully optimized for mobile too.
All your content has the inherent potential of going viral at no extra cost to you.
Customers bad experiences can go viral as fast as good ones.
Pro Tip: When are you messaging your customers? Think about what you are selling meet your customers where they are when they need you.
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Mobile Marketing Tips, Examples and Strategies | Marketo Engage