Since the handheld devices in everyone’s hands have become the most frequently used tools for interacting with business brands, subscribing services, and buying products, a comprehensive mobile marketing strategy is undeniably a key component of any marketing strategy. Naturally, for businesses optimizing their websites for mobile devices and creating branded mobile apps have become key aspects of marketing strategy. This is how every business now has a mobile marketing strategy.
What exactly shapes a mobile marketing strategy in the larger context of marketing? How can a mobile marketing strategy benefit a business? We would like to answer all of these questions through this blog post.
What is Mobile Marketing?
Mobile marketing represents the branding and marketing exercises for smartphone interactions and mobile purchases. The mobile marketing strategy helps a brand deliver consistent user experience across mobile apps, mobile-optimized websites, and social media platforms.
As most people use mobile devices, marketing strategy enjoys a bigger and better customer reach across different contexts and scenarios. Since, on average, smartphone users spend hours browsing apps or mobile web, any marketing strategy without considerations for mobile uses will lose its effectiveness and efficiency.
Key Reasons for Businesses to have a Mobile Marketing Strategy
Just as your business cannot run without internet access, a mobile presence has also become an irreplaceable element of a business brand. The vast majority of users now spend the larger share of their internet time on smartphones, and hence a strategy to connect these mobile users is extremely significant. Naturally, when a company develops a mobile app, it undeniably focuses on targeting this audience. But building a mobile app is just one big part of the whole strategy. Building mobile web, landing pages, and mobile-friendly social media presence are also important.
Let’s have quick look at some of the key reasons to prioritize a mobile marketing strategy.
- Smartphones are used on the go, in workplaces, transport, and in-home environments. Naturally, mobile marketers can connect to their audience anytime, anywhere.
- Smartphones are highly personalized devices, and hence mobile marketers can easily connect their audiences with personalized messages.
- Smartphone users happen to search for products and services on their screens when they have the need. So, based upon contexts and locations, customers can be accurately targeted.
- Mobile devices allow on the go shopping and, on the go, browsing, and hence mobile marketing is great to reach out to customers with mobile content marketing and mobile commerce.
- User experience is often considered the biggest factor behind the popularity of mobile apps; this helps small business brands compete with big brands just by providing outstanding user experience through their apps.
- Mobile apps and mobile web offer a native user experience furnished with easy integration of device features. This helps mobile marketers to target audiences based on their platforms and devices.
- Finally, mobile marketing perfectly goes alongside other traditional marketing approaches. If you have an omnichannel retail business, hyper-local marketing can help generate more customer footfall for your store.
Some Effective Tips for Mobile Marketing
Now that we have explained what mobile marketing is and how it has a positive impact on your marketing strategy and business output, we can look at some of the most effective tips for successful marketing.
Mobile Optimized Web and Landing Pages
The first principle is to help your audience discover your brand and interact with it on their mobile devices. For this, you have to optimize your website for fitting perfectly across different mobile device screens. Building a separate mobile website version or turning your regular website into a responsive one is the very first step. Secondly, you need to optimize the look and feel of the landing pages for boosting mobile interactions.
Create Customer Personas
For successful mobile marketing, you need to have a deeper and comprehensive understanding of your target audience. It would help if you created elaborate customer personas with typical demographic character, preferences, and pain points. By creating detailed buyer personas, you can easily understand how to address the customer wants and boost business conversion. Lastly, make sure you do A/B testing of the buyer personas and choose one with more characterizes common to buyers.
Establish the Metrics and KPIs
Since your marketing efforts need to be evaluated, tested, and optimized following particular parameters, you need to establish the key metrics and KPIs. Here are a few of them.
- Customer footfall and engagement is a key determinant factor for measuring the success of marketing.
- New user acquisition for your mobile apps and mobile websites is another key metric.
- Session time for every app and web user is crucial to get an idea about customer engagement and popularity.
- Customer pain points are also required to be evaluated to understand the factors leading to abandoned carts or similar activities.
Google Analytics comes as a handy and effective tool to take care of these metrics and evaluation needs.
Hyperlocal marketing refers to the techniques and measures that target customers based on their exact locations and contexts. For example, geofencing technology allows marketers to target any customer stepping inside a location with relevant promotional messages. Beacon technology does a similar thing by targeting customers with marketing messages, whoever the Beacon location sensors catch their devices.
Pushing Voice Search
Since an increasing number of mobile users use voice for making purchases and browsing products, voice search and voice interactions for purchases have become a popular key component of modern mobile commerce and mobile websites. For voice search benefits, mobile marketers have to use effective long-tail keywords with phrasing common to vocal communication.
Mobile marketing has already become the prima facie of digital marketing. In the years to come, smaller and local brands will embrace mobile marketing strategy and need these strategic tips to push their brands upfront.
Also read about: How Mobile Technology Can Improve Your Business