Why Your Business Need Mobile Marketing StrategiesAbbakin
As a business owner, you want to know why your business need mobile marketing strategies? Well, mobile marketing is a component of a multi-channel campaign, called Digital Marketing.
Mobile marketing is aimed at reaching out to your target audience on their smartphones, tablets, and/or other mobile devices.
Mobile marketing process is usually implemented via Mobile-friendly Websites, Emails Marketing, SMS, MMS, Social Media Marketing, and Mobile Applications.
Mobile devices are taking over the IT landscape. Today consumers are constantly connected to their personal devices.
According to recent report, 80% of internet users have smartphones, tablets and other mobile devices; making Mobile Marketing Management a top priority list in today’s’ digital marketing environment.
Mobile marketing therefore provides businesses with the time and location sensitivity; and the opportunity for personalizing information that promotes their goods, ideas and services.
Experts Reviewed Mobile Marketing Strategies
Mobile marketing can be seen as the advertising information delivered over mobile electronic channels in the forms of text, graphic and voice messages.
Most times when people hear the term mobile marketing, SMS messaging is the most common delivery channel that often comes to mind.
However mobile marketing experts don’t see SMS messaging really going much further!
Mobile Search Engine Marketing (MSEM) is the second-most common channel; followed by display-based campaigns.
The Kelsey Group, a marketing research company, have predicts that mobile search marketing will account for 73% of mobile marketing by 2013, up from the 24% in 2008;
And that the SMS-based campaigns would shrink to 9%, down from 63% in 2008.
Thus, display-based campaigns are expected to stay relatively up in 2019 and continue in the future.
Types of Mobile Marketing Strategies to Consider
There are several mobile marketing strategies you can adopt in your marketing plan.
The kind that works best for your business will depend on your industry, target audience, and budget.
Understanding the social media landscape is important if you really care to find out what people are talking about and possibly get some ideas about future businesses.
With the increasing popularity of smart phones especially amongst the younger generation, mobile marketing is a new ways of reaching the right people, not just through social media sites.
Having a good mobile marketing strategy in place will definitely make your marketing campaigns something more effective.
Below are 8 steps in integrating mobile marketing strategies in your marketing campaigns that will increase your brand exposure, lead generation and boost your sales.
8 Reasons Why Your Business Need Mobile Marketing Strategies
#1. Develop a Mobile Buyer Persona
Understanding your audience is the first step to any mobile marketing strategy.
Your buyer persona is a valuable tool that will help you in that understanding.
Buyer personas are simply fictional representations of the various types of your customers.
It creates a profile that describes each customer segments based on their background, lifestyle, location, job description, level of income, main sources of information,
Their personal and business goals, challenges, preferred type of content, objections, and/or role in the purchase processes.
By this, it is easier to determine the right channel and voice for your marketing messages when you have a clear picture of your target audience.
In making a specific point to define your target audience, including their mobile habits as well, will make your mobile marketing efforts more effective.
- How much of their web usage happens on mobile devices?
- What kinds of smartphones are they using and what they’re using them for?
- Are they comfortable completing a purchase on a smartphone?
- When are they likely to be reached most: on weekdays or weekends?
- In the morning, at work, or in the evenings, while on the traffics?
A simple way to start is to research your audience big data reports on mobile usage.
However, some of the interesting research observations available include:
- 65% of all emails are first opened on a mobile device.
- 48% of users start their mobile internet sessions on a search engine (Google, Yahoo, and Bing).
- 56% of B2B buyers frequently use smartphones to access vendors’ content.
- 95% of adults primarily use their smartphones to access contents and information online.
To better understand your specific target market, monitor Google Analytics for your site’s mobile traffic statistics.
You can also ask or carry out survey on your clients and prospects about their mobile web usage and interest.
The type of audience you’re hoping to reach will influence the kind of mobile marketing strategy to use.
- Who are your key audience(s) for mobile marketing?
- How are you engaging your mobile audience cross-channels?
- Are they young and tech-savvy?
- Are they gamers?
Facebook Mobile Promoted Posts or in-game Ads might be more likely to get their attention.
Talk about your customer personas in light of mobile usage updates. All the general and specific data you got will help you develop audience personas that include mobile usage insight.
#2. Create Mobile-Friendly Contents
Mobile devices can disrupt the way people engage with your brands. Make sure you are producing contents that are perfectly aligned with your persona’s needs.
Offer mobile values to your customers!
If a brand is not offering value for the customer, a purchasing transaction would not occur – Marketing 101.
If you are thinking about increasing engagement and conversion rates, then provide mobile-friendly contents for potential customers who are searching for information about your products or industry online.
Offer a good user experience on all devices (responsive designs) with clear calls-to-action (CTA).
Make sure your website and landing pages are mobile-responsive. Implement mobile search engine optimization; including mobile emails, social media, and mobile applications.
A mobile-friendly website is no longer an option—it’s a must.
The rise in mobile traffic coupled with Google’s mobile-friendliness ranking factor means your company’s website must adapt to mobile devices in order to stay competitive.
For search engines, “mobile-friendliness” means that:
- Content fits on the screen without side-to-side scrolling or zooming.
- Content loads quickly.
- Site returns no mobile-specific errors.
Google has even provided a free mobile-friendliness tool to help you determine how to best improve your websites.
The most important reason to maintain a mobile-friendly site is to create a consistent and engaging user experience.
Making sure your mobile users’ experience is as easy and seamless as possible should be your primary mobile marketing goal.
#3. Mix App-based Marketing
App-base Marketing is a form of mobile marketing strategy involving the use of Mobile Applications.
Mobile Apps can support many business goals, including extending your product, driving engagement, and even supporting e-commerce or news related services.
Just like any other marketing channel, it’s important to consider how the app can be used for customers acquisition.
80% of mobile time is spent on apps, like games.
To maximize an app’s impact on your business marketing, you will want to be involved in the entire processes; from Mobile Application Development, through to the implementation.
You may offer extra features or mobile specific content in exchange for a user’s contact information, similar to how you would gate content on your website for the same purpose.
You may also want to make sure the app encourages user engagement in order to build relationships and loyalty, and—of course—drive conversions.
These conversions are driven by two types of advertising messages:
- Push notifications and
- in-app notifications.
Both communicate directly to your audience, and should be considered strategic marketing channels.
Additionally, you don’t have to create an app yourself to leverage advertising though this channel.
Services like Google AdMob help you create mobile ads that appear within third-party mobile apps like games in the form of text or display advertising.
In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.
Facebook also allows marketers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate well with Facebook’s news feed; so that users often don’t even realize they’re looking at ads.
#4. Use Hyper Local Search Engine Marketing
Mobile marketing is not just about personalization, customization and connecting with customers. It’s also about understanding their locations and interest.
When it comes to mobile, its best practice to keep things simple, and optimize for local – so as to align with users’ queries.
More than ever before, consumers are turning to their smartphones for location-specific information.
They’re looking for quick, in-the-moment advice or help; so they expect ‘accurate’ bite-size of information.
Today, people are no longer searching ‘near me’ because they expect their device to have geolocation which will automatically give them the best searches and results hey need.
Business owners therefore need to anticipate ahead of time what their customers are likely to need, and then create contents that perfectly fulfill those queries.
According to Google research, “Four in five people use search to find local information. And these searches provide a view into consumer’s interest and intent in a given place.
Where is the nearest gas station in Lagos city?
Marketers can now use this kind of intent to offer the most relevant ads in their target markets.
To connect at the city and neighborhood-level, use local search engine marketing like Google mobile search ads; featuring extra add-on extensions like click-to-call or Google maps.
Here are some ways you can use Hyper local Search Marketing:
- Get your mobile website or app ranking for location-based keywords
- Don’t forget to optimize for street and neighborhood names, cities
- Get listed in local business directories and review sites (like Google My Business)
- Use hyper local advertising to geographically target your Ads to mobile users in your area
- Contribute to local publications (e.g., community newsletters, local newspapers, etc.)
- Work on getting mentions, back-links and reviews on local but industry blogs
Using Hyper-local Mobile Marketing Strategy can not only help boost your local sales, it can also help you build your brand’s reputation in your community and increase website traffic.
As local users see your content, listings and/or ads, they’ll become more familiar with your brand, leading to increased local brand recognition, trust, and sales.
#5. Use SMS Marketing to Connect With Users On-The-Go!
The retail market is a perfect business model to leverage the power of mobile, especially when you take advantage of location data.
SMS messaging, also known as “short messaging service,” involves capturing a user’s personal phone number and sending them text messages about your special offers.
SMS and MMS are very powerful channels for mobile marketing. However, there is huge potential when it comes to SMS marketing.
According to SlickText, the average click-through rate (CTR) for text marketing messages is 36% – compared to email’s 6-7%.
Almost 50% of consumers in the United States make direct purchases after receiving an SMS-branded text.
Research also suggests that the use of mobile coupons is only going to grow over the next few years.
According to Juniper Research, there will be approximately 1.05 billion mobile coupon users by 2019.
Regardless of your business, a coupon can be used to drive in-store foot traffic, online conversions, and customer retention or even help promote a new product and service.
In a highly competitive market, coupons show value to the customers, especially if it is delivered in a timely manner with the right message.
There are many ways to use a coupon and a mobile device is the perfect vehicle to deliver the brand message anywhere, anytime.
But while the opportunity is huge, many business owners are unsure how to use SMS and MMS to capture the attention of their subscribers.
The Following are Four Ways to Use SMS Marketing Effectively
- Offer a valuable incentive for signing up: Many people are reluctant to hand over their phone number due to some reasons. So offering a significant discount can be enough to put an end to this reluctance.
- Use SMS to publicize sales and events: By sending bite-sized announcements for product launches, upcoming events or other promotions.
- Send appointment reminders for service-based businesses: Increase appointment show-up rates by sending timely reminders.
- Use short customer surveys (Example): “We want to know how we did! Reply and let us know.”
#6. What of MMS Marketing?
A similar way to reach your audience on mobile devices is MMS, or multimedia message service.
MMS can be sent peer-to-peer, from a mobile messaging service provider or from a website to a mobile phone.
MMS messages can include text, photos, videos, and audios, GIFs or expanded media options that allow for more branded messages and create better tie-in to other marketing campaigns.
Why should you use MMS marketing to reach your mobile audience?
- MMS texts have a higher customer engagement with a 15% average CTR (click-through-rate).
- MMS increases campaign opt-ins by 20% over SMS.
- Subscribers are eight times more likely to share MMS content on social networks.
Because MMS offers a richer media experience than simple SMS messaging, you should make the most of those extra media options such as:
- Include engaging visuals.
- Tie the MMS to a multi-channel marketing campaign.
- Make the message easily shareable via social media buttons.
#7. Emails: Best Ways to Maximize Direct Communication Marketing
Marketing directly to someone’s mobile device is more personal than targeting an audience through other channels; and thus very powerful mobile marketing options.
It’s important to take privacy regulations into consideration when reaching people on a mobile device either through emails, SMS, and MMS marketing.
Because these messages are considered automated calls, in the U.S. they fall under the Telephone Consumer Protection Act (TCPA) of 1991.
Make sure to handle them with detailed strategy since you are reaching that person in his/her pocket or purse.
Below are some best practices to consider:
- Give adequate notice to consumers about receiving messages from a shortcode-based program.
- Get opt-in consent or confirmation forms before sending marketing SMS and MMS messages.
- Make it very clear how someone can opt-out of your program.
- Be personal, respectful, and clear.
- Keep the text under 160 characters.
- Don’t use slang or abbreviations.
- Offer the recipient something of value.
- Make it clear who is sending the message.
- Craft a clear call-to-action.
#8. Use QR Codes to Streamline Your User Experience
Another way to provide relevant information as quickly and seamlessly as possible to mobile users is through the use of QR codes (barcodes).
One of the most popular uses of QR codes among consumers is for comparison-shopping.
Customers use their smartphones to scan an item’s QR code to compare prices online and in-store.
QR codes are also scanned by users, who are then taken to a specific web-page that the QR code is attached to.
Whatever you’re using QR codes for, they should ideally act as shortcuts for getting valuable information into the hands of your customers and prospects.
Generally, barcodes shouldn’t take your customers to your home page, but rather to very specific, targeted content, form or product.
Possible uses for QR codes on your site may include:
- Taking them to a campaign-specific landing page
- Functioning as a Facebook ‘like’ button for your business page
- Offering detailed info on a particular product or group of products
- Taking them to a contact page or registration form
- Offering a coupon, and more
Final Thoughts: Why Your Business Need Mobile Marketing Strategies
Mobile technology is moving at a speed and your company must be able to move with it successfully.
Everything that can be done on a desktop computer is now available on mobile devices.
From opening an email to visiting your website, to reading your content, it’s now accessible through a small mobile screen.
Now you see why your business need Mobile Marketing Strategies?
Mobile marketing allows you to directly participate in your customers’ journey by streamlining their mobile experience, and providing them with timely communications.
A mobile marketing strategy is a large chunk of any growing marketing campaign and can give your brand or company an edge over the competition.
Abbakin is a digital marketing agency in Nigeria that can help your business stand out by implementing effective Mobile Marketing Strategies.
From email marketing to PPC, content marketing to SEO, social media marketing and mush more, there are different mobile marketing channels to reach your audience where they are most comfortable.
Optimizing your website and email for mobile devices, taking advantage of the SMS and MMS channels, and building a mobile app for your most highly engaged audience are all big projects and we’re glad to be a part to your business developments.
You can start on a good note by creating your buyer personas – getting a clear idea of where and how the majority of your target audience spends their mobile time.
Through analytics, you can gain concise reporting and data of your target audience and consumer insights.
But if you don’t have the time, consider hiring the right mobile marketing partner. This is an absolute must for any business or organization looking to dive into mobile marketing industry.
The idea here is to find a mobile marketing company or agency that knows mobile marketing strategy and technology better.
Additionally, make sure your mobile marketing agency has a robust customer service team to help when you need it most.
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