Mobile Marketing: A Detailed Guide
What is mobile marketing?
Mobile marketing is a digital marketing strategy that is used to engage the target audience on their smart phones through mobile specific outreach channels such as websites, emails, social media, apps, SMS, and MMS.
In recent years, mobile marketing has gained pitch as it provides a comfortable online experience on the go. With the breakout of the pandemic, mobile marketing has become essential. Unsurprisingly, it has become the future of marketing.
Why is mobile marketing essential?
Mobile marketing empowers personalized engagement irrespective of time and location. So, no matter the size of your business, if you are not implementing mobile strategy, you are undoubtedly losing a large slice of revenue, and in the long run may even find it difficult to stay afloat.
Types of mobile marketing strategies:
In-App mobile marketing:
With the availability of millions of apps, app-based advertising has become a key strategy. Ads on apps like Facebook, Messenger, Instagram, WhatsApp, and TikTok have a significant impact and help to make more sales. There are plenty more apps which can be used to exert maximum results. Creating stores within social media apps like Instagram aid to boost real-time conversions.
Creating a unique app for your business and accepting online payments can increase mobile purchases tremendously. User experience and customer satisfaction matters. Remember to keep your app ready to go right after the installation for buying products, booking a service, or paying online.
Captivate your target audience with various types of ads that include banner ads, video ads, native app-based ads, and interstitial mobile advertising.
In-game mobile marketing:
These are the ads that appear within mobile games and come in multiple formats. They are either integrated directly into the game or appear as video ads. Ads are also shown as traditional banner ads.
Location-based marketing helps to show promotions and info that are relevant to the user's location and stats prove that this form of advertising is more successful, provokes more engagement, has better response, and encourages direct visit to the store resulting in more conversions.
Proximity marketing is a type of location marketing that allows you to utilise Bluetooth to find out where potential consumers are and send short-range signals to their mobile devices when they are close to your site.
Social media is where you can make your business more appealing and easily establish personal engagement with the existing and the potential customers. It is an effective strategy that lets you set campaign goals, budgets, and time duration. Plus, it allows to target audience based on the demographic information.
Mobile optimized emails:
Most of the emails are now opened in mobiles. But if you want to hit on more CTR, you need to keep it more visually appealing with personalized content in larger fonts and with fewer links.
You can see that mobile CTR keeps increasing from the above chart.
This is the easiest way of mobile marketing where the user simply needs to scan the QR code to access the info that he is searching for. Once the user scans your QR code, you can have a continuous engagement with that user. This way you can easily retarget the existing customers.
Sending short messages is still popular as a majority of receivers read it immediately and stats show that the response rate is more than 50%.
Grow your brand with conversational Attentive SMS marketing. It’s more personal, more engaging, and less expensive.
MMS allows you to share photos, audio clips, short videos to increase customer engagement and click-through rates.
Why is mobile marketing important?
Mobile marketing has become crucial as it is revolutionizing the way users are consuming the content. Since people are glued to their mobile screens for a major part of the day, it is easy for the marketers to contact the users 24/7.
It also paves way for personalized communication and with the social media trends like Insta ads with "Shop now," Google's "Buy," buttons and Pinterest's "Buyable Pins" it is easy to benefit from the revenue stream. Further, virtual reality has made mobile marketing even more effective and engaging.
Benefits of mobile marketing:
- Global reach
- Location based targeting
- Immediate response
- Cost effective
- Helps to build strong customer relationships
- Tracking response is easier than ever
- Instant transactions
- Availability of multiple channels of marketing
The disadvantages of mobile marketing:
- Lack of standardization in screen sizes and device technologies
- Users prefer privacy and can easily opt out of marketing
- Navigation is questionable when users have numeric keypads, smaller screens, or when they do not have touch screens
- The need for reeducation with upgradations and the gap in response.
Powerful mobile marketing tips to drive leads and sales
1. See that your website is mobile friendly:
Make sure that your website is mobile-friendly with the menus and content displayed well. It should be easy to make it more compatible with WordPress themes and WPtouch mobile plugin.
2. Create mobile-friendly content:
Think of some content which would be easy to read on the go. Write a captivating headline. Mobiles have small screens, so make the titles shorter and catchy. Say for example,
If your title is:
“How to make tasty pizza easily at home without micro-oven”
Write the mobile version as:
“How to make pizza at home”
3. Mobile Seo:
- Optimize your website for search engines and help your potential customers to find you by doing mobile Seo.
- Use specific keywords.
- Make it convenient for the users to access your products and services.
4. Place your business on the local map:
Set your business on Google for free. Make use of Google My Business to help the users to locate you.
5. SMS marketing still works:
SMS marketing makes the engagement more interactive.
Let's take a brief look at the advantages:
- Tracking the info about who opens your messages.
- Getting feedback is easy.
- Faster delivery of messages.
- Send personalized messages.
How to implement mobile marketing strategies effectively
Expand your promotions:
Use text messages, push notifications, mailboxes, and in-app notifications to display the relevant info. Maximize the urgency with limited offers. Also, make the customer to scan a QR code to establish future mobile communication.
Roll out your updates through multiple channels. Send product updates, changes about subscriptions, newsletters, and other important news via multiple opportunities like emails, push notifications, and SMS.
Recover cart abandonment
Lure your customers back to complete the purchase. Send emails or SMS regarding the product that was abandoned and the benefits of buying. Inspire them to buy some other products which they may prefer.
As smart phones are becoming powerful mobile marketing is going to stay here and will continuously evolve. Different strategies can be implemented to reach the target audience and to build strong relationships at an affordable cost.