In recent years, customers have started to shift their attention (and dollars) to marketing management on 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.
Mobile marketing can get your brand in front of customers, no matter your industry. This strategy focuses on mobile devices, which virtually your entire customer base uses. With the right marketing management on mobile tactics, you could reach a huge percentage of your potential and current customers.
Marketing Management on Mobile 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.
What is Mobile Marketing
Mobile marketing is the process of marketing and advertising to consumers using smartphones and tablets. Typically, mobile advertising strategies take advantage of mobile device features such as push notifications and location awareness to deliver more timely and relevant ads.
Going Marketing Management on mobile can boost your business, whether you launch campaigns in-house or outsource your efforts to knowledgeable freelancers.
By the end of this guide, you’ll have a full understanding of what mobile marketing is, and how it actually works. But that’s not all. We’ll also walk you through the key steps for creating a viable mobile marketing strategy.
What makes an excellent mobile marketing strategy? Here are some tips for creating one that is effective:
- Optimize your website for mobile
- Understand buyers and segment them according to personas
- Add opt-in and opt-out options
- Be clear, concise, and respectful
- Don’t forget about local optimization to align with the target audience’s queries
Why is Mobile Marketing Important Today?
Mobile marketing is important because it allows businesses to reach consumers where they are, virtually and in their actual location. While tablets are an important channel for mobile marketing, smartphones make up 77.5% of the global mobile device market.
And what are users doing on their phones? They are checking social media, of course! In the U.S., users spend 49% of their smartphone time on social media. Facebook is the most popular platform used by 68% of Americans as their primary social media channel. The average Facebook user spends nearly one hour a day liking and sharing. Instagram (35%), Pinterest (29%), and Twitter (24%) round out the top four primary social media channels.
When they decide to shop, around 73% of online purchases are made on mobile devices. But even when shopping in-store, 74% of consumers use a mobile device to compare prices or read reviews.
Why You Need a Mobile Marketing Strategy
Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.
Mobile marketing refers to the variety of ways that marketers can communicate with consumers through channels they can access on their smartphones. This includes:
- Text messages
- Push notifications
- In-app messaging
- Mobile inbox
- Email marketing
How Do You Start a Mobile Marketing Business?
Set up a Mobile Website
People use their smartphones for almost everything these days and so it’s important that your website is formatted correctly for viewing on a smartphone. If you have an existing website, many companies offer automated systems that convert your existing website for viewing on a mobile platform. WordPress and GoDaddy are two great examples of companies that do this.
Set up Your Business on Location-Based Platforms
Setting up your business on various location-based platforms, such as Foursquare, Gowalla, and Facebook Places is a good way to make your business available to a wider range of people and to start running mobile ad campaigns. Foursquare has been a pioneer in this respect, where companies can run various promotions, such as offering discounts for meeting a certain number of visits or “check-ins” on the app.
To get a real feel and understanding of mobile ad marketing you need to fully immerse yourself in the experience. Start using location-based platforms wherever you go, check in, use the various apps available for paying in restaurants or grocers, check out ads, and perform various voice searches, all to get a feel of how people might use their mobile devices for consumer transactions.
Start a Mobile Ad Campaign
Once your website is set up for mobile device viewing and you’ve understood how the mobile ad marketing world works, it’s time to set one up for your business. Mobil ad campaigns are a crucial element for businesses to get viewership.
Utilize QR Codes
QR codes, which are square bar codes containing information, can be placed in a variety of locations, and once scanned by a phone’s camera, direct a user to a website that can show a business’s website, promotions, or other important information.
Here are some tips to ensure that your content is mobile-friendly
- Use high-quality images, videos, and GIFs. Mobile content needs to be visually engaging and interesting.
- Copy needs to be short, concise, and to the point. Use short sentences, break up paragraphs with headings and sub-headings, and use ordered and unordered lists for any content that can be skimmed.
- Use large fonts (size 14px or bigger), as small font sizes are hard to read on a small screen.
- Add alt text, image names, and captions to all media so that viewers can see what it is if it’s taking a while to download on a slow data connection, or if their browser does not automatically load media.
- Most people watch videos on mute, so adding subtitles is essential to get your message across even with the sound off!
Tips And Tricks for Marketing on Mobile
In addition to making your website responsive and mobile-optimized, look at your content and messaging and finesse them to work for mobile and small screens.
Starting small and building up slowly also allows you to gather information and populate lists before you branch out into new mobile marketing strategies.
Even simple things like adding an opt-in for an SMS list to your marketing emails and on your website can get the ball rolling.
As an increasing share of your customer base adopts smartphones and tablets, it’s more important than ever before to embrace mobile marketing. With this channel, you can reach customers on devices and platforms they already use and take advantage of specialized technology like location services and text messages.