Mobile Marketing

What is Mobile Marketing?

Mobile marketing is promotional activity designed for delivery to cell phones, smartphones and other handheld devices. Usually, mobile marketing is used as a component of a multi-channel campaign.

Moreover, Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. It is estimated that mobile app install ads accounted for 30% of all mobile advertising revenue in 2014 and will top $4.6bn in 2015. Further, it will be over $6.8bn by the end of 2019.

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Furthermore, mobile marketing is a multi-channel, digital marketing strategy. Mobile Marketing aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media and apps.

From opening an email to visiting your website for reading your content, it’s all accessible through a small mobile screen. Consider:

  • 80% of internet users own a smartphone.
  • mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the U.S.
  • Google anticipates search queries on mobile devices to surpass desktop searches by the end of 2015.

Effective mobile advertising means understanding your mobile audience. Further designing content with mobile platforms in mind. So, making strategic use of SMS/MMS marketing and mobile apps.

 

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How to Create a Mobile Marketing Strategy

As with any marketing effort, every brand and organization will develop a unique mobile marketing strategy. This strategy is based on the industry and target audience. Mobile technology is all about customization and personalization.

MOBILE MARKETING

Step 1 – Create Mobile Buyer Personas

Understanding your audience is the first step to any marketing strategy. The buyer personas are a valuable tool to aid in that understanding. Buyer personas are simply fictional representations of your various types of customers.

Create a profile that describes each one’s background, job description, main sources of information, goals, challenges, preferred type of content, objections and/or role in the purchase process.

It is easier to determine a channel and voice for your marketing messages when you have a clear picture of your target audience.

Make a specific point to detail your target audience’s mobile habits as well. How much of their web usage happens on mobile devices?

Are they comfortable completing a purchase on a smartphone? A simple way to start is to research big data reports on mobile usage. Some interesting observations include:

  • 65% of all email is first opened on a mobile device.
  • 48% of users start their mobile internet sessions on a search engine.
  • 56% of B2B buyers frequently use smartphones to access vendors’ content.
  • 95% of adults primarily use their smartphones to access content/information.

To better understand your specific target market, monitor Google Analytics for your site’s mobile traffic numbers. You can also ask or survey clients and prospects about their mobile web usage.

 

MOBILE MARKETING

A/B testing—

It compares two versions of the same campaign on a certain channel. It can also be informative for developing any aspect of buyer personas.

When all other factors are the same, do your email campaign landing pages get more views when you send a related email on weekends or on weekdays?

In the mornings or in the evenings? Which title or email subject gets more click-through?

Both the general and specific data will help develop audience personas that include mobile usage.

Mobile Marketing

Step 2 – Set Goals

The key to defining an effective strategy is to first decide what success looks like. Get the key stakeholders together to map your mobile marketing strategy.

Identify goals for mobile marketing by asking your team some of these questions:

  • what are we currently doing for mobile? This will define your starting point. But make sure everyone is on the same page as you begin.
  • if you are already doing mobile marketing, how are those initiatives performing? This conversation will identify what is already working. What is not working and what’s not even being measured.
  • what are your main objectives for including mobile marketing in your overall strategy? Discuss why you’re considering mobile now? What conversations have led up to this point? Further what you expect from mobile marketing.
  • who are your key audiences for mobile marketing? Talk about your customer personas in light of mobile usage updates. How similar or different is each persona’s mobile usage?
  • how are you engaging your mobile audience cross-channel? This discussion will help analyze how the channels you’re currently using can be included in your mobile marketing strategy.

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Mobile Marketing

Step 3 – Establish KPI’s

Determine which realistic, measurable KPI’s define your mobile campaign’s success. For example:

  • engagement— provide mobile-friendly content for potential customers while mobile marketing. Customers who are searching for information about your industry or product. Make sure your website is mobile-responsive to improve mobile SEO.
  • acquisition— Make sure lead nurturing emails are mobile-friendly with clear calls-to-action.
  • buttons in emails should be near the top of the message and be big enough. So that it can be easily tapped in order to facilitate click-through.
  • then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.
  • customer service— In a connected, social marketplace, customer service is very much a marketing opportunity.
  • allow your customers to easily reach you through any platform they want. Including simple click-to-call buttons for smartphone users.
  • the table will then display the most-viewed pages on your site, per device. So you can see how mobile marketing actually affects your web traffic.

Mobile Marketing

In order to identify the right KPI for your mobile marketing campaign, ask yourself:

  • do I want to increase conversions from email messages?
  • am I trying to improve traffic to sales pages?
  • how important is it that I generate more qualified prospects?
  • does our brand need to improve sales by converting more traffic on certain pages?

Step 4 – Monitor Mobile Metrics

Google Analytics can help monitor mobile usage of your site:

  • mobile behavior data reveals how well your mobile marketing content engages your audience.
  • mobile conversion data will indicate whether or not some of your key landing pages still need to be optimized for mobile browsing.

Add the Device Category by clicking the “Secondary dimension” menu above the first column. Then select “Device Category” from the “Users” sub-menu.

mobile marketing,digital marketing institute in indore

Mobile Marketing

The table will then display the most-viewed pages on your site, per device.

So you can see how mobile marketing actually affects your web traffic.

Mobile Marketing

POINT TO BE NOTED

  • buttons in emails should be near the top of the message and be big enough to easily tap in order to facilitate click-through.
  • then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.
  • talk about your customer personas in light of mobile usage updates.
  • what are your main objectives for including mobile marketing in your overall strategy?
  • A/B testing—which compares two versions of the same campaign on a certain channel—can also be informative for developing any aspect of buyer personas.
  • when all other factors are the same, do your email campaign landing pages get more views when you send a related email on weekends or on weekdays?
  • both the general and specific data will help develop audience personas that include mobile usage.
  • it is easier to determine a channel and voice for your mobile marketing messages when you have a clear picture of your target audience.
  • mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the U.S.