Mobile phones have taken over our everyday life. Americans rely on their mobile phones for almost every other task in their daily routine. 9 out of 10 people in the US have a cell phone. Pew Research Center estimated that one-third of the American population lives in a household which has more than three smartphone devices in it. These statistics provide a clear picture of our dependency on these mobile devices. Considering this widespread adoption, marketers should also look for techniques to market to this chunk of the audience on a mobile device.
Here are some tips for marketers to craft the ideal mobile marketing strategy:
Your mobile marketing strategy should begin with some clear goals in mind. These goals should be closely associated with your overall business objectives. Some common business goals include:
- Increasing sales of products or services
- Building brand awareness
- Driving more traffic and getting more leads
- Customer support
Determine some goals and start brainstorming with your team about those goals.
Study your market
Like any other marketing campaign, you must study your target audience. You will be able to find out the marketable elements of your business when you know your audience well. For example, as mentioned above, marketers in the US can rest assured that every nine people out of ten have access to a mobile device. This means that mobile marketing campaigns in the US are a good idea.
Even if you only have a website and no social media profiles, customize for mobile. Your site must load on every mobile device. Responsive cascading styling sheets (CSS) enable a website to load quickly on mobile. Add brief content which is engaging, be specific and keep the target audience in mind.
Build a mobile application which suits the needs of your business. The best apps are those that load faster, engage more customers and navigate smoothly. You can offer users a free version of your app in exchange for their email IDs. Use those email addresses in your email marketing program.
No one is going to try out something new without a proper incentive. Provide your users an incentive when using your mobile application or any other asset. It can be a discount, a promo code or a membership program. Customers like to feel valued by a brand. Dropbox provided its users free cloud storage in exchange for referrals. Best Buy has special coupons on various sites like Couponobox.com which offer discounts on every purchase. Customers love to get these benefits from a brand, and it increases the digital conversation about the brand.
Smartphones and other mobile devices have a free location feature in them. Marketers can make use of this location feature to send customized marketing messages. GPS and Google Trends will help you cater to users around your location. Google Business listings bring local customers nearer to local business through a geo-location feature.
Try new device features
Just like Snapchat takes a user into virtual reality through the camera in real-time, you can also make use of unique device features to send marketing messages. Market leaders like JetBlue and Nissan have already launched successful campaigns through this feature. Touchscreen, widescreen, camera, and flash are all device features which can be utilized in a mobile marketing campaign.
SMS are still a part of mobile marketing, believe it or not. You can use this simple element which runs on every mobile device. Smartphone SMS can be sent with a clickable link as well. This is a mobile marketing solution which is bound to reach 100% of the mobile market. In regions like Latin America where mobile adoption is increasing at an incredible speed, 69% of the market is still feature phone users.
Mix and match
The impact of your mobile marketing tactics will be more significant when you mix and match with other forms of advertising. If you are thinking of website banner ads, mix it with other channels like social media, email marketing, etc. It will ensure that the user is a part of your campaign from one source or another. Going for a single model may hurt your revenue and investment more than you can imagine.
Even when a user wants to unsubscribe from your services, provide them an easy way to do so. Some websites make it a hard ordeal to unsubscribe. It leads to more frustration from the user’s end. Opting out of the email program should happen in one click. If you give them a bad user experience, they will forever associate your brand with the worst mobile experience. Be smooth in all your digital features on mobile screen.
If you are thinking of creative ways to reach mobile users, you are on the right track. This is the best way forward for savvy marketers. Users are more inclined towards mobile devices because of the ease and smooth navigation. For more inspiration, read these four essential tips.