First things first – what is mobile marketing?
Any guesses? Well, yes, it has something to do with mobile devices and marketing.
Technically speaking, it is a set of business marketing strategies that are optimized for smartphones and other mobile devices.
An average American spends around 5 hours per day on smartphones, which pretty much explains why mobile marketing is the need of the hour. If you don’t use it, you might be losing out on your customers.
Why Are Mobile Marketing Strategies Important?
As a business marketer, it is vital for you to realize and acknowledge the fact that there has been a significant shift in the way customers are using digital content. As you will learn from the infographic below provided by appgeeks.org, they are no more limited to desktops. In fact, mobile phones have become an integral part of their lives.
Want a proof? In 2015, it was found that users spend 51% of their internet time on smartphones and other mobile devices.
Thus, you simply cannot assume that the marketing strategies intended for desktop users will be equally successful by targeting mobile users too. This is something that many big companies realized a long time ago, and they have integrated mobile marketing with their other digital marketing strategies seamlessly.
National Geographic, for instance, created a mobile marketing campaign designed specifically for tablet users. In a similar event, Ford launched a mobile marketing campaign during the launch of the New Escape and Taurus models. Users were only required to send a one-word text message to a number to get more information on the new vehicles.
So, How Can You Create Your Own Mobile Marketing Strategy?
As with all other marketing strategies, it is necessary that your campaign is customer-centric. And since it is aimed at mobile users, your content should be as crisp, clear, and succinct as possible.
– Have a mobile-friendly website and landing page
This is an essential step which is no more a choice but a mandatory requirement. You would not like your users to switch to your competitor just because your website doesn’t render perfectly on mobile phones and other screens.
Further, make sure that the pages load quickly, and videos and images are in-line with the screen dimensions.
– Know your ideal audience
No marketing strategy is complete without the right identification of the target audience. Thus, it is highly recommended to create profiles of your customers by describing their background, preferred content type, buying process, demographics, tastes, and other important details.
To understand your target market more accurately and precisely, consult Google Analytics. Additionally, you can also collect the feedback right from your customers about their mobile web usage.
– Set goals and establish KPIs
Now that you have a clear picture of the target audience in mind, it is the right time to set goals and create key performance indicators (KPIs).
Here are a few questions that can help you in understanding your goals better:
- Is your current strategy tailored to mobile devices? This will let you know if you need to start from scratch or you need to work on your existing strategy.
- If yes, how it is performing? This would help you in identifying your strong and weak areas.
- What do you expect from mobile marketing? It is important to know your reasons for using this strategy.
Once you have the answers to these questions in place, go ahead and establish the KPIs. Some of them include:
- Engagement rate: Provide information to the potential customers who are searching for your product or industry on mobile devices.
- Acquisition: Make sure that the call-to-action on your mobile website is easy to read and big enough to facilitate easy click-throughs.
Track mobile metrics
To make sure that you are on the right track, it is essential to keep monitoring your mobile metrics. You can do so by using Google Analytics which provides enough insight on your mobile users with its mobile behavior and mobile conversion data.
All you need to do is head on straight to the Site Content Dashboard. It provides interesting details on various metrics like bounce rate and page views. You can add the Device Category to the Site Content Dashboard. This will help you in tracking the most-viewed pages of the website per device. This way, you will know which content was the most visited on mobile devices.
With this in mind, it would be right to say that creating a mobile marketing strategy is not a stand-alone effort. Instead, you need to connect various dots to get the expected results. PPC, SEO, social media marketing, email marketing, – all of these must be considered carefully when creating a decent mobile marketing strategy.
To learn more about mobile marketing, check out the infographic below!
How Businesses Use Mobile Marketing to Their Advantage (Infographic)