Mar 9, 2018

The Beginner’s Guide to Mobile Marketing Strategy

Mobile-optimized websites and marketing methods are vital to business success in the modern market. Whether you wish to increase the bottom line for your brand or improve customer engagement at multiple touchpoints, your online marketing skills should include a knowledge of the mobile marketing realm to help enhance your marketing strategies.

In this blog, you'll find out how to implement the key components of a stellar mobile marketing strategy targeted to the right audience, at the right time.

What is mobile marketing?

In short, mobile marketing is the sharing of a brand or business in a way that is optimized for smartphones and other mobile devices throughout apps, social media channels, and websites.

As a marketing strategy, mobile marketing allows a business to reach a larger audience than they would by focusing solely on desktop digital marketing processes. According to SiriusDecisons, 67% of the buying process now takes place digitally. In addition, Flurry reported that the average American spends around 5 hours per day on their mobile device.

Marketing teams are taking advantage of the amount of time the average person spends on a mobile device. Because we’re on our phones every single day, it only makes sense that marketing campaigns be specialized for mobile viewers across various digital platforms.

Why mobile marketing strategies matter

From a business perspective, it’s important to realize that the way in which their customers are consuming digital content has changed from desktop-based to mobile-based. In 2015, mobile use surpassed desktop use, with 51% of internet time being spent on mobile and smartphone devices.

For marketers, online marketing skills that complement mobile marketing strategy optimization are an actively sought after skill for businesses around the world. No matter the size of your organization, it’s time to level-up your mobile marketing strategy by being a digital marketer with high-value mobile marketing skills.

Examples of best-In-class mobile marketing strategies

Over the years, many brands and organizations have invested in high- quality mobile marketing strategies to make the most out of their marketing budget, including:

National Geographic: In a bold move, the National Geographic Channel created a mobile marketing campaign that was aimed only at tablet users watching on their home’s Wi-Fi network. The campaign provided them with relevant information on their tablets for a co-viewing experience while a program played on their television.

Ford: During the release of new Taurus and Escape vehicle models, Ford created a future-forward mobile marketing strategy that connected mobile viewing and texting capabilities. If individuals were curious about either vehicle and wanted more information, they simply needed to send a one-word text to a short number.

Once a prospect sent the text, they’d be contacted, provided the relevant information, and asked for their names and zip code. This information was then sent to their closest dealership, from where a sales professional reached out.

Setting up your mobile marketing strategy

If you’re a newcomer to the world of mobile marketing, we’ve compiled the information you need to create a well-rounded mobile marketing strategy with ease.

As with all marketing endeavors, your campaign must be customer-centric. Traditional marketing methods of selling features of your product or service area gone. Instead, customers are looking to invest in brands that they believe will provide a solution to a specific aspect of their life.

When it comes to skills required for digital marketing, understanding how to effectively market to mobile-based customers is key. This begins by making sure that you have an airtight strategy for making a customer want to invest in your product or service. The content that customers are shown is what will develop their brand awareness, and ideally pull them into your sales funnel.

Because mobile users are often using their device in short bursts – during a commute or short work break – mobile marketing strategy content should be as succinct and clear as possible. When a user can quickly access and understand information that may be of use to them, the more likely they are to stay engaged.

Optimize your web and landing pages for mobile

The first step in creating a best-in-class mobile marketing strategy for your brand is making sure that any content or information you’re marketing to a target audience can be seen accurately on their mobile device. For example, optimizing your web pages requires a specialized “design” for tablets and smaller screen sizes. This allows a prospect to browse the content on a web page similarly to how they would on a desktop.

High-converting landing pages often include well-pl aced visual aspects to share a message with an audience quickly. However, as some mobile devices notoriously take more time to load image-heavy web pages, try to keep mobile-friendly landing pages and web pages to minimize loading time. The Aberdeen Group found that just a one-second loading delay:

  • Decreases customer satisfaction by 16%
  • Causes a 7% loss in conversions
  • Produces 11% fewer page views

To keep your landing and web pages as mobile-friendly as possible, make sure that any photos or videos are made for mobile, and that they’re regularly updated to communicate a new message, streamlining your mobile marketing strategy.

Find the right audience

The most effective mobile strategies are those targeted to drive connection with a targeted audience. Chances are, your brand or business has already developed ideal client profiles (ICPs) and target buyer personas.

To take these pre-developed strategies to the next level, these ICPs and personas can be used to guide the types of platforms you base your mobile marketing campaign on. For example, by knowing what social media channels your target buyer spends the most time on, you can create mobile content optimized for these channels.

Some social media channels – like Instagram – are designed to be most effective on mobile devices, so do your research as to what content has high levels of engagement on these platforms.

Make your call to action accessible for mobile users

An integral part of any marketing strategy includes calls-to-action (CTAs) throughout your content. These short bursts of information invite a viewer to make the next logical step in a way that feels natural, pulling them further into your online sales funnel.

However, on mobile devices, it’s vital that digital marketers create CTAs that don’t require too many steps to be completed. For example, make sure that any link to connect with your brand can be clicked on, prompting an email box to open, or a phone call to begin.

Use mobile capabilities to your advantage

In an above example of best-in-class mobile marketing strategies, we discussed how Ford enabled texting capabilities to connect with audiences and increase their conversion rates.

Because a customer’s phone is almost always on them, allowing them to opt-in to a text subscription can help you share service or product promotions quickly. For example, users can share their contact information with your brand online and be signed-up to receive mobile notifications when your brand has a sale or promotion for a limited time only. This prompts a user to act with urgency, with the average SMS marketing click-through rate sitting at 36%.

In addition, brands can create coupons and codes that are mobile-friendly for quick customer access. Many major brands actively take advantage of this option, creating mobile barcodes that can be scanned at the point-of-purchase to access discounts.

Optimize your email marketing for mobile

In the same way that links contained in your CTAs on web pages and other forms of marketing content should be clickable and interactive, so should the links contained within email marketing content. Whether they connect to a phone call for a free consultation or a landing page designed to be high-converting, mobile-friendly email marketing should be a priority in any mobile marketing strategy.

Embracing your mobile marketing capabilities

By using the above tactics to create and optimize your mobile marketing strategy, you’ll be enabling your brand you interact with a larger population. In fact, according to Global Web Index, it is predicted that mobile usage will soon exceed the use of all other types of devices combined this year.

To make it in the digital market, your brand must have a mobile marketing strategy to be successful. With individuals checking their smartphones and mobile devices anywhere between 150 to 200 times each day, your business's marketing process will be brought to the next-level when you focus on delivering high-quality mobile marketing materials.

Whether you’re an online brand or storefront-based business, now is the time to make sure that your marketing attempts are reaching the mobile devices of your target audience. Of course, like any other marketing process, you should constantly be conducting market research, redesigning your marketing materials, and optimizing your sales funnel. By staying on top of the latest mobile marketing strategy innovations, your brand can begin to generate new leads, increase conversion rates, and help your business thrive.

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