Mobile Marketing Strategies:
An Introduction to the Basics
What is Mobile Marketing?
- People spend almost 5 hours on their phones every day
- People check their phones at least 30 times during work hours
- Younger individuals use their phones just to pass the time
- One out of five internet users enjoy seeing mobile ads
- Two-thirds of ecommerce traffic is from mobile users
- Almost 50 percent of consumers prefer to shop on mobile devices
- People are more likely to see ads on mobile
- More conversions are occurring on mobile devices than on desktops
- Customers use their phones to research businesses before making a purchase
Mobile Marketing Strategies: Advantages and Disadvantages
Advantages of mobile marketing
1. Easily-accessible audienceMobile marketing platforms give you access to devices that are essential to people’s lives today. The interactions in these platforms are real-time and immediate since a majority of your audience will respond immediately to your mobile marketing messaging.
2. Cost-effective marketing methodsYou can target marketing campaigns based on user location, behavior, and intent with mobile marketing. This allows you to focus your resources on a smaller segment of your audience who are qualified to become your customers and are more likely to visit your location to make a purchase or avail of your services. Moreover, in-app ads, SMS, and push notifications are among the most affordable marketing channels that your business can use.
3. Location-based targetingThrough mobile marketing, you can target recipients of your messages based on their location. Since people are practically attached to their smartphones nowadays, location-based targeting can lead to immediate returns even if it is as simple as sending them a message via SMS a promo for the day. You can also create an immersive brand experience when they enter your store by taking advantage of more advanced technologies like geofencing.
4. Personalized messagingTMobile marketing lets you personalize your messages to your audience. These personalized messages can give your business brand recall and conversions from your target market more than generic marketing messaging.
5. ImmediacyPeople carry their smartphones with them all the time. Sending your marketing messages through SMS or push notifications will prompt an immediate response from them. And, with the right application of urgency in your copy, they are even more likely to take immediate action after reading it.
Disadvantages of mobile marketing
1. No room for mistakesSince customer response is immediate, you cannot afford any errors in the copy you send out through mobile marketing channels. Any errors can affect your brand’s reputation negatively, especially if it’s a promotional message containing the wrong details. So, you need to double-check the details of your mobile marketing campaigns before implementing them in your business.
2. Limited channels for non-smartphone usersAlthough a majority of mobile users are using smartphones, there are still a few who prefer basic mobile devices. You might have a hard time reaching them other than through SMS if some of your target audience belong to this category.
3. Requires you to stay on top of trendsYour audience's preferences and behavior will change. This is the same for how they use their mobile devices. For your campaigns to remain relevant and effective, you need to stay updated with mobile marketing trends and adjust your strategies accordingly.
4. Requires the use of mobile marketing toolsYou cannot rely on your smartphone if you want to take advantage of any mobile marketing platform for your business. You need to use a few tools to manage and implement your campaigns effectively. Unfortunately, these tools will cost you money.
Mobile Marketing Strategies to Reach Your Audience on Mobile
Before sending SMS messages promoting your brand, your customers must first consent to receive it and they should be able to unsubscribe at any time they choose. You must also identify your company as the sender to avoid your recipients from mistaking your messages as something sent by a random number. Lastly, for effective SMS messages, these must provide immediate value to your recipients that will prompt them to take action fast.
Push messages are best used with opt-in triggers such as a customer viewing or buying a product, reading a post, or reaching a session count on your website. This will help you target those who are more likely to subscribe to push notifications and avoid spamming your audience with the opt-in. You can use push notifications for order tracking, service updates, announcements, special offers or contest promotions, and thank you messages.
Location-based mobile marketing
There are three different methods of location-based marketing. These are:
- Geotargeting – This method delivers targeted advertising based on the users’ location, interest, behavior, and intent. This works by running an ad that targets people within a specified distance from a shop and that satisfies a qualifier. For example, a restaurant can use geotargeting to target people in a 5-mile radius of their location who have recently searched "restaurants near me".
- Geofencing – This is a strategy wherein a mobile device triggers an RFID, WiFI, or cellular signal and receives an advertisement through social media or text. For example, a user walks near a shop and receives an app push notification that promotes an offer from that shop valid only for the day.
- Beaconing – This works the same way as geofencing. But, it only relies on Bluetooth-powered beacons to create a virtual space. Any mobile device entering this space with its Bluetooth turned on will receive a push notification from these beacons.
Social media marketing
As for social advertising, mobile users are more likely to view the ads they encounter. This gives your mobile ads a better chance of reaching and converting your target audience. However, these ads musthave enough entertainment value, a compelling copy, and a relevant offer for their target audience.
Since you are targeting mobile users, it is advised to transcribe subtitles for your videos since some of your audience might watch on mute on mobile. And, uploading your video content to hosting platforms like YouTube and embedding them in your website decreases the effect of videos on your website's page load speed.
Website optimized for mobile browsing
Mobile-friendly content and copy
Here are some tips for creating mobile-friendly content and copy:
- Use high-quality graphics, images, videos, and GIFs for better engagement with your audience
- Make sure your content is short and to the point by using short sentences, breaking up your paragraphs, and making your content skimmable
- Add captions, image names, and alt text for all your website media
- Make sure your emails have a readable format and fast load speed on mobile
To get your business on the top spot of local search results, you need to optimize your website and business profiles for local search. This involves creating location-specific content and including an address and map of your location on your about page. It also requires you to create a consistent and updated profile for your business in online directories like Google My Business, Bing Places, Yelp, Yellow Pages, and Four Square. Lastly, local search users are more likely to click your link when you have numerous positive reviews so it helps to encourage your customers to leave reviews in these directories and to respond to their reviews appropriately.
Voice search optimization
Optimizing your content for voice search requires the targeting of questions and long-tail keywords to reflect the way users will phrase their queries. You must also use a conversational tone in your content to increase its relevance for voice search and to align your content with your audience's expectations.