MOBILE MARKETING

Mobile marketing is a multi-channel, digital marketing strategy 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.

Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it’s all accessible through a small mobile screen. Consider:

1.80% of internet users own a smartphone.
2.Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the U.S.
3.Google anticipates search queries on mobile devices to surpass desktop searches by the end of 2015.
4.Effective mobile advertising means understanding your mobile audience, designing content with mobile platforms in mind, and making strategic use of SMS/MMS marketing and mobile apps.

:How to Create a Mobile Marketing Strategy As with any marketing effort, every brand and organization will develop a unique mobile strategy based on the industry and target audience. Mobile technology is all about customization and personalization, which means mobile marketing is, too.

Step 1 – Create Mobile Buyer Personas
Understanding your audience is the first step to any marketing strategy, and 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:
1.65% of all email is first opened on a mobile device.
2.48% of users start their mobile internet sessions on a search engine.
3.56% of B2B buyers frequently use smartphones to access vendors’content.
4.95% of adults primarily use their smartphones to access content/information.

Step 2 – Set Goals
The key to defining any effective strategy is to first decide what success looks like. Get the key stakeholders together to map your mobile marketing strategy. Identify goals by asking your team some of these questions:

1.What are we currently doing for mobile? This will define your starting point, and make sure everyone is on the same page as you begin.
2.If you are already doing mobile marketing, how are those initiatives performing? This conversation will identify what is already working, what is not, 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, and what
3.you expect from mobile marketing.
4.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?
5.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.

Step 3 – Establish KPIs
Just like your other marketing efforts, mobile marketing needs to be tested and optimized. Determine which realistic, measurable KPIs define your mobile campaign’s success. For example:

1.Engagement—Provide mobile-friendly content for potential customers who are searching for information about your industry or product. Make sure your website is mobile-responsive to
improve mobile SEO.
2.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 to easily tap in order to facilitate click-throughs. Then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.
3.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.

Step 4 – Monitor Mobile Metrics
Google Analytics can help monitor mobile usage of your site:

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

CONTENT MARKETING

:What Is Content Marketing?

“Content marketing and service is a strategic approach focused on creating and distributing valuable,to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”Instead of pitching your products , you are providing truly relevant and useful to your prospects and customers to help them solve their issues.

Content marketing is used by leading brands Our annual research shows the vast majority of marketers are using. In fact, it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

1.Increased sales
2.Cost savings
3.Better customers who have more loyalty

:Content is the present – and future
Go back and read the definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?).

:Marketing is impossible without great content
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

Social media: Content marketing strategy comes before your social media strategy.
1.SEO: Search engines reward businesses that publish quality, consistent content.
2.PR: Successful PR strategies address issues readers care about, not their business.
3.PPC: For PPC to work, you need great content behind it. : Content is key to driving inbound traffic and leads.

:Content Marketing in Public Relations
1.The internet has shattered barriers that once prevented businesses from reaching their target customers.
2.In the past, getting featured on TV was difficult or expensive — now you can upload a video to YouTube or Facebook and reach millions of people for free.
3.The same thing goes for making an announcement. You don’t need a publicist to communicate with your customers and fans.
4.Blog posts have replaced press releases. Facebook Live has replaced the traditional press conference. Everything you need for PR is right at your finger tips, and it’s mostly free!

:Content Marketing Best Practices
So you’re familiar with content marketing and its importance in an effective inbound marketing campaign, but are you doing them correctly? As mentioned in our intro, this is usually the area that most marketers struggle with, but thankfully, by following a few basic best practices, we can help you in your quest to get started in creating quality, relevant content.