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