Websites and marketing methods optimized for mobile devices are critical to business success in modern markets.
Whether you want to increase brand profits or increase customer engagement across multiple touchpoints, your online marketing skills should include an understanding of the mobile marketing field to help you enhance your marketing strategy.
In this blog, you will discover how to implement the key components of a great mobile marketing strategy for the right audience at the right time.
What is mobile marketing?
In short, mobile marketing is the sharing of a brand or business by optimizing the entire application, social media channels, and smartphones and other mobile devices in the website.
As a marketing strategy, mobile marketing enables companies to attract more audiences than focusing solely on the desktop digital marketing process. According to SiriusDecisons, 67% of the purchase process is now done digitally. In addition, Flurry reports that Americans spend an average of 5 hours a day on mobile devices.
The marketing team is taking advantage of the time ordinary people spend on mobile devices. Since we use mobile phones every day, it makes sense that marketing campaigns must specifically target mobile audiences across various digital platforms.
Why mobile marketing strategies matter
From a business perspective, it is important to realize that the way its customers use digital content has changed from a desktop-based approach to a mobile-based approach. In 2015, mobile device usage surpassed desktop usage, and 51% of internet time was spent on mobile devices and smart phone devices.
For marketers, online marketing skills that complement the optimization of mobile marketing strategies are skills actively sought after by global companies.
Regardless of the size of your organization, you should become a digital marketer with high-value mobile marketing skills to perfect your mobile marketing strategy.
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 of their marketing budgets, including: National Geographic: The National Geographic Channel boldly launched a mobile marketing campaign that only targeted tablet users to watch on their home Wi-Fi network.
The event provided them with relevant information about the tablet so that they could watch together when the show was broadcast on TV.
Ford: During the launch of the new Taurus and Escape models, Ford formulated a future mobile marketing strategy that links mobile browsing and text messaging.
If an individual is curious about any kind of vehicle and wants more information, they only need to send a one-word text to the short number. After the potential customer sends the text, they will contact them, provide relevant information, and ask for their name and postal code.
This information is then sent to their nearest distributor, from where the sales specialist contacts them.
Setting up your mobile marketing strategy
If you are a novice in the field of mobile marketing, we will organize the information you need to easily develop a comprehensive mobile marketing strategy.
As with all marketing activities, your campaign must be customer-centric. Traditional marketing methods for selling products or serving regional functions have disappeared. Instead, customers want to invest in brands that they believe can provide solutions for specific aspects of life.
When it comes to the skills required for digital marketing, understanding how to effectively market to mobile-based customers is key. First, make sure you have a sealing strategy that makes customers want to invest in your product or service.
The content shown to customers will increase their brand awareness and pull it ideally into your sales channels.
Since mobile users often use their devices briefly during commuting or short working hours, the content of a mobile marketing strategy should be as concise and clear as possible.
When users can quickly access and understand information that might be useful to them, the more likely they are to stay in touch.
Optimize your web and landing pages for mobile
The first step in developing a top-notch mobile marketing strategy for your brand is to ensure that any content or information you are marketing to your target audience can be accurately seen on their mobile devices.
For example, optimizing web pages requires special “designs” for tablets and smaller screen sizes. In this way, prospective customers can browse the content on the web like a desktop computer.
Landing pages with high conversion rates usually contain full-featured visual effects to quickly share information with the audience.
However, as we all know, because some mobile devices take more time to load web pages with a large number of images, please try to keep landing pages and web pages suitable for mobile devices to minimize loading time. The Aberdeen team found that there was only a one-second loading delay:
- Decreases customer satisfaction by 16%
- Causes a 7% loss in conversions
- Produces 11% fewer page views
In order to make your landing pages and pages as mobile-friendly as possible, please make sure that all photos or videos are made for mobile devices, and make sure they are updated regularly to convey new information, thus simplifying mobile marketing strategies.
Find the right audience
The most effective mobile strategies are those designed to connect with the target audience. Your brand or business may have developed an ideal customer profile (ICP) and target buyer role.
To take these pre-established strategies to the next level, these ICPs and roles can be used to guide the type of platform on which your mobile marketing campaign is based.
For example, by understanding which social media channels your target buyers spend the most time on, you can create mobile content optimized for those channels.
Some social media channels (such as Instagram) are designed to be most effective on mobile devices, so you need to research which content has a high level of engagement on these platforms.
Make your call to action accessible for mobile users
In the best mobile marketing strategy example above, we discussed how Ford enabled text messaging to connect with audiences and increase their conversion rates.
Since customers’ calls are almost always on them, allowing them to opt-in to text subscriptions can help you quickly share services or product promotions.
For example, users can share their contact information with your brand online, and can sign up to receive mobile notifications when your brand is only selling or promoting for a limited time.
This will prompt users to take urgent measures, and the average click-through rate of SMS marketing reaches 36%.
In addition, brands can create coupons and codes that are suitable for mobile devices for quick access to customers. Many major brands are actively using this option to create mobile barcodes that can be scanned at the point of purchase for discounts.
Optimize your email marketing for mobile
Links contained in CTA and other forms of marketing content on web pages should be clickable and interactive. In the same way, links contained in email marketing content should also be clickable and interactive.
Whether it’s connecting to the phone for free consultations or landing pages designed for high conversion, mobile-friendly email marketing should be a priority in any mobile marketing strategy.
Embracing your mobile marketing capabilities
By using the above strategies to create and optimize your mobile marketing strategy, you will enable your brand to interact with more people. In fact, according to the Global Web Index, it is expected that the use of mobile devices will soon exceed the combined use of all other types of devices this year.
In order to succeed in the digital market, your brand must have a successful mobile marketing strategy. Individuals check smartphones and mobile devices between 150 and 200 times a day.
When you focus on providing high-quality mobile marketing materials, your company’s marketing process will be taken to a new level.
Whether you are an online brand or a storefront business, it’s time to make sure that your marketing attempts can reach your target audience’s mobile devices.
Of course, like any other marketing process, you should continue to conduct market research, redesign marketing materials and optimize sales channels.
By mastering the latest innovations in mobile marketing strategies, your brand can begin to generate new potential customers, increase conversion rates and help your business flourish.