Have you heard about mobile marketing?
The world is fast evolving and brands can now reach customers in no time. This feat would have been unimaginable some two decades back. But, here we are and it’s happening. Because this concept is fairly young, not many people have a good grip on how it works just yet. Our article today will hopefully help with that.
To ensure that your brand succeeds using mobile marketing, you’ll need to understand what exactly mobile marketing is, what it can do for your brand and the strategies you can employ to get this baby start working for you and your business.
Since there’s a lot we’ve got to cover in today’s post, it’s probably best we hit the ground running. So, without further ado, we get to the first part of this post.
Update: This article was submitted to Indi Vine. And, it was selected as IndiBlogger’s Featured posts and made to the homepage of IndiBlogger.
What Is Mobile Marketing?
We will define this concept through the eyes of two experts and Wikipedia.
Wiki defines mobile marketing as “marketing activity on or with a mobile device.”
Andreas Kaplan, on the other hand, has a longer definition. He defines it as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device.”
And finally, there’s Margaret Rouse with the longest definition of the day. She puts it this way: “a promotional activity designed for delivery to cell phones, smartphones, and other handheld devices, usually as a component of a multi-channel campaign.”
You need to understand that mobile devices form a very huge part of the reason your customers interact with your brand (and products) the way they do. It’s simply the way anything is done these days. Visiting and purchasing from an online store, opening emails, etc., it’s all done on a phone.
So, if this is where everything goes down, what better place is there to meet your potential customers than on their mobile devices?
How do we put this gently?
If your marketing plan does not contain a mobile marketing strategy, then it is a failed plan at best. And Wendy Clark (Senior VP of Integrated marketing for Coca-Cola) agrees with us. In her words, “if your plans don’t include mobile, your plans are not finished.” More on this later…
How Mobile Marketing Started?
In 2003, shortcodes and SMS were launched. By 2005, two companies had smartly observed how people were smitten with mobile devices, and they went in for the kill by launching SMS marketing campaigns. Those two smart brands were Nike and Pontiac.
Things went very fast since then. The total number of SMS users hit 2.4 billion in 2007, Apple launched the first iPhone in 2010 and boom! A new marketing era was born. Barely a year later, mobile marketing was already at a value of $14 billion.
As Android and iOS began to dominate the market, and the traditional mobile phones began getting phased out by the more modern smartphones, the number of mobile device users increased. Websitebuilder.org states that in 2016, the number of mobile users officially surpassed the number of desktop users, making them the main target group for the majority of marketing campaigns in the world.
Right now, the numbers are clear, mobile time is spent either on apps or websites. For this reason, 71% of companies claim that they cannot do without mobile marketing. And 68% always integrate a mobile marketing plan into their overall marketing strategy.
[Infographic] 104 Facts you don’t know about Mobile Marketing:
Here is an Infographic with 104 Facts that you don’t know about Mobile Marketing.
To use this Infographic on your website, use the following code:
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Why Is Mobile Marketing So Important?
Here are the top six reasons why we think you need to give mobile marketing a thought.
1) Reaching your target audience:
In a recent study, we found that for 79% of people, the first thing they do in the morning is to reach for their phones and run through texts, emails, calls, and social media. Most of these people will also not let their phones out of sight for more than 3 seconds during the day.
Getting the picture?
Aside from that, the time spent on smartphones is increasing quickly. Right now, that time stands at 220 minutes per day in the US. So, we are looking at over three and a half hours solely dedicated to phones daily for the average American phone owner.
All you need do is play your cards right and you’ll be able to reach customers with ease. We will show you exactly how to do this, but you need to stick around.
2) Building a personal connection with your target audience:
Like we mentioned earlier, only less than 10% would allow their phones to stay at a distance of more than one meter away. That means that 90% of your potential customers keep phones very reachable all day long.
So, if you can connect with your customers at the level of their mobile devices, you very easily get into their “circle of friends“.
Fact: People are more willing to trust (and consequently do business) with brands with which they have a personal connection.
3) It’s instant:
Two different types of research were conducted on text messages, and the results were very similar. The result from one of the researches suggests that SMS have a 98% open rate. Results from the other research, on the other hand, show that 90% of messages received are opened by the receiver in less than 3 minutes and lead to higher conversion rates than mobile ads.
See why mobile marketing is quick and effective?
Don’t take our word for it, though, check the numbers. Email marketing has been confirmed to only produce a 6% response rate, but look at text messages, the results are more than 7 fold. Text messages deliver a response rate of 45%.
4) Your customers are buying from mobile devices:
Now, follow these statistics carefully. Mobile phones account for 63% of the total internet time used. Also, 78% of searches done on mobile phones ended in a purchase. 78%! Obviously, people prefer to make online purchases using mobile devices.
And the numbers are yet going to increase. So, you can see that the world of e-commerce is going to witness complete domination by mobile commerce in the nearest future.
5) It’s inexpensive:
With the rate at which mobile marketing is so effective, you’d expect it to demand so much by way of input. Well, it doesn’t. At least, not financially. So, ultimately, you put in less but earn more.
Sounds like a good plan, no?
6) It’s easier to engage customers:
Customers are more trusting brands with mobile-friendly sites. In fact, 30% of individuals will opt out of your site if it isn’t mobile friendly, while 61% will form a good opinion of your brand if it is.
And it isn’t just about immediate, one time sales, you can be sure that with a mobile-friendly site, you’ll not only have purchased, you’ll have satisfied and loyal customers.
How Mobile Marketing Works?
Mobile marketing isn’t different than mainstream marketing. The only thing new or different about it is the introduction of the word “mobile“. So, in essence, you’re channeling your marketing efforts to reach your target audience on their mobile devices, which include any of a smartphone, a game console, or a tablet. Smartphones are the most used though.
Strategizing For Mobile Marketing
We already established that mobile marketing isn’t much different from mainstream marketing. So, the ground rules of marketing also apply to mobile marketing. You’ll have to define your objectives, target audience and market, and all that.
Skipping all those parts (to save time), we will go straight into the types of mobile marketing strategies that you could use.
Types of Mobile Marketing Strategies
1) App-based marketing:
Here, you advertise using apps. The 89% of the total mobile time is spent on apps, and thankfully, you don’t need to develop your own app to milk this. You’re literally sitting on a goldmine. (Caveat: creating your own app is your best bet, but it is also your more expensive bet, so…)
Services like Promoted Post ads on Facebook and Google AdMob can help your ad appear on Facebook and other third-party apps respectively quite easily. It’s seamless and very effective too.
Mind, there are well over 10 million apps in the Google Play Store and Apple App Store combined.
2) In-game ads:
Gaming is taking over the world. It’s a favorite pastime for many in the few minutes reprieve they get during their lunch break. In-game ads usually appear in a range of formats. They could be pop-ups, full page ads, or even videos.
Now, there’s a small caveat. In-game ads are, honestly, not for every business. It’s safe to say that if your business has nothing to do with gamers, then you should probably try other strategies instead. If you try it anyway, there’s a possibility that it could backfire.
3) QR Codes:
Oftentimes, it’s the mysteriousness of QR codes that make them very attractive to customers. Usually, they are integrated with mobile gaming, and users have to scan these codes which then take them to a site that the code is attached to.
While you could lead your customers to your site, you sure won’t get them crazy about you that way. Instead of the QR code directing them to your site, why not lead them to a coupon or discount code? This way it’s like a treasure hunt and everyone loves that.
4) Location-based marketing:
You could decide to opt for a kind of service that only causes your ad to appear on your customers’ mobile devices when they are in close proximity to your business. For instance, you may decide that you only want your ad popping up on your customers’ phones when they are within a 300-meter radius of your company.
Starbucks tried this strategy in 2014 and it was gold. Once a customer got close to any Starbucks branch, the customer, who had already been tracked using their device ID, got an extremely personalized ad. The ad would even come with the customer’s name on it. Hard to ignore that one, right?
5) Mobile search ads:
These are Google ads too, but this time they are more specifically geared towards mobile users. They often feature some extensions which could include maps or a “click-to-call” extension.
6) Mobile image ads:
These are simply designed to appear on the screens of mobile devices as the individual surfs the net.
This is a pretty simple and straightforward strategy that involves sending offers to your customers using text messaging. Some consider this strategy somewhat passé, but we do not think that that’s a wise conclusion. The truth is that with a 98% reach rate if done right, SMS marketing can be very effective.
Now that you know all these, let’s wrap up this article with some tips that will help you carry all that you have learned so far rather nicely.
Clarity and conciseness:
Learn to keep things clear and simple. Mobile devices do not have large screens like personal computers. This ultimately means that it is very easy for them to get cluttered.
If your ad appears cluttered or messy, you can be sure that it will be a huge turn off for your customers, so keep it very simple.
Ensure that you’re optimizing for local:
Keep this statistic at the back of your mind: more than 33% of searches are with a local intent. Customers search the internet to find out the nearest gas station, or the nearest coffee shop that’s wifi-enabled, that sorta thing. So, ensure you’re optimized for mobile so that you’re aligned with your users’ queries.
Keep your audience in mind:
The strategy you decide on should be informed by the kind of audience you’re hoping to reach. For instance, if you’re targeting gamers, then the best place to catch them is inside their gaming world. If you’re thinking more “young and savvy”, then Instagram might be the better way to go.
Don’t be afraid to try out different mobile marketing strategies until you find one that works best for you and your business.
Track your progress:
As you experiment, remember to keep track, else you’ll be experimenting in vain. The idea is to find out which strategies work best, so, ideally, you should keep track of your progress (including your failures and challenges).
Create a mobile-friendly site:
It doesn’t stop at creating a mobile-friendly site, you must also link it to your main website. If your site was mobile friendly enough, then statistics have it that 74% of customers will return, while 61% will leave if otherwise.
In the end, seeking permission before pursuing intensive marketing conversations makes more sense. And not only that, it yields a higher ROI. Plus, response rate and customer engagement are better improved.
It’s just easier to sell something to someone who’s already interested in said thing in the first place, don’t you think?
So, with that, we end our today’s discourse on mobile marketing. Did you pick up a few tips? Sure you did. Do have fun implementing them (and profiting). Ciao!
Note: This is a guest post by Josh Wardini. If you have an excellent article to contribute, proceed with our guest blogging guidelines.
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