Mobile Marketing: Your Ultimate Guide To Success

April 8th, 2019

Can mobile marketing help your business?

 

This guide goes beyond answering that question. It gives an overall view of its history, future, and reasons you need mobile marketing as a campaign strategy.

 

It will also provide steps to creating a campaign, tips to make it successful, and the different kinds of campaigns you could run. This guide would not be complete without offering best practices, and benefits that come from mobile marketing.

 

In a rush? This guide is long so we can send it to you via e-mail when you click here.

 

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Mobile Marketing: The Ultimate Guide

Chapter 1: Mobile Marketing Overview


What Is Mobile Marketing?

You may have noticed your competitors making a major shift in their marketing lately. They can no longer ignore the impact mobile has on consumers and the way they interact with businesses or brands.

 

They see how customers are using mobile devices to communicate with each other on social media, download and play video games and movies, or hold extended conversations with others by means of blue-tooth technology. This lays the fertile ground for marketing opportunities.

 

As such, businesses are entering into the world of mobile marketing, and if you have not done so, now would be a good time.

 

No longer does anyone with a desktop have to rush home or to the office to receive e-mails, read content, or send messages themselves. This is all mobile accessible nowadays.

 

Here is CTownSaver's mobile marketing definition:

 

Mobile marketing is defined as a multi-channel marketing strategy in which promotions, ads, messages, or content is sent to a consumers mobile device. 

 

Consider these mobile marketing statistics:

 

80% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find answers to their questions

 

51% of customers say that they use mobile devices to discover new brands and products

 

85% of customers read and trust online reviews on mobile phones as much as personal recommendations

 

picture of finger pressing phone with the caption:Mobile marketing is defined as a multi-channel marketing strategy in which promotions, ads, messages, or content is sent to a consumers mobile device.

 

A Brief Recap Of Mobile Marketing History

Businesses are now starting to get aggressive with mobile marketing, but that does not mean it was born yesterday. The first portable handset, although not popularized until 20 years afterward, was invented in 1973 by Martin Cooper.

 

The first text message sent from a computer to a mobile phone was done in 1992 in an exchange between Neil Papworth and Richard Jarvis.  In 1993, the first mobile phones capable of sending and receiving text was introduced.

 

The Nokia 9000 Communicator became the first mobile phone to have web access. In 2000, the first mobile ad was shared. In 2003 the first commercial SMS was launched, as well as the introduction of shortcodes for text message marketing.

 

By 2007 SMS users who were active worldwide reached 2.4 billion. QR codes started to be used in 2010 in mobile marketing, although it was invented by Denso Wave in 1994. 


Mobile Marketing Trends

Is mobile marketing really the future? 

 

Mobile marketing will continue to have an impact, and newer innovations introduced over the past several years could emerge into dominance. And, because of this, implementing these trends ahead of time becomes a critical job for marketers.

 

Businesses are seeking the development of company branded mobile apps, and some have gone as far as having mobile-only applications over traditional websites. Augmented reality (AR), mobile video, social commerce, voice technology, and 5G could make a lot of headlines in the near future.

 

Let us briefly focus in on six, out of the many marketing trends, that is to be expected. If you would like me to expand further on any of these in a separate post, let me know in the comments.

 

picture of google voice search with the caption

Source

Mobile Video

A fight for dominance in mobile video is projected, as the investment from big brands will significantly continue. This is fueled by rapid and record-setting growth from this space in 2018.

 

Online video ad spends will be driven by mobile by as much as 72%.


Voice Tech

Whether its playing music, giving us step by step directions to a destination, reading aloud text messages, or placing phone calls, voice search is becoming a must-have for mobile users worldwide.

 

By 2020, voice search queries is expected to be an even-split with manually typed searches, making this an important shift for marketers, and how they approach their strategy towards this trend.


Influence Marketing

Expect influence marketing to go mainstream as recent campaigns have proven successful for advertisers, prompting brands to allow more budget spending towards this strategy.

 

One benefit of influence marketing has been it's a time-and-cost effective approach to increase brand awareness to cold audiences.

 

AR

Continuing extension of functionally into applications for business beyond what we see from Google and Apple now will be the move for AR mobile technology.

 

A few examples of this extension will be from holographic presentations and interactive seminars. Expect AR and VR apps to soon go beyond 5 billion in the total count.

 

Picture of augmented reality (AR) mobile technology

Source: Vuforia

 

Artificial Intelligence

What makes AI and mobile marketing a perfect match?

 

How about $11 billion US dollars, which is the expected global market for AI in 2019, sparking the presence of more AI integrated apps in the near future. Some apps will be made for marketers, allowing AI to point them in the direction of better advertising to the end consumer.

 

App Gamification

As of 2018, female mobile gamers had grown to 65% of the US female population, and 79% of women were more likely to make in-app transactions.

 

As gaming app developers make females a higher target, games with a presence of central characters, customization, and community will be the focus.

 

In addition to these trends, the MMA (Mobile Marketing Association) is a great way to keep abreast with the latest trends, as it provides a ton of research and insights. You could also subscribe to "Mobile Marketing Magazine" and have access to interviews, videos, guest columns, whitepapers, and news.

 

Mobile Marketing vs Traditional Marketing

We already have a good ideal on what mobile marketing is. So, What is involved in traditional marketing? 

 

This is were your promotional or advertising methods are done through TV, radio, telemarketing, outdoor and print which includes newspapers, magazines, flyers and more. Traditional marketing is semi-targeted but offers an on-hand direct experience for consumers. 

 

The expense that comes with running TV or radio ads is not a small one, so it's hard to compete with bigger brands using traditional marketing as a whole. That's not to say it is not effective, it's just harder to do successfully for every size business.

 

One thing to keep in mind is that traditional marketing offers little to no interaction with your audience.

 

Photos via lyfemarketing

Although mobile marketing takes time to master, (even the basics) its friendly budget and the ability to market to customers wherever they are at, make up for it. In addition, you can automate mobile marketing through auto-responses and content scheduling.

 

Mobile marketing is a form of digital marketing.

 


Mobile Marketing Core Concepts

In order for you to make the most out of your mobile marketing initiative, you will need to embrace a few core concepts.

  • Speed
  • Simplicity
  • Convenience
  • Proximity

Speed

What happens when 60% of web searches originate from mobile devices?  Site speed becomes more important than ever!

 

Consumers want information the second it's requested, or they move on. When a website takes longer than 3 seconds to load, you risk losing 40% of your users. That's a lot of potential revenue.

 

It is frustrating for anyone to click on a slow-loading website. And when that user is on a mobile device, it's twice as agonizing.   

 

For a long time, Google has had page speed as a ranking factor (since 2009 to be sure). But Google had not included mobile rankings until July 2018.

 

This is not to say slow loading pages won't rank well. Query intent will still prove to be a strong signal, and 40% of mobile searches have local intent. But speed will affect pages where your competitors are delivering a better, faster experience.

  1. Reduce your server response time
  2. Take care to not have redirects
  3. Pay attention to (RTT) round-trip-time
  4. Code servers to display above the fold content first
  5. Place CSS at the top of HTML files and JS at the bottom
  6. Optimize and minimize CSS and JS files
  7. Use GZipping to reduce page weight and increase mobile speed. 

 

Picture of car speedometer with the caption :What happens when 60% of web searches originates from mobile devices?  Site speed becomes more important than ever! Consumers want information the second it's requested, or they move on.

 

Simplicity

Because of the number of ads a customer is exposed to each day, businesses want to compete, and forget to ensure their messages fit the customer's motives. You must avoid doing so. You would want to simplify your message.

 

This means having a funnel, and not force feeding your closing hard-sell to those who hear from you for the first time. 

 

Customer attention spans will also improve with the "Rule of 7". But the rule includes a blog post, videos, and free downloads, not just ads.   

 

Convenience

There was a time when people came home after a long days work, pressed play on their answering machine, and had a long list of calls to return when all they wanted to do is wind down.

 

Now cell phones have made it more convenient for us because we can take calls as they come in, or at least know who called us if we can't (or won't) answer.

 

If you are just planning on using mobile marketing to blast ads and sales messages, you will not like the results. You must include customer convenience as part of your mobile marketing to see success from it.

 

How have other businesses done this already? 

 

By allowing food ordering, appointment scheduling, flight booking, and purchase tracking for example. Your business too could create convenience for your customers in the same unique way.

 

Proximity

Proximity, in this case, does not always mean geospatial. In this sense, your solution must be where they are looking, when they need or want it, even if the solution is a global one.

 

Contextual relevance is often a factor. To bring this more into focus, 70% of customers automatically delete emails that are not relevant to them. 54% would unsubscribe! 

 

This has little to do with location. The business sending the email failed to build content that provided relevant value.

 

Imagine a pet store where "Johnny" stopped by one day and purchased bird food. We'll call this "store A." Johnny also signed up to receive special offers sent to him via email. Only the email Johnny receives is for dog and cat owners. Johnny owns neither!

 

There is a pet store ( store B) a little farther away in which Johnny also once bought from, and they send only bird food offers! They are also a little more in price, but Johnny overlooks this because of the value. He also feels they could understand and help him more when that time comes around.

 

If you were Johnny, what would you do with emails from "store A"?

 

Contextual relevance stat with the caption: 70% of customers automatically delete emails that is not relevant to them.

 

How Does Mobile Marketing Work? 

Making mobile marketing work involves coming up with a strategy to run your campaigns, and choosing multiple types of campaign channels to run your strategy's.

 

These channels include email, push notifications, QR codes, SMS marketing, in-app advertising and more. You can view mobile marketing examples here.

 

You will also need to know and follow some of the best practices for mobile marketing.

 

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Chapter 2: Mobile Marketing Strategy


Why You Need a Mobile Marketing Strategy

So, all the previous information is nice and all, as it's tempting to have mobile marketing as a channel. But, why is it you need mobile marketing as part of your digital strategy?

 

Google Now Has Mobile First Indexing

 

Source: Moz

 

I was kind of happy when I received an email from Google stating they were changing my site to mobile-first indexing. I just always felt my site looked better on a mobile device.

 

Later in March 2018, Google made the announcement clear. All websites would be indexed according to their mobile versions first, instead of their desktop versions.

 

This search algorithm update would now favor mobile-friendly sites in the rankings. They knew from analytics that desktop searches had taken a backseat to mobile searches.

 

Source: statista

 This also met that website owners had to make their sites mobile-friendly, or risk suffering traffic loss. Some didn't and suffered a loss of up to 50% due to lower SEO rankings.

 

So, you see, Google wants you to go mobile! 

 

Time spent on mobile is trending up... way up

What can't a smartphone do nowadays? People trust in them so much so, they don't even carry a backup map with them on long road trips. You've done the same I bet. You can trust your customers have.

 

Your customers are also helping mobile pass TV on time spent. By 2020 it will be. At least parents won't be raising couch potatoes anymore. Am I  Right? 

 

Source: emarketer

There is a growing demand for mobile-ready content across social media

Whether you sell ice cream or neck-ties, YouTube and Facebook videos have the ability to reach audiences faster and further than written content. That is a great benefit in itself!  And customers are demanding more videos from you and your business.

 

One main theme here has been how mobile is favored when it comes to how customers access certain channels, and social media has been no different.

 

From a portability standpoint, the numbers of apps available, WiFi, keyboarding, spell checking, to multitasking, users are logging into social media via mobile over the desktop, even when both devices are in the same room.    

 

Mobile Marketing Allows for Re-marketing, Re-targeting, and Re-engagement

This one is huge! 

 

Say I parked in a lot with several businesses, one that happens to be yours. I am, however, not looking for what you are offering at this time.

 

You, on the other hand, have hired someone to leave flyers on all the car windshields of people who park several doors down, or maybe every car for the sake of the story.

 

As I return to my car, I peel the flyer from the windshield, give it a quick 3-second glance, and onto the passenger seat.. it goes. And stays. Either until I read it fully, or trash it.

 

No disrespect. I'm just busy with other matters.

 

Unless you had my license plate number so you could do some digging to find my address, you have to hope I return to the parking lot, and maybe finally visit your store. No such troubles with the 3 Rs of mobile marketing. This allows you to convert loss sales into customers. 

Picture of mobile marketing tip with the caption: Mobile Marketing Allows for Re-marketing, Re-targeting and Re-engagement

Creating Your Mobile Marketing Strategy

Before you start creating a mobile marketing strategy, keep in mind that mobile devices and technology are bought by consumers in an effort to streamline communications.

 

And, unlike laptops or computers which are often shared, mobile devices are personal, and one could customize their device by adding or deleting apps and changing preferences or settings without anyone else's permissions. This means your campaign needs to be targeted correctly to be effective.

 

Here's how to create your campaign.

 

1) Understand Your Target Audience by Creating Mobile Buyer Personas

You need to first understand your customers if your marketing message is to hit its mark.

 

What are your customers thinking? How are your prospects feeling? What are they concerned about? What are your customers hoping for? What are your prospects expecting? What are they planning to do? What are your customers believing?

 

To help answer these questions you need to know your buyer personas. Hubspot defines buyer personas as a semi-fictional representation of your ideal customer, based on market research and real data about your customers.

 

You would want to look at demographics, behavior patterns, motivations, and goals when creating personas. To create buyer personas use the questions I posted above, or use these starter questions from Rialto.

 

 

Then follow these steps:

  1. Make a list of your most profitable customers and look for trends.
  2. Use this list, to make another list of customers who refer others to your business.
  3.  Use that list made in step 2, and look for common demographic characteristics to make a new list.
  4. From that list made in step 3, find the questions prospects use to search for businesses like yours.
  5. Bring your persona or personas to life by describing common attributes that make up each one. 

2) Map Out Your Mobile Marketing Strategy

What will winning at mobile marketing look like? It would be hard to know if you don't set goals for your campaign.

 

Your mobile marketing goals should be aligned with what is most important to your business, team, or higher management. Here are a few goals you could shoot for:

  • Increased Sales
  • New Customer Acquisition
  • Brand Awareness of a New Product or Service
  • Meeting Customer Expectations
  • Building a Bigger Subscriber List

3) Choose Measurable KPI's

picture of measuring tape: choose measurable kpi's for mobile marketing

 

Choosing which KPI's to target will determine when a campaign reaches success and will allow you to consistently test and optimize your campaign. Reviewing this data helps your overall growth strategy. 

 

The mobile marketing analytics you could include measuring are:

  • Conversion Rates
  • Leads 
  • Cost per Acquisition
  • Retention Rate
  • Churn Rate
  • LTV (Lifetime Value)
  • DAU (Daily Active Users)
  • MAU (Monthly Active Users)
  • Session Length
  • Average Revenue Per User
  • Return on Investment (ROI)
  • Return on Ad Spend
  • Ad revenue
  • App downloads
  • App reviews
  • Social Engagement
  • Purchase Intent

When choosing what to measure from the above KPI's, ( which is not a full list by any means) select ones that align with the goals of your organization. Most KPI's measure sales, leads, reach or engagement.

 

Some of the KPI's you choose will be used to determine goals for your business as a whole, while others will be geared to correlate with a specific marketing channel.  

 

Key performance indicators work best when they :

 

Mobile marketing kpi tips with the caption: Can be frequently measured and are timely Are easy to understand Are team based Involve factors that has had past significant impact Can be evaluated and analyzed

 

4) Ensure Website and Landing Pages are Mobile Friendly 

You have always had a website that is responsive, and you get a decent amount of traffic from it. Now, you are being told that your site needs to be mobile-friendly. Well my friend, don't worry.

 

Making these changes does not take a lot of time. In fact, we are going to go over a few ways to ensure that your website and landing pages become mobile-friendly.

 

Before we do that, however, let's review a few takeaways.

  • Digital media growth is largely due to the use of mobile devices
  • Mobile search result rankings have a lot to do with mobile friendliness
  • Landing pages should be quick to load and easy to scan 
  • Interactive elements that are finger sized and  easy to click should be taken into consideration

So now that we have those takeaways reviewed, let's look at 4 rules for creating mobile-friendly pages.

 

Rule 1 Avoid large media files. Including images and videos that can take a long time to load could cause users to quickly press the back button. 

 

Mobile devices have smaller screen space than desktops, so something to always keep in mind is that large media files will take up that space. When using photos and videos reduce the size of the media files.

 

Rule 2 Avoid long headlines. Headlines that long will take your users more time to read.

 

It is a lot easier to make your headlines optimized for mobile, and then just using that headline for your desktop page as well.

 

Rule 3  Make sure the content that you create is easy to scan. When users visit your post, they need to find the information they are looking for in the shortest amount of time. This is due to the fact that many scan content rather than reading it.

 

This is why many posts (like the one you're reading now) uses lots of subheadings, and the text is broken up into a short paragraph. (There is also numbered list and bullet points throughout  this post and many other posts that I write.)

 

Source

Rule 4 Ensure "1 finger" is all your users need.  Make sure all links, calls to action, buttons, telephone numbers, and the like, are easy to press. One finger is all that should be needed to navigate everything on your mobile landing page. This includes things that's easy to overlook, like fields on a submit forum.

 

Ask yourself this question for example, Does your visitor need two fingers to increase the screen size while filling out a form? If so, you are not offering the best user experience which could lower conversion rates.

 

Great, now that we have a mobile-friendly site, we can relax!

 

Or can we?

 

No, we can't. We still have a little bit more to do.

 

The conversions you now make from mobile users means that is more than likely that they will be using their mobile devices to receive and read your emails. An email designed specifically for desktop or laptop computers won't look so great on that user's smartphone.

 

This brings us to the last key point in your mobile marketing strategy, and that is optimizing your emails.


Optimize Your Email for Mobile

Making your business emails look great on mobile devices can be done in 5 simple steps, and many are the same you use when you go about making your site and landing pages mobile friendly.

 

Step 1Watch those Image sizes again. 

To optimize your email, don't go crazy with adding images. Just as I mentioned earlier, those large files take longer to load, especially on the phones that rely solely on Wi-Fi connections. 

 

Step 2 Ensure your templates are responsive. 

Using a responsive email template lessens the burden on you, as these templates fit the screen automatically on which they are being viewed on. 

 

Step 3 Keep it short. 

The "from" label, subject line, and pre-header text, only have little space to work with. It is important that you make every word count to grab the attention of the user.

 

Use your attention-grabbing words or keywords towards the beginning the sentence, and briefly make the point you are trying to convey in these areas. 

 

Step 4 Leave white space 

Just like with your web content, you want to avoid making your paragraphs long. Emails from a business are generally short-form content. This means you should be careful about how often you use links too close to one another. 

 

Step 5 The "One finger" rule...again 

Just like with your content buttons, calls-to-action need to be something that the user can easily press. Just follow the "one finger" rule that we mentioned earlier. 

 

To the top

Chapter 3: Types Of Mobile Marketing 

Now that we have set up a campaign strategy, we can explore the different types of campaigns you can create.


Text Messaging (SMS)

SMS stands for "short messaging service", and is one of the most popular strategies when it comes to mobile marketing. Through SMS, businesses run what they call “text message marketing campaigns.”

 

What makes this form of marketing special is that you and your customers already know how to use text messaging. And on top of that, you and your customers don't need to be a high- IQ- technician or download any extra software to use this form of marketing.

 

These campaigns are considered highly personal because as a business, you are sending a message directly to the customer on their personal mobile device. Through text message marketing campaigns, your business can enjoy high open rates, much more higher than emails. It is said that 98% of text messages are opened.

 

Text messages are also very effective when it comes to customer engagement. Still, this marketing approach needs extra care because of how personal it is.

 

Text messages, therefore, should be kept short, be void of slang or abbreviations, have value, a call-to-action, and a clear announcement of who the sender of the message is (that's you).

 

To make your text message marketing campaign effective use these 4 strategies

  1. Provide a valuable incentive for customers to opt into
  2. Make customers aware of big-time sales and special events
  3. Remind them of appointments if you are a service-based business
  4. Send them surveys
Along with text message marketing, we also have what is known as MMS (multimedia message service). These messages sent to mobile devices contain images, videos, or audio.
 
This form of marketing could be more engaging than regular text message marketing, because people respond to visuals better than plain written text, and they are more likely to recall the message when it is in the form of media.

 

Source

 

App- Based Marketing

Adding a mobile app to your mobile marketing strategy is a great way to have many of your business goals accomplished. One of those goals could involve becoming more conversational with your customer. 

 

How so? 

 

You could use in-app or push notifications! Let us briefly examine each.

 

Push Notifications

Messages, and, or alerts delivered by your business app to the customer is known as push notifications. It does not matter if the user has engaged with the app, or even if the app is being used at the time. The messages you send will appear on the mobile devices home screen.

 

The work you have to do is getting the user to download your app, to begin with, and agree to receive such notifications. Push notifications on average can reach 45% of your audience. With push notifications you can send:

  • Highly personalized messages to the user's profile
  • Specific calls-to-actions
  • Promotional messages
  • Appointment reminders

 In-App Notifications

An in-app notification is designed to get your users to take specific actions. As the users are already on your app, you can point them to new features that had just been added, or send a timely message based on the action they just took.

 

This makes an app notification even more personal than push notifications or text message marketing. The click-through rates are over 100% better than push notificationsHow are some businesses using in-app notifications?

  • To make announcements about new app features
  • Selecting valuable content to be promoted through in-app notifications
  • Depending on the action the user has taken, call-to-actions made to be highly specific and targeted.
  • Helping new users with onboarding and learning how to use the app after it's downloaded.

Another way (besides push and in-app notifications) businesses have found mobile apps beneficial, is that they allow for targeted advertisements. Facebook is a great example of advertisements within the mobile application. Let's explore ads used in mobile marketing.

 

 

mobile marketing app tip:Adding a mobile app to your mobile marketing strategy is a great way to have many of your business goals accomplished.

 


Video Ads and Content

Video is starting to become the most dominant form of marketing when it comes to engagement rates. Video has the ability to strengthen your brand identity while connecting with customers on an emotional and personalized manner.

 

Video content can be easily uploaded, making it something businesses small and large can take advantage of. Video marketing is no longer a secret, and because of that, you will face stiff competition when it comes to this type of marketing.

 

Your videos must be well thought-out and entertaining to catch the attention of consumers, and as we mentioned before, we have short attention spans. If you do manage to grab the attention of your customers, your reach will increase big-time, as 92% of mobile video viewers share videos with others.

 

It is not uncommon to see videos with the most shares and likes around only 10 seconds in length. To make your videos successful, you can follow these tips:

  • Create videos that are around 15 seconds in length
  • Use technology that reduces bandwidth and allows for efficient streaming
  • Avoid using too much product-promotional content when making your videos
  • Keep your video application screens simple so they can focus on your brand
  • Make your own videos digestible without sound
  • Include some form of call to action whether it is a simple hashtag, URL, or download button
  • Optimize your video ads to play for each platform (desktop, mobile, tablet, etc.)

Mobile video stat: 92% of mobile video viewers share videos with others.

 

Mobile Image Ads

Image ads appear on mobile devices when a user is browsing a certain website. Most of these image ads are courtesy of Google AdWords campaigns.

 

Marketers have continued to increase image ad spin year over year. One good thing about image ads is that that can work for almost any industry, and for any business. They are a great benefit to small businesses and entrepreneurs.

 

In- Game Mobile Marketing

Your business can take advantage of users while they are playing their mobile video games. In-game mobile ads can appear as a video ad, an image ad, or a banner ad. The ads also can appear in a pop-up form or full page advert.

 

The money spent on mobile gaming is nothing to laugh at ($11.4 billion).

 

But just because you have a mobile app, does not mean you should run mobile ads. These in-game mobile ads don't work for every niche. Products, services, or your brand in general needs to be related to the game, or the end user in order to be effective.

 

Still, it is hard to ignore that 43% of time spent within all apps are spent on gaming apps and up to 55 minutes per day in total time.

 

So, ignore the fact that online gaming has seen a decline recently, and consider in-game mobile marketing as a way to create additional revenue. When making in-game mobile ads, keep in mind that most mobile games are played by females.

 

QR Codes

Sending relevant information in a fast and seamless manner is possible due to QR codes. QR codes will send users to a URL that directs them to a website. QR codes are known as the hyperlinks that will connect the physical world with the online world.

 

 

 Those physical items include posters, billboards, brochures, clothing tags, and more. The QR code is scanned from the users mobile camera. QR codes or “quick response codes” is a matrix barcode which consists of a combination of numbers, bytes, alphanumeric, and kanji, that is used to store data.

 

Customers seem to prefer coupons or discounts when scanning a QR code versus visiting a website. Here are a few ways most businesses are implementing user-friendly QR codes.

  • Sending users to a landing page as part of a campaign
  • Using the QR code as a Facebook like button for the business
  • Providing detailed information on products
  • Sending users to a contact form
  • Special access to a coupon, discount, or deal offer
  •  Virtual business cards

QR codes provide convenience for the user through quick processing, directing them to websites, giving directions, or access to promotions in seconds. QR codes are also environmentally friendly reducing waste on paper materials. QR codes can also track web analytics, allowing you to measure this type of campaign success or lack thereof.

 

Location-based Marketing

If your business is looking for something extremely targeted, then you will like location-based marketing. Why would you not?  87% of mobile marketers surveyed see success with location-based target marketing.

 

By means of GPS, users in your area can get triggered messages within a certain radius of your local business. Most people do local searches before they buy, so this makes this type of mobile marketing very successful for businesses.

 

Location-based marketing helps with customer growth and engagement, as 72% of customers will respond to call-to-actions in marketing messages they receive within sight of a retailer.

 

Voice message marketing

We talked about voice search as an up-and-coming trend in the mobile marketing space. So here we are with voice-based marketing again, but this time we're talking about businesses that use automated computers to produce phone calls as a way to connect and stay in touch with customers.

 

I'll be perfectly honest, I hate voice message marketing. I also have not attempted to use it as part of my strategy.  However, by the number of calls I receive myself, businesses must be having some sort of success with this type of marketing.

 

Mobile loyalty

Mobile punch cards, mobile loyalty programs, mobile wallets. There are a lot of different names for mobile loyalty, and businesses small and large are taking advantage of this affordable, effective, customer friendly, convenient way to attract new customers and create long-lasting relationships that lead to customer loyalty.

 

With mobile loyalty, businesses can take advantage of data to better understand what drives your customer to make purchases at their business.

 

Mobile loyalty programs offer great convenience for customers, like saving special deals until they are redeemed, as well as having other marketing initiatives, such as text message marketing all in one app. Some mobile loyalty software also takes advantage of social media advocacy, helping to reduce your marketing spend by leveraging word-of-mouth marketing.

 

Mobile loyalty is one of the must-have mobile marketing strategy types you should have in your arsenal. With a mobile app focused on rewarding loyal customers, you could become the next Starbucks, which has over 13 million customers using their app.

 

This is what your mobile loyalty apps could look like

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Chapter 4:  How To Do Mobile Marketing

 

Mobile Marketing Best Practices

The best practices that we are going to cover in this section is similar to the tips that we discussed in the last section when we broke down the different types of mobile marketing initiatives you can run.

 

I will also cover some privacy issues surrounding mobile marketing, as this is important to know. Lastly, in this section, we will explore delivering your mobile marketing campaign to the masses.

 

To begin, follow these six tips.

 

Tip # 1: Start with mobile optimization.

You will save yourself a lot of work if you just start mobile optimizing everything you do on the web. This includes your main website, website 2.0’s, emails, landing pages, and advertisements.

 

To make things easier, a lot of software now optimizes for mobile automatically. But if it doesn't, it is up to you to test everything you do to make sure it looks good and behaves properly on mobile.

 

This includes the content you create. Remember to use short paragraphs, bulleted list, and the “one finger size” rule on form fields, buttons, links, and navigation tabs.

 

When it comes to emails, remember that your customers are being bombarded with marketing messages all day, every day. Your main task is to grab their attention with short headlines, subject lines, and an opening sentence.

 

Remember, mobile optimization is paramount!

 

Tip # 2: Keep things simple

Spending a lot of money on website design that is overly complex could hinder your efforts to ensure it looks right on a smaller screen.

 

When it comes to mobile marketing, you have less space for customers to read your content, therefore, you need to ensure that it is easily digestible. This includes eliminating over the top images that create slow loading times.

 

The one thing that you should not be shy about spending money on, however, is mobile-specific social initiatives. This includes creating ads on Facebook, Twitter, LinkedIn, or other social channels where your customers hang out at.

 

The advertising options you have when it comes to mobile marketing are plentiful.

 

Source

 

Tip # 3: Keep it short

Because of the smaller screens, your content needs to get straight to the point. Being concise about your message helps in making the message easy for mobile consumption.

 

There is no need to over-complicate things for the sake of trying to look smarter or more unique than you really are. Here's how to do it.

  1. Make your titles compelling...not confusing
  2. Let your focus be: "One Topic-for every- One Article"
  3. Use words you can spell to avoid mistakes with spelling and grammar
  4. Teach when writing rather than selling, or proving how smart you are
  5. Pick (1) call-to-action

Tip # 4: Master local

A great thing about mobile marketing is its ability to tap into the local market at an affordable cost.

 

Even with voice technology, it is easy for customers to ask “Where is the closest steak restaurant?” for example. It is imperative that you do all you can to capture the customers closest to your business.

 

Start with these tips for local mobile marketing.

  1. Create content that focuses on areas around you
  2. Look for and join mobile directories
  3. Create customer loyalty rewards

Tip # 5: Start doing video

Video marketing is not going to slow down anytime soon.

 

Customers love learning new things about businesses, and it's even better when they can see it visually. When they can visually see you, the CEO, the marketing Guru, the how-to expert on video, instead of reading what it is you are bringing to the table, it helps your brand stand out.

 

There are many businesses who create a blog post, and later turn those blog post into a video. This saves time from having to create new content from scratch.

 

The main point is ... create some type of video content for your customers! 

 

Take a look at how video helps to drive various areas of business performance:

Source: animatedvideo.com

 

Tip # 6: Make it all about the customer experience

Mobile marketing is all about providing convenience for the consumers, who, by the way, love their cell phones. That means you need to focus on UX (user experience). So, ask yourself a few questions when it comes to the user experience.

 

Can they tap on my phone number and call me directly through a link? Can they easily reach me with customer service issues on different marketing and social platforms? Can they quickly find information related to my business through well-labeled navigation tabs on my site? Have I made every effort to make communication seamless through the customer's mobile device?

 

When you have the time, literally think of every question you can ask yourself, as if you put yourself in your customers’ shoes. The experience they have with your business on mobile will make or break your marketing efforts. 

 

Privacy Concerns With Mobile Marketing

With anything new you plan to take on, it's always a good idea to dot-your-I's and cross-your-t. Let us consider three legal issues you will need to consider as you begin your mobile marketing campaign.

Legal Issue #1: Giving your customers a choice

Although you may have your customers information from past marketing initiatives, it is unwise to assume that they automatically want to receive mobile marketing messages from you.

Maybe you have their phone number and address from a return they made at your store. This does not mean they have given you permission to send them text messages.

Therefore, make sure that they are opting-in to receive every initiative that you offer, whether it is all at once, or one-by-one. Keep in mind that sending text messages to those who have not opted-in is illegal.

The same choice you give a customer to opt-in is the same choice you should give for them to opt-out of your messages. And, it should not be hard for customers to do so! They should not have to jump through hoops to stop receiving your messages.

Source


Legal Issue #2: Being transparent

Being upfront about how you are planning to use your customer's information is a large concern. 71% of U.S customers worry about how brands collect and use their personal data.

With mobile marketing, customers are concerned with:

  • The websites they visit and how they are being tracked
  • How GPS is monitoring their every move
  • What exactly happens when they fill out forms with their personal information.

Addressing these concerns, in the beginning, could help alleviate a lot of fears customers have when it comes to the way you market to them.

 

Now it's up to you, to be honest, and follow through with what you said you will, and won't do, with their private information.

 

Legal Issue #3: Data security

Just as important as being transparent about the information customers give you, you have an obligation to make sure that that information is secure.

 

Well known large companies have faced lawsuits as the result of breaches to their customer database

 

You cannot be negligent when it comes to stolen data. You must notify your customers of security breaches, and take the appropriate security precautions beforehand to avoid such breaches.

 

Mobile Marketing Database Building


How can you grow and maintain a subscriber database for your mobile marketing initiative? Even more so, How can you ensure that those subscribers stay loyal? Well, for one, it all starts with you giving them a compelling offer or incentive to pique their interest.

 

1) Make your content suitable for opting-into

Content that isn't compelling enough to drive people to opt-in, won't help you grow your subscriber list. When making content, you need to consider creating the following:

  • Branded video content that is exclusive only to subscribers
  • Coupons, deals, free trials, etc
  • Advanced release sneak peeks of new products and services
  • Text to win campaigns
  • A contest featuring user-generated content (UGC)

2) Promote it!

After you give it some thought into what you would create for customers to opt-in, you will need to promote it...heavily! Promotion is the only way people will know about your campaign.

 

Here's what you can do to spread the word about your mobile marketing campaign:

  • Add relevant calls to actions to every piece of content you create
  • Share your best content with your existing email subscribers, and include a way for them to share that content
  • Share it multiple times across your social media channels
  • Involve everyone on your team in a growth strategy program that encourages signups

Alongside promoting your campaigns, use call to actions that promote fear. ( F. O. M. O.). Fear of missing out.

 

To the top

Chapter 5: Benefits of Mobile Marketing

 
Is mobile marketing effective? 
 
After you’ve put in your strategy, and you have chosen the types of marketing you would like to pursue, it is nice to know what's expected from the 3.5 billion individual mobile internet users.
 
Although you have a sense of what to expect from the KPI’s you have chosen, here are the most common benefits every business receives from their mobile marketing campaigns.

A broader market and more targeted reach
Think about PCs and laptops. Do you take them everywhere? Most likely not. That's the advantage of smartphones and tablets when it comes to mobile marketing in general.
 
Whether it is financial reasons, geographical issues, or technology hurdles your customers have to deal with, mobile marketing reaches those who were not able to be online previously when marketers relied on PC’s and laptops to reach their customers while doing digital marketing.
 
You will also reach a broader market because of how the communication "to the masses" becomes easier. SMS and push notifications will allow you the ability to send out mass messages at once to reach your desired target audience.
 
Keep in mind, when I use the term “broader market”, I’m not limiting you to those customers who live outside of your target radius. Your market can be broadened even within your desired close radius. Location-based-marketing allows you to use a mobile device's location, to trigger relevant deals, and messages to those nearby. 
 
source
 
Mobile marketing is also extremely effective when it comes to acquiring customer data and also maintaining it. Because it is mobile marketing, a customer's phone number will be stored as their ID.
 
More often than not, that phone number does not change as often as a customer's email address. This makes tracking and evaluating the effectiveness of your marketing campaigns much stronger. 

Results in an instant
Just as I covered once before, the fact that many people always carry their phones on them means your messages will reach them in a matter of seconds. And if you decide to get an app for your business, your brand can always be on their home screen.
 
Even a back-and-forth conversation with a customer is faster on a mobile device when you are using SMS, or MMS messages, then it would be to send emails or direct postal mail. These results will improve communication with the customer. Communication is a great benefit to doing mobile marketing.
 
There is an increased intimacy that comes with mobile marketing because few share their mobile devices with others. This makes sharing sensitive information such as credit card numbers, or private health information more effective on a mobile device, where they can seek privacy.
 
For example, someone using public transportation could refill a prescription on the health care providers mobile app, without even talking to anyone! Overall, mobile marketing has a higher response rate. This is actually a cost-saving strategy, as you will use less wasted media trying to reach your customer.

Picture of someone holding mobile phone:mobile marketing tip with the caption:the fact that many people always carry their phones on them means get your messages reaches them in a matter of seconds.

Easiness that comes with mobile marketing apps
Whether you are promoting products and services, sending out information, sending downloadable coupons, or asking customers to scan the apps QR code at the checkout, the mobile marketing apps will provide an easier solution than other digital marketing strategies.
 
For example, a lot of times someone will have to download a coupon, they have to print it out, cut it, and give it to the cashier at the register. Now, customers will present a QR code, or digital coupon, that is electronically processed at the POS system.
 
Mobile marketing is also easier on your budget. Mobile marketing has a much lower CPM than traditional marketing. You can promote your marketing mobile marketing messages through several channels, making the campaign set up lower in cost and less challenging. 

Convenience and viral ability
Because you have a smaller screen to dish out your marketing message on, you can now simplify your messages. This provides convenience for both you and the consumer. The simpler your content, yes, the better it adapts on mobile platforms.
 
Simplicity also brings us to another benefit which has to do with micro-blogging. Sites like Twitter and Instagram provides an easy way to get your messages out easily to those who check these social sites on their mobile dives multiple times throughout the day.
 
It is also easier for customers to share your messages from their mobile devices. This creates an opportunity for the video you make, for example, to go viral. That is a huge mobile marketing advantage. Expect your content, messages, and overall initiatives to be shared more often through mobile marketing.
 
 
Conclusion
More businesses, including your competitors, are spending more money on mobile marketing. It makes sense, as everyone is relying on mobile devices for things such as quick communication, to finding timely information they are looking for online.
 
From its humble beginnings in 1973 of the first portable headset, to now, with present-day augmented reality, it is amazing how fast mobile devices have attached themselves to a person's everyday life.
 
The cost alone to do mobile marketing is enough for you to shift more of your budget towards it, vs traditional marketing. Not to mention, Google will do more for you when your marketing goes mobile.
 
Setting up a campaign starts with buyer personas. To ensure you set proper goals, select key KPI's you want to measure. Next, you will need to ensure your site is mobile friendly. Lastly, also ensure your emails are mobile friendly, as you would want to convert interested visitors.
 
When it comes to the type of mobile marketing you could do, try as many as you can that resonates with your customers. SMS and mobile loyalty apps are almost a must-have nowadays. And video marketing should not be ignored either.
 
When starting out with mobile marketing, remember to keep things simple, short, and local. Don't bypass legal laws regarding other peoples privacy, and promote your campaign everywhere you can.
 
As a result, you will enjoy better relationships with your customers, as well as convenience, lower marketing cost, and a more broader targeted reach. Happy marketing! 
    
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