24 Sep A Guide on Effective Mobile Marketing Strategy
Like any other marketing, mobile marketing gives great success when you have a solid strategy for a mobile marketing campaign. Here the one thing you need to consider that mobile marketing is not like traditional marketing and it is different from the other marketing. A successful mobile marketing strategy helps you to recognize that how it’s different from the traditional marketing and also it builds an effective campaign.
But creating this type of strategy can be more art than science and you will need more research and analytics to get ready for the campaign while mobile marketing is running.
And in this article, I’m going to share with you the 4 steps to building your effective mobile marketing strategy.
Understand Your Market:
First of all, your marketing strategy needs to match your target audience. Here a few questions you can ask for yourself while planning a mobile marketing strategy. How old are your potential customers? Which devices they are using? What is your customer’s interest? Which type of mobile marketing will attract them?
Let’s see one example…
Look at marketing to Generation Z. It is the group of people who use smartphones and tablets on a regular basis so mobile marketing is more likely to reach them. Generation Z is also big into video and report from them is say that 70% of people watching three and more hours to watch video online. So, YouTube, Facebook Live, Periscope, and Meerkat are useful to grab more attention.
You will also need the demographic, behavioral and psychographic data of your audience so that you will get a clear understanding of who you are marketing. To get more details on which type of marketing and advertising campaign will work, for that look at your own mobile marketing analytics. Check which type of marketing work well with your audience. And find out that whether they respond you in Push notifications or SMS and also see whether they like video or text. To get answer all of this queries, run different surveys, focus on groups and conduct interviews with your audience so that you can get more clear information about your audience and so that you will know that how they can interact with a mobile marketing campaign.
Get in Touch with Your Audience:
Think about this question, What is your mobile marketing campaign going to say? Do not make mistake to using the same message as your non-mobile marketing campaign. Because consumers have different priority and problems when they see your marketing campaign.
Let’s see the example of non-mobile marketing campaign Red Cross. They are often creating eye-catching print ads that focus on how it is easy to donate your change after purchase. But their message is different for a mobile user. It focuses on that how it is easy to send a single text message to donate a few pounds.
To get this type of mobile marketing strategy is correct then you need to get in touch with your customers. And ask them about what problems they are trying to solve and how you providing solutions for it. And again, pay attention to your analytics because behavior gives a boost to your priorities.
Get Specific with Targeting:
Your marketing strategy will work best if you have a specific target audience. It depends on the devices your user is using, your buyer personas, their history with your company and many more.
See the example of National Geographic, they ran a campaign that only targets the users on tablets that connected with their home Wi-Fi networks. The goal was to encourage to watching the new series. National Geographic took time to figure out that which of their viewers are likely to take the desired action and they targeting those viewers.
Set Mobile-Friendly Goal:
Think about this questions, What is the end goal of your mobile marketing campaign? What counts as a conversion? You will get more success if that goal and associated call to action are mobile-friendly.
Mobile users are less like as compare with Desktop user to take 12-part form to start a free trial. The desktop user might not have a problem with involvement if an offer is valid. But for mobile users, filling a lengthy form in mobile is more difficult. If you keep 3 part instead of 12 than mobile users are more likely to give a response.
One thing that ensures your call to action makes it clear that you are not asking your customers to do something lengthy and complicated. Instead of make conversion process less as possible.
A successful digital marketing campaign is adaptable. Real-time analytics will show you that what’s working and what’s not and by taking action on that insights you will constantly improve your marketing campaign. Starting the process with a sound mobile marketing campaign will set you up for success but developing this strategy is not the end. You will need to change usage patterns, priorities, and audience characteristics as the time changes.
Now it’s your turn, What above-mentioned strategy are you going to use first? Let me know by leaving a comment below.