As a business owner, you know the importance of mobile marketing and the potential it can have for your business. With more and more people owning smartphones around the world, mobile is an important channel to reach them. But not all brands are equally equipped to handle this digital marketing opportunity. Here are some key steps you should consider when implementing a successful mobile marketing campaign.
The importance of mobile marketing
Mobile marketing is the most cost-effective way to reach consumers and build your brand. Mobile marketing can easily be implemented into any business marketing strategy, including SEO and paid advertising campaigns. According to eMarketer, mobile has even surpassed desktop as the most popular digital advertising device.
The world of mobile marketing offers a wealth of opportunities for brands of all sizes and industries. In fact, 80 % of consumers search for information on their mobile devices, making mobile an ideal place to market your products or services. It's also important to note that there are many types of mobile marketing tactics with varying rates of return on investment (ROI). For example, in-app purchases are the most profitable type of mobile advertising, as they have the highest ROI.
Types of mobile marketing campaigns
There are several types of mobile marketing campaigns. Here are some of them:
- Push notifications
- mobile search engine optimization
- In-app purchases
- Micro-contest and gifts
- Targeted populations
The first step in implementing mobile marketing is to decide what type of campaign you want to run; push notifications and populating your mobile app with the right content can be done the same way. The next step is to determine how many individuals you want to reach. This may vary depending on the type of campaign you choose, but it's important to understand how many people you need to reach for the campaign to be successful. Next, you need to think about what type of message can be best communicated through that specific type of campaign. For example, push notifications are a great way to remind customers of upcoming promotions or introduce them to a new product without overwhelming them with too much information.
How to choose a successful mobile marketing campaign?
1. Find your target audience
The first step is to find the right demographic for your campaign. In other words, think about who you want to reach and what their interests are. Is it a certain age group or just people who live in a certain area? Think about what makes your brand unique and different from your competitors. What are the key points you want to emphasize? How do you want to stand out? Having a clear idea of who you want to reach will help you shape your mobile marketing strategy.
2. Create a mobile marketing plan
Next, it's important to develop an action plan if you know who you're targeting. How do you want to engage them? Where will they be when they see your content? Will they be on their phones or tablets? Consider all these questions and more as you develop your mobile marketing strategy.
3. Develop creative content
Next, start thinking about how you will deliver content that will keep people engaged with your business on their phones or tablets. What type of content will resonate with them the most? What are their interests? How can you use those interests to create engaging content for them? This step is crucial to any successful mobile marketing campaign, as it could determine how many people engage with the brand and whether or not they buy anything from it.
Setting your business up for success
#1. Understanding your business needs
Mobile marketing requires a shift in mindset and focus. You need to examine how mobile influences your current marketing efforts, what you're doing well on mobile, and what you need to improve on mobile. What are your customer pain points? What is the customer journey on your website and app? Where do they go after interacting with you on your website or app?
#2. Measurement: Successful mobile marketing campaigns rely on data-driven decisions.
With all the options available to advertisers, it can be difficult to know which channel is best for you. To make the right decision, it's important to have a solid analytics plan in place. This means tracking metrics such as impressions, goals achieved, conversions, clicks, shares, views or any other metric that communicates success to know whether or not each channel is effective for you. Without specific metrics in place, it can be difficult to determine which channels work best for your business and how much money should be spent on each channel.
#3. Create target audiences
It's critical that brands create target audiences when considering their digital marketing strategy and take advantage of this growing advertising medium. Who are the people likely to be interested in what you're offering? What is their demographic profile? How old are they? These questions and more will help you create an audience based on your company's specific needs so that each campaign is effective.
Implementing a successful mobile marketing campaign
1. Define the objective
What is your ultimate goal? What are your goals for this campaign? This needs to be clear to everyone in the marketing department so they can focus on what needs to be done to achieve those goals.
2. Set realistic expectations
It can be difficult to know how successful your mobile marketing campaign will be, but there are a few ways to get started. Look at your campaigns on other digital platforms and set a benchmark for success. If you're looking to increase brand awareness, consider comparing that number to the number of impressions you get on Facebook or Google ads. If you're not meeting this threshold, it may not be an effective way to market your business on mobile at this time.
3. Think about which tools are best for you and your business.
There are many tools available when it comes to mobile marketing, so be sure to look at what is most important for different campaigns and decide which ones will help you achieve the goals you set for them. Choose from data collection tools, messaging apps, geolocation services, etc. to determine which one will best meet your campaign needs. 4. Find collaborators who share your vision
Once you have chosen the tool or two that best suits your business, find people who share your vision and values; they will be useful assets in developing your strategy and its subsequent execution.
What is the next step?
Define a clear mobile marketing strategy
Develop a comprehensive mobile marketing strategy that includes all your digital marketing channels.
Make sure your brand is ready to succeed
Set a strong creative direction to inspire action.
Make sure you have the right technology in place to deliver messages to customers on the go.
Develop your analytical system so you can make informed decisions about what works and what doesn't.