Mobile marketing is not limited to just one channel, but it is a multi channel marketing strategy, that aims to reach a wider audience through tablets, smart phones and other devices. Companies use this digital marketing technique through texting, social media and apps. Email is also a form of mobile marketing digital institute Expert Services.
The websites and features which were only available on desktop computers are now all available on smart phones cyber click. Nowadays, people use more smart phones, then they use laptops or tablets. In order to use mobile marketing for the benefit of a company, there are some major steps that every marketer should follow.
Understand The Target Audience
The target audience of a company might be using a mobile device, but the company has to find out which mobile device, is used the most Neil Patel. It is important to know statistics about where users open their email addresses, where they search for products and services the most and how they like to access the content on a buyers website. If the target audience of a company uses tablets to access most of the information, then the content created by marketers would be tailor made for that particular mobile device.
Set Goals For Mobile Marketing
When a company has identified the mobile device that its target audience uses, then the next step would be to set an effective marketing strategy. Following are some of the questions that marketers should ask themselves:
Is there a marketing strategy already in place to target the identified mobile device?
Is the marketing strategy effective? If not, then what changes should be made in the strategy?
Identification of the key audiences for mobile marketing; what is the persona of the customer?
How can the audience be engaged using the mobile marketing strategy?
Key Performance Indicators
After setting an effective mobile marketing strategy, the marketer would then set Key Performance Indicators or KPIs, to analyze how effective a strategy is target marketing. The first indicator could be engagement, which means whether the company has been successful in communicating with the customers, who have been looking for information about the companys products and services.
The second indicator can be acquisition, which means creating emails and mobile friendly ads, which contain call-to-action. The call-to-action should be clear enough for the customer to understand what do to next. For example, if the customer opens an email or a text message, then it should have a link on a website or a webpage, which the customer can visit to get more information.
The third indicator can be customer service, which means communicating and interacting with customers through different platforms technicians. Moreover, customers should be able to reach the company representative easily as well; there could be a contact us icon on the companys website, or information listing the phone number and email address of the company.
In order to analyze how well a mobile device is doing by engaging the audience, a marketer should always look for mobile metrics. If the conversion data or the mobile data dont reveal any positive results, then the marketer should make changes in landing pages and must analyze the target audience once again, to find out where the fault lies.
Analyzing mobile metrics will also inform the marketer about the search queries which lead users to their website. This way, marketers can further develop on the data that is more popular among users, to increase organic traffic.
Structure Of The Website
Whether a user is accessing a website using a smart phone, tablet or a laptop, it is best for it to be structured in a way that it doesnt load slowly. At times, the pictures and videos on a website load faster on a desktop, and load slowly on a smart phone. If this happens, then the user of the smart phone would be less willing to open the website again using their smart phone.
The website should be structured in a way that it can be open on any mobile device or desktop, so that the user experience always leads to satisfaction and increase in conversion rate Marketo.
SMS And Email Marketing
These are two forms of mobile marketing, and each method should be used carefully. Every customer wants to feel valued, but they dont want to feel overburdened with messages, that they might block or move to the scam folder, eventually.
In SMS marketing, sending special offers to customers once a week is enough, or letting them know about product launch is enough as well. Similarly, when marketers send emails to customers, they should tell the customer what they are supposed to do with the email. There should always be a call-to-action in both situations, or the customer wont pay much attention. For example, if a customer receives a message, about availing a food discount now, and there is an expiry date for the voucher number, then the customer would be more likely to use it, before it expires.
When a company is texting a customer or sending them an email, then the best way to do this effectively is through customize messages. Messages sent through texts and emails should be concise, to the point, clear and short. No one has the time or the attention span to read long messages, like the history of the company or what it stands for – do watch the video:
If companies develop their own mobile apps and make them easily discoverable and usable, then the users would have a good experience, and can easily access information related to the company through apps. The best thing to do here is to fix the bugs and errors that arise in apps, and to not have excessive ads haunting the customers, or they will get irritated and delete the apps.