It is multi-channel online marketing technique focused at reaching a specific audience on their smartphone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications.
Where as, Digital Marketing is a broad term that describes a set of marketing processes that encapsulates all available digital channels to promote a product or service or build a digital brand. The channels that make up digital marketing include: Websites, Social media platforms, Banner placement, email marketing, mobile marketing, SEO, pay per click campaigns, Web TV, SMS, billboards and anything else with a digital foundation.
Mobile is the most ‘personal channel‘ that exists today – it’s in someone’s pocket, sits next to their bed, and is checked throughout the day. This makes marketing through mobile incredibly important.
Most of the things that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading the content, all with i the help of a small screen.
Google anticipates search queries on mobile devices to surpass desktop searches by next 3 to 5 years. Effective mobile advertising means understanding your mobile audience, designing the content with mobile platforms in mind, and making strategic use of SMS/MMS marketing and mobile apps.
How to Create a Mobile Marketing Strategy?
Create Mobile Buyer Personas: Understanding your audience is the first step to any marketing strategy. Make a specific point to detail your target audience’s mobile habits – how much they use their mobile for web usage? Are they prefer doing online shopping on their smartphone? A simple way to to get hold of research data on this subject.
According to some such reports, some of the interesting observations made are:
65% of all email is first opened on a mobile device. 48% of users start their mobile internet sessions on a search engine.
56% of B2B buyers frequently use smartphones to access vendors’ content.
95% of adults primarily use their smartphones to access content/information.
To better understand your specific target market, monitor Google Analytics for your site’s mobile traffic volume.
Set your Goals: The key to defining any effective strategy is to first decide what success looks like. Get the key stakeholders together to map your mobile marketing strategy. Identify goals by asking your team some of these questions:
What are we currently doing for mobile? This will define your starting point, and make sure everyone is on the same page as you begin.
If you are already doing mobile marketing, how are those initiatives performing? This conversation will identify what is already working, what is not, and what’s not even being measured.
What are your main objectives for including mobile marketing in your overall strategy? Discuss why you’re considering mobile now, what conversations have led up to this point, and what you expect from mobile marketing.
Who are your key audiences for mobile marketing? Talk about your customer personas in light of mobile usage updates. How similar or different is each persona’s mobile usage?
How are you engaging your mobile audience cross-channel? This discussion will help analyze how the channels you’re currently using can be included in your mobile marketing strategy.
Establish Key Performance Indicators (KPI): Just like your other marketing efforts, mobile marketing needs to be tested and optimized. Determine which realistic, measurable KPIs define your mobile campaign’s success. For example:
Engagement—Provide mobile-friendly content for potential customers who are searching for information about your industry or product. Make sure your website is mobile-responsive to improve mobile SEO.
Acquisition—Make sure lead nurturing emails are mobile-friendly with clear calls-to-action. Buttons in emails should be near the top of the message and be big enough to easily tap in order to facilitate click-throughs. Then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.
Customer Service—In a connected, social marketplace, customer service is very much a marketing opportunity. Allow your customers to easily reach you through any platform they want, including simple click-to-call buttons for smartphone users.
In order to identify the right KPIs for your mobile marketing campaign, ask yourself these questions:
Do I want to increase conversions from email messages?
Am I trying to improve traffic to sales pages?
How important is it that I generate more qualified prospects?
Does our brand need to improve sales by converting more traffic on certain pages?
Monitor Mobile Metrics : Google Analytics can help monitor mobile usage of your site. Mobile behavior data reveals how well your mobile content engages your audience. Mobile conversion data will indicate whether or not some of your key landing pages still need to be optimized for mobile browsing. Adding the Device Category field to the Site Content dashboard will display the quantity and quality of much mobile traffic to each individual page on your site, which are very important for planning your mobile marketing strategy.
Create a Mobile-Friendly Website: A mobile-friendly website is no longer an option—it’s a must. The rise in mobile traffic coupled with Google’s mobile-friendliness ranking factor means a brand’s site must adapt to mobile devices in order to stay competitive. “Mobile-friendliness” means that the Content fits on the screen without side-to-side scrolling or zooming, Content loads quickly. Google has even provided a free mobile-friendliness tool to help marketers determine how to best improve their sites. The most important reason to maintain a mobile-friendly site is to create a consistent and engaging user experience.
Mobile Advertising for Email: About 57% of emails are opened on mobile platforms and 69% of mobile users deleting email that isn’t optimized for mobile. From this it’s clear that your audience is engaging with email campaigns on mobile devices.
SMS and MMS Marketing: SMS, also known as “short messaging service,” really puts into context how personal mobile marketing can be because you are sending a message directly to a customer or potential customer’s personal device. SMS and MMS are very powerful channels for mobile marketing. .
Another way to reach your audience on mobile devices is MMS, or multimedia message service. The difference is that MMS is a multimedia message that can be sent peer-to-peer, from a mobile messaging service provider or from a website to a mobile phone. MMS messages can include text, photos, videos, audios, or GIFs.
SMS and MMS are very personal, and thus very powerful, mobile marketing options. Make sure to handle them with tact and detailed strategy.
Adding Mobile Apps: Mobile apps can support many business goals, including extending your product, driving engagement, and even supporting e-commerce. To maximize an app’s impact on your marketing, you will have to be involved in the entire process, from app development through implementation.
Just like any other marketing channel, it’s important to consider how the app can be used for acquisition. You may offer extra features or more mobile content in exchange for a user’s contact information, similar to how you would gate content on your website for the same purpose. You will also want to make sure the app encourages user engagement in order to build relationships and loyalty, and—of course—drive conversions.
Push Notifications: Push notifications are messages or alerts delivered by your app to the user. These messages appear on the home screen of a user’s mobile device regardless of whether the user is engaged with the app or even has it open. For a push notification to work, the user needs to have already downloaded your app and agreed to allow push notifications. Luckily, about 70% of mobile users allow push notifications.
Final Act – Putting all together
A mobile marketing strategy is not a stand-alone effort, but it is a large chunk of any long-term or short-term marketing campaign—and its importance is being realized and only growing. From email, to Pay Per Click (PPC), to SEO, to content, to social media marketing, there is a mobile marketing channel to reach every part of your audience where they are most comfortable.
Optimizing your website and email sends for mobile devices, taking advantage of the SMS and MMS channels, and building a native app for your most highly engaged audience are all big projects. So, start by updating your buyer personas to get a better idea of where the majority of your target audience spends its mobile time. That will give you your start line, and the rest will fall into a logical order.
Remember, optimizing your marketing strategy for mobile will give your brand an edge over the competition. Don’t wait—go mobile today!