How to Create An Effective Mobile Marketing Strategy
Uses of mobile phone especially smart phones have shown a significant growth worldwide over the past few years. Do you know the statistics of how many of the world’s population actually owns a mobile phone now, and how many of them are smart phones? Let me tell you.
Estimates say that 80% of the world’s population now has a mobile phone and the number of mobile phones around the world reach an estimation of 5 billion. Out of which, smart phones comprise 1.08 billion in number and its shipments reached 420.3 million at the end of 2011.
So, what’s so special about such prevalence of mobile phone anyway? The prevalence of mobile phones and smart phones actually depend on how much time and efforts they are using and spending on their mobile phones; as well as how these usages are affecting their lives by becoming a very important component of how their daily activities.
According to a Forrester survey of over 25,000 European adults, almost 40% of Western Europeans show ‘sophisticated use’ of their mobile phones and over a fifth of UK adults access mobile Internet every week. The mobile market is undeniably huge and an indication of deep penetration of mobile phone usage with wide influence over our day-to-day lives. Everyone may acknowledge these facts but are we, as marketers, actually optimizing and maximizing on such a huge potential of using mobile phones as means of marketing communication? A separate Forrester Research published recently revealed that ONLY a third of firms have an established Mobile Marketing Strategy in place.
Mobile and smart phones nowadays are intensely personal and intimately integrated into our social lives, superior in terms of its contextual time and space; and highly-connected in terms of its networking and connectivity within the touch of a few buttons. In essence, it has become a natural extension of our human selves. Therefore, it is only relevant and timely to pay attention to what wealth of opportunities mobile marketing can offer in unlocking new revenue stream for the businesses. To get started on mobile marketing, it is also just as critical to create an effective mobile marketing strategy for a proper and deliberate execution.
Emphasize the Unique Nature of your Market
The first step of setting up your mobile marketing strategy is to analyze the mobile behavior of your target audience. Remember that audiences vary across geographical boundaries, and while they share a common infrastructure, it is necessary to keep a pragmatic approach towards understanding the unique nature of your market – who your target customers are, what values are they looking for, where are they based in and so forth. Once you have built the demographic, psycho-graphic, social-graphic and behavioral profiles of your customers, you can leverage on these data and focus your strategies on creating an experience unique to them. This type of active model of mobile marketing is way more powerful in monetizing consumers’ insights and direct multichannel engagement opportunities for your products, services and brands.
Once you’ve established your understanding of your targeted ‘niche’ market, it’s time to get down to deciding on the most appropriate and relevant mobile marketing approaches that work best for your specialized products, services or brands. SMS marketing, mobile coupons and push notifications are definitely some of the more widely used methods by all marketers alike. MMS mobile marketing is also gaining traction because it can carry timed slideshow of images, text, audio and video. Mobile web marketing for advertising on web pages specifically meant for access by mobile devices is also another option. Other methods include in-game mobile marketing (also known as ad-funded mobile game or mobile advergaming), which allows brands or businesses to deliver promotional messages within mobile games or sponsoring games to drive consumers’ engagements; as well as location-based services (LBS), which are offered by mobile phone networks as a channel for sending custom advertising to subscribers based on their existing or current locations.
It has become increasingly important to ‘mobilize’ your website, that is, your site should be designed and optimized for search engines with consideration for access via mobile devices. The hyper-connected consumers today have little patience for clutter or noise. As smart phones are compasses with which consumers engage with one another, the mobile web interfaces must be clean, less cluttered, contents must be straightforward, texts to be in the right font and sizes as well as easy browsing despite the ever-evolving digital landscape.
Creativity and Integration Do Matter
Mobile events are inherently transitive in nature. It certainly matters that you stand out from the mobile marketers’ crowd with your own distinctive, creative and unique propositions. Take a view from the creativity lens of the different elements that comprise this mobile medium – 24/7 connectivity, personalization, social interactions, location awareness, ease of sharing and so forth – and design an innovative and unique approach that can empower greater affinity to the customers interactions and bring your creative marketing to another whole new level altogether.
Mobile marketing needs not be made an entirely online strategy. Flexibility in marketing strategies can enhance traffic and conversion rates. Many businesses have seen great successes with integration of both online and offline marketing strategies. For instance, you may give out coupons at your store fronts that can also be used on your online stores. Similarly, for any promotional code you offered to retailers or general public on your online stores, you create a version of these promotional code that can be printed out and presented in physical store fronts as vouchers or coupons.
Do Not Forget to Engage your Customers
Do not be caught up with an inactive model of mobile marketing that only focuses on pushing your messages to your customer bases. How many of us are actually frustrated with receiving spam emails or SMS messages that offer little or no values? If you do not like all of these, none of your customers are going to fancy any of these as well. The core or essence of marketing is ALWAYS to focus on the needs of your consumers. It should be about customers seeking the right kind of values – products, services or brands – from you and your site; and engaging them allow you to uncover strengths you can apply in future and identify weaknesses that hamper your growth.
Consider the numerous variables in this equation and ask questions all the time. Why has the customer not visit your site anymore? How can I provide her with the right kind of services? What can I reward her for being loyal to your brand? What can I do to make her feel included? Businesses can learn a great deal from mistakes and experiences by evaluating and examining each customers’ engagement; and leveraging on these valuable information to help them grow and become successful!
There are a great deals of work you can put into your mobile marketing strategy and I invite you to run through this video titled ‘Effective Mobile Marketing Strategies to Get New Customers Quick!’ to learn more and gain better understanding on this topic.
Do you have a mobile marketing strategy in place for your business? How often do you review it and how effective have it been in driving traffic and sales to your mobile sites? Share your comments with us.