Mobile marketing is one of the newest and most important aspects of a digital marketing strategy. From website optimization to new opportunities for delivering your brand to an on-the-go customer via text and more, mobile marketing presents a number of exciting opportunities.
Effective marketing begins with a strategy, and this is true for mobile marketing as well. However, many businesses are unaware of the scope of mobile marketing, and before coming up with a strategy, it is necessary to know what some of the available tools are.
Here are some ideas to keep in mind as you plan your mobile campaign.
1. Optimize your Startup for Mobile
This means using responsive design for your website. Responsive design ensures that your site’s layout will automatically conform to the size of the mobile user’s screen when they are viewing your website. Good web designers should be able to include responsive design for mobile in the website building building process, so you won't have to constantly change to adapt to changing technologies.
Recommended for you Webcast: Finding and Hiring the Right Growth Hacker for Your Company
2. Predictive Analytics of every activity to your website
Websites can also be designed with predictive analytics that can guess what customers are likely to do next based on data gathered and make sales suggestions. Studies already show that mobile customers are more likely to buy and spend more money than other customers. Predictive analytics can push those sales even higher by speeding up the search process and offering discounts tailored especially for the customer.
3. Location Features to see where your customer come from
One basic mobile marketing technique every business with a physical location that customers or clients visit should have, is a listing with Google Local or Google Business. This allows customers to quickly map the business’s location while on the move.
There is also a range of location-based apps that can be used to reach out to customers on the move. Targeting customers using geo-location based information is an area that is set to increase as brands look to ‘push’ location based services to the consumer.
4. The Importance of Text messaging to instantly notify
Text messaging can be a powerful tool in mobile marketing. There are a few key points to note to use it effectively however.
Text messaging should always be opt-in; customers should never be spammed if they have not signed up to be updated in this manner. Text messaging should also focus on sending something of value each time. This can include coupon codes or scan coupons, information about upcoming sales and promotions or vital news about products.
Information about customers who would like to opt-in can be gathered via responses to online forms and emails or on an offline sign-up list if the business has a brick-and-mortar location.
5. Mobile Apps to boost engagement
Not every business has the resources or expertise to develop them, but apps can be a great way to increase customer engagement. Apps should add a value to the mobile experience that simply visiting the website cannot.
There are companies that specialize in delivering an entire customer experience that can develop these kinds of apps as well as work with your business on other aspects of mobile marketing.
6. QR codes for easy access to your website or products
QR codes on print advertising link a business’s offline marketing with mobile marketing. The codes can be scanned by smart phones to get information, discounts and more. QR codes have a number of advantages including being easy to track for analytical purposes and cost-effective. They can be printed on everything from business cards to mailers, newsletters, posters and more.
Marketers cannot underestimate the importance of mobile marketing as more and more people rely on their mobile devices for shopping and information. The sooner a business gets a mobile strategy in place, the faster they will be able to take advantage of these exciting new marketing technologies.
Seventy percent of companies say it’s cheaper to retain an existing customer than to acquire a new one, according to a report. And they are right: acquiring a new customer can be five times more expensive, which is hopefully enough to convince you that customer retention should be on your radar at all times.
So how do I retain customers you might ask? The answer is simple: mobile marketing. Given that 60 percent of the time users spend online is through their mobile devices, establishing a solid mobile presence ensures that your customers always have a piece of your brand at the tip of their fingers.
Here’s how it’s done:
The right place, the right time
Mobile devices draw tons of information from users. Some of this information, such as geo-location, can be instrumental in optimizing your brand’s mobile product specifically for consumers. Knowing where consumers are allows marketers to offer users content that’s relevant to the situation they’re currently experiencing.
The most obvious way to use this data would be to alert existing clients on new deals right when they are near your store or company branch; however, there are ways to get more creative.
Airline KLM is a great example. The company created a mobile game that lets users fly a paper jet over a virtual version of the city of Amsterdam. Aside from being beautifully made and very enjoyable, the game also uses mobile data to promote user loyalty.
With every purchase of a KLM flight users' win more points, but the even cooler thing is that users can advance in the game when they are at the airport gate waiting to board their KLM flight (using geo-location technologies).
7. Fresh content and exclusive deals
To ensure users don’t lose interest in your app, introduce new content as often as possible. Whether it’s cool music, text, visuals or attractive deals, these kinds of elements will ensure users keep coming back for more.
Now, you might be thinking at this point, that by introducing as much content as possible, you are spamming people. Wrong. If someone downloaded your app, it means that they’re interested in what you have to offer. The more great content you put out, the more satisfied your users will be. Even content that doesn’t necessarily directly relate to your product but fits with its general concept is fair game.
Let's look at the Starbucks app. The app features a variety of content (such as music) that doesn’t necessarily relate to the products Starbucks is most known for selling. Users who have the app get this content as an added value and check in with it regularly to see what’s new. It’s a great way to make sure that your brand stays on the consumer's radar.
Another way to promote user loyalty is by using the mobile app to keep consumers up to date on new products and deals. Being aware of deals before everyone else is good but not good enough. Instead, offer users deals that are only available through mobile purchases to drive incentive app users to check in regularly.
A great example is that of an Israeli hotel chain called Fattal. The company managed to get not two but three birds with one mobile stone by launching an app for last-minute deals. First, the company used this clever move as a way of approaching new clients. Second, Fattal included special discounts for loyalty club members and third, they found a classic solution for their dead inventory.
8. Engage and interact
The best way to turn any consumer into a loyal one is to make them part of your brand. On mobile, this has become easier than ever, and user-generated content (UGC) is the name of the game.
Mobile apps introduce endless, easy and instant ways for users to participate in brand communities and contribute their own content.
For instance, to promote its “What is Perfect Conference," TedXPortland launched a mobile app that overlaid the word "perfect" over user-generated pictures that were shared on social media.
People immediately became curious about what those pictures meant, which in turn helped create buzz around the conference. The photos were later projected on the walls of the event as part of the decor.
Investing in retention on mobile is not only interesting and creative, it’s also essential. This is your opportunity -- and obligation -- to make sure that when customers go on their way, they take a piece of your brand with them.