Mobile marketing: what is it, how to use it in business
Today, the number of mobile users in the world is 5.27 billion. Such data is reported to us by the GSMA association. In other words, more than half of the world's population has mobile devices. In the next four years, this number will increase by 700 million.
Smartphones have revolutionized the world of marketing. Sales of mobile devices have surpassed sales of personal computers, becoming the number one tool for accessing the Internet. Marketing has always been about reaching the right people at the right time in the right place. Looking at the rate at which smartphones are spreading, it's not hard to figure out exactly where you need to catch your audience - on mobile devices.
Discover mobile marketing - an inbound marketing strategy that uses the power of mobile phones to attract and retain customers.
In this article, we've put together tips to help you master mobile marketing and apply it to your business.
What is mobile marketing
Mobile marketing is any promotional activity that uses digital marketing channels to reach customers through mobile devices.
A well thought out mobile marketing strategy can do wonders. This is an effective way to generate quality leads and engage with customers while promoting products and services.
One of the key benefits of mobile marketing is the ability to reach a wider audience and segment it. You choose who you want to interact with. After studying the client profile, you target people according to their interests, hobbies, and behaviors.
Mobile devices have already become part of their owners. Use this to your advantage. Creating personalized mobile marketing campaigns will lead to positive results.
How mobile marketing works
Mobile apps, SMS, push notifications, geo-marketing, QR codes, social media marketing, voice marketing, mobile search, in-game advertising are all part of mobile marketing. You'll understand which channels to use when you figure out where your audience spends their time and what type of content they're watching on their gadgets.
As technology advances, your marketing strategies must change. Create personalized content, because only then it will become effective. One of the types of mobile marketing - location-based, or geo-marketing - opens up new opportunities for audience segmentation and subsequent personalization. Using the user's location data, send a notification about the promotion to their phone the moment they are near your establishment.
Mobile Marketing Tips to Generate Leads and Increase Sales
Today, people almost never let go of their phones, so you can interact with customers at any time. By building the right Customer Journey Map and using effective mobile marketing tools, you will increase sales and increase customer loyalty.
We share tips for building a mobile marketing strategy.
- Mobile-friendly site
- Screen size
- Push notifications
- Social networks
- Stories
- Working with data
A mobile-friendly website is the first step towards successful mobile marketing. In-app purchases are gaining popularity, and the majority of digital traffic — 52% — comes from mobile devices. Increase the speed of your site, otherwise you risk losing visitors. More than half of people leave if the page load takes longer than 3 seconds.
By the way, adapting the site for mobile devices will improve customer relations and ranking in search engines, because they prefer mobile-friendly sites. Back in 2019, Google switched to indexing pages with the priority of mobile content. Make sure your website and content is optimized for mobile devices so users can easily find the information they need.
When it comes to mobile marketing, the device itself means a lot. Screen size determines exactly what type of content people view and how they react to different marketing strategies.
For example, smartphone users are looking for informative content. iPad users, on the other hand, are more attracted to a bright and catchy image. In other words, the larger the screen size, the less value the content carries.
Push notifications are the main reason why smartphones have become one of the most effective channels for customer interaction. Use push notifications to promote your products, offer a discount, provide brand information, or remind the customer of something important.
Please note that the CTR of rich push notifications with their large images and buttons is 2-5% higher than regular push notifications.
Of course, for the best results, you should combine push notifications, email and SMS marketing. So, email marketing is a great way to convert subscribers into customers and get feedback. When it comes to SMS messaging, it doesn't take much effort to create a text message. In addition, short text messages are opened and read more often.
Most social media traffic comes from mobile devices. Currently, social networks have 3.78 million users, which equates to 48% of the world's population. For marketers, this is a great opportunity to find their target audience. For example, social networks can be used to communicate with customers, promote a product, and increase brand awareness.
Create accounts on popular platforms - VK, Instagram, Facebook, Telegram - and send messages to clients. Of course, this can be done manually, but we recommend saving time by using a marketing automation platform.
Now many brands are actively implementing the Stories feature in their apps. After Stories took off on Instagram, it became clear that the audience is interested in fast content these days. Thus, Tinkoff Bank has long been sharing with customers through Stories not only interesting and informative information, but also reminds them of frequent expenses and expenses for a certain month.
Evaluate the effectiveness of your mobile marketing strategy at every stage. Collect the information and, after carefully studying it, determine which steps have been successful and which need to be improved. Website traffic, ROI, conversion, landing page - these are the data that will allow you to optimize your mobile marketing strategy, as well as improve UX design.
Conclusion
The number of smartphone users is growing by the minute, so mobile marketing is clearly not going to leave the forefront. Today, it represents a simple and inexpensive way to reach your target audience using smartphones and tablets. So take our advice and use it in building your mobile marketing strategy.