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How to develop an effective mobile marketing strategy

To take full advantage of the rapidly-growing mobile revolution and shifting consumer trends, your business needs an engaging mobile marketing strategy. Here are six tips to help you get started.
How to develop an effective mobile marketing strategy
Author :
Fiona Rom
  • Embrace the mobile medium.  Millions of people around the world have come to depend on their mobile phones for almost everything, from the alarm that wakes them in the morning to communication with friends and colleagues and the finding of information on local products, services, and activities. One recent survey found that over twenty-five percent of mobile users check their phones every thirty minutes, while twenty percent do so every ten minutes.  If forced to choose between their lunch and access to their mobile phone, twice as many people would choose their phones; for two-thirds of respondents, mobile was their preferred medium even when at home. Clearly, businesses need to consider going mobile – or risk being left behind.
  • Do your research.  Like all effective marketing, mobile marketing should be primarily about providing value to the customer, and your strategy therefore depends on knowing about your customers. The approach to developing a sustainable mobile marketing strategy is similar to that of drawing up a business plan, including identifying the size of your target market, understanding who your customers are and what they need, and defining your specific objectives.  As well as a standard market research approach, conversations and trends on social media can provide you with a wealth of information about smartphone users.
  • Set objectives.  Obviously, the goals of your mobile strategy will be related to your overall business objectives and as such will be an integral part of your company culture. Think about how a mobile channel could help realise those overall goals, and remember that your strategy should be based on the entire customer experience of your business rather than just on available technology.  Are you using your mobile campaign to offer customer support?  Are you looking for feedback?  Are you driving traffic to a physical store?  Are you promoting a current special offer?  A solid strategy will include several ways to connect with consumers via their mobile devices, and the benefits will be communicated through all your other marketing and social media channels.
  • Consider options.  Mobile-friendly websites load quickly and provide a single streamlined experience; the potential, particularly for e-commerce, is virtually limitless as people have the flexibility to shop from your store wherever they are.  Mobile apps can be used to boost brand awareness and affinity and are ideal for frequently-accessed content and services.  The best apps are both functional and engaging, and you could consider offering a free version of your app and allowing users to invest in a premium version with more features and content.  Mobile reward or discount coupons are proving extremely popular, while mobile ad campaigns such as simple text links and display ads present a unique way to create interactive dialogues with customers.  Straightforward mobile text messaging can also be a highly-effective marketing tool.
  • Adapt to the medium.  Most importantly, your mobile marketing efforts have to make sense to the recipients and to be seen as a benefit rather than an intrusion.  Be strategic about the content you send out on mobile media.  Ensure that your offers are synchronised with your customers’ buying habits and purchasing history and that the timing is appropriate; a GPS-based campaign can even take advantage of people’s physical location.  Effective mobile marketing initiatives have to have a clear purpose or address a specific consumer need; they have to be powerful and relevant; and they must be as clear and simple as possible.  Messages should be short, instantly understandable, and create a call for action with minimal steps.
  • Monitor and measure effectiveness.  In a fast-changing marketplace, it’s essential to keep up with consumer reactions and requirements and to be able to deliver specific content and service to customers at the exact moment of need. Google’s Analytics offers a range of solutions to measure users’ experiences of your mobile strategy and to identify strengths and weaknesses in your approach.
Mobile marketing is essentially about creating a dialogue rather than a monologue; you ask customers what they want to receive and you show them you’re listening.  It’s important to stay on top of changing trends and technological developments, and to be flexible and responsive. Learn more about the future of advertising here: 

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