Even though mobile devices are a pervasive part of our daily lives and undoubtedly the best way to reach consumers, some businesses still struggle with the technicalities of mobile marketing. Buildfire, which is an app development company and offers different mobile solutions to simplify app development, writes on the topic of mobile marketing frequently.
Recently, the company cited data indicating 80 percent of people who use the internet own a smartphone. They went on to say that both marketers and consumers begin web services on mobile, and mobile users are typically characterized as motivated buyers.
With all that being said, while businesses may have a general understanding of mobile marketing, they don’t really understand the specifics or the different components that can make up a mobile strategy. The following provides an overview of mobile marketing and the different ways mobile strategies can be implemented.
What Is Mobile Marketing?
Even if you have a general understanding of mobile marketing, you may not realize that the core focus should always be putting your brand, your business, and your products directly in front of consumers. You can’t have a modern marketing plan without a heavy emphasis on mobile.
Originally mobile marketing started as SMS campaigns, but it’s grown so far beyond that at this point.
Now, most time people spend on mobile devices is in apps. Only around 11 percent of the time people spend on mobile devices is on websites.
Additionally, for most people smartphones are the first thing they check every morning. Additionally, smartphone users aren’t likely to go anywhere or do anything without having their device close to them.
Creating a Mobile Marketing Strategy
To implement specific components of mobile marketing, you should have a mobile strategy in place. A mobile strategy should include defined objectives, a specific target audience, and the steps you’ll take to implement the strategy.
The components of mobile marketing you’ll use are largely determined by your objectives.
A few specific steps you can take as you’re outlining a mobile marketing strategy include:
- Create buyer/user personas. You have to understand your audience, which is marketing 101 and it certainly holds true when you’re developing a mobile strategy. Create buyer personas and a profile for the specific types of people that will be the audience for your mobile strategy. The biggest difference between doing this for mobile and other forms of marketing is the fact that you will have to consider their mobile usage habits in the process. For example, when you’re developing user personas how comfortable do you think they’ll be with mobile features and functions?
- Create very specific objectives. Start small when you first outline a digital marketing strategy. Be as specific as possible as well, so that you’re able to better measure how well your digital marketing strategy is performing.
- Determine how you’ll measure success. For example, is it going to be engagement with content, or will it be sales? What are the metrics you’re going to be using that are in line with the objectives you lay out?
Types of Mobile Marketing
Once you have a strategy in place, you can start looking at the specific components of mobile marketing you’re going to use. These include:
- SMS Marketing: This is the original form of mobile marketing. You send messages using phone numbers, but this comes with challenges including the fact that these messages feel like spam.
- MMS Marketing: MMS stands for multimedia messaging service, and it’s somewhat of an outdated form of mobile marketing. It includes sending slideshows of images, text, video, and audio.
- Push notifications: When done well push notifications are one of the more effective types of mobile marketing. Users have to have your app downloaded for this to work and they have to opt-in, but they’re a great way to stay in front of customers and keep them engaged and loyal.
- Marketing within Apps: If your business has a mobile app, it presents excellent marketing opportunities. You can target customers directly within the app and make sure your brand is on their mind.
- In-game marketing: A lot of businesses will advertise and market to people within games. Games are one of the most popular broad categories for apps as well.
- Location-based marketing: Location-based marketing can go hand-in-hand with push notifications in many cases. Users have to opt-in for you to be able to use their location, but you can put what they’re looking for in front of them at the right time.
These aren’t the only components of mobile marketing, but they are some of the bigger ones that your business might consider integrating to stay competitive.