If you are looking to reach a greater audience, generate new leads, increase your sales and build customer loyalty, the use of mobile web marketing and its different channels is ideal. It offers you many possibilities to reach your target audience including mobile advertising, responsive design, personalized SMS marketing, geo-targeting, etc. Although it has many advantages it has also created new challenge for companies. This is why our digital experts at Eminence will walk you through exactly how to integrate mobile web marketing into your global strategy and why it has become essential for your business.
What is Mobile Marketing?
Mobile marketing, also known as m-marketing, refers to all marketing techniques carried out via mobile devices. In the broadest sense, mobile marketing aims at addressing consumers via their mobiles. This strategy allows companies to create a sense of proximity with consumers (wherever they are located), as well as to stimulate the act of buying and to build customer loyalty.
The Advantages of Mobile Marketing:
- Accessible and instant: our smartphones are now an integral part of our daily life. They are always with us whether at home, at work or on the move.
- Geolocation and proximity: you can use a point-of-sale location system to target and send mobile ads to people who are close to your store. This will allow you to increase your sales and drive qualified traffic.
- Profitability: with mobile marketing you can generate some of the highest response and engagement rates across all of your advertising platforms for a low production and distribution cost.
- Campaign personalization: Mobile marketing allows you to target specific people based on their shopping habits and general preferences which have been collected via their smartphones. Your mobile campaigns will thus generate more interest among your target audiences because the content will be tailored to each profile.
What are the main different types of mobile marketing?
- SMS Marketing
In order to communicate quickly and directly with your target audience, sending a SMS marketing remains an effective way to attract mobile users to your business.
This channel allows you to drive traffic to points of sale, to build and strengthen your business link with customers, and to promote new products and services to potential buyers. Indeed, SMS marketing can be used to win new customers and to retain existing customers. Texts must be concise and incite action. Integrating a link to your website, store or a post on social networks is also useful.
Ensure to also include an opt out, such as a text from the customer that halts SMS communications like “STOP SMS” to prevent them from feeling harassed.
The big advantage of SMS marketing is that 90 to 95% of recipients will read your message.
- E-mail Marketing
E-mail marketing remains one of the best techniques to reach your target audience. What is more, users open 62% of their e-mails from their smartphone. The various campaigns allow to personalize the message according to the characteristics of your target audience. It is important to make sure that your email content is correctly adapted to mobile devices and that the content itself is aligned with the expectations of your audience and well structured.
Emails can be used to reach new customers with personalized offers, to reassure them about the benefits and features of your products. It can also be used to build customer loyalty by sending audiences promotional codes and to announce new product launches.
- Geo-localization and local SEO
While visiting a place or moving around, an Internet user can be tracked by Google via their smartphone. This is especially applicable for when a user connects to a public Wi-Fi network. Google can actually send notifications that prompt or lure users to a specific shop near their location for example. That’s why it’s important that your business is properly referenced in terms of local SEO. If you have not yet initiated a local SEO strategy, we recommend that you do so as soon as possible as this will help you generate regular traffic organically.
Reminder: your website must be responsive, that is to say that it adapts to any type of device used by Internet users (mobile, tablet and desktop). Indeed, “mobile-first” is a new and important SEO rule that has been introduced by Google this year. For more information, read our article on Mobile-First.
- Smartphone Advertising
You can launch native mobile ads via social media, display banners or videos in order to attract your target audience and drive quality traffic to your website. This will increase your brand awareness and allow you to build your customer relationships at every stage of the sales process. Your ads will need to be personalized and directed to your target audience to ensure that your objectives and KPIs can be achieved.
How to set up an effective mobile marketing strategy?
Step One: Identify your audience and set your objectives
In order for you to identify and reach your target audience it is important to define it. Clearly identify why they would be interested in your business and products. For this, you need to create a detailed description of your ideal customer, also known as “a persona”. This fictitious representation should contain all the necessary information for your to precisely define your target audience, the messages to be conveyed to them and the channels to be selected to reach your marketing objective (sales, notoriety, loyalty, etc.). Think about your buyer personas’ age, gender, interests, behavior, motivations, social networks used when
Step Two: SMS marketing with key objectives
Mobile marketing consists in bringing companies closer to the consumer, wherever they are, in order to incite them to (inter)act and take action. The ultimate goal is customer loyalty. For example, you can attract consumers to a store via a promotion or direct them to a landing page to show them a new service.
Step Three: Make sure your mobile advertising is responsive and native
Native advertising uses all types of advertising formats to ensure the best possible reach in a non-invasive format. As a result, advertising appears “natural” and does not appear to be superimposed on existing content.
Step Four: Launch social media campaigns to drive customer interactions
With Facebook Messenger, companies have the possibility to display ads in the users‘ “discussion” section. These can be videos, photos or ad texts. Thanks to Snapchat and Instagram, you can also create sponsored stories. You can also use Facebook to create dynamic ads, which are perfectly suited for mobile and show your audience the products best suited to their interests.
Step Five: Analyze your results
For example, when you conduct mobile marketing here are some KPIs to keep track of:
- Monthly active users
- Daily active users
- Number of downloads
- Conversion rate
- Session duration
- Abandoned shopping cart rate
There are many tools available to analyze your mobile marketing results. In particular, we recommend Google Analytics and Google Search Console to identify where your site’s traffic is coming from. Localytics also allows you to see where users are coming from and how they are engaging with your brand. By understanding what makes a user stay on an app or what makes them abandon their shopping cart, you can adjust your strategy and optimize accordingly.
In conclusion, when you wish to promote a product, think about the entire buyer journey to optimize your strategy and increase your chances of reaching your KPIs. Mobile marketing plays a strong part in this and it is important to integrate it into your overall strategy. Depending on the expected action set (e.g., registration, purchase, order confirmation, etc.) users can sometimes switch devices to finalize their action. It is therefore important to have a coherent strategy throughout all your digital touchpoints to ensure a harmonious communication. For more information on how to set up mobile marketing contact today by clicking here: https://eminence.ch/contact-agence-marketing-geneve/