Why You Should Invest In Mobile Marketing
Mobile Marketing is an online marketing technique which focuses on multichannel marketing through avenues such as SMS messaging, MMS messaging, push notifications which can be based on location settings, and app-based notifications in mobile games and other applications.
The mobile platform is creating waves in the brand ecosystem as everything which could be done on your desktop computer can now be done through your smartphone with increasing ease. This is one of the many reasons why mobile marketing has become so necessary. It involves creating ads on mobile platforms such as smartphones, tablets and other devices, by structuring your marketing efforts to appeal to mobile users who may visit your website.
Types and Techniques of Mobile Marketing:
You can use a wide variety of techniques, some of which are mentioned above, to engage customers by providing data which is time-sensitive and location-based. Let’s break down some of these mobile marketing techniques and discuss which is the most useful in a contemporary period where the mobile platform reigns supreme.
Create a Website Optimised for Mobile Users:
As time passes, this option is becoming less of an option and more of a necessity for contemporary businesses to have in place so that they may be able to engage a greater number of consumers. With 80 percent of internet users owning smartphones, it has become increasingly important to optimise your website for mobile marketing, due to the certainty of people visiting your website using their smartphones, alongside creating an engaging and user-friendly experience.
Optimising your website for mobile phone users means uploading content which loads up quickly and saves time for your consumers, alongside content which is well-fitted to the consumer’s mobile screen i.e. they do not have to scroll sideways or zoom in to read the contents of the site. Moreover, it is also important that your website does not return any mobile specific errors. All of these factors prove that your site is poorly optimised for mobile phone users.
These particular points cannot be stressed enough as they are common problems when accessing a website from a mobile phone, which has implemented mobile marketing poorly, as reported by users:
- 73% of mobile internet users say that they have encountered a website that was too slow to load.
- 51% say that they have encountered a website that reported some kind of error.
- 48% say that they have encountered a website which was difficult to read due to formatting.
These are some issues, among others which include websites unavailable on mobile and websites that do not function as the user expected.
At the end of the day, ensuring that your mobile experience is seamless and user-friendly should be the goal you should strive for.
One way to provide relevant info as quickly and seamlessly as possible to mobile users is through the use of QR codes. The QR codes are scanned by users, who are then taken to a specific web page with which the code is aligned. However, for a powerful customer engagement, marketers should consider creatively expanding on the way QR codes are traditionally used.
This can be accomplished by providing incentives and offering returns to your consumers, in the form of coupons, discounts and gift certificates, to ensure that they will scan your respective QR code. Other means to achieve this result include incorporating the codes everywhere (on your products and advertisements) and by keeping it easy to use and as accessible as possible.
It is much more advantageous to make use of the above methods to please your consumers rather than merely relocating them to your website homepage or showing them a television advertisement, as this could give them the impression of time being wasted, with no return for the consumers themselves.
SMS/MMS Mobile Marketing:
A much more personal form of marketing, sending SMS or MMS messages to consumers could be considered an older form of mobile marketing which may have been replaced by newer means. However, this is simply not true as SMS messaging remains one of the most effective means of communicating with consumers, even more so than email. Research conducted determined an open rate of 98% of SMS messages, compared to 20% for traditional email marketing campaign, and over 7 billion mobile text message subscriptions worldwide, when compared to a mere 2.5 billion worldwide email users. Moreover, email marketing is much more vulnerable to spam messages due to its rampant popularity whereas SMS messages are much less prone to be comprised of spam.
These astounding numbers and facts, alongside the nominal effort and time put into crafting an SMS, comparative to other modes of communication, create an amalgamation which is considered greatly superior to email marketing.
Another type of mobile marketing in the same category as SMS is MMS. By creating enticing media (which may include text, GIFS, pictures, video, and audio), you can increase customer engagement with your brand or business. It is highly recommended that you keep the content of your MMS easily shareable for your consumers; allowing them to easily forward it to their peers and post it on social media hassle-free.
Advertisements on Mobile applications:
The dawn of a new age of mobile technology in the form of smartphones heralded the need for newer and much more efficient applications to drive the smartphone ecosystem.
With the arrival of these new applications, many marketers sought to capitalise on them through the placement of ads within applications. These applications could include games like Angry Birds or social network applications such as Facebook and Instagram.
The logic behind this was to pursue a demographic of consumers who would be scrolling through their Facebook and Instagram feeds, by placing advertisements in their vicinity which may interest them.
Applications like Facebook and Instagram are heavily invested in by brands and businesses due to the immense reach of these platforms, alongside the increasingly easy interaction which has become commonplace between brands/businesses and their consumers.
Facebook has gone as far as allowing brands to create automated messenger bots which consumers can use via their smartphones on the Messenger application. You can read all about some of the best messenger bots readily available for use here.
Additionally, most mobile games today contain promotional messages and ads from brands which either sponsor the game entirely or pay the creators to have their message embedded in the game. Moreover, there is a class of mobile games known as freemium games or free-to-play games which give the user the option to buy in-game currency with real money OR the choice to watch advertisements in exchange for an extra life or more in-game currency. This is another way marketers can embed and remind consumers of the presence of their brand, which may lead to higher conversions and a substantial income.
Mobile Phones are the most personalised channel for marketing that exists in the world of today. People will rarely leave their mobile phones unattended for an extended period of time, continuously checking them throughout the day whether they are comfy in their beds or out and about in the world. This makes effective marketing on mobile phones an extremely important and delicate task to accomplish.
Craft a version of your website which is friendly and accessible for mobile users, make use of meaningful and useful QR codes to further customer engagement with your brand/business, take advantage of incredible open rates of SMS and MMS, and plant relevant ads in popular applications which may include games and your own custom application for your brand/business.
Which mobile marketing strategies do you think are the best for consumer engagement? Should we expand on our list? Comment below!