The main objective of the strategy used in Mobile Marketing is the interaction with an audience through the functionalities of Mobile devices, which is why its implementation in companies is increasingly important.
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What is Mobile Marketing?
The Mobile Marketing encompasses all those strategies, actions and targeted marketing techniques to mobile devices like smartphones and tablets, although the former tend to be the main focus of the campaigns given their greater intensity of use.
Thus, Mobile Marketing seeks to attract, generate leads, sell and retain loyalty using tools focused on users’ mobile devices . In fact, phones have become increasingly important and are now the preferred devices for purchasing. The pandemic has maximized this phenomenon even more, which means that companies looking to reach the maximum number of clients possible might want to do so using bulk messaging.
For this reason, not only is e-commerce or online commerce experiencing a great general boom, but there is also an exponential expansion of the specific segment of mobile commerce or m-commerce .
What are the advantages and disadvantages of investing in Mobile Marketing?
If we consider that in Spain 80% of the inhabitants own a smartphone , we would already have a first compelling argument to invest in Mobile Marketing campaigns . But it is also that, unlike other devices, the mobile constantly accompanies us as if it were an appendix of ours, using it to communicate, connect, inform, relate, consult all kinds of things and of course also to buy , and the latter in a way more and more growing.
This intensity of use gives Mobile Marketing strategies important advantages, such as the possibility of using a channel that is permanently available, which gives the user 24-hour access and which also facilitates crucial aspects such as target segmentation, interactivity and communication. real-time metrics realization, being able to determine the geographic location of the advertising recipients, the click-through rate (CTR) or even if they have traveled to a physical store to make the purchase that we suggested.
The other side of the coin that any Mobile Marketing strategy will have to face, no matter how good, is that essential aspects such as geolocation require permissions that users are sometimes afraid to give. Likewise, the support is not the best to capture your attention and it more easily generates technological stress, since the browsing experience will always be more complicated than on devices such as tablets or computers, no matter how responsive it is.
Five Essential Mobile Marketing Strategies
According to the 2020 IAB Spain Annual eCommerce Study, 22 million Spaniards between the ages of 16 and 70 already make online purchases , with 55% of users who do so on mobile phones and 18% on tablets. Some data that proves that the niche that m-commerce already has is quite large, and with the prospect of increasing even more.
Therefore, the development of Mobile Marketing strategies offers many potentialities for businesses, as long as they are deployed properly and take into account crucial aspects such as:
1.Think Mobile First (Responsible Design or Responsive Design)
Any Mobile Marketing strategy must be based on Responsive Design , this is an adaptive web design that ensures a correct display of content regardless of the support from which the user connects.
Likewise, a simple navigability must also be guaranteed , since if we expect users to interact with our advertising, carry out certain actions, generate leads or buy through mobile phones, we will be making it very difficult for them if we cannot provide a good browsing experience .
The layout display is the perfect format for Mobile Marketing campaigns, given the space limitations of the pant Allas phones . In addition, since there is a reduced space, it is advisable to bet on online advertising that is short and of great impact, in this sense there are infinite alternatives in banners that can combine texts, images and videos, be interactive, expandable, in a pop-up format , etc.
Likewise, its dissemination and impact can be measured very well with multiple tools, which allow us to make an exact metric of the percentage of clicks obtained by number of impressions (CTR), the cost of each of those clicks (CPC), etc.
3.Custom Mobile Marketing Campaigns
The mobile is the perfect support to segment the campaigns and personalize them to the maximum, looking for that buyer persona defined in advance as the prototypical buyer of our products, articles, services or solutions.
In addition, there are many resources that can help personalize campaigns: special promotions, personalized discounts, prizes for purchasing or for having generated a lead by filling out a survey, birthday gifts, etc.
When proposing that personalized experience to the user, they can take advantage of all the possibilities offered by elements such as push notifications , so inherent in our daily lives with mobile phones.
Video is the most effective advertising format today, but in order for it to be a valuable and efficient instrument for Mobile Marketing purposes, it has to meet a series of requirements, such as allowing vertical viewing , or mitigating its degree of interference in the user’s browsing experience.
Thus, it would be necessary to choose properly between pre-roll formats , in which the advertising appears prior to the content that is intended to be viewed. Or mid-roll that are played in the middle of it. Or post-roll , where the ads would go to the end, so they have to be closely related to what has preceded them to keep the user’s attention and prevent them from leaving.
Also, rewarded videos offer many potentialities , that is, content visualizations with the incentive of receiving a reward, this being a format that is widely used, for example, in the gamer world.
Geolocation plays a very important role in Mobile Marketing, since knowing the exact location of users gives rise, without going any further, to be able to launch instant offers to those who are close to certain businesses or stores.
In addition, local searches have an increasingly growing weight, which pays for the sending of advertising messages segmented by location to a target that is in a specific place. For this, we can also use the geolocations made by many social networks, such as Facebook with its Places application.
Thus, geolocation offers the opportunity to connect with the user to convey the right message at the right time , and can be used for both online and offline sales.
After all the above, we can conclude that Mobile marketing offers many opportunities for businesses , given the growing trend of users of all types of profiles, either to buy directly through their mobile phones, or for devices to play an important role. in their acquisitions of goods or services.
But to take advantage of this boom in m-commerce, it is essential to develop a Mobile Marketing strategy that takes into account fundamental aspects such as the use of a responsive design or resources such as display advertising , that is committed to personalization , that takes advantage of all the potentialities of the videos and that it uses geolocation as much as possible .