Our Essential Guide to Mobile Marketing
Firstly, allow us to answer some key questions; What is mobile marketing? Who is it for? What challenges are you going to come across? But most importantly, how is it going to positively impact my business?
Definition of mobile marketing
Mobile marketing is a multi-channel, digital marketing strategy with the aim of reaching target audiences on their smartphones, tablets, and/or other mobile devices, via websites, SMS, email, social media, and apps. With social media overrunning society, you must keep up with the trends in your sector and within social media marketing. Therefore, customers and marketeers are switching their attention to mobile in order to create true omnichannel engagement. This means that in order to earn and maintain the attention of leads, content must be strategic and highly personalized.
Who is it for?
We all know that smartphones have become ubiquitous in society and in the business world but according to a study performed by Smart Insights, 80% of internet users own a smartphone. In addition to this, according to a study performed by socPub, 57% of users say they won’t recommend a business with a poorly-designed mobile site. So, we’re going to assume that if your target market has internet, that they have a smartphone and they are expecting a clean mobile experience. If they don’t receive this, they are less likely to buy from you and/or recommend your company to other prospective customers.
What challenges are you going to come across?
Numerous avenues to choose
There are so many options from which to choose when it comes to mobile marketing. Features unique to mobile platforms, for example an advertisement created for Instagram’s mobile app, won’t have the same effect if someone were to view it on a desktop. This can make it challenging for a business to fully integrate a mobile marketing campaign into their plans.
Luckily for you, mobile technology contains internal avenues of reaching consumers such as in-app messages, push notifications, and emails. Each of these are ideal for conveying certain messages. The key however is knowing which to use and when. Here are some points to consider:
- In-app messages: Use these when you want to get customers to complete a call-to-action or perform some other action that causes them to have deeper engagement with your brand. Shorter messages tend to be more effective and remember that if you’re pairing them with images/infographics, these will be viewed on a smaller screen.
- Push Notifications: These are short, concise messages that display on screen when the user isn’t using any particular app. In order to receive these, a user must have opted in. Be sure to send them selectively though, as you don’t want users to become annoyed.
- Email: Our old and trusty traditional form of messaging. Useful when you need to send long, detailed messages. Emails can accommodate images, links, and practically any other information you need to send. They can be subject to spam filters, however Spotler software allows for inbox checkers to find pathways to maximise avoidance of these which we would be happy to show you in one of our free 30 minute demos.
Results are hard to measure
It can be a struggle to grow your business if your marketing efforts are not bringing in the number of leads and conversions it needs. It’s possible the problem may be caused by an inability to measure performance. And when you can’t measure performance, it’s hard to invest in the avenues that are getting the most results. The best way to address this problem is to leverage apps that reward customers for making purchases as purchases themselves are the most concrete results you can monitor.
Higher-spending apps aren’t always the best
Not knowing which avenue to use or how to measure results can drive marketeers to invest in the wrong apps. While higher-spend apps advertise greater rewards, many find this to be incorrect.
Follow this up with some in-depth research to find a result that encourages brand loyalty and deepen customer relationships to help lead to sales.
How is mobile marketing going to positively impact your business?
Professional mobile marketeers rate mobile as one of the top effective channels across all phases of the customer journey. How do they succeed? By identifying the people and processes/technologies needed to build a clear, definitive mobile strategy. Successful mobile marketing starts with a solid understanding of your customers’ mobile preferences. This requires investment in mobile marketing analytics as strategies based in analytics will enable your mobile marketing efforts to exceed expectations.
The reasons why the investment is warranted is the advantages that mobile marketing can offer you in terms of evolving with the industry. Here are the key reasons why:
Wider Customer Reach: With the ever-growing use of mobile and mobile applications, B2B marketeers have come to realize the significant risks of not employing a mobile app for their marketing strategy. With more than 50% of global smartphone users using their mobile devices every 30 minutes, B2B marketeers need to understand what platforms their users are leveraging and strategically plan to distribute content via those platforms.
Mobile is crucial to marketing engagement: When it comes to customer engagement, B2B marketeers still rely on traditional methods instead of delivering mobile-optimized experiences across all customer touchpoints such as mobile apps, website, email and social media. With a google study stating that over 70% of customers stating they would only return to mobile-responsive business websites, integrating mobile with your B2B strategies is vital now more than ever.
Mobile allows for personalization: By implementing B2B mobile marketing strategies, businesses can send out promotional texts, coupons or discounts tailored to user preferences. A mobile app is yet another way to gather data on users’ preferences and behaviour. This data can then be utilized to optimize marketing campaigns and increase customer loyalty and engagement.
Ease of customer relationship management: With a mobile-based customer relationship management (CRM) tool, you can access your data from anywhere at any time. This, in turn, helps to improve your response time and allows sales teams to stay connected and serve customers better.
Why should you use mobile marketing?
So, to conclude, a mobile app offers a plethora of new user acquisition and retention opportunities for the B2B industry. Of course, mobile marketing is not a mandatory usage for your company however, with the industry evolving the way it is, this channel should not be missing from your marketing mix. Something as simple as an app-based product catalogue, or a complex portal to instil customer trust can have a significant impact in your lead to conversion rates.
Mobile marketing is a powerful and effective channel that allows you to stay in direct contact with customers at any point anywhere. It is widespread and here to stay so, to stay on top and broaden your reach. It’s time to go mobile.