Mobile marketing : Know what it is and how it works ?

The target audience is present in the most diverse electronic equipment, among which cell phones, smartphones and tablets stand out, mainly, but also in virtual assistants and multimedia centers present in vehicles.

To reach a wide range of leads, potential customers, digital tactics and tools are used such as SMS, MMS, email and websites properly formatted for the virtual environment, in addition to social media and dedicated and personalized applications.

In recent years, people have shifted attention, and even money, to mobile. Because of this, marketers are doing the same to create omnichannel engagement and stay accessible and close to the consumer.

As technology becomes more fragmented, and at the same time present in people’s lives, mobile marketing becomes more important. And to capture and keep the attention of leads, the content must be strategic and highly personalized.

When done right, mobile marketing provides engaged leads or customers with personalized information about an industrial mountaineering company , as well as restaurants and eateries.

Such data can also be time and location sensitive, so users get what they need when they need it, even when they’re on the go.

That is, they can search for an establishment, such as a mechanic, and find those who use mobile marketing in that region to perform vehicle maintenance.

The future of mobile marketing is here

Until recently, advertising professionals indicated that the future of advertising and publicity for companies and brands was in mobile marketing.

The truth is that that time has already come, and companies that do not have some kind of strategy are falling behind their competitors, and are not reaching their target audience properly.

It is noticeable that the number of technology users are spending more and more time with mobile devices. And this trend is growing even more with each passing day due to the importance and ease of access that these tools present.

This tactic can make a difference when it comes to driving brand equity and demand for a company’s products and services. That’s because it leverages mobile devices to connect with more consumers in real time, at any point in the customer lifecycle.

The presence of the smartphone, among other mobile devices, is growing steadily, without a limit or threshold that can be identified.

So, if a person needs to rent a commercial room to start a professional project, the cell phone is among the first pieces of equipment on which the research can be carried out, in a short period of time.

In recent research published by the UN (United Nations), there are more mobile devices in the world than people. There are 8.7 billion electronic equipment, while there are 7.1 billion people on the face of the Earth.

This difference is caused by the voracious appetite for new technologies, and there is a new generation that is growing up around these digital devices.

To harness the growing power of mobile marketing, every business must focus on creating an experience that is appropriate for what the target audience expects.

Mobile marketing components

Mobile marketing goes far beyond text messages and mobile apps.

In order to have a cohesive marketing experience, the team responsible for this sector must consider responsive design in all aspects. Follow below strategies and important characteristics for mobile marketing.

Mobile-friendly websites

Mobile-friendly content fits on the screen without side-scrolling or zooming, loads quickly, and does not contain errors specific to the device model the consumer has at hand.

The most important reason to maintain a mobile-friendly website is to create a consistent and engaging user experience (UX).

Mobile marketing UX has a dramatic effect on every stage of the buying cycle, from the moment a lead enters a sales funnel.

Mobile-friendly messaging

SMS ( Short Message Service ) and MMS ( Multimedia Message Service ) messages are two direct methods that a company can use to send content to customers.

However, it is important to use these channels wisely. It is necessary to have the knowledge of appropriate techniques to take the message quickly to the customer, and for that it is necessary to review the fundamental rules of an effective campaign, which includes:

  • Product alerts;
  • Sticky notes;
  • promotions;
  • Videos.

In this way, it is possible to highlight, for example, the need to change a jacuzzi filter for registered customers who have a swimming pool, bathtub, among other equipment that needs this type of maintenance.

The presentation of instructional videos, such as instruction manuals, or the dissemination of consumer goods and services can also be quite efficient to strengthen the relationship between the company and the customer.

Advertising and landing page supported

Approximately 57% of emails are opened on mobile platforms, and 69% of users delete emails that are not optimized for electronic devices in a mobile marketing format.

Therefore, it becomes mandatory that emails from an air conditioning company – as well as from any other segment – ​​employ a responsive design.

That is, content must have a strategy that automatically formats web page content for optimal viewing on any device. And don’t forget about landing pages.

If the email is mobile friendly, but the click goes to a landing page that is not optimized for mobile phones and tablets, that visitor is likely to become frustrated and abandon the purchase journey.

Applications optimized for operating systems

With the right strategy and roadmap, mobile apps can provide an opportunity to drive deep engagement with customers from a company that produces custom envelopes , for example.

It is possible to explore the different types of applications, as long as they are suitable for the appropriate operating systems, with a focus on:

  • Business;
  • Engagement retained;
  • Productivity;
  • Mixed use.

Thus, it is possible to establish whether or not a mobile application is the right measure to support the business goals of acquiring, engaging or converting leads.

Stand out from the competition

An average of 20% of mobile apps are used only once, with most consumers having 50-100 apps installed on their phones.

But, how to guarantee that a company, like the one that supplies spray drying for the consumer market, stands out in the face of so much competition?

Mobile app developers face many challenges when it comes to unique mobile marketing, including the need to drive downloads, installs, and ongoing usability improvements.

Companies with mobile apps that use mobile marketing automation can better drive app downloads, user retention, engagement and monetization.

Thus, the development of a dedicated tool and the correct application of campaigns is essential to position the brand. In addition, attention must be paid to the functioning and potential improvements that can be applied, as well as to consumer feedback.

Types of mobile marketing strategies

There are mobile marketing strategies based on location, on social media apps and on websites that are optimized for mobile devices.

Even so, it is worth highlighting two types of strategies that draw attention due to the concentration of users and the use of technology, and how the limits can be exceeded with each passing day.

The first is mobile marketing for games, and refers to mobile ads that appear in games developed for this type of electronic device.

In-game ads can appear as banner pop-ups, full-page display ads, or even video ads, which can appear between loading screens or in exchange for in-game benefits – such as watching advertising to gain more energy. .

The second strategy deals with the use of QR codes, when they are scanned by users and taken to a specific web page to which the image is attached, converging physical actions with online ones.

QR codes are generally in line with mobile gamification and have an element of mystery for users as they use them without knowing exactly what they will find from then on.

In this way, an educational institution can promote a civil firefighter course using traditional advertising, such as advertisements in newspapers and magazines, with a QR code that leads to a website developed exactly for this purpose. In the same way, other operating segments can benefit from this strategy.

This expansion can be exploited in many ways, and at this point, creativity is the limit.

Conclusion

Finally, it is worth mentioning the importance of clarity and conciseness, taking into account that mobile devices have small screens, which means that words should be used sparingly.

Cluttered and crowded ads will just make users scroll and when it comes to mobile marketing, it’s best to keep things as simple as possible.

As important as the minimization to be consciously explored, it is necessary to consider the type of audience that one hopes to reach and the necessary/desired influence.

For this, it is necessary to try different strategies, without any fear of taking risks, as there is a wide space when it comes to mobile marketing.

In this case, the adjustments must be directed to the budget and metric through A/B tests, bringing more quality and results to the actions.

So, experimenting is great, but it’s no use trying new techniques if the company doesn’t monitor the results to see what works and what needs tweaking.

It can be the dissemination of a new radiological protection aimed at the health market or even for the dissemination of a new clothing collection for a slow fashion brand, it is necessary to understand who is aligned with this type of mobile marketing and how this audience behaves on the network to direct as much as possible the advertisements in a practical and direct way.

With these tips, it is possible to properly take advantage of mobile marketing, and ensure sales growth and greater participation in the consumer market.

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