Do you read this article about mobile marketing on your mobile phone? More than 80% of Internet users connect to the web through smartphones. Both marketers and customers start their web services with mobile. Digital marketers are significantly more interested in creating mobile campaigns because they know that mobile users are mobile buyers.
Salesforce statistics show that 68% of companies have synchronized mobile marketing with their marketing strategy.
The sooner you reach out to mobile users and solve their problems, the better results you can get at your job. It is no longer a mystery that success in online commerce has its challenges. One of them is to know how to interact with high potential customers on different platforms and devices.
Not only will you get the best results from your mobile phone, but with a good understanding of how mobile marketing works, you can take full control of your marketing plans.
Let me start with a quick definition.
WHAT IS MOBILE MARKETING?
Any marketing activity that is managed through the Internet and customers are constantly connected to it using a personal mobile device. In Wikipedia, mobile marketing means marketing by or inside the device.
Another expert has come up with this definition: Mobile marketing as an advertising activity designed to be presented on mobile phones, smartphones, and other mobile devices, usually as part of a multi-channel campaign.
Mobile phones are changing the way interactions your target audience and customers have with your brand. People visit your website on their phones, open your emails on smartphones, and make purchases from your store over their phones.
Putting your business right where your customers are – actively – is all about Mobile Marketing. Any marketing plan today that ignores mobile marketing is a failure.
A BRIEF HISTORY OF MOBILE MARKETING
- The history of mobile marketing goes back to when the first SMS and mobile short codes were launched in 2003.
Pontiac and Nike were the first brands to launch the SMS campaign in 2005. That’s when both brands realized that mobile marketing was the future because people were obsessed with mobile phones.
- In 2007, there were 2.4 billion SMS users worldwide. Apple launched its first iPhone in the United States, and QR codes were added to mobile marketing in 2010, ushering in a new era in marketing.
- In 2011, mobile marketing was a $ 14 billion global industry.
- In 2013, Android and iOS dominated the market, and that was when applications (apps) became popular and smartphones replaced traditional mobile phones.
- In 2014, the number of mobile phone users exceeded the number of computer users, and people had access to the Internet through their mobile phones. Today, 89% of mobile users’ time is spent on apps, and the remaining 11% is spent browsing websites. This is the number one reason that 71% of marketers say that mobile marketing is the core of their business, while 68% of brands have incorporated mobile marketing into their overall marketing strategy.
Brands that do not use a mobile marketing strategy should reconsider their marketing strategy, because such brands lose customers at any moment.
WHY MOBILE MARKETING?
Why is mobile marketing important today? You may not be fully aware, but let us explore some of the reasons for the increased attention to this issue:
- ACCESS TO THE CONTACT:
When access to a contact is a concern, there is nothing easier than getting a mobile phone to reach the desired audience. 79% of smartphone users report that their mobile phone is the first thing they check every morning and keep their phone close to them during the day.
But that is not all. On average, a cell phone user spends 90 minutes a day on their phone, while US consumers spend 220 minutes a day on their phone. This average time is increasing. There is no other simple way to reach your consumers. You can access them anywhere, anytime, as long as you have a comprehensive mobile marketing strategy. Mobile marketing reaches places that other marketing channels simply cannot. So, you can come up with a new application idea. Today, even Google is changing its strategy and evaluating the page ranking criteria based on mobile compatibility.
Mobile phone is a personal device. According to a research study, 91% of mobile phone users put their phone within one step of access during the day.
When you connect with your customers via mobile, your brand is in the same category as the user’s friends and family.
People communicate better with the brands they interact with one by one, and there is nothing better than a mobile phone to build that personal connection.
If you had to send a quick message to your customers, what kind of media would you choose? Research shows that 90% of text messages are read in less than three minutes, while another study found that the rate of reading text messages is 98%.
In addition to having significant access, mobile marketing can deliver messages quickly. Unlike targeted email marketing where the response rate is only 6%, text messages have an exceptional response rate of 45%.
Text messages are delivered instantly, read immediately, and bring unique results to brands.
- E-COMMERCE WITH MOBILE
Consumers prefer to shop through their mobile devices. More than 44% of the time spent on the Internet is related to mobile phones. Up to 78% of mobile searches lead to purchases.
The mobile presence is growing rapidly and is expected to dominate e-commerce in the future. Mobile e-commerce accounted for 34% of global e-commerce in 2016, up from 31% in 2017. There is still no excuse for businesses to reject mobile marketing. What do you think?
Mobile marketing is very cost effective compared to other marketing techniques.
For example, running an ad on TV is more expensive than running an SMS campaign or creating a mobile-optimized website. So, you make more money in the long run.
- CUSTOMER PARTICIPATION
Your customers will trust you better if they have a good experience with your brand on their mobile phones. Research shows that 61% of people will remember a good experience when they do not have a problem visiting the brand website.
On the other hand, if your site is not optimized for mobile, 30% of customers will leave your website.
A website optimized for mobile and a better mobile marketing strategy will not only increase sales, but you will have a collection of satisfied potential customers who will join your brand in the years to come.
HOW DOES MOBILE MARKETING WORK?
Mobile marketing works just like any other type of marketing. There is only one difference – your customers use their mobile phone to find and access your business.
In short, you enable the target, connect and communicate with them using their mobile devices.
Nowadays, smartphones, tablets and game consoles are emerging devices that people use to connect to the Internet. In fact, 80% of Internet users use smartphones. Your customers are already on mobile, so you need to be there. If you do not put your brand in front of their eyes through their mobile phones, your competitors will do it. (As you read this, most of your competitors are using mobile marketing).
So, let’s take a brief look at how mobile marketing works:
- Develop a Mobile Marketing Strategy (Discussed Below)
- Choose the type of mobile marketing based on your business goals and strategy (discussed below)
- Tracking, analyzing, and screwing up strategies to improve Conversion Rate.
HOW TO DEVELOP A MOBILE MARKETING STRATEGY?
Mobile marketing includes a complete set of activities related to business strategy and overall marketing strategy. Mobile marketing does not always work the same for all businesses.
Here are the steps brands need to take to create mobile marketing:
- Define goals for mobile marketing
- Define the target audience and the mobile market
- Mobile phone use
- DEFINE GOALS FOR MOBILE MARKETING
With a destination, a goal begins. You cannot find anything else.
Do you want to collect mobile contacts? Do you want to have a mobile advertising campaign? Are you planning to send your coupons via text to your audience to increase sales in certain geographical locations? Is your goal to increase app installation?
Keep your goals realistic and challenging at the same time. The Unilever Hindustan campaign is really an interesting case study in the field of mobile marketing. The goal was very clear and simple:
India’s Unilever needed creativity to share more advertising (SOV) for consumers in key rural India who do not have permanent access to television and electricity.
Unilever launched its mobile entertainment channel, which was accessible via a toll-free number.
As a result, ads for the three Unilever brands were heard more than 20 million times, and in six months, Unilever gained 8 million new subscribers, with the channel having more than 12 million subscribers.
As long as you have a specific goal, you can do it with mobile marketing.
- DEFINE THE TARGET AUDIENCE AND THE MOBILE MARKET
The target market and target audience for your mobile marketing campaign can be the same or completely different from the target audience of your business.
Question: How can it be said that it is the same or different?
- With research.
The simplest strategy is to develop your buyer persona. Use questions, polls and interviews and actually create a role for them.
Google Analytics and Alexa Account are two good tools to get started on gathering information about your customers.
- MOBILE PHONE TURN!
If your mobile website is not responsive, get started now.
Because when you reach your target audience via mobile phone, they will probably visit your website before doing anything.
Not having a mobile optimized website means you are wasting your money and losing customers. You may even annoy your audience. This is exactly what experts share with their clients:
- Optimize your site for mobile users before you start advertising on Google.
More than 57% of customers do not recommend a website to others if they have a bad experience with it. Do you want to annoy your potential buyers, or do you want to serve them?
A Responsive mobile website is not necessary for your mobile strategy, but it has several benefits such as improving your site SEO, reducing site load time, better user engagement, and more.
Before starting any mobile marketing strategy, such as SMS marketing or mobile advertising, you should optimize your website for mobile phones and your site should be displayed perfectly on all devices.
Finally, integrate your business with your mobile strategy so that customers get what they expect.
About 44% of the millennial generation (born in the sixties and eighties and beyond) would like to have their favorite brands interact with them on their mobile phones, while another 39% would like their favorite brands to be active on social media. To be.
Mobile phones are mainly used to access social networks. You need to be able to integrate customer support, digital content marketing, and other business activities into your social networks. Your customers are eager to connect with you via mobile.
A VARIETY OF MOBILE MARKETING STRATEGIES
There are many types of mobile marketing strategies. The type of choice depends on the overall goals and strategy of the business.
To better understand, let’s look at an example. Carl Jr. launched a text messaging campaign in 2013. The restaurant sent a text message to its customers offering a $ 6 burger for $ 2.99. The campaign had a massive 19% repurchase rate.
Do you know why used text messaging strategy and nothing else? Because their goal was to increase sales. The simple rule of thumb is to link your mobile marketing strategy to your business goal and then choose the most appropriate one.
Here are some types of mobile marketing strategies you can try:
- APP-BASED MARKETING
In this type of mobile marketing strategy, mobile applications are used. It can be in one of two forms:
- Create an application
- Application ads
Creating your own app is the best choice, as 90% of the time users spend on mobile phones is spent on mobile apps.
Having a dedicated program for your brand has other benefits, such as:
- Customer participation
- New channel for marketing and communication
- Increase brand awareness
A potential problem that limits your business from having your own app is its cost. A reliable and professional program does not cost you less than 38 million tomans. Although you can have an application for 5 to 10 million tomans, which of course you should not expect much from it. In any case, try to have a high quality application. Publish an application that is not of good quality; Not only does it not help you; it can hurt your brand.
SO, WHAT ELSE CAN SMALL BUSINESSES DO?
Mobile advertising is one of the best ways to advertise online. Google Ads mobile ads and Facebook ads are the two leading advertising platforms. These ads will show your ad in third-party mobile apps. This is a great way to get targeted traffic to your homepage.
Ready to run an app advertising campaign to promote your app? You can now contact G-Eds experts for advice on advertising your app or other apps.
- SMS MARKETING
Sending customer suggestions via text is known as SMS marketing. More than 96% of smartphone users use SMS. This shows how powerful this mobile software marketing method can be – if done right. Just as you record your customers’ email addresses in email marketing, you should also collect the mobile phone numbers of your favorite customers. This is the hard part. You need to create a database of personal interests of those who have allowed you to send text messages. This is the only way that works for your business. Remember that we do not mean text marketing to send annoying text messages.
- MOBILE SEARCH ADS
What do you think about running a click-through advertising campaign for mobile users?
This type of advertising can be used for various purposes:
- Lead generation
- sales increase
- Install the application
- Increase site traffic
- Geographical targeting
A mobile search ad campaign can be set up from a click-through network such as Google Ads or Bings Ads. If you plan to run this type of advertising campaign, you have to choose mobile ads specifically. You can open a special account with the help of G-Ads experts to start mobile ads.
Research shows that 68% of users get their desired route through mobile search (which can be related to a company, store, repair shop or any other business).
A mobile advertising campaign can make the most of sharing your phone number with potential customers contacting your business.
- MOBILE ADVERTISING WITHIN THE GAME (IN-GAME)
An in-game mobile ad is displayed in mobile games at the start of the game or while playing (mobile game). An in-game mobile ad can be a banner ad, a video ad, or a full-page banner ad.
The global gaming market is $ 86.1 billion. Gamers love to spend money on games.
Mobile ads while playing are not for everyone. This type of advertising is not beneficial for all businesses, so before launching your advertising campaign, make sure that it will be useful for you through a free consultation with G-Eds experts. In general, for in-game advertising to be effective for you, your product or brand must be relevant to the game or players.
These ads can be used to raise brand awareness. Showing your brand several times, a day will help your target audience remember you.
You have to be smart with in-game mobile ads, otherwise in addition to wasting advertising budgets it can have a negative impact on your brand.
QR codes are still mysterious, due to the fact that the user who scans the QR code from a mobile phone does not know where the code will lead him. A rapid response code (QR) is a type of matrix barcode that combines numbers, bytes, alphabets, and kanji. QR barcode is used to store data. When a user scans a QR code through a mobile camera, the code is scanned and translated into a URL, directing the user to the designed website.
Users do not know where the code leads them, and this is why it encrypts the code. They must trust the QR code description.
Despite the mystery, they are popular among the people. IOS users around the world use QR codes without hesitation. When users scan a QR code to get a discount code, referring them to your website to increase traffic is not a good idea at all. More than 87% of people scan the QR code to receive a coupon.
There are many sites for creating QR code online, which you can visit to create QR code.
AND. MOBILE BANNER ADS:
A banner ad appears on websites while the user is browsing on their mobile device. These ads are similar to the ads you see on Google partner sites (Display Network).
Google Ads is the largest ad network that allows you to set up and run mobile banner ads. The cost of Google banner advertising, while increasing every year (due to its increasing use), is still one of the most cost-effective types of online advertising. Mobile banner advertising is one of the leading targeted mobile traffic marketing techniques that businesses prefer and still use to this day.
- LOCATION BASED MARKETING
These are very targeted ads that are displayed when the target user is in a specific area, for example you can set your ads to be displayed when someone is within a two mile radius of your local restaurant. Of course, using this advertising feature in Google Ads is not available for Americans.
This type of mobile marketing is good for all types of businesses, because 88% of smartphone users search locally on their phones before buying something. When a user is searching for a product or service, it is actually the best time to show them an ad.
Starbucks successfully launched location-based marketing in 2014. He tracked the user’s location based on their device ID, and as soon as they were near a Starbucks branch, they received a very personal ad.
If you receive an ad from any brand, you will not ignore it, right?
Starbucks saw a significant increase in sales. The chances of visiting the store increased 100% after seeing a location-based ad. According to a study, 67% of smartphone users want to see ads related to their location, while 61% of smartphone users like to watch custom ads for their instant environment.
Location-based advertising not only offers discounts, but also makes your customers happy. They like brands to send custom ads based on their position. So why not take advantage of this?
THE BEST MOBILE MARKETING EXERCISES
Mobile marketing should not be done just to increase sales. Your goal should be to engage with consumers on a personal level. How about
Learn how to upgrade your app with some of the best mobile marketing practices that have helped businesses around the world. Now it’s your turn to get on the success car.
- A) MAKE YOUR WEBSITE MOBILE FRIENDLY:
An optimized mobile website is a prerequisite for mobile marketing. You do not just need a mobile friendly website, but your website should have the same content on your desktop, laptop and mobile. If the website works well on mobile, about 74% of people will come back to your website. In another study, 61% of users reported leaving the site if it did not display well on their mobile phone. So bad! If there’s one thing all you need to do about mobile marketing is make your website Mobile-Friendly.
Always link to the main landing page when running a mobile marketing campaign, as 63% of customers prefer to buy from their own phone and their number is expected to increase in the future. For people who are in the situation of buying and using their mobile phones, the best time to send them to the landing page is optimized for mobile.
- B) LICENSE-BASED MOBILE MARKETING
There are several definitions for this term, but Marketing defines permission-based mobile marketing as follows:
“Consumer Satisfaction During an Ongoing Marketing Dialogue, which takes place on mobile devices and exchanges value.”
The number one reason you should opt for licensed mobile marketing should be that it leads to better customer engagement, higher returns and a better return on investment (ROI).
That’s logical, right?
No one will appreciate your SMS if they do not know you, your brand, or will never allow you to send messages. When you are allowed to contact a customer, this is the point where you will receive a better response.
This is a two-step process:
- Get satisfaction
- Database management
Instead of buying a cell phone number in bulk, the best approach is to get customer satisfaction. Let users share their mobile number with you and get to know your situation.
Consent can be obtained on paper, email, website, text message, or by phone. Allow them to change and update their priorities and unsubscribe whenever they want. The opt-out process must be available with each message. Of course, they will not share their personal information with you unless you offer them something valuable in return, such as a discount coupon, a free gift or a unique offer.
BUILD A MEANINGFUL DATABASE
Simply categorize users based on their interests, location, demographics, attitudes, and behaviors. When it comes to customer satisfaction (or the process of subscribing), brands do not know much about users, but over time, through the creation and analysis of mobile marketing campaigns, they learn something about their subscribers.
Statistics show that 53% of sellers categorize customers based on their purchase history, while 55% categorize them based on their interactive behaviors. Without segmenting customers, it is very difficult to make personalized offers that customers really like.
- USE GEO-FENCING
Geo-fencing is a feature that uses GPS to define and track geographical boundaries. Geofence is a radius or area created by us around a specific place, such as near a store or a school.
The four circles in the image below represent four different geo-fences.
This technology is used in location-based marketing, in which a predefined message, ad or suggestion is delivered to the user as soon as a person enters a geo-fence. Geofence has several benefits such as increased sales, customer loyalty and brand awareness. This is one of the best mobile marketing strategies that improves user engagement and helps build long-term relationships with customers.
Create an application for your business.
Total time spent on apps has increased by 63% in the last year alone. By 2020, global downloads of mobile apps will reach 284 billion.
Now is the time to develop an app for your brand. This will increase your brand awareness and customer loyalty, because 85% of people prefer an app to an optimized mobile website.
Even if you do not have a good mobile website, you can have loyal customers just by having an app. Either way, an app lets you connect with your customers over the phone during the day.
- UPDATING SHARED INFORMATION
Another important point in mobile marketing is rooted in updating shared information. Regularly updating shared information is critical to effective and targeted mobile marketing. When an advertiser uses a call or location plugin, it increases the average CTR by 6 to 8 percent. All statistics and numbers indicate that you should use this plugin for Google ads on mobile.
A simple text message asking them to share their location or the types of offers they want to receive will help you update your customer information.
Posting irrelevant suggestions is a bad idea. 86% of customers reported that it would be helpful to receive relevant and personalized offers when shopping in-store. Your customers expect a lot from you. They want nothing more than personal offers. It feels good when someone can read your mind.
- GOOGLE ADS ADVERTISING PLUGINS FOR MOBILE
Google Ads ad plugins add more information about your business to ads. Provides more information than the ad text. These plugins highlight your ad in mobile search results.
There are two types of Google Ads plugins for mobile:
Google Ads plugins are automatically added, and you do not need to do anything. You need to add your own promotional plugins.
Here are the different types of mobile ad plugins that need to be added manually to the Google Ads platform:
- Call extension
- Mobile app extension
- Offer extension
- Site links extension
- Location extension
Contact plugin: This plugin, which is displayed in Google ads on mobile, adds your phone number to the ads by clicking. Users can contact you immediately by clicking on the number. This plugin is useful for creating tips and instant sales.
- Application plugin: This mobile plugin is similar to the call plugin. With this plugin, you can send interested people to the download page of your application on Google Play or the App Store.
With this plugin you can only refer users to the application page. You cannot provide other downloadable items such as PDF files through this plugin. This is best done for brands with proprietary applications. If you want to increase the installation of your application, this plugin can be a good option.
According to Google’s mobile advertising blog:
The application plug-in provides advertisers and digital marketing with a new distribution channel to provide applications to users.
- Suggestion plugin: This is one of my favorite plugins. This plugin allows advertisers to attach an offer to their ad. The offer is displayed below the ad. Offers can include coupons and immediate discounts.
With the location plugin (discussed below), it can have amazing performance. For example, you can offer a special discount to customers close to one of your stores. The ad forces people to visit your store to take advantage of the discount!
Increasing sales does not just happen by adding a promotion plugin. You need to target the right people at the right time with the right offer.
- Link site plugin: With the help of this Google Ads advertising plugin, you can add multi-page links from your site to your ads. Users can choose between the site links and the main link of the ad and click on the link of the pages they want.
Try adding different links to your ad campaigns. Google tries to make the sites more attractive to users. After a while you can check the weak sites and edit them and replace them with other sites.
- Location plugin: More than 40% of searches in Google mobile ads are related to local information. For this purpose, using the location plugin can be very useful.
By adding the app plugin to Google Mobile Ads, you can see a 6% increase in the CTR of your advertising campaigns.
MOBILE MARKETING TOOLS
Having access to the right mobile marketing tools helps you get everything done at the right time. Here is a list of some of the best mobile marketing tools:
- TRACKING OF MOBILE APPLICATIONS BY TUNE
Tune helps monitor, analyze and track marketing campaigns across multiple mobile ad networks.
The company offers many solutions such as in-app marketing, app store analysis, marketing intelligence, attribution analytics and more. Marketing console is a very powerful tool for mobile marketers.
This program is used to monetize applications. Mobile marketers who want to monetize their applications or have plans to promote their software in other applications should use AdMob.
It is an advanced mobile application analysis tool that provides many features such as instant analysis (real time), CRM, smart targeting, campaign management, multi-channel partnership and more.
Flurry helps you analyze, grow, and manage your applications. It has some amazing features like monetization, app comparison, user segmentation and funnel analysis.
An essential mobile marketing tool for brands with their own software (s).
Mix panel can be used for both mobile and web analytics. Instead of using different analytics tools for web and mobile, why not use a single tool that analyzes both well?
You can link mobile and web users and perform analyzes such as comparing retention rates and engagement differenc