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Back to Basics – What is Mobile Marketing?

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There’s a good chance you’ve come across this post on your mobile device. In fact, about 80% of internet users own a smartphone and use it regularly for their online activity. According to a report by Grandview Research, the global mobile marketing market size is expected to grow at a compound annual growth rate of 22.9% from 2020 to 2027. Mobile is where your customers are spending a majority of their time, which means it needs to be a key focus of your marketing strategy.

So, what is mobile marketing?

Simply put, mobile marketing refers to any marketing activities your business engages in to reach customers via mobile devices, such as smartphones and tablets. It involves developing a digital strategy that utilizes a variety of channels geared to connect with your audience on their mobile devices. Mobile marketing aims to reach potential customers with personalized and time-sensitive information in the moments they would be most inclined to your brand and product. This means that the focus is on identifying your buyer persona and designing your message from their perspective to craft campaigns that speak directly to the audience you’re engaging.

This form of marketing and advertising requires a strategic focus on understanding the platforms and publishers where your customers are most active. Coupled with visually appealing creatives and a clear call to action, the reach and engagement you can receive through mobile provides huge ROI for your marketing budget.

Mobile Marketing Channels

Some of the mobile channels you can interact with your customers include:

  • SMS text messaging
  • MMS multimedia messaging
  • Email campaigns
  • QR code
  • Mobile search ads
  • Location-based marketing
  • In-game mobile marketing
  • App-based marketing
  • Mobile websites

Why does a mobile marketing strategy matter?

Times are changing, and businesses also need to adapt to changes to consumer behaviour. Back in January 2011, 95.7% of all web traffic came through desktop computers. As of December 2020, mobile internet usage now accounts for 54.75% of total traffic. If you’re not at least equally focused in mobile as you are in your traditional digital marketing strategy, then you may miss out on a big chunk of your customer’s time online. Regardless of the size of your organization, you need to consider that your consumers are more likely to find you on mobile than ever before!

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Basic Tips to Mobile Marketing

Understanding that users on mobile are typically on the go, the time frame that you have to reach your customer is short. Your message needs to be clear and concise. Studies have shown the average human attention span is now shorter than a goldfish’s (about 8 seconds!).

With so many marketing messages reaching customers on so many different channels, your brand needs to embrace their differentiating factors and developing a message that speaks directly to your buyer persona. By designing visually appealing creative that is relatable, interesting, and relevant, you can increase the chances of your customer taking the next action.

It’s also important to reflect on your current strategies, content, and brand experience to users online. Does this experience feel equally impactful on a mobile phone or tablet? Any user-facing content you share needs to be mobile-friendly and integrated into a great user experience.

Another important factor is to utilize a mix of channels that reaches your customer in the most efficient and effective way. This mix may vary depending on your business and your customers but identifying what the user journey looks like can inform the direction of a mobile focused campaign. For example, utilizing an email mailing list, text mailing list, and a landing page that advertisements direct customers to is a way to utilize multiple channels to reach users.

Some users may be more comfortable with sharing say, an email address as opposed to a phone number, or vice versa. Maybe your clients spend more time on social media as opposed to other platforms. Without a strong understanding of your buyer persona and a proper mix of channels to engage your audience, you may lose interested customers before they even have an opportunity to get to know your brand and your values.

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In conclusion

When leading with a mobile-first strategy, you can ensure that you’re getting the most value for your marketing dollars and creating a solid media mix that leads your customer directly to you. The content that you share with your audience online helps develop a user’s brand awareness and loyalty, and users are getting their first impression of brands via mobile more than ever before.

There are a number of ways to find the best ad networks and publishers that align with your target audience and your brand. If you have any questions on how you can get started on your mobile strategy, get in touch with us!

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