Weekly News Insight: Mobile Marketing
The future is mobile.
With an estimated 2.7 billion smartphone users around the world, it seems that the experts’ prediction on mobile being the future is coming to reality. Digital marketers have clearly adapted to this new approach, seeking out new ways to turn traditional marketing strategies into effective mobile campaigns. There is no doubt, mobile marketing has turned into a multi-channel discipline that supports massive segments of the modern online ecosystem.
This week, Viral Access brought mobile-marketing related articles for you to re-evaluate your day-to-day mobile marketing strategies.
How “Mobile First” is Rewriting Marketing Rules
The rapid rise of using mobile devices as the primary channel for web interactivity has gone beyond an inflection point. It’s estimated that 57% of internet traffic to websites now comes from mobile devices, which has radically altered the way customers interact with brands.
What does it mean for marketing?
It means that brands now must deliver a connected, personalized experience that maps to everyone’s preferences across all devices. One thing for sure is that making mobile experiences more responsive is essential, as stated by Adobe Experience Manager Sites. Mobile users will not tolerate long page load times or wait to interact. Another point to be addressed is the fact that businesses now only have milli-seconds to show relevant content. That’s why ensuring that the content is relevant and engaging has become more important than ever. With the ability to rapidly personalize content delivery based on an individual customer’s preferences, marketing teams can do far more to ensure that what is delivered is desirable.
But the key question is where to start.
Adobe recommends businesses to focus on modular content that can be reused more easily and effectively across different channels. This allows companies to provide more consistent content across all use cases. Bottom line, businesses must move away from a channel-centric world to a mobile-first world where content is the primary means to support customer journey, need, or education process.
How Mobile Marketing Strategies Help SMEs
Innovation in direct to customer marketing has evolved along with the SME sector. Today’s marketing initiative goes far beyond the mainstream print ads, newspaper ads, and hoardings. This evolution in the marketing world can be credited to the rise of mobile phones in this era. People now spend 59% of their time on their mobile phones. This overwhelming adoption of mobiles give marketers another window to reach out to prospective customers and provide those buyers with irresistible incentives.
According to the Entrpereneur, a few popular methods of mobile marketing for SME businesses include app-based marketing, email marketing, in-game marketing, QR-code marketing, and location-based services. Moreover, some of the important benefits from mobile marketing are:
- User-friendly.
Campaigns through mobile usually have precise messaging towards its target audience.
2. Time efficient.
Mobile marketing helps companies make their approach personal, as in today’s hyper tech-savvy age every single individual’s day starts and ends on their mobile phones.
3. Measure the outcome.
Information and details on mobile marketing are provided through website links on messages and users either read it or not by clicking on the same so campaign results can be tracked by quantifying the downloads, page visits, customer opt-ins, etc.
4. Technological aids.
The availability of technological inventions like GPS and Bluetooth, companies are selling their products by sending location-specific messages to their targeted customers.
5. Cross-platform targeting.
Mobile marketing techniques can be incorporated in Social Media, Apps, Websites designed for particular business goals etc.
6. Brand awareness.
Mobile Marketing helps raise brand awareness and encourages customer loyalty and growth in sales.
7. Mobile payments.
The ability of incorporating mobile payment is not only convenient and user-friendly but also involves lesser risks.
8. Deals and loyalty points.
Sending offer codes via SMS or push notifications helps bring back existing customers, not to mention that with this approach, customers are less likely to lose it and more likely to use it.
Your Mobile Marketing Strategy has to Keep Up With Technology
Marketing constantly changes. It’s not just the channels and partners that change your strategy, but also how technology changes, making previously impractical tasks easy and essential.
Here is how you can be a better mobile marketer, according to Forbes.
- Post-Engagement Events Matter Far More Than Installs
Promoting mobile apps work wonders through collaboration with MMP (Mobile Measurement Partner) for their essential analytics and attribution for apps. Their ability to receive attribution both for the initial install and a multitude of engagement events, including registration, in-app purchase and users re-opening the app days later allows marketers to evaluate the initial and ongoing performance of each partner and source.
2. Use This Metric To Uncover Fraud
One of the major frauds with mobile marketing is click spamming. So marketers need to evaluate their performance by comparing the time from the click to the time the matching conversion was delivered using MTTI or CTIT metrics, which measure the performance based on real advertising that has most installs coming in within the first hour of seeing the ad.
3. Optimization Is More Effective By Placement, Not Just By Partner
Make sure all of partners and channels pass their placements inside of brand’s tracking links, so when brands view performance on the placement level, they can quickly see which sources deliver great results, which ones deliver suspicious performance and which ones deliver no performance at all.
