Module 12: Introduction Mobile Marketing
Mobile marketing is multi-channel online marketing technique focused on reaching a specific audience on their smartphone, tablets, or any other related devices through websites, Email, SMS and MMS, social media or mobile applications. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it’s all accessible through a small mobile screen. Consider:
- 80% of internet users own a smartphone.
- Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the U.S.
- Google anticipates search queries on mobile devices to surpass desktop searches by the end of 2015.
Mobile-Friendly Website plays an important role in Mobile Marketing
A mobile-friendly website is no longer an option—it’s a must. The rise in mobile traffic coupled with Google’s mobile-friendliness ranking factor means a brand’s site must adapt to mobile devices in order to stay competitive.
For search engines, “mobile-friendliness” means that:
- Content fits on the screen without side-to-side scrolling or zooming.
- Content loads quickly.
- Site returns no mobile-specific errors.
SMS and MMS Marketing Is Personal
SMS, also known as “short messaging service,” really puts into context how personal mobile marketing can be because you are sending a message directly to a customer or potential customer’s personal device.
SMS and MMS are very powerful channels for mobile marketing. Over 3.6 billion people are able to receive SMS messages, and 90% of those messages are opened within three minutes (compared to 90 minutes for the average email). Consider:
- The open rate of SMS is 98% compared to 22% for emails.
- Text messages can be 8x more effective at engaging customers.
Mobile Apps Marketing
Mobile apps can support many business goals, including extending your product, driving engagement, and even supporting e-commerce. To maximize an app’s impact on your marketing, you will want to be involved in the entire process, from app development through implementation.
Just like any other marketing channel, it’s important to consider how the app can be used for acquisition. You may offer extra features or more mobile content in exchange for a user’s contact information, similar to how you would gate content on your website for the same purpose. You will also want to make sure the app encourages user engagement in order to build relationships and loyalty, and—of course—drive conversions.
Those conversations are driven by two types of messages: push notifications and in-app notifications. Both communicate directly to your audience, so both should be considered strategic marketing channels.
Dont Forget Whatsapp Marketing
If we discuss Mobile Marketing than Whatsapp Marketing is a must users in India.
- In May 2014, WhatsApp crossed 50 million monthly active users in India, which is also its largest country by the number of monthly active users.
- In October 2014, WhatsApp crossed 70 million monthly active users in India, which is 10% of its total user base (700 MM).
- In February 2017, WhatsApp crossed 200 million monthly active users in India.
Conclusion A Mobile Marketing Involves
A mobile marketing strategy is not a stand-alone effort, but it is a large chunk of any long-term or short-term marketing campaign—and its importance is only growing. From email, to PPC, to SEO, to content, to social media marketing, there is a mobile marketing channel to reach every part of your audience where they are most comfortable.
Optimizing your website and email sends for mobile devices, taking advantage of the SMS and MMS channels, and building a native app for your most highly engaged audience are all big projects. So, start by updating your buyer personas to get a better idea of where the majority of your target audience spends its mobile time. That will give you your start line, and the rest will fall into a logical order.
Mobile technology is not a fad that’s going away any time soon. Optimizing your marketing strategy for mobile will give your brand an edge over the competition. Don’t wait—go mobile today!