Mobile marketing – factors you should consider when developing mobile marketing plan

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Mobile devices play a vital role in marketing and attracting the attention of potential customers. Therefore, strategies that use social media and a smartphone-friendly website can have a significant impact on conversions and sales. What tools are used in advertising campaigns? From push notifications to SMS, find out what mobile marketing is and what to consider when creating a strategy

What is mobile marketing?

Mobile marketing is a type of marketing activities focused on the use of mobile devices as the main channel of communication with the customer.

The goal of a wireless communication strategy is to promote products or services through text messages, multimedia, e-mail or instant messaging. Thanks to this, companies have a chance to reach their customers in a more effective and direct way. Mobile marketing creates enduring ties with customers by including them in interactive communication.

Mobile marketing tools

Mobile marketing tools are a set of technologies used to effectively promote products or services of a given company. One of the most popular activities used to be SMS campaigns. Text messages informed about the update of the offer or reminded about the current promotions.

However, SMS marketing must be preceded by the recipient’s consent to receive such messages.

Permission marketing builds consumer loyalty and maintains a relationship with a potential customer. Unauthorized messaging can annoy users and put your business at risk – financially and reputationally. Intrusive messages can be perceived as a breach of privacy and trust.

Other tools used in mobile marketing include:

  • Push notifications (in applications and on websites),
  • Messenger,
  • Social media,
  • Google Ads,
  • Sites adapted to smartphones

Mobile responsive websites

If you want to take full advantage of the possibilities of mobile marketing, your website should be fully adapted for smartphones.

More and more people in the current world access the web and make purchases online using mobile devices.

How to adapt your website for smartphones

Here is a list of steps to take to make your website mobile responsive:

  1. Make sure the website responds to multiple screen widths and does so automatically.
  2. Focus on readability and simplicity; get rid of anything that could complicate consumers’ use of the site, such as side navigation bars.
  3. Make sure the buttons and forms in your interactive content are simple to click on touch screens.
  4. Use the so-called mobile-first design approach when desigining or redesigning your website, this means the website is created with mobile devices in mind before being adjusted for use on larger displays.
  5. Reduce page load time — Since smartphones frequently have weaker internet connections, it’s critical that your page loads quickly.
  6. Use the user’s location to tailor offers and content that is presented to them.
  7. Make sure the SEO guidelines are followed by your website. A higher position in the search results will follow.

Mobile marketing – how to develop a strategy

A thorough action plan and market analysis should come before the implementation of each strategy.

Define objectives

Consider your goals for mobile marketing before putting your plan into action. Do you want to boost your reputation, bring in more business, or enhance sales? The selection of the appropriate technologies and marketing channels will be aided by clearly defined goals.

Know your target audience

Knowing your target group is crucial in creating an effective marketing strategy. Check what mobile device your customers use most often, what applications and websites they browse. Thanks to this, you will be able to adjust your strategy to the preferences and needs of your audience. You can also consider the location and age of potential customers.

Select right tools

Mobile marketing is not only text messages and advertisements on websites. Campaigns also focus on apps, mobile customer support and personalized offers. Choose tools tailored to your strategy and target group.

Control mobile data

An essential component of a successful marketing plan is mobile data management. You can easily track user behavior and evaluate the success of your campaign with Google Analytics. Analyzing consumer perceptions of the conversion rate aids in determining the efficacy of initiatives.

Set KPIs

KPIs, or key performance indicators, allow you to effectively monitor progress in achieving marketing goals. Coefficients evaluate user engagement, average time spent on the site, number of page views and cost of acquiring a customer. Regular tracking of KPIs allows for early detection of weak points and immediate corrective actions.

Summary

  • Mobile marketing is marketing activities focusing on the use of mobile devices as the main communication channel.
  • The tools used in mobile marketing are SMS, Push notifications, Messenger, Social media, Google Ads, and a mobile responsive website.
  • A key aspect of mobile marketing is a website fully adapted to smartphones.
  • When developing a mobile marketing strategy, you need to define goals, select tools and plan data control.

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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