Having a mobile marketing strategy is pivotal to promotional success today. An increasing number of purchase decisions are influenced by marketing on mobile devices, which makes the trend impossible to ignore.
Mobile marketing plays a huge role in how customer decisions are made, and its reach is expected to expand rapidly. In its 2018 Retail Best Practices: Mobile Web study, Forrester forecasted that retail sales made on a smartphone in the United States will grow at a compound annual growth rate of 18% over five years. The study also found that mobile phones impacted one-third of all U.S. retail sales. In monetary terms, that’s more than $1 trillion worth of transactions.
If you’re building an integrated marketing campaign, creating a mobile marketing strategy must be at the top of your to-do list.
What is Mobile Marketing?
Mobile marketing is reaching your target audience through their smartphones or tablets as well as other handheld devices. Many forms of mobile advertising and promotion are aspects of traditional marketing that has been adapted for mobile users.
There are different types of mobile marketing that can be added to your promotional mix depending on your needs and objectives. Here are a few to consider.
SMS Marketing
Marketing through text messaging, also known as SMS marketing, often proves profitable for businesses. It’s frequently used in conjunction with other tactics for increased success. Because more companies are utilizing SMS marketing and most mobile phones can send and receive SMS messages, text messaging is one of the types of mobile marketing that has the largest reach.
Organic Mobile Search
Today, customers are searching for businesses and services in real-time on their mobile devices. Making sure your company shows up to relevant searchers is a pivotal part of any mobile marketing strategy.
Optimizing for mobile search requires a different approach than search engine optimization on a desktop. First, mobile device users often rely on assistants like Siri and ask questions verbally. Voice search marketing impacts how to optimize for mobile search. The way someone asks a question in voice search is different than the way they’d type in a query. Second, mobile users are looking to make fast, real-time purchase decisions. Thus, your company should appear in the top of initial mobile search results.
Search Engine Marketing
According to a recent study, many marketers turn to paid search on mobile devices. In Q3 of 2019, $5.5 billion was spent on paid search, according to a report from Kenshoo. More than half of that paid search spending was on mobile devices. The report stated that search engine marketing (SEM) is thought of as a mobile-first experience. Advertisers paying for their search placement can target the right customers at the right time in the right places with mobile paid search.
These are just a few of the different types of mobile marketing. Social media, applications, games and more can all play a part in your mobile marketing strategy. Examples of mobile marketing vary depending on industry, audience and goals. The key is to find the avenues that work for your customers, product and budget.
Create Your Mobile Marketing Strategy
When creating your mobile marketing strategy, keep in mind how it fits with your overall integrated marketing communications. Consider mobile marketing’s strengths, including speed, relevancy and convenience when putting together a strategy that works for your brand. Here are some steps to work through when putting together a mobile marketing strategy.
- Define Your Audience: Consider your audience’s device type and how they interact with it.
- Set Clear Objectives: Develop concrete goals that are easier to measure and adjust.
- Consider Your Tactics: Purposefully choose mobile marketing options specific to your audience and goals.
- Optimize for Mobile: Create responsive, simple and quick mobile web content.
- Track Results: Ensure the correct tracking is in place to evaluate your chosen metrics.
- Repeat: Assess and adjust your mobile marketing strategy consistently.
To learn more about creating your mobile marketing strategy and ensuring that it fits into your overall marketing goals and message, consider an online bachelor’s in integrated marketing communications from the University of West Alabama. If you already hold your bachelor’s degree and want to become an expert in creating cohesive marketing campaigns, consider our Master of Arts in Integrated Marketing Communications.
Read the full version of this article for more examples and tips for developing your mobile marketing strategy.