We reside in a 100% connected truth. The latest data about mobile usage have shown that people are spending more time using mobile devices than ever. The amount of usage can vary depending on age, location, plus interests, but we can’t deny that we spend a substantial part of our time interacting with our gadgets.
If you are the marketer you probably know what what this means is. It’s not a coincidence that lots of professionals already prefer to run mobile-first campaigns and structure their strategies in this structure. More than ever, you have plenty of new opportunities right in front of you – or in front of your target audience.
Since people are closer to their smartphones, watches, or pills, you can take advantage of this proximity to think of potential mobile marketing tactics that will keep your brand closer to the public, while providing a more personalized and timely experience.
Whether you are running a mobile app or not, the opportunities are there and it is a fact that keeping these channels in your radar will help you improve the efficiency of your campaigns.
Check out beneath the mobile marketing strategies that I think are the most significant ones if you want to take the most out of your digital strategies!
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Getting started, do I need an app?
We all know that developing an app from scratch requires a considerable budget.
Having a mobile app will provide you with more tools to approach your audience but it is essential to understand if it is worth making such an investment or whenever to do it. Here are a few questions which will help you decide:
- Who may be my target audience?
- Is my viewers really a mobile app consumer?
- Is there every other app doing the same work?
- How helpful is it going to be?
- How would our app help people have a better experience with my brand?
- What is the purpose of my app? Awareness? Education? Product sales?
- What kind and how much return do I anticipate?
- Will i have the budget to invest in a high-quality app?
Right after answering questions like these, take a moment to think about it and evaluate the current scenario, then you will most likely have a better idea in regards to the feasibility of developing an app or not. If you decide to go ahead with it, there are many opportunities to benefit from. If you’re not going additional with it, don’t worry, we all still have lots of gaps that need to be filled!
“Was that will my phone? ” – Notifications
If you look at your own phone’s notifications center right now, I am almost certain that you will have some banners waiting for you to definitely click on, right? This is one of many tactics that apps apply to show relevant information while offering to their users.
Before applying it, it is important to know the 2 different types of notifications that we get – or send:
These are probably the ones that make your phone beep many times a day. Push notifications are sent aiming to create an interest in a product or service provide. It can be a discount, promotion, news, or just with the objective of catching your attention and clicks. Some examples are a new movie on your streaming platform or even a discount coupon on a shipping app.
You will probably click on these types. Pull notifications are those you get when you have already interacted having an app and it gives you some feedback or update. Some examples are when your food has left the restaurant or once the car you has purchased has arrived.
For notifications strategies, you should be the most creative as possible and use all the features a mobile app enables to send more personalized communication, making it more likely to capture ticks and lead your customers to complete the task you aim for.
Messaging as a promotion: SMS + Whatsapp
Properly, we know that people are much more connected to their phones. When it comes to messaging apps, this channel can also be very important since people use it as a quick way to make contact with their friends and family.
You probably obtain Messenger notifications many times a day and read them once you have time. This can also be a good way to stay closer to your audience if you have their telephone number.
We can consider messaging apps as a source of force notifications. This can be useful for small enterprises that still don’t run an app and want to market products, launches, seasonal offers, or discounts. Creating transmitted lists with a great duplicate leading to a link or even to convert through the chat, may help you gain good sales opportunities.
The same strategy can be used on SMS. The difference here is this type of message may have a cost. A platform to send several messages is needed just like the carrier itself, which may charge for each message or a monthly/yearly program.
SMS messages can stand out though, this channel is just not commonly used for personal messages anymore. Another benefit is that there is no need to be connected to the internet, so just having a phone signal is enough to deliver the message.
SOLOMO: Right place at the right time
The term SOLOMO is a gathering of the initials: Interpersonal + Location + Mobile. It brings the possibilities to be explored by these 3 variables. Some of them are:
- Adding your business location on the search engines or Instagram;
- Invite people to check in on their social media. Some businesses use this strategy to provide free wifi link after check-ins;
- Invite people to tag your company on social when they are at certain locations;
- Add a QR code sticker to ask visitors for any review on Google or Tripadvisor;
- Create gorgeous environments for photos with your logo or any other personalisation icons. This can be a personalized table, plate, glass, or even scenarios for photos, so when individuals take a picture and article it, their network will discover where it was;
The primary goal here is to be innovative and make your brand name stand out while people encounter your product or service. SOLOMO strategies can be cheap and basic but there is a high chance of getting good results with it.
Place Based Marketing (LBM)
You probably know or at least have got heard about ABM – Account Based Marketing. We have already talked about it in our blog and you can take a deeper look at it here . When it comes to LBM, however , the particular strategy is to work with customization according to the location of a person/business.
A good example of it is when you are in the airport and you get a notification regarding your flight or once you receive an email of an event happening in your city.
There are many ways to take advantage of this, especially if your business runs an app. Working with a person’s location means you are able to set specific types of communication, like sending an request to visit a store when they are close to it or chart your competitors and send individualized communications when your clients are in one of your stores.
As well as cheaper ways to use this technique. If you have a contacts foundation with phone codes, you can segment into regions plus send different offers to specific locations. Another way associated with applying a LBM technique is running a survey along with your audience to know where they are and enrich your connections base with this information, developing new possibilities of segmentation and personalization.
It is extremely important to have in mind that keeping an eye on your client’s location is very serious plus might look a little frightening, depending on how you use it. That is why it is important to know exactly what GDPR states about this and everything the regulations regarding capture and use of personal data.
There are plenty of ways to plan an advertising campaign in the electronic environment.
The first thing you should know is: which public am I aiming for? When creating the paid campaign, it is very important to learn exactly who you are targeting. Produce different types of segmentations and try to think as if you were the person who is looking for your product or service.
If you know that there is a good volume of people searching for your products or services on Google, launching a paid campaign with Google Ads might be interesting to start.
However , there are other possibilities, like running social media advertisements or working with programmatic advertising, so you will be able to automatically buy digital spaces for ads according to your preferences. This is a good way to work with specific segmentations in the wide variety of channels.
We have mentioned this route a few times in this article but it is usually nice to have a specific topic for social media. There are a lot of opportunities here you should be thinking about, such as paid initiatives and natural growth.
It doesn’t matter what your product, service, public or even strategy is, there are some tips that can help you get better results for the strategies in social media:
- Have a clear plus branded profile . Get in touch with your audience in a way that people will instantly know that they are seeing a post a person;
- Produce relevant content. Try to understand what kind of content your audience likes to consume and give them what they want;
- Post smartly . Think of the buyer’ s journey and try to create different posts and offers based on each stage of the channel;
- Become consistent and constant. People are using social media marketing everyday, so why not “say hi” to them everyday?
- Exploit probably the most out of the platforms. You can use polls, quizzes, movies, trends and all the possibilities the woking platform offers. This is a good way to get engagement and capture useful feedback.
- Partner with digital influencers. These folks are expert speakers about products and help brands reach higher audiences in specific niches. They usually have a loyal and reliable public so it can be a good option when making a launch or seasonal campaigns.
Once again, it is good to have in your mind what the social channels your audience use the most are. In this way, you can focus on the stronger ones and think of entry strategies to others.
Be a data-based marketer
All of the tactics mentioned above may bring you insights to help you understand your results. It’s rather a reply rate on Messenger, number of downloads, clicks, ROI and so on.
Whenever you program a new strategy, think of the way you are going to collect relevant data, metrics and feedback from it. Develop a process to collect and analyze the data you gather. Thus, you will be able to set objectives and have a better understanding of exactly what needs to be done to achieve greater results.
Running tests is also intelligent in order to get insights on possible improvements. You can try new channels, copies, designs and so on. Once more, remember to measure your outcomes, so you will really know what can be working and what is not.
Another way to collect relevant info is by creating interactive experiences for your audience. You can build calculators, infographics, quizzes and many other types of content as you naturally capture feedback from your audience, helping them engage with your brand and have an even more personalized experience.
Want to know read more about it? Get to know our Ion Interactive Platform .
You have seen many methods for you to go with your mobile marketing strategy, and there are many others to explore.
Whatever mobile marketing approach you want to apply, if only one or all of them, keep in mind your viewers is always closer to their cell phones and spending more time together. Try to be as empathic, timely and personalized as possible.
Consider the possibilities relevant data might bring to you, but remember this could also be a sensitive stage. So always have the GDPR guidelines in mind.
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