Mobile marketing is defined as the process of promoting and marketing products or services through mobile digital media, such as cell phones, tablets, and other devices. The aim of mobile marketing is to reach potential customers and current users of products or services in an easy and cost-effective manner and at the appropriate time and place.
Today’s users are accustomed to using mobile technology, making it more important than ever that marketers keep up with the latest trends and optimization tactics to ensure their messaging is seen and heard. Mobile marketing can help companies boost awareness about their product or service and provide an innovative way for people to access their brand and feed into the overall marketing strategy.
To ensure successful mobile marketing campaigns, there are several key guidelines and best practices that need to be followed.
Know Your Audience
Before investing in any marketing campaign, it is important to identify your audience and understand their behaviour and preferences when it comes to technology. Most marketers reveal that their majority of their users are on apps or mobile browsers. Therefore, it becomes essential to tailor your message to the types of devices may be used by your potential customers.
Keep Message Engaging
Mobile devices provide a more personalized and creative way to communicate with consumers. It is important to keep your message engaging, timely and relevant to that specific audience. Make sure to keep the text concise and to the point, as people may be browsing their phones while on the go.
Optimize for Responsive Design
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In order to make sure that your message is seen and read properly, it is essential to use responsive design, tailored to fit the type of device the user is using. Responsive design enables the marketing campaign to be adapted to fit the device or the specific form factor, offering a better user experience. This includes adapting the content, size, lay-out and font of the message, making sure that it appears the same across all devices.
Make Use of Appropriate Technology
The device itself should also be taken into consideration when marketing through mobile. Each device, such as a tablet or smartphone, may provide different opportunities and some may be more suitable for different campaigns. Moreover, each device may offer or require different applications or operating systems for specific campaigns.
Make Sure Content Is Mobile Friendly
Content needs to be readable on a mobile device and optimised for mobile viewing. It should incorporate text, visuals, and video with a clear call-to-action that drives people to take action. Make sure to include options such as ‘text to download’, ‘phone to get’, ‘email to subscribe’ and other features which may help to get more people to take part in the campaign.
Be mindful of the user experience. Develop content and promotional features that don’t just promote the product or service but also add value to the user. Consider including options such as loyalty points, coupons, vouchers and other incentives to entice users.
Use Tracking & Performance Measurement
It is important to track and measure the performance of your campaigns in order to understand the behaviour and patterns of the audience. This can help to customise the mobile marketing strategies in order to target the right people and segment accordingly. Additionally, tracking campaigns can help to see which channels are performing better and which are not, as well as which user device should be optimised for the campaign.