Mobile phones are ubiquitous, and this makes mobile marketing a necessity in business. Mobile searches have already surpassed desktop searches and have emerged as a powerful medium for marketing. Various research studies indicate that total browse time per month on smartphones is much higher than browsing time on the desktop. Although desktop browsing is still relevant in the daytime as people search during the office hours, searches from mobile and tablets happen more in the evenings. According to reports from KPCB, the digital media time spent on mobile phones is much higher at 51% compared to desktop media time at 42% in the US. The inferences drawn from these statistics are pretty clear. If you are not ready to reach your audience through the mobile, you will lose a significant share of the market to your competitors. Below are enlisted few ways which can strengthen your mobile marketing strategies and help you to emerge as the mobile marketing leader.
Various studies suggest that about 40% of the mobile searches are local and a whopping 77% of the searches take place while the user is at home or at work. Statistics also reveal that majority of shopping transactions occur within a 10-mile radius of the customer’s home or office. Thus it is vital to use analytical tools, data insights, and IP geolocation technology and provide customers with relevant and personalized information. For example, the discount coupons could be distributed in real time based on locational data. These kinds of marketing approach with a targeted customer segment can be much more effective for conversion as well as for fulfilling all the objectives of marketing. It is indeed true that the eco space of mobile marketing is complex, but a strategic approach with the use of latest technologies can fetch you the competitive edge.
Formulate customer-centric strategies
Consumers constantly use their mobile phones for checking emails, browsing the web, reading reviews, using apps and are engaged in other pursuits. The job of the brands and marketers is to deliver the right personalized message across all the touch points. In other words, mobile marketing is about providing a great customer experience which the companies should strive for. The brands should also consider the varying online consumer behaviors as every market has customer behavior patterns. This would make the brands formulate strategies keeping the customers at the heart of it and would enable them to cater personalized content as well on the desired platforms that consumers would prefer.
Apply a data-driven consistent approach
The mobile leaders use mobile marketing consistently with other channels of marketing for providing customers with a cohesive experience. In many instances, mobile is a single project which can become siloed which makes it harder to gain a single view of the customer adding complexity and cost. The leaders of mobile marketing use the same content regardless of channels. This helps them to deliver experiences to customers who are consistent and holistic. They often use the right technology platforms and reuse content through different channels which help to maintain a consistent image and branding. Mobile leaders also employ methods combining web analytics, social listening, and marketing automation to ensure the content delivered is contextual and relevant. Marketers can start gathering real-time data on consumers’ behavior and formulate valuable insights which would help them strategize better marketing plans.
Measure, Track, and Optimize
Mobile marketing leaders often have a streamlined measurement process which they have harnessed combining technology. For the formulation of an effective marketing strategy, it is essential to integrate mobile apps and the mobile website. The app should recognize the usage of the site by the customers which would help marketers to gain valuable and resourceful insights. For the understanding of the customer’s mindset and position in the marketing funnel, data like the opening of emails, social interactions, click-through rates, and other online commercial activities should be combined with mobile metrics. Once the brands can establish the technical infrastructure to analyze individual customer behaviors, they would have the tools required to validate and optimize customer experiences and convert insights into more personalized interactions. This approach helps the customer to be at the center of the strategies employed for brands to continually measure and provide a holistic experience to customers. The more a brand moves towards delivering a holistic customer experience, the more the probability to emerge as the mobile marketing leader and outperform the competitors.