A good mobile marketing strategy is something that is immensely important to have in today’s business world. Without a good mobile marketing strategy, your business could be missing out on many sales. According to a 2019 study, 77% of Americans own a smartphone, and of those 77%, 79% of them made a purchase on their mobile device in the past 6 months. As you can see, a majority of Americans use their mobile devices to make purchases. This means that as a business owner, you need to have a good mobile marketing strategy or else you could be missing out on potential revenue.
Knowing how your audience interacts with mobile is the first step in launching a successful mobile marketing campaign. If you don’t know how your audience uses their mobile devices, then you cannot possibly market your products or services to them efficiently. Before you launch a mobile marketing campaign, ask yourself, is my audience better fit for a mobile site or a text messaged based campaign? Are they tech-savvy, or are they still having trouble sending a simple text message? Knowing this information will help you when it comes time to launch your campaign.
When most businesses analyze their data, they usually only look at certain stats, such as number of downloads or registrations. These numbers can give you a good indication of how your mobile campaign is performing thus far, but they do not tell the whole story. If you truly want to launch a successful mobile marketing campaign, you need to analyze all the data that is available to you. The reason for this is because it gives you a better understanding of why some projects are working, and why others are not. Some data in particular that you should look at are bounce rate and number of pages per unique visit. If you do not know why some projects work and others don’t, it is impossible to replicate the strategies of the ones that work and fix the ones that don’t.
One of the biggest debates amongst mobile marketers is whether to develop a mobile app or a mobile site. Ideally, a business would like to have both, but for many businesses that is not practical due to financial reasons. Therefore, many businesses have to make the decision on which one to develop. If you just want to open up another channel of interaction between you and your customers, you should opt to develop a mobile site. If you want to more effectively establish your brand and convert customers, then creating a mobile app would be more beneficial. In other words, if the main goal of your mobile marketing campaign is to increase brand awareness, then developing a mobile app is the better option. However, if your brand is already very popular, but you want to provide your customers with more options to contact you, then you should create a mobile site. Developing one of these is a must if you want to be successful in mobile marketing.
The final step to take in order to have success in mobile marketing is to make sure that you provide an excellent user experience amongst all of your platforms. No matter how optimized your mobile site or mobile app is, it will not mean anything if your customers have trouble using it. A user can have a subpar experience with your platforms if they encounter slow site speeds or have a difficult time navigating the site. If your platforms are slow and hard to navigate, then you are providing a terrible user experience. If your mobile site or mobile app provides a terrible user experience, you not only run the risk of annoying your customers, but you can also miss out on potential sales as well. According to data gathered from multiple industries such as Google, Adobe and Quick Sprout, 52% of users say that a bad mobile experience made them less likely to engage with a company. This is why providing an excellent user experience is so important when it comes to mobile marketing.
In summary, mobile marketing is becoming more and more important in today’s business world due to the increasing amount of people who purchase items via their mobile devices. If you do not have a good mobile marketing strategy, then you run the risk of going out of business in the not so distant future. Luckily, all you have to do is follow these four tips of advice, and your mobile marketing strategy will be successful.
~Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives. Connect with Nick on Twitter at @NickARojas