Can you imagine a day without your smartphone? Feeling terrified!? It’s okay to feel that. About 2.5 billion smartphone users worldwide will possibly share your fear. That is why implementing a mobile marketing strategy is essential. But looking a little while back to the past, we can surprisingly spot that people lived a happy life without checking their smartphones once every 12 minutes.
Gone are the days. Mobile devices have deeply integrated into our daily lives and affected them significantly. It disrupted the way we engage with brands, as well. Now, businesses have to adapt their marketing strategies to mobile devices to stay competitive.
“Go mobile or die” slogan precisely describes the importance of mobile ads for businesses to succeed in this mobile-driven era. Just consider the fact that your customers are already on mobile, so mobile-first strategy should be your top priority. Besides, studies show that people regard brands that have good mobile presence more reliable and prestigious.
So, regardless of the business size, accept the change, adapt to it, and go with the flow. It’s time to let the ball rolling and level-up your marketing with a mobile marketing plan to reach your customers on the go and increase revenue. But first, let’s hunt through the mobile marketing fundamentals and strategy to better understand how to leverage it.
What is a Mobile Marketing Strategy?
Mobile marketing is a vital part of the digital marketing strategy. It aims to reach out to target audience on their mobile devices through SMS, MMS, mobile websites, ads, apps, and social media. Simply put, mobile ad strategy is the art of sharing your brand via mobile-optimized websites, apps, and other mobile channels to appeal to mobile device users.
Generally, SMS marketing ads provide 98% open and 45% conversion rates. This makes mobile marketing planning highly important and effective factor for customer engagement and rapid growth of a business. Mobile marketing serves a safe bet for marketers to deliver targeted messages, deploy ads based on AI data and effectively engage with a large number of audience. Marketers take advantage of the time we spend on mobile devices. They develop high-quality mobile digital marketing strategies optimized for mobile users to be at every touchpoint of customers.
Developing a well-planned mobile marketing strategy allows businesses to reach more people than they would by just concentrating their efforts on desktop digital marketing strategy. As far as most of our time is occupied by mobile devices, businesses give huge importance to ensuring their brand’s sufficient presence at mobile platforms.
Mobile Content Marketing Strategy
Taking into account the tremendous number of people choosing to go online by mobile devices, developing a proper mobile content marketing strategy becomes a must for every business. Here is a data-proven statistics that confirm the need for the content marketing strategy for every business.
- 57% of consumers claimed that a business with a poorly designed mobile website is not likely to be recommended. (Source)
- A good mobile experience improves the opinion of a brand: 61% of the surveys people. (Source)
- 53% of visitors leave your mobile-optimized website if the content doesn’t load in 3 seconds or less. (Source)
Text-based content, photographs, UI design elements, mobile video are the parts of mobile content marketing. If you want to get the most of your mobile content marketing, it’s good to know how each of the components works.
The golden rule of mobile-optimized content is to keep it brief, relevant and engaging. This is the case when the shorter, the better concept ideally works.
The blueprint of using images in your digital content marketing strategy is that an image tells a thousand words. Images should fit the screen size and load fast.
UI design elements
When it comes to UI, keeping it user-friendly, attracting, fast and convenient is essential.
Videos appeal directly to the emotions of the target audience. Embedded videos are able to increase traffic by 55%.
Mobile App Marketing Strategy
Building a mobile app is one thing, optimizing it to rank high in an app store search results is another. None is easy, as both require a range of caffeine-fueled nights and profound knowledge. No matter how awesome the app you built is, there is no use of it, if it is not visible to the targeted audience. Here is when the mobile app marketing strategy comes to assistance.
Mobile app strategy is an unscattered cycle of increasing your app visibility, interacting with your users, converting them into loyal customers. The first step in the mentioned path is figuring out who are the potential users of your app, how to reach them and what they want from your app. An effective marketing strategy for mobile app consists of the following stages:
This is the primary step towards starting the user’s interaction with your app. At this stage, you should “convince” the users that your app will solve their problem. The acquisition of new customers is done through social media ads, incentives in the real world, app-store listing, search advertising. To measure the success of your acquisition channels, it’s important to keep track of cost per acquisition. Finding the balance between acquisition channels is the guarantee for long-term success.
Once you successfully managed to have users install your app, it’s time to “push” them into using it. According to Techcrunch 1 in 4 people removes the mobile app after first use. So, it is crucial to have a well-planned messaging strategy that boosts users to use your app. Regular push notifications, in-app messages, and conversion incentives can serve good alerts to push your customers into using your app.
User retention is the last important stage in mobile app marketing strategy. It is used to increase user value and encourage them to stay loyal to your app. Effective user retention strategy includes personalized messages, discounts, and coupons, updates on friends who have joined the app too, etc.
The user’s’ attention is the most precious resource nowadays. Mobiles offer compelling opportunities to catch attention. Consequently, the companies that build a well-planned mobile marketing strategy succeed in getting the attention and thus, the loyalty of the users. Let’s view on particular examples of how successful companies implement mobile marketing strategies to its best.
Amazon Mobile Marketing Strategy
Amazon was among the pioneers to early release the potential of mobile marketing. As a result, it builds an effective mobile marketing strategy and now is the leading brand in terms of mobile sales. Let’s view the 2 most important factors in Amazon’s mobile marketing planning that contributed to its success.
The first factor that greatly contributed to the success of Amazon’s mobile marketing strategy was the consistent design across mobile site and apps. Amazon optimized its mobile platforms and apps to ensure the comfort of use. The second undeniable aspect was big and colorful mobile CTAs that caught customer’s attention immediately.
Starbucks Mobile Marketing Strategy
Starbucks is another well-known brand that managed to largely benefit from mobile marketing. How they did it? First, they came up with an innovative mobile app marketing strategy approach by implementing Mobile Order and Pay strategy. This enables users to pay in advance before picking up the actual beverage. The innovation resulted in a 10 percent increase in transactions.
The second mobile marketing strategy aimed to increase customer engagement. Starbucks updated the app to allow playlist viewability. It allowed Starbucks visitors to save songs they hear playing in the restaurant to a playlist within the app. The examples of how world-known companies made mobile marketing planning work for their advance prove the high effectiveness of the strategy. Your company can be the next one to reap the benefits of mobile marketing strategy.