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Check to See What the Clear Point of Difference in Mobile Marketing is

The Clear Point of Difference in Mobile Marketing is

Desktop and mobile marketing are both critical components of each company’s agenda. Although the difference between desktop and mobile marketing seems as evident as the difference between desktop and mobile devices, there is much more to dig into and comprehend.

Mobile marketing is a relatively new phenomenon, and its channels have derived from desktop marketing. Because of this, some companies are skeptical about mobile marketing and prefer relying on good old desktop advertising. In this regard, it is essential to understand what the clear point of difference in mobile marketing is in the first place.

The Clear Point of Difference in Mobile Marketing is…

The clear point of difference in mobile marketing is that it allows companies to send out their promotional messages regardless of where the customers are and what they do. Through channels like text messages or push notifications, mobile marketing allows reaching a target audience through their mobile devices that are always with them.

Some falsely believe that mobile marketing includes all the digital marketing channels that fit into mobile devices. This attitude has two significant problems. First, there are mobile marketing channels that are inapplicable to desktop devices such as mobile app marketing, SMS marketing, or mobile wallet marketing. Second, even if there are some channels applicable to both platforms, their effectiveness, and the outcomes they can bring about are vastly different.

People have long been used to using desktop devices for work, entertainment, rest, and so on. Marketers took advantage of this, targeting their audiences through their computers. However, today most of the important functions on desktop devices (such as mails, communication apps, videogames, movies, and more) are available on mobile devices.

The inclination towards mobile devices comes from their practicality. Indeed, people nowadays can keep their wallets, favorite music, pictures, and even car keys on a device that they can carry with them everywhere. This implies that the clear point of difference in mobile marketing is its ability to target audiences regardless of their location.

The fact that life is extensively moving towards mobile devices doesn’t necessarily mean that desktop marketing is already nonfunctional. It still needs to be on the marketing agenda for each organization. However, those companies need to understand which channel to apply for desktop and mobile marketing. Check below to see our detailed comparison of marketing channels on mobile vs. desktop platforms.

Content Marketing

Most marketing mediums are different based on the platform they are implemented on. However, the one that needs the most careful and detailed examination before publishing is content.

The reason is that the way it is projected on mobile and desktop interfaces is vastly different, regardless of what type of content it is.

Three of the most practical types of content that marketers use are text, images, and videos. This is not to say that other types are ineffective or less practical, but instead, they are useful in particular cases. Having this in mind, let’s break down each and see the difference between mobile and desktop platforms.

Text Content

The difference between text content on desktop and mobile devices lies beyond the sizes of their screens. Their screens affect the way the text component is projected. Based on where the text is projected, the packages and paragraphs can be deformed, making the copy look unintuitive. Therefore, before publishing the copy, content marketers must focus on how it appears on various devices and screens. A helpful tip is always to keep the paragraphs short and concise. This way, the content does not look like a chunk of letters and symbols.

Image Content

Images are a great way to market a product. The only drawback they have is that high-quality imagery requires more space. At this point, if your target audience is desktop users, you have nothing to worry about. However, heavier imagery severely affects the load speed on mobile devices. Therefore, as far as imagery is concerned, the difference is that it needs to have lighter and smaller content.

Video Content

Regarding the video component, it also needs to be optimized according to marketing needs. Typically, desktop users are connected to a local internet network or a Wi-Fi and have no limitation to watch longer and high-quality videos. However, most mobile devices have limited cellular data, so they can not afford to use a big part of that data on one video. Hence, you need to publish video content based on what platform your target audience uses the most.

Push Notifications

Push notifications are one of the most effective channels of digital marketing. Almost everything about them is different based on mobile and desktop devices. Therefore, you can not even promote the same product on both platforms. Needless to say that they look dissimilar and offer different kinds of rooms for marketing messages.

Mobile Push Notifications

Mobile push notifications require having a mobile app to send out marketing campaigns. It is a highly effective mobile marketing channel, mostly due to the way it sends out promotional messages. Once the app is installed, it can alert users about various notifications and updates. The apps notify users with a sound or vibration, which resembles text messages, thus making the users check it out.

Web Push Notifications

If, in the case of mobile push messages you need to have a mobile app, for web push notifications you only need to have a website. All it takes is the permission of the user, and you can send out notifications straight to their desktop devices. Similar to mobile push messages, here the user also does not need to be active on the website to receive notifications.

Email Marketing

Email marketing is one of the oldest channels that works brilliantly on both mobile and desktop platforms. Although some modern marketing mediums may seem to have overshadowed it, email is still highly practical for marketing. It has one of the highest ROI (return on investment), which makes it useful for any type of organization.

Emails were first made only for computers. Therefore, marketers were limited to send promotional messages to only desktop users. At this point, the two major drawbacks for email marketing. First, desktop devices were not always active, meaning that emails would not be opened periodically. Second, incoming messages were not alerting users, which was causing occasional spamming or deleting unnecessary messages.

The advancement of mobile devices and their operating systems allowed email applications to reside on phones. Email was now more comfortable to use since users could send and receive messages regardless of their location. This made email communications and email marketing much more practical as a mobile marketing channel.

With that said, we can conclude that as far as email is concerned, the clear point of difference in mobile marketing is again, its ability to reach people anywhere and anytime. Indeed, mobile devices allowed to reach out to people via emails 24 hours a day.

PPC

PPC (pay-per-click) advertisements are very effective when used for location-based marketing. Perhaps only specified marketers know how distinctively important mobile and desktop PPC ads are.

Mobile PPC ads are in a way a paid traffic to a landing page, that you can build with several tools like ClickFunnels. They are typically more useful for businesses that try to attract new leads or customers in a certain area in a specific period of time. Mobile ads can target all the mobile searches in a specific area, thus increasing the traffic to their websites.

For example, restaurant owners can set a PPC ad on a specific location for a specific time period so that people looking for an eating place bump up with them first. By no means this would work on a desktop PPC.

Contrary to this, there is no reason to use desktop ads to generate leads within a particular area. Hardly would a lot of people use a desktop search from a specific area on a specific product or service.

SEO

Search engine optimization is a critical point for every company’s marketing agenda. The amount of traffic that a properly done SEO campaign brings into any company’s website is outstanding. Here are some tools which can help.

Most of the time, both desktop and mobile searchers have the same needs and search with the same keywords. The only notable difference in mobile searches is that users have different habits.

Keep in mind that the SERP brings out the search results optimized for devices. For example, if you do a mobile search for a service that has a mobile app, the app will come out first. Whereas the same would not happen if you were to look it up on a desktop device.

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Mobile Wallet Marketing: A New Channel to Benefit From

Mobile Wallet Marketing

Mobile wallets are quickly replacing traditional forms of payments. Most, if not all, mobile devices have built-in, native wallet applications that people can use—for example, the most commonly used apps are Apple Pay, Google Pay, and Samsung Pay. While they offer a lot of value to brands in their current state, mobile wallet marketing provides an opportunity to capitalize on this new marketing channel, which has immense potential.

Mobile wallets are gaining more and more traction among people by the day. In fact, a survey conducted by Airship found that more than half of the respondents (54%) have made use of mobile wallets in some capacity. Moreover, 55% of the respondents were more likely to use mobile wallets to make payments at the registers than standard methods, with the number rising to 73% when a coupon or a discount is applied automatically.

While the primary purpose of mobile wallets is to make payments digitally from a consumer’s end, for businesses there are multiple ways mobile wallets can be used to deliver value to customers. In other words, treating mobile wallets as a marketing channel can lead to many unexplored opportunities that are beneficial both for businesses and customers.

How Mobile Wallets Work?

Before we can start to understand the marketing potential of mobile wallets, let’s break down what it is and how it works. Mobile wallets are apps on your mobile devices that store debit and credit card information as well as coupons, rewards or discount information. These apps most of the time are built into your mobile device as a native app, so you do not need to download any third-party apps.

Mobile wallets introduce a new factor of convenience as they replace the need to carry physical plastic cards, therefore purchases—whether online, at the store or in-app—can be done through the convenience of your smartphone, tablet or even a smartwatch. One of the better advantages of mobile wallets is the ability to carry financial information from multiple sources, meaning you can attach as many credit cards as you want in addition to being able to store coupon/discount information from multiple stores and retail chains.

Mobile Wallet Benefits for Brands

Customer engagement and loyalty are the core objectives of every well-functioning business. Mobile wallet marketing offers a modern approach to current loyalty programs by providing more customer engagement opportunities with relevant, personalized and timely content (the likes of which include coupons, promo offers and such).

Here are some of the main benefits of mobile wallets that contribute to increasing a business’ brand value:

  • Increased conversion rates and customer spending
  • Drives more people to visit physical stores
  • Makes loyalty programs accessible from anywhere
  • Better offer and coupon redemption rate
  • Ability to localize content
  • Provides incentives to customers beyond the app
  • Makes the process of loyalty program enrollment easier

Mobile Wallet Opportunities for Businesses

The question whether how mobile wallet marketing is the future of mobile marketing still remains. It is easy to be skeptical of mobile wallets being a potential marketing channel. However, there is plenty of evidence to back up that claim.

Mobile wallets present many opportunities for businesses. Because we constantly have our mobile devices right by our side and within reach, mobile wallets’ ability to pass information through notifications (i.e. reminders, loyalty updates, coupon expiration, and whatnot) cannot be understated. In fact, it can potentially lead to a change in consumer behavior.

Customers have already found value in using mobile wallets. If businesses can combine this interest from customers with even better benefits, than mobile wallet’s growth will be driven—however counter-intuitive it may sound—by its non-payment usage.

Having said that, let’s go through some of the key opportunities:

  • Mobile wallets are becoming more and more popular with a significant amount of people already making use of them.
  • Mobile wallets bring a new messaging channel on mobile phones, with customers primarily using them to receive updates and offers. Actually, as things stand, mobile wallets are one of the top four preferred channels for such communication.
  • Mobile wallets increase coupon redemption rates because they send reminders before coupons are about to expire, thus driving consumers to stores to make purchases.
  • Combining location with mobile wallets increases in-store traffic as people are more likely to act upon location-based reminders.
  • Mobile wallets allow more customer mobile engagement without using an app, giving you the chance to reach more customers that are otherwise unaccessible through other channels.

A survey by Forrester discovered that 30% of respondents have used their mobile phone in a bricks-and-mortar store to compare prices while shopping, whereas 25% of respondents have used their mobile wallets to redeem coupons. With the number estimated to rise considerably in the near future, the survey proves that the need for mobile wallets exists, and consumer experience has to be improved.

Moreover, Business Insider estimates that mobile payments in the United States will steadily grow 40% annually, hitting the $128 billion mark in 2021.

To answer the question, mobile wallets are indeed an integral part of the future of mobile marketing. And in many ways, can become its top marketing channel.

Mobile Wallet Marketing Strategy

Similar to any other form of marketing, a good strategy is key in producing good results. Mobile wallet marketing is not as easy as allowing your customers to make payments through them. The idea is to maintain consistent customer engagement through a mobile wallet app. This is a rather implicit form of marketing but one that is better suited for loyalty programs.

The aim of your strategy should be enhancing consumers’ experience through engaging content. This can be done in a multitude of ways but we will try to list only the important ones.

  • Mobile Passes

Mobile wallets allow users to save event/concert tickets as well as offers and coupons directly on their mobile devices.

  • Loyalty Cards

Offer your customers digital cards as part of your loyalty program using which they can get timely offers, discounts, coupons, and tickets. This will increase both the redemption rate and customer loyalty.

  • Mobile Wallet Notifications

Customers often receive a coupon and forget all about it. They miss out on an opportunity to get a good deal by not redeeming the coupon, your business misses out on potential revenue. Mobile wallets can solve this problem by sending reminders on expiring coupons.

Additionally, you can use mobile wallets to send location-based trigger notifications to inform them of an upcoming offer.

Free Tools for Mobile Wallet Marketing

There are plenty of mobile wallet marketing platforms out there. You will be hard-pressed to find any that offers its services completely for free, however, most offer free trial periods to test out their platforms. Here is a list of few platforms you can check out.

  • Passworks
  • Vibes
  • 3Cinteractive
  • Zenith Media
  • Upland Software

Mobile Wallet Marketing Examples

Starbucks has been the pioneer in the mobile wallet marketing movement as they were one of the first ones to launch a mobile wallet app. Their app integrates a lot of interesting features like loyalty, product information, gift card and branded content in addition to payment capabilities.

While it is not a traditional mobile wallet in the sense that you cannot use it to make transactions in other stores, it makes for a good example of how mobile wallets can be used for marketing purposes.

A lot of brands like Gap, McDonald’s and Bloomingdale’s as well as retail chains like the Sears have followed suit and launched mobile wallet marketing campaigns of their own. Airline companies are also making significant use of it for their loyalty programs.

A good mobile wallet marketing idea was put in use by Google when Android Pay tapped into Google’s most creative asset—the Google Doodle. Google Doodle is the company’s search engine and one of its most powerful marketing tools. The idea was to play seasonal cartoons every time a user made a payment using the Android Pay.

In 2017, Google tried to expand on the same idea by partnering up with DC, Warner Brothers, to introduce the iconic superhero characters in its mobile wallet. Users were encouraged to make payments to unlock characters like Batman, Superman and Wonder Woman. This resulted in increases to in-store traffic and a spike in revenues by engaging with hardcore fans of DC comics.

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Mobile Marketing Automation: Everything You Need to Know

Mobile Marketing Automation

Before jumping into what mobile marketing automation is, it would be helpful to get a little background information about mobile marketing and how it came out to be so popular.

Mobile devices are an inseparable part of our lives now. They develop fast and make us adapt to their new features every day. But what is it in those features that drags people in and makes them more interested in them? The answer is that those features make our lives easier or just add some fun there, thus making us more and more addicted to them. In the end, the result is that we can’t live without mobile devices anymore.

Apparently, marketers couldn’t help taking advantage of this endless interest in mobile devices. This created a solid ground for them to find out ways to promote their products and services somewhere inside those mobile devices.

Eventually, they started to do promotions and marketing campaigns for mobile platforms, starting from social media websites to mobile applications. They also came up with sending direct text messages to customers in order to gain more attention and get a better response rate.

What is Mobile Marketing Automation?

Mobile devices are advancing very fast. This allows them to synchronize with whatever the latest technologies can offer. The latest technologies, in turn, have been striving to automate everything possible.

The goal is to replace human effort with artificial intelligence and other types of computerized solutions. Since mobile marketing develops hand in hand with mobile devices, the automation affected it too.

The result is that organizational tasks that mobile marketing specialists were doing back have now been replaced with automated programs. Mobile marketing automation platforms can do every task now, starting from planning campaigns all the way to targeting audience and placing advertisements.

If an exact definition of mobile marketing automation was to be given, it would be something similar to this: Mobile marketing automation is using computerized platforms and tools to do various tasks related to marketing a product or service through mobile channels.

Mobile marketing channels are many. It makes a marketer’s job very difficult since each one of them is distinctly important. This means that marketers can’t even skip one channel applicable to their products. Mobile marketing automation comes handy here and solves this puzzle, making marketers’ job much easier.

Where and How Mobile Marketing Automation Can Be Applied?

Fortunately for marketers, mobile marketing automation can be applied to every channel. This makes it easy for companies to promote their services by every means possible and get the most out of mobile marketing. You can check out specific examples down here.

Email Marketing

Emails are now integrated into mobile devices in order to make them more accessible and easier to use. For this reason, marketers can now easily use email to promote their services. Even though emails have low open rates, they are free, which makes their ROI (return on investment) higher.

Automation of mobile marketing allows marketers to take advantage of this. They can preset a schedule and send emails according to it. Additionally, automated email marketing platforms like MailChimp and it’s alternatives can develop email plans based on consumers’ actions and try to keep them using the company’s services.

Social Media Marketing

It is pointless to discuss how popular social media is today because the numbers talk for themselves. Most people have social media accounts and it occupies most of their spare time. Of course, marketers couldn’t have missed out on this. However, the tough part here is managing multiple social media accounts and keeping all of the pages functional and active in each one of them.

Most companies create a whole department for social media management. Little do they know that there are tools for automated social media management with various applications. Those applications can make plans for your social media posts and stories, send follow requests to users who show interest in your company’s products and conduct a thorough analysis of user interactions. They can also suggest marketing plans to increase the engagement level of your pages based on previous analysis.

SMS Marketing

Marketers use SMS marketing as a tool to create closer and friendlier relationships with their clients. Text messages are very personal to customers, therefore they have a very high open and response rate. This makes SMS marketing a very popular and effective channel for both transactional and promotional SMS campaigns.

Mobile marketing automation platforms help marketers here too. They can schedule SMS marketing campaigns, keep track of deliveries and responses, divide the database into specific segments, send transactional text messages for account verification and etc. These are time-consuming jobs that require a lot of human effort. Therefore, SMS marketing automation saves a lot of time for marketers.

Search Engine Optimization

SEO is one of the most crucial channels for mobile marketing. There is information about everything on the Internet, so it is fairly easy and quick to look something up. Because of that, every company now has to make sure they appear on the first pages of search engines. The customers hardly ever go any further than that.

There are dozens of great applications that can generate keywords, keep track of website traffic, lead generation and etc. Although those apps are very smart and can conduct complex assignments, there is still a need for someone to keep an eye on them. Nevertheless, they can do most of the dirty work that people had to do before.

For sustainable SEO results, marketers need to focus on numbers of areas of digital marketing – social media marketing, email marketing, pay-per-click advertising, and etc. Ensuring that all of these strategies work in harmony, you’ll improve your website’s visibility.

In-App Marketing

People use different kinds of apps every day, whether it is for video games, social media, news, mobile wallets or something else. Those apps are filled with ads and most of the time users can’t close them, at least for a couple of seconds. Moreover, apps advertise themselves with mobile push notifications too.

Mobile apps are a great platform for promoting products or services. Moreover, with current automation tools, it is easy to keep track of apps that have more users and place marketing campaigns there. Those tools find better display ad opportunities and do a detailed analysis of their effectiveness.

Mobile Marketing Automation Platforms

There are dozens of mobile marketing automation software designed to complete various tasks. They optimize marketer’s job and do all the mechanical work by themselves.

Having20-digital-marketing-tactics-to-drive-your-b2b-ecommerce-business automation software is essential for every company. It saves money, time, effort and has a small margin of error. However, deciding which one fits best for a company depends on what its marketing strategy needs are. Below we’ve listed 5 mobile marketing automation platforms that stand out in the market.

  • Localytics

Localytics is a mobile marketing automation platform, which is designed for mobile or web applications. Its distinctive features are thorough analysis of the app’s success and built-in artificial intelligence, which predicts future consumer behavior. It also suggests marketing plans based on the results of the analysis that it conducts.

Localytics also allows you to test your campaigns. It has a very intuitive UI, which makes it easy to add multimedia to marketing campaigns. Since it has a built-in complex AI, it can send push notifications to customers based on their behavior. If they are likely to quit using the app, Localytics AI will try to make them return all by itself.

  • Braze

Braze is an excellent platform for mobile marketing automation that works with artificial intelligence. It can analyze consumer behavior, create patterns and make tactical marketing suggestions. It also analyzes the effectiveness of active or already conducted marketing campaigns.

Braze collects data from user behavior or purchase patterns. It also examines various demographic details like age, gender, location and etc. It targets the audience by emails, in-app or push notifications, and news feeds.

  • PushEngage

PushEngage is yet another great app for push notifications. It works for both mobile and web platforms. Its greatest advantage is that it integrates with popular browsers like Google Chrome, Mozilla Firefox, and others.

The platform segments the targeted audience by their frequently visited websites on browser history. It increases the number of push notifications automatically, by which escalating customer interaction.

  • Mention

What makes Mention stand out as a very useful platform is its unique ability to monitor billions of online sources by preset categories. Moreover, it detects web content with more than 40 languages. It gives a straightforward report of what is popular and trendy at the given time.

Mention can help marketers understand the current needs of the market. It can also suggest ways of being in trend. Despite the overload of information that it gathers, it allows marketers to filter the search results and pick only those that are relevant for their needs.

  • Swrve

Swrve is also a smart in-app and push notification automation platform. It gives a comprehensive analysis of customer engagement and satisfaction. It also can identify the strengths and weaknesses of a company’s app and suggest improvements. It’s A/B testing is one of the bests in the market.

Interestingly enough, Swrve offers more than only those features. It can segment the customers based on different criteria as well. Overall, Swrve covers most of the essentials of marketing analysis. Although it is the priciest among all the mentioned ones, its overload of useful features helps to make up for its cost.

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Mobile App Marketing: Step By Step Explanation

Mobile App Marketing

So you have just created a new mobile app that you think has the potential to be the next big thing. You put it out there on App Store or Google Play, wishfully thinking that users will start downloading your app and using it. However, reality hits you when those download rates do not go up nearly as much as you had hoped in the beginning. It is high time we introduce you to what is called mobile app marketing. If you want your application to be successful, you ought to market it to the right audience, at the right places and at the right time.

Most of what app marketing consists of mobile marketing. In some cases, when the budget allows, you can use traditional marketing methods to take your marketing to the physical world. In this mobile app marketing guide, we will discuss what it is in more detail, creating a strategy (with examples) and more. So stick around if you want to learn more.

Mobile App Marketing Definition

Mobile App Marketing Definition

Not to be confused with mobile marketing, mobile app marketing strictly deals with mobile apps. In other words, mobile app marketing is the process of promoting mobile apps as well as further marketing efforts focused on interacting with customers to maintain user engagement and retention.

The purpose of mobile app marketing does not solely end with promoting it so that people can download it. On the contrary, it is a never-ending cycle in which you consistently engage your users with marketing campaigns to sustain their interest in your app.

Mobile App Marketing Strategy

Developing a good mobile app marketing strategy requires a deep understanding of what it is and how the process works. So let’s break it down into parts for better insight. The way people use mobile apps can be described as a sequence of stages, also known as funnel stages in marketing terms. Here are its three key funnel stages,

  • Acquisition

This is the first step in which users interact or learn about your app for the first time. This is where you have to understand how to lure these people in, get them to download and install your app. User acquisition campaigns are intended to promote the brand to the right audience and good ones can attract new users, thus helping build a user base.

  • Activation

This is the second step wherein people have already purchased/downloaded your mobile app and are using it for the first time. This includes actions such as adding personal information (email, phone number, etc.) or completing an action of some sort (i.e. making a purchase).

  • Retention

As the name suggests, this is the stage where you try to retain your users’ engagement levels with your app, turning it to a regular destination for them.

Now that we have broken down the process of mobile app marketing, it is time to discuss some strategy—where to start from, what to do and how to approach the marketing campaign. As is the case with all forms of marketing, you need to develop a thorough mobile app marketing plan if you want your app to succeed. This means planning for how you are going to promote it from its inception all the way to its official launch.

Even though there are dozens of steps you can take as far as strategies go, here we will try to include the main components that you should take into account when developing your own plan.

  • Define the purpose of your app: what it will be used for, what is its main concept, who will be using it and what category it belongs to. This will help you understand who your competitors are and who to target.
  • Conduct market research to identify customer needs and wants as well as analyze your main competitors. If your app cannot address an existing issue that apps of a similar kind have, or offer anything new or worthwhile for users—basically neglecting what their needs—then you are doomed from the start.
  • Create user personas to identify the target audience for your app. Each demographic has their own unique preferences, so a more targeted approach is needed. Once you have created a user persona, developing a message targeting them will be much easier.
  • Determine the marketing channels you are going to use in the mobile app acquisition phase. There are many distribution channels across the web, starting from social media and ending with email. It is key to select ones that will be most effective in terms of reaching your target audience. For example, people leaning on the younger side are more accessible via social media platforms. Therefore, the distribution channels vastly depend on who your demographic is.
  • Optimize your app for app stores. Utilizing the right keywords, tags, and titles in addition to placing your app on the right category will help a bunch in your positioning in the app store and in terms of users being able to find your app.
  • Use push-notifications to continuously engage your users and maintain their interest in your app. Once your app is up and running, the key is to retain as many of the users as you can. Sometimes people can install an app and forget all about it. A simple notification is all you need to remind the user about the app and get them going again. A push notification increases user engagement by up to 88%. Furthermore, 65% of users who have notifications enabled are more likely to return to your app within 60 days than those who do not.

After your strategy is complete and is up and running, you should start monitoring its results through analytics.

Even though there is a lot of data available for you to track, here are the key metrics you should pay most attention to.

  • App engagement

The number of active users (daily or monthly) on your app that engage in any sort of activity and how much time they spend on average using your app in a single session.

  • App retention

The number of users who return to the app within three months of first using it. A user is considered retained when they return to your app at least once every 30 days.

  • Acquisitions by referral

In terms of marketing, this is a key metric to focus on because it helps understand from which sources you get most of your app acquisitions. Therefore, it makes it easier to determine which distribution channels to invest more time and effort in.

This is all not to say that everything in this guide is set in stone. Rather, you can use it as a mobile app marketing plan template to build your strategy upon.

Mobile App Marketing Campaign

Mobile App Marketing Campaign

When your strategy is completed its time to divide it into separate campaigns to be able to achieve your goals. Whether it is an image-maker or just a messenger app, most of them now require a well-planned mobile app marketing campaign to gain exposure and popularity among users. But the campaign does not stop there. If you want to sustain user engagement and retention, continuous campaigns are almost a must. That is to say, you should always strive to promote your app as much as you can to ensure both app acquisition and engagement.

Mobile App Marketing Best Practices

The mobile platform is quickly overtaking desktop in user numbers, with Statista estimating around 2.87 billion people owning a smartphone by 2020. Couple that with the fact that by 2022 mobile app downloads will increase to 2058 billion globally and you can see that it is rising to insane levels of popularity.

Nevertheless, almost 70% of total mobile app usage comes from the top 200 apps. What this means is that even though smartphones and mobile apps are popular right now, it is no guarantee that your app will be successful. At least in the beginning stages.

Do not let that discourage you from trying though. If you do your research and follow the latest mobile marketing trends and statistics, you can devise a decent strategy that will help launch your app to the top.

To make your job easier, we will try to present some helpful marketing tools and techniques well as channels that you can find useful down the road. Following these mobile app marketing best practices can help your app stand out more among the fierce competition.

  • Use an ASO strategy

Websites climb up to the top of the search engine results by way of SEO. Similarly, you can implement an ASO strategy—which is short for app store optimization—to help your app’s ranking. It will help with visibility which will lead to more downloads, thus more visibility. It is an endless cycle in which one helps the other. ASO optimization incorporates correct use of titles, descriptions, keywords, graphic screenshots and positive reviews.

  • Use other online distribution channels

Never rely only on the app store to market your app. Use other digital channels to promote it for better exposure. Social media websites like Facebook, Twitter and Instagram have an enormous user base. Running paid promotions and advertisements on them will surely get the much-needed exposure for your app. Moreover, you can create a website or run an email newsletter service to drive new app downloads. You can also try to get reviews and mentions from blogs, famous Internet personalities and so on.

  • Try to consistently re-engage with your users

Most applications are downloaded and used once before they are tossed aside. You can have a pretty fun, engaging app which still ends up not being used. Apps that constantly try to engage with their users through push notifications and in-app messages tend to do much better in terms of retaining their userbase. Additionally, you can look for outside options such as email and SMS marketing to engage with customers outside of your mobile application.

Mobile App Marketing Agencies

Creating and conducting a full mobile app marketing campaign can be a daunting task, especially for people with no marketing background. You can be an amazing software developer but lack the skills in the marketing department—which is perfectly fine—and in such cases we advise using the services of the professionals.

Mobile app marketing agencies have the experience and expertise necessary to handle your strategy and campaigns. All you have to do is find and sign up on one that fits your needs and they will take it over from there.

With that said, here are some of the best mobile app marketing companies in the business right now:

  1. Moburst
  2. Udonis Inc.
  3. Blue Label Labs
  4. Five
  5. Dot Com Infoway
  6. Appagent
  7. Yeeply
  8. Prolific Interactive

Mobile App Marketing Course

There is never a bad time to learn something new and broaden your knowledge, especially in this digitalized era, when there are tons of sources on the internet to learn new things. If you are interested in mobile app marketing and decided to do your app promotion by yourself, here are some sources that offer mobile app marketing courses online: Udemy and Udacity. You can also check out this digital marketing course where you can find the basics and learn how to start your first campaign.

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Mobile Push Notifications: Understanding Benefits

Mobile Push Notifications

Back when smartphones were not nearly as popular as they are now, SMS used to be the preferred channel of communication for promotional and transactional purposes, as it was the only reliable option in terms of being able to connect with mobile devices. However, now that the vast majority of mobile device owners are smartphone users, mobile push notifications have quickly become the top channel along with SMS.

Push notifications on mobile are useful in catching the attention of customers, which makes it a decent way to disseminate promotional information and material. There are, however, two kinds of such notifications—push notifications and push messages. The former acts like an alert that serves to notify the user that there is an in-app message, whilst the purpose of the latter is to direct you to a specific in-app page.

How Mobile Push Notifications Work?

If you own a smartphone—regardless of its built-in operating system—you already have a vague idea of what a push notification is and how it works. But let us delve a bit deeper into it and explain how it works in a bit more detail. Push notifications are sent to inform the app user that they have received an in-app message (could be from the app itself or another user). When you first install an app on your mobile phone, upon the initial use of the said app, you get a prompt asking whether or not you want to turn on push notifications.

So there is a clear opt-in/opt-out system in place, leaving it totally up to the user’s choice if they want to receive a notification. However, there are apps that have this feature turned on by default, so the user has to turn it off manually from the settings. Some apps also give you the opportunity to use the push notification option to respond to an in-app message or complete action of some sort. Last but not least, push notifications have a character limit which they cannot extend, so they are by design short and concise, and rarely—if ever—feature photos.

Mobile Web Push Notification

Push notifications on mobile almost exclusively come from installed apps or the main OS. On the other hand, web push notifications come solely from mobile web browsers and even that depends on whether the website you are visiting has a web push code built into its script.

Mobile web push notifications are mostly used by websites that do not have their own mobile app. Thus, in a way, they try to replicate the system using a web browser and reap the same benefits of push notification without having to create an app for it. And unless you close your web browser, regardless of what website you are on, you can still receive a web push notification from a website (if the tab is still open that is).

WordPress Push Notifications to Mobile

Around 43% of all websites on the Internet use WordPress, half of which are hosted by WordPress servers. This means that if you have created or use a website through WordPress, you can install readily available plug-ins to take advantage of push notifications. With the help of the plug-ins, WordPress websites can send push notifications to both Android and iOS devices for real-time communication. Here is a list of some plug-ins for consideration:

  • OneSignal
  • PushEngage
  • PushScrew
  • PushAssist

You can additionally refer to WordPress’ own plug-in, called “Push Notifications for WordPress (Lite)“, which is completely free of charge contrary to third-party services. The benefits of WordPress’ native plug-in are the following:

  • No charge for delivery
  • Instant notifications
  • Powerful APIs
  • Allowing users to configure notification preferences
  • Native support for Apple Push Notification Service (APNS) and Firebase Cloud Messaging (FCM)

Mobile Push Notifications Advertising

Advertisers were quick to realize the amount of potential that there was in push notifications to use it for promotional purposes. Therefore, the system naturally evolved to be best utilized as an advertising channel. Now a lot of apps send ads in the form of a push notification. Although it is not nearly as effective as can be assumed (push notifications have a click rate of 7.8% on average), it is an additional channel advertiser can use to get their message through.

With that said, there are strict guides (more like unspoken rules) on how to use push notifications for maximum efficiency—such as including few of a words as possible (push notifications with fewer words have higher click rates) and not sending too many push notifications at a time (ideally not more than 2-5 notifications per week).

If the latter is pushed to its limits, people will simply turn off push notifications and you will not be able to get to them anymore. When a lot of push notifications are sent in a short span of time, people associate it with spam and are more likely to be looking to get rid of them—around 46% of mobile users turn off notifications when the number of push notifications they receive exceeds five per week.

But that should not necessarily stop advertisers from using push notifications as a channel. A lot of people report that they find push notifications to enhance user experience and keep them informed.

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Mobile Affiliate Marketing Essentials

Mobile Affiliate Marketing

The number of mobile device users globally has risen substantially ever since smartphones became popular. It was not long ago that mobile device users overtook desktop users in numbers and the gap has only got wider from that point forth. This has mostly affected the e-commerce side of things—in the United States alone, experts estimate that more than 50% of e-commerce will be done via mobile platforms by 2021.

Affiliate marketing—the basic premise of which is one party promoting the products or services of another party in exchange for a cut in profits—has quickly evolved to incorporate mobile platforms into its practice, a category called mobile affiliate marketing. With mobile device users constantly increasing, affiliate marketing in mobile is all about establishing a presence in that platform too. The purpose is to use the growing number of users, all of whom are potential customers, to their advantage. In this guide, get a comprehensive look at what it is, what makes it work, how it differs from traditional marketing and ultimately the best programs available.

How Does Mobile Affiliate Marketing Work?

As is the case with affiliate marketing, the mobile equivalent works in the same way in that a company that sells products or offers certain paid services uses an affiliate (usually another company or an influencer) to promote said products or services for a commission. In other words, the affiliate puts an ad on their website/platform, customers see those ads and click them (which may or may not lead to a sale), and ultimately conversion rates are tracked to see how effective the process was and to determine sales rates. Based on the final data, the affiliate receives a portion of the money its own customers spent on the promoted product/service.

Obviously, the line has got blurrier but mobile affiliate marketing meaning, in essence, is affiliate marketing targeted at mobile devices. Same practice, different platform. In the end, it is that simple. There are many platforms called mobile affiliate networks, which help both sides to find each other.

Simply put, these networks have a huge amount of daily traffic that they can offer to advertisers. The huge traffic is a major appeal to advertisers who can choose to publish and monetize their ads on those networks.  It sounds counter-intuitive but the mobile platform, as far as affiliate marketing is concerned, is one that has not been over-saturated with competition yet. On the contrary, there are only a handful of great affiliates on the mobile platform worth their salt, which creates issues from a supply-demand perspective. This is not the case with its desktop counterpart, though it is what makes affiliate marketing on mobile phones so advantageous currently.

Mobile Affiliate Marketing Definition

As established before, mobile affiliate marketing is when a company that is in the business of selling products or services finds an affiliate who promotes the other company’s products or services and gets a share of the sales in return. Mobile affiliate marketing is exclusively directed towards mobile device users and uses tools and platforms specifically designed with mobile platforms in mind.

Mobile Affiliate Marketing vs. Traditional Marketing

Both marketing methods share some elements in common. The end goal is to advertise something and sell it to a client. Traditional marketing on the internet works in various degrees. At times it is effective, other times not so much. There is a certain level of uncertainty that advertisers have to work with any time they choose the traditional methods.

Traditional website marketing has two main tools—Pay Per Click (PPC) and Search Engine Marketing (SEM). PPC is by far the easiest one to set up and run. It is also far easier to track as the data is readily available. However, a major problem with PPC is that only 35% of the ads run by this method are seen. The rest is kind of ignored as they vanquish into oblivion in pages that do not see much traffic. SEM, in comparison, provides desirable conversion rates and great results instantly. The drawback it suffers from is that once keywords become hot, it gets increasingly expensive to run ads through them.

Compared to traditional marketing, mobile affiliate marketing—albeit very much having the same purpose—offers new solutions to existing marketing problems. The level of uncertainty—which can be attributed to people being suspect of advertised products—is mostly gone, as advertising is done through an affiliate which creates some form of initial trust between the client and the product. Think of it this way—would you buy a certain product trusting an ad or someone who you know recommending it to you?

The answer is obvious. Word of mouth and initial impressions matter. An Internet influencer, who serves as an affiliate in this context, has the necessary following and goodwill among people to endorse your brand in a positive light. And people are more likely to purchase a product to which they are referred rather than through a traditional ad.

Most importantly, from a business perspective, it makes sense to engage in mobile marketing as you pay for advertisements only when they convert into results. In other words, you do not pay for people to see your brand, you pay when people buy from your brand. This benefits both the advertiser and the affiliate.

Affiliate Marketing for Mobile Apps

Affiliate marketing with mobile apps is gaining traction all over the world. It makes sense, really. The mobile app market is on a tremendous growth trajectory. Millions of apps are downloaded on mobile devices every day and many more millions are spent in them. Using this opportunity for affiliate marketing is a logical step that advertisers use.

It is not as invasive as other advertising methods and benefits all parties included. Affiliate marketing on mobile apps allows app creators to gain revenues from their apps without distracting their own users with third-party ads. Most of the time, affiliate marketing uses relevant and appropriate ads to the customer for the best results. This allows for strategic partnerships to be formed where both the advertiser and the affiliate benefit mutually.

Moreover, you can cut down on marketing costs by using affiliate marketing on your own apps. Using referral programs you incentivize your customers to bring in new users for your other apps.

Mobile Affiliate Marketing Programs

There are a lot of great mobile affiliate marketing programs on the Internet that you can use to improve your business marketing strategy. The following list that we compiled highlights some of the best programs out there.

  • Apple App Store Affiliate
  • Amazon Mobile Associates
  • Mobidea
  • TrafficShark
  • Yeahmobi
  • ClickDealer
  • Groupon
  • Ebates
  • Cash App
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Mobile Marketing: Definitive Guide

Mobile Marketing

Since its first emergence in the post-industrial corporate world, marketing has gone through many changes, with its practice constantly evolving to better adapt to an ever-changing environment that is our modern world. Its latest step of evolution, which for practitioners comes as no surprise considering the hasty development of technology, is mobile marketing.

With the population quickly shifting from traditional desktop computers to mobile devices—which include but are not limited to mobile phones and tablets—it is only logical that mobile marketing would become the primary tool for marketers to use. In its inception, it was regarded as the platform of the future—except the future is now.

Contrary to their counterparts, mobile devices are incredibly unique in that they combine all the features other technological devices have to offer, and some more, in a single package. Mobile devices have grown to command a dominant share of the market. More than half the population of the world has access to the Internet (about 4.4 billion), of which 3.98 billion are unique mobile Internet users.

As of 2019, mobile Internet traffic accounts for 47.96% of the total Internet traffic globally, with the number of mobile Google search queries having finally overtaken desktop search queries in 2018. Due to this fact alone, most traditional marketing methods have become ancient and no longer yield the same results as they did before.

To better understand the importance of mobile marketing in the context of marketing, it is currently only second to TV in global advertising expenditure (US$180bn and US$192bn respectively) and is comfortably, if not outright, ahead of desktop advertising—the expenditure of which totals US$88bn, twice less. Given its 30.5% market share and the current growth rate (21% per year on average), experts project mobile advertising to overtake TV advertising by 2022, with expenditures estimated to reach US$243bn.

All things considered, mobile marketing has become an essential part of marketing and is evidently here for the long haul. Neglecting it or failing to incorporate it into your general marketing strategy means you will fall so far behind your competitors, recovering from it will be a monumental task.

What is Mobile Marketing?

Mobile marketing is no different than any other type of marketing. At its core, it is the same practice, just on a different platform with little tweaks here and there. Mobile marketing definition can vary slightly from source to source, but its meaning is essentially the same. Mobile marketing is a type of marketing that uses multi-channel digital platforms to target and reach people using phones, tablets and/or any mobile device. This is done via social media networks, applications, websites, email or SMS/MMS.

A subcategory of mobile marketing is mobile advertising. Mobile advertising definition is much simpler in comparison. Put simply, it is advertising via mobile phones or other mobile devices. In contrast to mobile marketing, mobile advertising is the leading form of advertising. Its market size is over four times bigger than that of desktop and laptop computers.

Benefits of Mobile Marketing

Internet users are making the switch from desktop computers to mobile devices. It is only fair that marketing shifted its attention to that platform too. The data referenced above, if nothing else, shows that the mobile device market with its sheer enormity is one that marketers and businesses alike can and should tap into. This in and of itself is the biggest benefit of mobile marketing—its possibilities and opportunities are practically limitless. However, the advantages of mobile marketing do not stop there.

The following list shares some of the main benefits of mobile marketing to help you gain a better understanding of how it can help you advance your marketing strategy and provides mobile advertising solutions to existing marketing challenges:

  • Market Growth

The mobile advertising market is constantly growing, with increases in mobile devices and mobile Internet users seen every year. Moreover, the time spent on mobile devices has risen exponentially too. Most of this time is spent on social media platforms which have become insanely popular among Internet users, millennials especially.

These factors, along with a couple of others, drive the growth of the market. “Why is this a benefit?” you might ask. Well, as a marketer or a business developing a marketing strategy, you need to focus on platforms that are doing well and experience steady growth because that is where your target audience is. And not only does the mobile device market excel at this but also it has no shortage of users that you can potentially turn into your customers.

  • Great Outreach

No other form of marketing comes even close to mobile marketing as far as general outreach is concerned. The prevalence of mobile phones makes people who use them readily available at any given time and place. Mobile device users can be reached in an instant since they have both Internet connection and cellular reception: the latter is useful to reach your target audience through SMS or MMS messages in case they have no Internet connection.

This is an advantage over desktop users, who need to be connected to the Internet to be reachable. The limitless range of mobile marketing offers provides businesses and other corporations alike an opportunity to transcend geographical and technological barriers, and reach even the most distant audience.

  • Instant and Trackable Results

A lot more people carry/own mobile devices than desktop computers for obvious reasons; they are cheaper than traditional computer setups, more mobile due to their size which means people can carry them around with them and are generally much more convenient to use.

People almost always have their mobile devices on them, so whether you are sending an SMS or a push notification, the delivery will be instant and you will immediately see the results. The data is also trackable which is ideal to better understand and analyze customer behavior. This is particularly helpful if you want to create buyer personas as part of your marketing strategy.

  • More Exposure

If your content is good, your marketing material will reflect that through more exposure, which comes at no extra cost or effort from your part. Mobile devices, coupled with social media’s rise in prominence, have given birth to a new phenomenon that is viral marketing. Viral marketing, unlike other marketing methods, is a marketing strategy that—whether by careful design or a simple act of fortune—spreads itself like a virus and gets the people talking.

The idea behind it is that it is the people who choose to share the content, therefore making it viral, and not the company behind the content. A socially-relevant, carefully designed marketing campaign that has a strong message that people can relate to will achieve just that. Viral marketing will not only circulate your content rapidly but will also amplify its message. Best part? You will not need to spare any more effort or expense if you find yourself fortunate enough to be in this position. Your audience will take care of that for you.

  • Real-Time Engagement

Mobile device availability means your users are constantly active/online. Your campaign reaches them the moment you send it out. You can use this to your advantage to create and facilitate customer engagement. The more your target audience is engaged with your marketing campaign, the better results you will see.

It is possible to start direct dialogues with your customers by means of surveys and messaging and build a customer feedback loop which will only serve to improve your marketing strategy and standards of service. The simple and customizable nature of mobile content, additionally, gives you an opportunity to personalize your messages for specific target audiences.

Disadvantages of Mobile Marketing

With all its benefits, advantages and marketing opportunities, mobile marketing has its fair share of disadvantages that you cannot gloss over when developing your strategy. Although the advantages far outweigh the disadvantages, it is always good to be aware of the issues you may be facing and work for solutions to mitigate the potential negative effects.

  • Platform Diversity

A key issue in mobile marketing that marketers have to overcome all the time. Mobile devices come in all shapes and sizes, the operating systems (OS) are different and standards vary from brand to brand.

This is a big disadvantage over desktop computers, where the size or the shape of the computer has no bearing on its functionality. Your marketing campaign should take into account the diversity of the mobile platforms, therefore be optimized to curate to all devices as smoothly as it can. It is a difficult task but not completely impossible to manage.

  • Mobile Device Navigation

mobile phones have small screens, even the ones that are considered huge by traditional standards. And even though most people have already got the hang of it, navigating through them may not be as easy as it seems.

The lack of a mouse-keyboard combination, as well as the small size of a display screen, are what make navigation somewhat difficult for people. For this reason alone, social platforms more often than not prioritize display functionality over anything else, which consequently impacts advertisers negatively—ads or commercials sometimes go untouched or unnoticed.

  • Privacy

In light of recent scandals of privacy violations by big corporations, people have become weary of their privacy rights. Mobile marketing is always in the grey area in that regard because it is in the business of collecting or tracking user data.

Crossing the line can cause irreparable reputational damage. People want their privacy to be respected, so that should be one of the aims of your marketing campaign—offer clear ways of opting out if people no longer want to receive marketing communication from you.

Mobile Marketing Strategy

You have a huge company that is successful in its own right. Whatever marketing tactics you employ as part of your bigger strategy works. You are content with the kind of results you are getting. And it is only natural you are wondering “Why does mobile marketing strategy matter?” and why you need a strategy at all; after all, you can just do more of the same marketing on mobile platforms. The answer is simple—even though success is a reality, its effects are only temporary. The mobile advertising market is a fast-growing environment and if you are not quick enough to claim your share, you will be fighting for scraps in the future.

Whether you are starting from scratch or revising your marketing strategy, it is necessary to get the fundamentals down. If you want your marketing campaign to succeed, you have to carefully plan your strategy.

Mobile marketing is one of the best ways to reach a broader audience. Mobile device users are plenty and diverse and can be accessed anytime, anywhere. The implementation of the right components into your campaign can help you reach the right target audience at the right time.

Your mobile marketing strategy should not necessarily be completely different from your general strategy. However, it will need heavy optimization to fit mobile platforms. Your current marketing campaign may be airtight in terms of how it looks and performs on desktop computers but you best believe it is nothing more than a hot mess on mobile devices if you have not done your due of optimizing it.

Optimizing your company website and its landing pages is a good start. Heavy websites take a lot of time to load on mobile devices and the duration of the time plays an important role in whether or not the customer will be willing to give your website a chance. In addition to minimizing the load time, make sure to streamline your website design for better performance on mobile platforms. Mobile-friendly websites have a high rate of customer retention and conversion rate and do not decrease customer satisfaction or page views.

Still hesitant about upgrading your websites to make them more mobile-friendly? Well, if you ever want your website to appear on Google’s search results—preferably on the front pages—it is not only encouraged but also stipulated by Google’s “Mobile-First Indexing” conditions introduced in 2015 (failure to comply with the new standards results in a 50% traffic reduction penalty by Google).

Since then, 70% of the websites appearing on Google’s search results have been optimized to be mobile-friendly. You can choose to ignore the mobile-oriented aspects of your website but be ready to face the consequences when other aspects of your marketing strategy suffer because of negligence on your part.

Another important way of enhancing the effectiveness of your mobile advertising strategy is to create ideal client personas (ICLs) or, in other words, buyer personas. When you know what your ideal target audience looks like, what they look for and which platforms they use, you can adapt your mobile marketing strategy to reflect that. And you can optimize your campaign to target them at the exact places you intended.

Some websites, the likes of which include Instagram, are better optimized for mobile devices and are predominantly used by mobile users. Research what kind of content works best on those platforms—and the level of effectiveness it has in terms of user engagement—and try to adjust your campaign based on that data in order to make full use of that channel.

Another important part of your strategy is what, in marketing terms, is called call-to-action (CTAs). Call-to-action is important because it communicates the main message your company is trying to disseminate. While this does not require special treatment on desktop computers, or other traditional marketing methods, it has to be completely revamped for mobile devices.

Due to the limitations of smartphone capabilities (physical limitations strictly), your CTA has to be simple in terms of functionality—it should not require many or complicated steps—and should be fairly visible/accessible. Remember that a CTA is an invite for a potential customer to explore your brand which ideally, for your company anyway, should lead to a sale. Make sure to keep things simple to make potential customers feel at ease and not overwhelmed.

Mobile Marketing Campaigns

A lot of big corporations have already caught up with the advantages of using mobile platforms to further their marketing efforts. Mobile advertising campaigns, as a result, are getting more creative by the day, utilizing unique ways of generating and engaging customers. Some can claim that it is the golden age of mobile marketing and that there is no better time to capitalize on it to see continual growth for your business.

While you may already have an idea in mind for your own mobile advertising campaign, here are a few examples of successful campaigns that will give you a better grasp of what made them work in the first place and what lessons you can take away to improve your campaign.

  • Redbox

In 2017, Redbox came up with a creative idea to drive up their sales figures.

Using SMS marketing, they started a campaign called “The 10 Days of Deals” where customers were required to send text messages using the keyword “DEALS” to their service number. Customers were incentivized to participate in this promotional campaign by getting a chance to win discount coupons in the 10 days the campaign was in action which they could then use to place orders from the company. The company managed to engage almost 400,000 customers, generating 1.5 million SMS messages.

  • Ford Motor Company

Another company that fully embraced SMS marketing was Ford Motors. With the release of their new car models Escape and Taurus on the horizon, Ford decided to promote them through customer engagement by means of mass text messaging. People who were interested in the cars could send a text with a designated keyword to Ford and they would receive more information about the cars.

Ford also made sure to make follow-up calls to its customers inquiring about their personal information and gauging their level of interest. The acquired data resulted in 15.4% conversion rate, which was a huge success for Ford.

  • National Wholesale Liquidators

Customers were offered 5$ discounts for their purchases through this company if they agreed to opt into their mobile marketing campaign. Not only did this result in building a customer base of 50,000 people but also follow-up research on the campaign found that customers who subscribed to the service spent 80% more on purchases than those who did not. In principle, the campaign was deemed a great success and would not be possible without mobile marketing in place.

Mobile Advertising Platforms & Networks

By this point, we have already established how widely used mobile marketing is and its advantages. Like most digital forms of marketing, if you truly want to gauge the impact and efficiency of your mobile marketing campaign, industry-standard tools are a good place to start. There are plenty of options you can choose from as far as mobile marketing software is concerned.

The ad tech industry was quick to respond to the changes in the marketing world, and a lot of ad networks quickly developed state-of-the-art mobile ad platforms for marketers to use. You can use these platforms to better integrate advertisements into the mobile sphere. The ad networks also provide you with an opportunity to monetize your ads.

Most platforms/networks are identical in design and functionality, providing all the foundational tools you need for your marketing campaign. Depending on what kind of marketing you are looking for, you can always find an option that best suits you. Some tools are great for aggressive advertising which is a great short-term solution if you want the most impact. Some are less intrusive and use subtle ways of advertising, which is great if you are thinking of long-term results.

With that said, here is a list of networks you can refer to if you want the best mobile marketing software:

  1. Media.net – widely regarded as the most credible and trusted network by advertisers. It provides unique tools to work with and has one of the best track records in the industry in terms of results provided (extremely high conversion and sales rate).
  2. AdMob – Google’s own ad network which provides flawless functionality and makes the process of mobile integration fairly easy and customizable. Google has one of the best online advertising platforms in Adsense, so it should come as no surprise that their mobile counterpart is on par quality-wise.
  3. StartApp – if you want immediate results and higher revenue rates, this is the ideal platform to use. StartApp uses interstitial advertising which, in simple terms, is when advertisement momentarily appears between the sections of your webpages or mobile apps. It is one of the more aggressive advertising methods but guarantees good results.

You can additionally find similar platforms for SMS marketing. In order to fully realize the potential of SMS marketing, you need to use software. Sending bulk messages to a mass of audience is made easy through such platforms which give you the necessary tools to work with, such as customization of messages, contact lists, and etc.

Types of Mobile Marketing

Mobile marketing boasts incredible diversity in the tools it offers. The different types of mobile marketing can either be used in conjunction with others or standalone. However, all can guarantee positive results in one way or another. The main types of mobile marketing which are most commonly used today are (lists courtesy of Strategic Growth Concepts and Simplexity Marketing Group),

  • SMS/MMS Marketing
  • Mobile Applications
  • Mobile-friendly Websites
  • Quick-Response Codes (QR scancodes)
  • Mobile Wallets
  • Location-Based Marketing (using GPS technology)
  • Mobile Banner Advertisements
  • Voice Marketing

Mobile Content Marketing

A key component of mobile marketing is content. It should take the center stage of any strategy you develop and be the first thing you pay attention to. It is not simply about adjusting your usual marketing content to fit on mobile screens but rather creating mobile-centric content from the ground up. The content needs to cater to the audiences’ needs. And that does not include responsive needs, such as design re-adjustment for mobile platforms. Although it is mandatory, people have come to associate mobile marketing content with that function only, failing to understand that mobile users are interested in a different kind of content.

With that said, let’s get to the basics. The format of your content has to be changed if you expect it to succeed on mobile platforms. This assumes shortening your content by a good margin. Have a lot of information? Do not write long paragraphs. Try to be concise, include the main, key points through bulletins and go for headlines that grab the attention of the viewer.

This makes your content accessible for people who are in the rush and have a short attention span. Use imagery that is not heavy and loads quickly on mobile devices. Remember that people only have so much time on their hands before they run out of patience and close your webpage/app due to extensive loading times. Also, consider using relevant keywords. Search engines on mobile platforms are optimized to search for information using keywords.

For audiovisual content, again make sure to trim down the duration as much as you can. This does not mean cramming all the information into a one-minute video that you would otherwise include in a 10-minute video. It is key to understand what is important and what can be left out. Due to people’s ever-shortening attention span, you only got limited time and you have to make clever use of it. This is what separates successful content creators from the crowd—they have mastered the craft of meeting people’s needs.

Mobile SMS Marketing

SMS marketing is one of, if not the most reliable marketing methods. It is cheap, cost-effective and delivers steady results. It also has the biggest outreach in that everyone with a phone is a potential target for this form of marketing. So what is SMS or mobile text marketing? In short, it is a channel through which companies can send promotional messages to customers through bulk texting.

Mobile Video Marketing

The latest growing trend in mobile marketing is mobile video marketing. This is especially the case on social media, where writers are being replaced with video editors. There is a lot of demand for visual content. The reasons are simple, people find audiovisual content more entertaining and engaging. It also helps that consuming information through videos is much easier for people than in any other way—what’s more preferable, a long and detailed article about a certain topic or a video explaining the topic of the said article in a minute? The answer is clear and is the reason why everyone tries to capitalize on mobile video marketing.

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Mobile Marketing Strategy: Complete Guide

Mobile Marketing Strategy

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 the mobile-first strategy should be your top priority. Besides, studies show that people regard brands that have a 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 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 the 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 a highly important and effective factor for customer engagement and the 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 audiences. 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.

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 surveyed 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.

Text-based Content

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.

Photographs

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, attractive, fast and convenient is essential.

Video Content

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.

App marketing plan 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:

  • Acquisition

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.

  • Interaction

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.

  • Retention

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 sites 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.

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Mobile Marketing Trends in 2020

Mobile Marketing Trends

Marketers are constantly putting efforts to discover new and profitable channels for reaching out to customers. With the increasing number of people using smartphones, mobile marketing revolutionizes the traditional ways of enticing customers and becomes a hot marketing trend. So it’s essential to know what are mobile marketing trends for successful digital marketing strategy.

Mobile devices are now an integrated part of our lives. In the decade of smartphones, the prevailing majority of people spend a full quarter of their day on their mobile devices. That’s because people prefer to access all the data on the go. So, for example, one type of mobile marketing, SMS marketing is allowing you to put marketing messages directly into the hands. This is what mobile marketing is all about.

It’s now proven that businesses adopting mobile marketing into their digital marketing strategy have better chances to rank high among customers. This gives the marketing trend-watchers a firm ground to come up with the following recommendation: go mobile or go home. But before we dive deeper into 2020 mobile marketing “adapt or die” trends, let’s take a brief journey back and see how mobile marketing thrived over the years. Here are the key trends in mobile marketing from 2015 to 2020.

Mobile Marketing Trends in 2015

Mobile Marketing Trends in 2015

Following over 25% growth of smartphone usage in 2014, mobile marketing took a long leap forward in 2015. The preceding year also was notorious for striking the number of online security branches that affected mobile users as well. Thus, the key mobile marketing trend of 2015 became security, infrastructure, and overall blocking and tackling. The second important trend was the big shift to mobile payments.

Mobile Marketing Trends in 2016

Mobile Marketing Trends in 2016

The dominance of mobile over desktop became more apparent during 2016. The biggest trend, however, was the increasing volumes of mobile ads. The global mobile advertising market surpassed $100 billion in spending and accounting for more than 50% of all digital ad expenditure in 2016.

Mobile Marketing Trends in 2017

Mobile Marketing Trends in 2017

The mobile marketing went on revolutionizing the overall digital advertising landscape In 2017 as well. Location-based marketing became the main trend of the year. Brands began the shift towards location-based marketing as it enabled them to provide relevant content based on a user’s geolocation.

Mobile Marketing Trends in 2018

Mobile Marketing Trends in 2018

The video was already a significant part of mobile marketing but it reached its peak in 2018. Parallel to the improvement of the mobile network, video consumption recorded steady growth becoming the most consumed form of content across the devices. Automatically starting videos without a sound took the mobile marketing arena that year. Starting a video marketing campaign was one of the best mobile marketing practices in 2018.

Mobile Marketing Trends in 2019

Mobile Marketing Trends in 2019 and 2020

Augmented reality and artificial intelligence are the recent trends in mobile marketing right now. Big companies already use AI to understand the user’s behavior on the basis of their previous searches and recommend relevant mobile marketing ads. Augmented reality, in its turn, gives companies the ability to layer on data and computer-generated graphics on top of videos, photos, and ads.

What’s on the horizon of mobile marketing in the upcoming years?

What do you think will be the next big trend in mobile marketing in the future?

It’s all a matter of time!

Mobile search trends

Did you know that mobile devices account for over half (57%) of all organic search engine visits? Whereas, 40% of people search only on a smartphone. Google drove 95% of all US paid search ad clicks on mobile. For a better insight of mobile search current trends, let’s see the numbers below.

  • 88% of consumers who search for a local business on mobile, visit or call the company within 24 hours. (Source)
  • 3 of 4 mobile searches trigger follow-up actions.
  • 55% of conversions from mobile searches occur within an hour. While 81% of conversions take place in 5 hours. (Source)
  • The prevailing 72% of mobile searches belong to the food and beverage industry.
  • 68% of mobile searches are directed to the health industry.
  • The same percentage of searches people allocate to sports.
  • News and media, lifestyle and automobiles get over 60% mobile searches.
  • 52-56% of users search for travel and retail on mobile devices.
  • 42-48% of mobile searches account for real estate and entertainment.
  • Banking services get searched by 39% of mobile users.

Mobile video marketing trends

Nowadays, consumers hope for content that’s live, on-demand and relevant. Not surprisingly, videos are on the rise. According to Cisco, a video will make up 80 percent of all internet traffic by the end of 2019. Consequently, mobile video consumption is flourishing rapidly. Read on to learn about the latest trends in marketing with mobile.

  • Vertical video: In the mobile-centered world, vertical video rules the trend and is expected to keep growing. When the vertical video was at its peak popularity, mobile video views only accounted for around 14% of all video views. By the first quarter of 2018, that number had risen to a phenomenal 58% and it continues growing.
  • In-App Video Ads: The shift to in-app video ads is already there. Forrester’s forecasts that 78% of all mobile video advertising spend will be in-app during 2020.
  • Live Streaming Video: With Instagram Live, Facebook Live, live video streaming is up, up, and one more time up in 2020. Companies live-stream major events, show off new products, organize webinars to create more direct communication with customers.
  • 360-Degree Video: Mobile marketing is level-upped by 360-degree videos that give people a more immersive view opportunity. It allows views to feel completely involved by exploring every part of the environment displayed. They can view up, down, left, right, or behind.

B2B Mobile Marketing Trends

It is a well-known fact that B2C companies benefit from mobile marketing greatly.

But is it true for B2B mobile marketing?

The answer is “YES”.

Business-to-business buyers spend more and more time on their mobile devices for work. Here’s a list of B2B mobile marketing trends that shape 2020:

Mobile Content is the King

Every marketer knows that content is the king. The same rule applies to mobile content too. The right, engaging and optimized content is the leading trend for B2B mobile marketing. So, marketers allocate significant time and resources to have a winning mobile content strategy.

Visual Content and Videos

Graphics and videos are an engaging method in B2B mobile marketing to entice more clients. Content Marketing Institute reveals that 54% of the consumers want to see more visual content from a company they do business with.

Artificial Intelligence and Hyper-Personalization

Artificial intelligence breaks through B2B mobile marketing faster than the speed of light. It becomes a leading trend in B2B mobile marketing. AI helps B2B marketers to understand customer behavior and adjust their mobile marketing strategy to their needs. B2B companies integrate AI technologies into their mobile marketing campaigns to provide more personalized offers and thus, increase traffic and boost revenue.

Mobile App Marketing Trends

Mobile app marketing mainly focuses on catering to the needs of consumers through the means of mobile apps. Let’s move directly to the mobile app marketing trends that highlight 2019. Embrace the app trends and grow your business by making the most of mobile marketing!

Chatbots

Chatbots made their way into mobile in 2018. The worldwide chatbot market is expected to grow to 1250 million US Dollars in 2025. So, do not miss out on the trend!

Mobile Wallets

Mobile commerce has become a preferred shopping method for the majority of people. Consequently, mobile wallets that provide secure encryption are among mobile app trends of 2020 (learn more here).

On-Demand Apps

With businesses embracing the on-demand strategy, the on-demand app sector becomes trending as ever. The revenue of the on-demand app industry was $14 billion in 2014, while it is expected to reach 335 billion by the year 2025.