As the world moves toward tablets and smartphones and away from desktop computers and laptops, more companies are getting serious about their mobile marketing strategy.
Already exceeding newspaper, magazine, and radio ads, mobile advertising is taking up an increasingly large chunk of companies’ ad budget. TV and desktop ads still lead in advertising dollars, but mobile is taking giant strides. Even as mobile ad budgets increase, however, little attention is directed to mobile marketing strategies. With growing competition in nearly every sector, it is more important than ever to have a marketing channel dedicated to driving customer engagement, and in turn, sales.
Here are five ways to boost your mobile marketing plans and strategies.
1. Use data to inform your mobile strategy
It is tricky to target users repeatedly since no cookies are stored in mobile. But mobile id with relevant mobile data can open up opportunities for online marketers. You can draw on information based on location and even stream relevant messages through different channels, including in-app messages and push notifications. Relevant data provides insights into the target demographic. However, it is essential to have the right tools to analyze the data and then act upon it.
2. Use a seamless layout
It’s important to start a mobile marketing strategy with a strong mobile website design process. Most mobile users have neither the time nor the patience to navigate through cluttered menu options.
- A simple, seamless way to access information is important to retain the audience.
- Some sites have a one-step process that helps users contribute. Banking apps should also ensure that the user can complete their intended actions within a few clicks.
- Seamlessness matters. Messaging apps, for instance, have interactive notifications so that users can take action easily and even share content easily.
- Restaurant apps must offer seamless ordering and payment features that will allow users to go through their orders in advance.
3. Have a continued engagement strategy
Too many app developers consider app installation the end of the line. In fact, getting users to download and install mobile apps is just the beginning — you must have a plan in place for continued engagement. For the app to work for both your business and your customers, users must want to come back.
It is important that new users feel welcome, so segmenting them by usage helps tailor messages to the best intended audience. Some popular apps use push notifications to promote in-store sales, for example.
Analyze your content, and then decide on delivery methods and provide a constant flow of updates. The textPlus app, for example, sends users a popup that explains its benefits and guides them through the process.
4. Make sure your content is concise
It is important that your content be concise and precise — users will abandon the page if it requires too much scrolling. Studies show that reader interest dwindles if content is not on point or is too lengthy. Pull in your audience with a short crisp headline, and make sure the rest of your content “packs a punch” in just a few lines. If you must have longer content, break it into paragraphs or bullet points to make it easy to read.
5. Use visuals to attract attention
Remember: A picture is worth a thousand words. Implement that idea in your mobile marketing strategy.
- Recent studies indicate that visuals and visual components help greatly with purchase decisions.
- Use of infographics and videos has increased drastically recently. These visuals help users consume data easily and thus can be used to engage the audience.
- To attend to a “mobile-first” audience, you should use interesting elements to engage. Connections through visuals have far-reaching impact.
- Mobile apps have always been preferred over mobile sites. Shaping your marketing strategy through a visual app goes a long way toward capturing user attention and driving engagement.
These five basic ideas will help you start to drive your mobile marketing strategy, but it is important to personalize your strategy based on your business rather than blindly following successful patterns. A mobile-first strategy also means that you must have an active online presence. A strong social media identity goes hand in hand with your mobile marketing strategy, and can do wonders to help your your marketing efforts succeed.
Want more customer-focused strategies? See 4 Ways to Make Customer Experience the Heart of Your Business.