Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”.
To improve your mobile marketing strategy, the following pointers must be kept in mind:
• Responsive Design – The need for a responsive site depends upon your specific business or website, as well as budget. It may well be worth it to “go responsive” if your site is heavy on visuals, videos, products, and mobile traffic analysis helps you make these tough decisions. On which devices are users accessing your site? Which operating systems are the most common among your site traffic? Are more users visiting your site on smartphones, or on tablets? What is the overall ratio of mobile to desktop traffic? You can glean much of this information through analytics software or programs. Consumers behave different on smartphones and tablets, which have differing functionalities and capabilities. Marketers need to analyze behavior and experiences across the entire purchase funnel to understand the best move for web or app design.
• Integrate with social media – According to First Data, an online payment system provider, 81 percent of smartphone users check social media to read reviews before making a purchase. Marketers who have integrated their mobile program with customer reviews and social media sharing buttons for Facebook, Twitter and Pinterest are reaping the rewards. Amazon and Etsy are two examples.
• Create seasonal engagement programs – Seasonal programs keep consumers engaged with timely content. Take Starbuck’s holiday SMS program, which offered subscribers holiday specials, weekly offers and cheerful holiday messages.
• Offer value – Marketers, including Amazon and Modcloth, are using mobile to send customers alerts or transaction confirmations when wish list items go on sale. What’s more, according to Visual.ly, 90 percent of consumers who have joined mobile loyalty programs feel they have gained value from them.
• Notice Patterns – When and how users view your content on mobile affects a number of decisions — everything from the length of your videos to where you place certain content. Tracking behavioral patterns and page flow among mobile users informs your decisions for many of these adjustments. Noting the metrics surrounding certain behaviors — such as time spent navigating the site or watching videos — also provides valuable insight into how to tailor content to smartphone and tablet users.