Mobile devices are no longer a luxury, they are a necessity in modern life.
Since 2008, we’ve seen mobile devices steadily evolving with billions of devices shipped every year. The significant increase in usage of mobile devices opens a whole world of opportunities for businesses to collect and use data to promote their business to their ideal audience; in a personalised way.
Here’s the Fluid Ads Guide to mobile marketing, how it can benefit your business, how you can get started and some top tips that you need to know.
Mobile marketing is a type of advertising that is conducted when a business promotes its service and products by utilising modern technology to display ads on smartphones.
The most common types of mobile marketing are promotions via:
Mobile marketing strategies are a great method of marketing for businesses to utilise, as they can be more affordable to invest in and can target mobile users based on their online and real-world behaviour. Providing a mobile user has a mobile device that is connected to the internet, businesses can utilise mobile marketing techniques to advertise to that user.
For example, a mobile marketing strategy uses consumer behaviour to influence campaigns. If a company wants to target fitness enthusiasts, geofencing could be used to draw a digital fence around every gym in a certain area and then send display ads to mobile devices that enter the geofence.
This type of location based marketing can also be used by mobile marketers to lure customers away from competitor stores and into their own, by offering deals and incentives to people passing competitor stores.
Mobile marketers can also utilise data that shows when users check into a variety of messaging or media applications. The more frequently mobile users use apps, the more contact points marketers have available to use in their mobile marketing campaigns.
We all know mobile phones are used for a variety of everyday tasks in our lives; from managing our social life to making calendar appointments, checking emails and navigating around countries. This dependency provides a huge opportunity for businesses and yields a variety of benefits:
The good news is mobile marketing is extremely accessible, it doesn’t require any special technology or high-level mobile marketing skills to start, adjust and monitor campaigns.
Not only is it easy to create a mobile marketing campaign, it is also very easy to collect data, analyse and measure the success of the campaigns.
Mobile marketing is relatively inexpensive to start and can provide a business with excellent results, even on a relatively small budget. The great thing about a mobile marketing strategy is that it can be scaled to suit your goals and budgets.
In comparison to traditional marketing efforts, such as advertising on a television channel or a radio station, mobile marketing is much more flexible.
One of the best benefits of mobile marketing is that businesses can reach their target audience in real-time, regardless of where they are.
Among other uses, this allows businesses to take advantage of seasonal holidays by promoting products and services at strategic times. For example, companies who sell Star Wars related products could run a 2 week-long campaign prior to May the 4th.
Mobile marketing can provide businesses with numerous data points which can be collected and used to improve marketing campaigns and conversion rates.
By collecting and analysing data, businesses can measure the success of certain tactics and utilise the data to improve the effectiveness of future mobile ad campaigns.
With mobile usage expected to increase over the next few years, businesses can create a mobile marketing strategy, plan to upskill their marketing teams, and confidently invest knowing that mobile marketing isn’t going anywhere.
Whatever your marketing goals, mobile marketing can be used in a variety of different ways. Well thought out mobile marketing activity will increase touchpoints with your ideal consumer, it will raise brand awareness, support customer retention and create seamless onboarding experiences.
Furthermore, your mobile campaigns will enable you to learn about customers’ habits and behaviours, create opt-in content, share promotions and real-time updates, collect feedback, and so much more.
If you are looking to get started with mobile marketing, here are our top tips:
Whether you have an existing website or you are looking to create one, it must be mobile-friendly. Mobile phones are quickly overtaking desktop searches in most industries, so it is vital that your website has been built and designed ‘mobile-first’. Many businesses fail to realise that websites will not just automatically work on mobile devices.
Most web design companies can automate your website to convert its media when being used on a mobile device. Alternatively, you can create a plug-and-play version of your website to be viewed on mobile, or you can write the relevant computer code that will convert your website when it is being used on other devices.
If you don’t have a mobile-friendly website, all your mobile marketing efforts could be wasted as consumers may be directed to a site that is not functional or appealing.
User experience is paramount, so ensure your website is capable of converting ‘visits’ into ‘clicks’ . Consider the user journey from their perspective, what impression does your website make?
Digital platforms that have location based marketing functionality can have a substantial impact on the effectiveness of marketing campaigns. Being able to target your ideal audience base on their real-life movements is a very effective targeting option for most companies.
For example, a sports gambling company could use geofencing to target people who attend sporting events and send gambling related display ads to their mobile devices.
One of the biggest mistakes we see is businesses spreading their campaigns too thin by placing smaller ads on every platform they can find.
Here’s how to increase performance by displaying ads to mobile users who are the target audience:
This information is vital for creating impactful, specific and personalised marketing campaigns. Campaigns based on assumptions will inevitably be wasting a lot of time, energy and money by advertising in the wrong places, to the wrong people.
With this in mind, there will also be a period of trial and error. Use the data gathered from all marketing campaigns, successful or not, to learn, adapt and improve.
Research, research, research!
Which social media apps are popular with your industry and see what your competitors are doing.
Knowledge will play a key role in the success of your mobile marketing efforts and results. You might l choose to outsource the management of your mobile ad campaigns, but it is still a good idea to have a bit of knowledge on the fundamentals of mobile marketing.
Not only should you learn about the best practices and ways to get started, but you should also put yourself in the shoes of your target audience to really make the use of location based targeting options.
Check in to places, have a look at the kind of ads that you receive, conduct voice searches, use apps to make payments, and utilise any other features the platforms offer. Many platforms, such as Google, Facebook, Instagram and Fluid Ads have the functionality to start mobile marketing campaigns in minutes.
This will provide you with a great perspective on how users use their mobile device in their everyday life so you can design, create and launch more effective and lucrative mobile advertising campaigns.
Depending on the platform you use and the type of mobile ads you wish to display, there are different ways of buying digital media.
For example, some platforms will have a flat fee for running campaigns for a set number of days, whereas others will make you pay on a cost-per-thousand, cost-per-click, or cost-per-acquisition basis.
Understanding the most cost-effective payment method for your business will enable you to stick to and maximise your business budgets and create strategic campaigns that will generate a good return on investment (ROI).
We all know first impressions count! The Golden Rule in digital marketing is ensuring your ad campaigns are useful, relevant and provide value to your customers.
Your campaign should entice them to click on your ad, build trust and create a strong foundation for a long-term relationship. Ask yourself,
If you run multiple mobile ads that are irrelevant and don’t provide any value, your business will only become a nuisance to your customers and you could drive them to your competitors.
When people are using their phones, they tend to have a shorter attention span, consumers want, and need, quick and clear messaging. It is vital that you create concise mobile campaigns with a clear call-to-action, here’s how:
Customers need to know what the ad is for, and what is going to happen if they engage with your mobile ad. Without clear messaging, you will only create confusion, uncertainty and anxiety, which is not the way you want customers to feel about your brand.
By telling them what to expect and offering just that, you will build trust with the audience.
You can make your messaging stronger by avoiding vague words, weakening words and barriers. Use the language that your ideal customers use and link it to their customer personas.
Make sure you have a knowledgeable team who are creating the ads and check the understanding is clear before anything is launched.
As well as clear messaging, you should also make sure that your mobile marketing ads are short and sharp. Mobile users are not as invested as they would be if they were using a desktop, and are mostly interested in instant gratification.
We all know offering an exclusive deal or promotion to customers will make them feel special and create a sense of urgency to engage with your ad.
You could also make the deal exclusive to mobile users, adding extra benefits to recipients that share the offer with their friends and family on social media.
Mobile marketing is competitive, which means you need to be creating campaigns that stand out from the crowd and entice users to choose your ad over someone else. You can do this by creating attention-grabbing visuals:
With every mobile advertising campaign you should always be thinking about how you can be unique and grab your customer’s attention.
The context of your messaging matters, and is one of the best things about mobile marketing due to the volume of data that you can take advantage of. You will be able to identify the daily habits and when the best time to reach your target audience. Potential customers tend to have their phones on them the majority of the time, so you can push out the relevant mobile marketing ads at the right time or when they are in the relevant location.
You should make sure you don’t just place mobile ads for the sake of it. You can use your budget, time and efforts much more strategically by analysing data, understanding your customer and meeting them in the right context.
Dominos has always been a powerhouse in the pizza industry. However, Pizza Hut was given the title of sponsor at the Super Bowl. Dominos had to up their game and decided to utilise mobile marketing in the form of QR codes. They told customers that they could scan any pizza, and when they had collected enough points, they would be rewarded with a free pizza from their business. This successfully increased brand awareness and spread user-generated content.
Upon the release of their Galaxy s6 phone, Samsung created a mobile marketing campaign that was very unique. Whenever a product or service user had a low battery on their devices, they would flash a demo of the new phone which prompted them to upgrade.
Nivea created a unique mobile marketing strategy that was popular with families and their target audience. They created bracelets that children could wear when they were out in the sun. Parents were then encouraged to download their app which enabled them to track the location of their children and alert them if they walked off too far.
Mobile marketing is not going anywhere anytime soon. It is an extremely effective and cost-efficient way to connect with your target audience and drive business growth.
Contact the Fluid Ads team today to discuss your next mobile marketing strategy
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