Effective Mobile Marketing: How To Get Started

Consumers now spend more time on mobile devices than desktops, according to Smart Insights. Though mobile marketing campaigns can be a low-cost way for businesses to connect with customers and gain invaluable insights about their purchase pattern, mobile campaigns are a newer form of customer contact that aren’t always intuitive. In fact, your biggest question may not be whether your business should try mobile marketing, but simply, where to begin.

If that quandary feels familiar, check out this guide to successful mobile marketing.

Know Your Mobile Customers

Mobile devices aren’t created equal: What looks great on an Android-powered tablet device may not read the same on an iPhone or smart watch. For this reason, all mobile marketing campaigns should start with knowing what devices are used, how and when. This insight may reveal a need to segment your mobile campaign in order to ensure relevance for your entire mobile user base, to ensure the content users receive is appropriate to their device and mobile lifestyle.

Invest In Mobile-Specific Technology

In Spring 2015, Google mandated that businesses have mobile-friendly websites in order to maintain prime search engine rank. While that mandate has led to far more websites that automatically resize to accommodate a mobile device, an effective mobile marketing effort should consider far more than screen size.

Responsive mobile sites shouldn’t take more than one second to load. Content should be easily read on a mobile device without having to pinch the screen or scroll excessively (especially from left to right). Page navigation elements like back buttons, and text-based forms that require the complete fields for name, numbers and passwords must also be modified for usability.

The attention your business invests in these seemingly small details matters to the mobile user. A study by MarginMedia revealed that nearly 50 percent of Web users feel, if they arrive on a business site, that isn’t designed for mobile it indicates the business doesn’t care about its customers.

Incorporate Value For The Mobile User

Mobile marketing has become a popular tactic, in part because of robust customer insight it can provide, at a far lower cost relative to traditional marketing channels. However, to be truly effective, mobile marketing initiatives should offer “sticky” benefits that demonstrate a tangible customer value.

These mobile features can be as simple as the ability to call or chat with a business by simply touching the phone number or chat icon on the mobile website, or a mobile coupon sent only to mobile users by text message (with the customer’s permission). More sophisticated mobile marketing efforts may give customers the power to disrupt traditional business processes entirely. In the case of the airline industry, mobile boarding passes eliminated the need for the customer to print a physical pass. Similarly, mobile payment technology that allows customers to pay for items anywhere, and in some cases, without a physical form of payment have provided the same kind of customer empowerment. The right mobile marketing effort can be as basic or sophisticated as your business is prepared to support, provided your customer perceives it as a value.

Personalize Content For Mobile Users

Though the mobile connection you form with customers can deepen relationships and encourage loyalty, your business must put forth the extra effort, to let customers know that you know who they are and know what they want. Personalize mobile marketing efforts to reflect what you know about the customer based on past purchase history, her location, her social media activity, and response to past campaigns. For example, Movable Ink’s US Consumer Device Preference Report revealed that nearly 70 percent of all email is now opened on a mobile device. The emails your customers receive should include personalized content, both in relevance behind the promotional or informational message, and the ability for the customer to easily access an account she may have with your company on your mobile website, from her mobile device.

Mobile marketing efforts don’t have to be sophisticated to be effective – but they do need to be relevant to your specific audience. Experiment with various strategies and test and learn responses. Over time, you’ll fine-tune a mobile marketing strategy that works for your brand, and its customers.