Mobile Marketing: Stay Ahead Instead Of Keeping Up


Mobile marketing is no longer a somewhat hazy glimpse into the future.  It is the present and here to stay.  It is also raising the bar for marketers.  According to statistics released by Marketing Sherpa, 25 percent of all search volume stems from mobile devices.  Furthermore, Google and BIA/Kelsey estimate that mobile searches will exceed desktop searches within the next year.  Latitude found that 61 percent of consumers have a better opinion of companies when they offer superior mobile experience.

As mobile marketing has emerged and developed, it clearly raises the bar for marketers.  Engaging customers through mobile marketing is no longer a luxury; it has now become a necessity.  In order to stay ahead of the competition, not only should you have a mobile marketing campaign, but you must also ensure that your brand stands out from the throngs of competitors trying to attract the attention of your customers.

What can you do to ensure that your target audience pays attention to your mobile marketing messages?

First, recognize that mobile technology has grown at such an exponential rate that it is no longer limited to a single device.  In light of the worldwide adoption of mobile devices, it has become necessary for marketers to focus on the individual who is consuming the content rather than just the device.  At one time it was enough to just have a mobile version of your brand’s website.  Today, this is no longer the case.  Besides being available on mobile, you must also personalize the content to each user.

The more personalized you can make a user’s mobile experience, the higher the likelihood of catching his or her attention.  Among the greatest benefits of mobile advertising for marketers is the fact that every function, every sound, and every feature is completely customizable.  No longer is it necessary to launch a broad marketing campaign and hope that something sticks.  Mobile marketing provides the ability to truly hone in on a target audience.  Despite these benefits, few companies actually take advantage of the opportunity to deliver a personalized experience on mobile.  This gap opens a clear opportunity for brands to stand out from the competition.

The good news is that while building a personalized mobile experience can take time, you can begin implementing some strategies right now in order to personalize your customers’ mobile experience.

Take advantage of the opportunity to utilize opt-ins.  With opt-ins, your brand is able to leverage unlimited options for personalization.  In terms of mobile marketing, opt-in is the golden ring.  Do not be afraid to reach out and take hold of it.  Encourage your customers to sign in, authorize push notifications, and enter their phone numbers to receive mobile alerts.

In planning your mobile marketing strategy, think about the consumer’s journey and how he or she uses a mobile device.  The beauty of mobile marketing and mobile devices is that they truly allow you to go everywhere with your consumer.  If your brand is not taking advantage of this, you are truly missing out on an incredible marketing opportunity.

The key to succeeding with mobile marketing is to create a personalized experience for the consumer.  Location triggers, used in conjunction with push messages provide the basis for establishing stronger connections between your brand and consumers.  The most common area in which many marketers struggle, is determining how to use location to their advantage.  This is accomplished by keeping it simple.

For instance, send out a message in the morning based on consumer time zones, or send out sale notifications or specials based on the time of day.  Consumers can be surprisingly willing to provide location information provided you clearly demonstrate the value offered in your call to action.

While driving opt-ins is vital, it is also important to ensure that your brand does not fall into the trap of getting stuck in a single channel.  Consumers today use multiple channels.  Likewise, you shouldn’t rely on a single channel to disseminate your mobile marketing message.   Integrate a variety of mobile channels as part of your marketing strategy, including mobile apps, SMS, the Web, and social media.

Be sure to take advantage of the ability to give consumers the choice over the type of personalized experience they wish to receive.  Not only is this a good way to give consumers the chance to provide input into the type of experience they wish to have, it is also excellent for your brand to conduct critical A/B testing.

Finally, take advantage of the opportunity to utilize video in your mobile ads.  Video advertisements offer better engagement than static ads.  This is a strategy that the bourbon brand Jim Beam has tapped into for targeting millennials while launching a new product, according to Mobile Marketer.  The video ads that you utilize should have the capability to run on all types of mobile devices.  Get creative with features such as countdown timers, play buttons, control bars and more, in order to optimize your ads for higher completion rates.

Mobile marketing continues to expand and evolve.  In order to stay ahead of the competition, rather than simply keeping up, implementing a dynamic mobile marketing strategy is now a necessity.