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It’s a fact that smartphones have attained a universal significance. The global acceptance of smartphones as a necessity rather than a luxury has completely disrupted the digital landscape. Apparently, mobile activities like browsing and social communication, which were almost non-existent few years back, have become an important part of our daily routine.
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Several research studies have revealed the global penetration level of mobile across the age groups and have found it to be at all-time high. The usage of mobile in age groups of 18-24 and 25-35 has been particularly high in most countries and is increasing steadily.
Also, the purchasing power of most countries is also on the rise. To cater to the ever-growing needs of their population, the production of Smartphones on a global front has also surged to huge numbers. Going by the economics of scale, the reduced prices are bound to make the device much more accessible to all. These facts validate the current scenario where the usage of mobile to consume digital data has already reached a tipping point.
For this simple reason, for both businesses and marketers, mobile marketing has become an integrated part of the overall strategy. In fact, as hand-held devices have become the preferred choice for the users to access the Internet, mobile browsing has already turned mainstream. Taking the latest trend into consideration, most companies are focusing on creating their optimized mobile strategy to reach out to their mobile audience.
At the core of any cohesive mobile strategy, lies the need to create a compelling mobile experience for the users. For a successful strategy of their own, marketers should consider performing extensive research that is both qualitative and quantitative.
To understand the opportunities that their mobile proposition would cater to, the ideal way to start is by researching the market. Only when the businesses have a reasonable idea about the latest trends and the various segments of the market, they’ll be able to identify the right demographics of the target audience.
Subsequently, they can use the insights about their audience to build a unique selling proposition (USP). The USP will serve them good in configuring their offerings to the specific needs of their potential customers. This can play a vital role in maximizing the conversions. To drive the mobile marketing ahead here is a step-by-step action plan to create an effective plan.
1. Analyze the objectives of the mobile initiative
As the customers are becoming increasingly mobile, they expect few specific things from the brands they are engaging.
a) Every customer wants to feel good while engaging with any brand. So the next objective is to help them acquire a positive emotional experience from the interaction. Building the mobile website that can achieve an enhanced user-experience is quite important.
b) The goal of every mobile user is to accomplish a task. The aim of the company must be able to help the user to do it in a quicker, easier and the most cost-effective way. Have a seamless connectivity in between the company’s website and social forums will also the help customers to navigate both ways. Moreover, it will also help the firm to drive traffic and increase the visibility of its mobile website.
c) The online presence of the company, which includes both desktop and mobile websites, must have the same URL. This reduces the confusion from the visitor’s point of view and can be achieved by creating a responsive website. It also helps the company to manage the online visitors much more efficiently.
d) Focus on the engagement strategy for the users on mobile. Understand your customer data and deliver a personalized shopping experience to them. Design smart strategies to enhance the overall customer experience, as this will be a big driver for brand loyalty.
2. Build Presence & Drive Traffic
Choosing the right social platform that can successfully reach out to the audience is the ideal step to start off. Be it LinkedIn, Facebook or Twitter, a comprehensive plan to build a strong presence on them is essential. The traffic from these forums can be redirected to the website to drive customer acquisitions.
Hence, it is important to build a robust website that is responsive. This means it has to be independent of the screen size and the underlying platform so that it is easily accessible on all types of mobile devices.
For many companies, an app is playing extremely important role in reaching to the audience. This helps in spreading the reach and gives another channel to your users to connect with you. Companies are providing customized solutions to the customers to users and enhancing the overall customer experience. Different ads based on the search behavior, devices, demographic, age groups, gender, and interests can be targeted.
3. User engagement with right messaging
The idea behind building a mobile strategy is to ensure the messaging on the website, app and the social forums are fresh and confirming with the brand’s ethos. The marketing team also has to make sure that every interaction with a customer is unique, creative and engaging.
The right mobile channel for your advertising may change according to what the campaign is trying to achieve. Research is the main key in the entire process to reach to your target audience.
Emailer, push notifications, SMS or in-app ads; as a marketer, it’s critical to understand the effective channel to deliver the message. The messaging also has to be coherent and consistent across all the mobile channels. The usage of branding guidelines has to be concurrently followed on the mobile platforms as well. This will ensure the elimination of any disconnect between the brand’s existing and mobile-driven marketing efforts.
4. Utilize the Opportunities
The aspect of mobility offered by smartphones allows the users to capture visuals that are ‘in-the-moment.’ For instance, a group of young fans watching a football match can capture some of the most amazing moments of the game. Such groups which are the target audience for a soft-drink brand could utilize the opportunity to drive its offering.
For example, the brand can create a campaign where it could ask the audiences to share the best moments of the match, and the finest of them would win some amazing prizes. Spontaneous campaigns such as these can capture the audience’s attention in real-time, helping companies in creating a brand image that has much better recall value.
By blending the accessibility of mobile with smart marketing techniques, organizations can weave out some of the best and highly successful mobile strategies. This would not just help in better brand recognition but can also go a long way in boosting the sales. For many companies, Mobile marketing is one of the vital part of the overall digital transformation.
There are many factors that are involved when any brand is putting the customer in the center and improving the experience. An end-to-end mobile marketing plan also focuses on the research, user experience, database management, cross-platform apps, app store optimization, analytics and measuring the mobile success.
As the Smartphone technology keeps rapidly improving, the realm of mobile marketing has all the potential to develop into potent means for strong customer engagement and ROI. A well thought-out mobile strategy could go a long way in complementing this ever growing potential and develop a competitive edge in the market.