How to Create an Effective Mobile Marketing Strategy
Developments in the digital marketing sector have diversified the activities of companies. As the most important marketing method today, mobile marketing is a very bright field. The huge increase in the use of mobile devices has been felt in the mobile marketing industry for a long time. In such an environment, the concept of mobile marketing takes a very important place in digital marketing.
Why is Mobile Marketing Important?
Users spend around 90% of their time in apps on mobile devices. And mobile users look at their mobile phones 70 times a day, approximately every 15 minutes. An average user looks at his phone for 90 minutes a day, and 220 minutes in the United States. It should be noted that these numbers are increasing day by day. Let’s see how you can use these numbers to your advantage.
Making your customers feel special: It is a private space for each mobile device user. When you reach your potential customers with mobile marketing, a one-to-one connection can be established between them and your brand. That’s why you can build loyalty to your brand by offering special deals to your customers and always being in contact with them.
Establishing quality communication: Imagine that you need to communicate with your customers instantly. In this process, almost all users of text messages sit in less than 3 minutes. If you want to establish a quality communication, you should definitely use text messages. Many brands do not believe in the power of text messages. So you can profit.
Benefitting from mobile ecommerce: A significant portion of people buy their products from mobile devices. Up to 75% of searches on the Internet are completed by purchasing experience. About 40% of the e-commerce industry consists of mobile e-commerce. Therefore, you can take advantage of the benefits of mobile e-commerce.
Promoting your brand economically: Mobile marketing activities are a very economical and effective option besides all other marketing activities. Reaching customers using mobile transportation channels such as a text message or mail will perhaps be among the most effective and most economical marketing methods.
Achieving high engagement rates: If your brand is confident in its mobile marketing strategy, you will be preferred more by your customers. Research on marketing reveals that 60% of internet users develop positive loyalty to the brand when they do not have any problems with the websites they access from their mobile phones. Research shows that websites that are not mobile-friendly are quickly abandoned. Therefore, you can increase your interaction rate with a mobile marketing strategy.
So far, we have talked about why mobile marketing is important for a brand. Now let’s continue with the strategies you can use in mobile marketing.
How to Create an Effective Mobile Marketing Strategy
If you haven’t developed a mobile strategy in the digital marketing field, where the competitive environment is extremely angry, it will be more and more difficult for your business every day. Now let’s see the strategies you can use in mobile marketing.
Know Your Target Audience
The beginning of the mobile marketing process, like other marketing processes, starts with knowing the target audience. Profile your target audience in terms of the content type they prefer, the internet resources they use and various features. You can create your marketing message much easier when you profile your target audience.
While trying to know your target audience, pay attention to the following features;
- What is the rate of web experiences from mobile devices?
- How many of the experiences with mobile devices are completed with the purchase?
- Which communication sources do you get more feedback from?
- At what times does your audience visit your service?
Netmera’s powerful analytics and engagement platform can help you answer these questions easily. With Netmera, you can identify, define, and target your audience with various attributes, including traits, behaviors, preferences, and more. Netmera also helps you integrate your marketing stack with ease and bring together offline and online customer data to create a complete view of a customer’s experience.
After knowing your target audience, it would be appropriate to determine your goals in the mobile marketing process.
Deliver Personalized Content
After measuring the behavior, demographic information and habits of your customers, now you can deliver messages your users want to receive. Whether it is a mail or a push notification, personalized messages easily differentiates you from competitors.
Make sure that the content you prepare appeals to your target audience. You should understand what questions the customers in your ideal target audience are asking and prepare content that answers these questions.
With Netmera, you can turn every click on your mobile services into a personalized interaction through targeted messages. As you increase the personal experience, you will make your users feel more special, making them more engaged with your service and be more active, and thus significantly increase conversion rates.
Reach Your Customers Across Different Channels
In order to provide a more holistic experience to your customers, you must reach them at the right time through different channels. For example you send location based messages to trigger a specific action that you want your customers to take. Research shows that 70 percent of mobile users allow push notifications. From here, you can send reminders, promotional messages, events, calls to action, personalized messages for your users.
You can also send notifications to users while they spend time in the application. For this, you can direct your users while they are in the application, and offer opportunities that will attract their attention. These notifications are extremely effective in reaching people who spend time with you by downloading the application of your brand.
Set Your KPIs and Evaluate Results
The most effective way to be successful in the mobile marketing process is to decide what success means to you. You also need metrics to show that you are successful in mobile marketing strategy. At the end of the mobile marketing process, you need to test your work. For this, you must set realistic and measurable metrics. State clearly what you expect from customers who use your service. See if your visitors achieve the goals you set for purchasing or getting to know the product.
After implementing the mobile marketing strategy, you should test it using the data you get. Here are some questions you need to find answers to:
- How much was the mobile content that I presented to your potential customers consumed?
- What do I need to optimize in my next mobile marketing process?
- How much traffic did my website get? What can I do to get more traffic?
- How can I get more effective results from metrics such as bounce rate, pageviews?
As you can see, an important reason for the evaluation process is not only to measure your success, but also to reveal the plans you will make for your next marketing efforts.