How to Create a Mobile Marketing Strategy?

Table Of Contents

Nowadays, it is not an over expense for any business to outline an efficient mobile marketing strategy, as mobile devices have been gradually rising in popularity for many years.

Mobile devices have also outclassed laptops and PCs for Internet surfing. Many new customers have been able to access websites and apps, thanks to the lower prices and costs, be it through an application or a responsive platform.

Smartphones are used today to access the greater majority of social media sites. Thus, it is not a luxury for a small business to establish a mobile marketing strategy through smartphones.

According to eMarkter, starting from 2018, mobile view hours surpassed TV watching time and it’s predicted to to keep growing in the future.

TV vs Mobile

In this article we will review the following:

  • What Is Mobile Marketing
  • How to Create Your 2021 Mobile Marketing Strategy?
  • Limitations to Mobile Marketing
  • Analyze the Results of Mobile Marketing Strategy
  • Mobile KPIs to install (our own opinion)
  • In Conclusion

Prologue

There is no universally agreed-upon definition for the “Smartphone” among phone manufacturers. However, industry professionals define it as a phone that provides additional services that go beyond the concept of voice communications and SMS to provide access to the Internet, services, cellular apps, video & TV channel streaming, as well as video calls.

A report conducted by Newzoo emphasized the increasing prevalence and use of smartphones in all the international telecom markets, indicating that the number of active smartphone users globally registered 3.5 billion active users in 2019.

The report showed that the number of smartphone users around the world increased by more than 6%, compared to 3.3 billion registered users in the same quarter of the last year.

The report stated that the Middle East and Africa region accounted for 12% of the total number of smartphone users or approximately 414 million users.

Number of Smartphone Users 2020

What Is Mobile Marketing?

Mobile marketing is a marketing technique delivered through mobile devices, such as tablets and cell phones. It Includes actions directed to the design, operation, and performance of marketing plans.

It is a relational channel between a brand or a company, from all sectors of activity, and consumers. It makes it possible to communicate as closely as possible to the customer(s), in a more personal and targeted manner.

How to Create Your 2021 Mobile Marketing Strategy?

Most organizations have made appreciable investments to confirm that the mobile user experience is as friendly as possible. On the whole, these efforts are yielding benefits, as 16% of purchases are done via mobile devices.

Undeniably, on PC this percentage will be lower by 2.6 times, but it is rising year by year; therefore, your firm has a good chance to improve its performance.

If you are searching for advice to improve your mobile conversion, here we will together review 13 steps to deploy.

1. Set Objectives of Your Mobile Marketing

Just like for any marketing campaign, you should define an objective. Determine what you are in search of:

  • Generate leads.
  • Make prospects sign up for your newsletter.
  • Increase in traffic to your virtual or physical store.
  • Visibility for a product launch.
  • Make prospects Download your application.
  • Acquire new followers on your social media.

2. Identify the Audience for Mobile Marketing

Always, you should begin by specifying the targeted persona, as soon as you start marketing your product or service. For sure, we in ExpandCart emphasize it repeatedly, because it is an essential rule for any fruitful modern communication. It is critical to pay great attention to this step, regardless of your model, media, or product.

Here, the buyer’s persona is your standard client. You should portray a preliminary image of them. This will decide the tenor you take on to communicate, as well as the format and channel to convey the message.

You have to outline the buyer’s persona as correctly as possible. If there is a large database of customers, it will be too difficult to set forth a universal effective message.

If you recognize multiple prospects, focus on the general buyer’s persona. You can then follow up with other groups that are expected to have an interest in your product.

Advantages of Mobile Marketing Strategy

3. Publish More Videos

You can opt to apply user-generated video content. These are Videos made by “average” individuals or influencers, and they would give better results. Humans believe their peers more than traditional adverts.

An excellent example is the Toyota campaign (Feeling the Street) in which street audiences were requested to share videos by using the #feelingthestreet hashtag.

The results were impressing 💥 ⚡️

Toyota’s engagement on the Facebook ad was catapulted to 440%.

According to a Biteable report, 90% of Internet consumers view videos on their mobile devices, in comparison to 60% on computers. Click To Tweet

When you offer your prospective customers more videos, actually you are encouraging them to refer to your website from their smartphones.

Moreover, you may easily redirect visitors to your sales funnel and increase your mobile conversion, once you add Call-to-Action (CTA).

4. Commence With SMS Marketing

SMS marketing campaigns are by far more efficient than email adverts (approximately by 7 times). Furthermore, 90% of mobile device holders, who joined SMS loyalty programs, rate their experience as “positive”.

Thus, SMS marketing is confirmed to be an exceptional method to attract your prospective customers, and also to make your customers return back to your store for additional purchase(s).

5. Launch Your Own Mobile Application

According to DataReportal 2020 Digital Global Statshot report, mobile users spend 80% of their time on apps. This is a worldwide percentage that could vary from one country to another: in Egypt, the time spent on mobile apps is nearly 89%.

I think it’s time to request a developer, if you haven’t already, who can code a user-friendly, and efficient mobile application for your business.

6. Initiate Push Notifications

You can set up push messages through your mobile app. Certainly, you are familiar with those bubbles that appear on the smartphone screens of your potential (or current customers).

These messages have a positive effect on your conversion rate, as this data from a BusinessofApps report shows:

  • Customers who receive notifications are 9.6 times more likely to make a purchase than those who haven’t received a message.
  • Marketing notifications grow by 16% in-app purchases, Push messages are showing to be efficient tools for cross-selling and in-app spending.
  • Promotional notifications would generate more purchases by 2.7 times when sent at the end of the afternoon time.

7. Adjust Your Email Marketing Strategy

Email is still the favored communication method between clients and businesses, according to a study by EmailMonday.

However, 61% of customers open (and read) their emails on their mobile devices, and 76% of them said that they have ordered a product or service by following a link in a newsletter.

Therefore, send news, promotions, and tips, weekly, to your clients and prospects. You will definitely make better average sales from mobile.

Mobile Marketing Strategy

8. Launch In-game Mobile Advertising

Did you know that smartphone users spend almost 43% of their time playing games?

Gaming is a huge contributor in the realm of apps. Hence, it is not surprising that a lot of marketers are using this fact for their benefit, and engaging in-game ads. Each one has probably played a game on the phone and noticed many ads pop up now and then.

The only drawback is that these adverts are considered disturbing by gamers. Thus, there is a possibility that the adverts might produce an opposite effect. Even though, if you run an attractive and lively advert, users will react in a more positive way.

Exhibit your business on mobile, in-games, and applications that resemble your central objective. Also, make use of the advertising on social platforms, and verify to spread your campaign on mobile devices only.

By doing so, you can more easily encourage Internet users to set up your application or visit your online store.

9. Opt to Bluetooth Marketing

Bluetooth marketing gives you the ability to disseminate notifications to customers located in a limited region, so long as they have activated the Bluetooth utility of their smartphone.

This strategy is used around points of sale (PoS) or during a special event, to promote an offer, your online store, your mobile application, etc.

10. Mobile to Store: The Core of Mobile Marketing Strategy

Mobile to store brings together marketing and advertising techniques aimed specifically at attracting mobile users to the point of sale. The potential of mobile-to-store actions has increased considerably with the use of geolocated SMS and advertising using geofencing techniques.

The mobile to store can be done by voluntary access of the customer to the localization service of points of sale (store locator) offered by a website, or a mobile application, or done as part of an advertising campaign.

It is therefore essential to adequately inform the “mobile user”, and create a link to encourage them to come and visit your store.

The campaign of mobile to store uses several techniques, the main of which are:

  • The store-locator, initiated at the request of the Internet user, who is searching for the nearest point of sale (POS).
  • Geolocation and geofencing, which activate a promotion campaign when the mobile is detected in a precisely outlined boundary that surrounds the point of sale. In this case, it is not the Internet user who activated the process.
  • DCO – Dynamic Creative Optimization – with the assistance of geolocation, reveals the name and address of the nearest outlet with the time needed to reach it and, if possible, the route to get there.

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11. SMS and MMS: The Root of Mobile Marketing Strategy

SMS and MMS campaigns are very efficient, because they allow highly precise targeting. On average, an SMS is read 3 minutes after it is received, while an email is read approximately 1.5 hours later.

The SMS has an open rate of 95% compared to 8% for email; the unsubscribe rate is 1.2%, while it is around 10% for email. These spectacular numbers speak for themselves.

An SMS campaign is quite simple to set up, fast and affordable. It is relevant in the following situations:

  • Announcement of opening a new store.
  • Announcement of arrival of new products.
  • Advertise promotional offers.
  • Send promotional codes.
  • Forward to a competition game.
  • Invite to download an application.

SMS can increase virtual or physical traffic and build customer loyalty. Its text should be concise and prompt action. A link to the site, the store or the competition is always welcome.

Text messages should be relevant and always have an explicit purpose. If you send too much, you will upset your prospective customers. Choose carefully the time to send it, it must be legally between 8 a.m. – 8 p.m. and you must select the time when your persona is most likely to be receptive.

Remember ⚡️

By no means should you forget to include the “STOP SMS” CTA. Failing that, the mobile users will consider that you are annoying them, they could give you a bad reputation.

12. Native Advertising: Top of Mobile Marketing Strategy

Native advertising is the advertising format that is integrated into the site on which it appears, by using the visual codes and color codes of the site to better blend in with the environment.

The appearance of a native advertisement is similar to the format of the articles on the site so that it does not stand out from the rest and is not immediately identified as an advertisement.

Native advertising is gradually taking precedence over traditional advertising due to its undeniable advantages:

  • By integrating perfectly into the page, it does not appear to be disturbing or intrusive for the Internet user.
  • It is seen more than the banners at the bottom of the page to which Internet users have become accustomed and no longer pay so much attention.
  • The ad is less reported and therefore less blocked by tools like uBlocker.
  • Advertising adapts to different screen formats at the same time as the responsive site; it does not slow down the page loading time, which is an enemy for the Internet user.

13. Mobile Marketing Strategy for Social Media

Info 1: Marketing works great on social media.

Info 2: Social networks are accessed much higher from smartphones than from laptops or PCs.

YOU MUST showcase your business on social networks. It will be an integral part of your mobile marketing strategy.

Advertising on social networks allows you to target a mass audience, but at the same time precisely defined. If you decide to launch an advertising campaign on Facebook, for example, the network provides you with its powerful algorithms, so that you can be as efficient as possible.

Advertising on social networks will mainly be seen on mobile devices. It allows you to give high visibility to your product or service.

It helps to increase the popularity of your account by increasing the number of your followers. You will benefit from the repercussions on your site, your point of sale, or your online store.

With well-designed advertising, you should see more conversions and more actions.

Limitations to Mobile Marketing

Some of the problems that arise when marketing through mobile devices are:

  • Great diversity of operating systems and ways in which the same information is presented to different users.
  • Interfaces (navigation systems, screens, etc.) smaller and different from other media.
  • Privacy: the user’s social activity on their mobile devices is exposed to being published if the information is mishandled.

Analyze the Results of Mobile Marketing Strategy

There are many tools for analyzing the results. It is important to select upstream KPIs that are consistent with the company’s objectives.

Mobile analysis tools, such as Google Analytics and Google Search Console are tools that make it possible to find where the traffic of a site comes from and to follow the ranking performance of the site according to previously specified keywords.

Additionally, Localytics is a tool that helps, among other things, to find where users are coming from and how they engage with the brand. Moreover, tools like Flurry help monitoring the performance of a mobile application.

Last but not least, Amplitude is another type of results measurement tool, as it is a platform centralizing behavioral data from the web and mobile application users and their evolution within the conversion funnel. If these tools interest you, know that they are available to you in a somewhat easily reached way:

Google Search Console and Google Analytics are free metrics. Localytics includes first free access, then two paid versions (Pro and Business on estimate).

Flurry is a totally free tool. Amplitude is available for free but also offers paid versions on demand.

Mobile KPIs to Install (My Own Opinion)

eCommerce KPIs

KPI stands for Key Performance Indicator. According to our business experience, KPIs essentially include, in the context of an application for example:

  • Daily active users (DAU).
  • Monthly active users (MAU).
  • The conversion rate.
  • The number of downloads.
  • The impressions.
  • The duration of the session.
  • The cart abandonment rate.
  • The crash rate.

By understanding motives that attracted the visitors to stay on-site, or makes them abandon their cart(s), you may easily adapt your marketing strategy and take corrective decisions.

💡 You may also like to read: My 13 eCommerce Favorable KPIs

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In Conclusion

I cannot agree more with Ben Evans, in 2015, when he said: “the Mobile is Eating the World.”

The smartphone has become essential. Like the internet, a few years ago, except that everything always goes faster. Would you ask yourself if you need to be on the web?

The same applies to your mobile marketing strategy. The small or big business you have, one thing does matter: mobile marketing strategy is necessary and obviously has many advantages.

Finally, we hope that you enjoyed reading this article and find it informative.

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