Creating a mobile marketing strategy from scratch can be an overwhelming job. It is important to break it into manageable pieces with clear goals so you can be successful.
What Is Mobile Marketing?
Mobile marketing is a type of marketing in which a company promotes its products or services on a mobile device. There are many ways brands can use mobile marketing in their overall marketing strategy. Some common tactics include mobile advertising, mobile apps, SMS campaigns, mobile push notifications, QR codes, and more. It is important to choose the mobile marketing channels that will resonate best with your audience. Not all mobile marketing will connect with your customers. Keep in mind what you know about them, what are their behaviors, and how can that can translate into a successful mobile marketing strategy. Instead of thinking your strategy should be mobile marketing vs traditional marketing think of it instead as the two working side by side to reach your goals. There are software solutions available to help your team execute your mobile marketing strategy. These platforms can help with everything from building apps to SMS campaigns.
What Is Mobile Marketing Strategy?
A mobile marketing strategy is designed to take advantage of mobile channels to catch your audiences’ attention. There are many types of mobile marketing strategies. Some mobile marketing strategy examples can include SMS, mobile ads, mobile apps, and mobile search. Elements of mobile marketing should be included in your company’s overall marketing strategy. Don’t abandon traditional marketing tactics such as TV, print, and radio. Your audience is diverse and the ways you market to them should reflect that. A good mobile marketing strategy will include well-defined goals for your team. Outline what you are aiming to accomplish with your marketing efforts. This will help your team work together to execute specific tactics to achieve these goals. Knowing the ultimate goal will help you and your team create an effective strategy.
What Are Mobile Marketing Channels?
Mobile marketing channels are avenues in which companies can promote their products or services on a mobile platform. Examples of this include SMS campaigns, mobile advertising campaigns, QR codes, mobile apps, mobile search, and more. Most companies take advantage of one or more mobile marketing channels to promote their products or services. Mobile marketing campaigns can take on all shapes and sizes. They can be a seemingly simple text message campaign. Ford used SMS to engage prospective buys by asking them to text Ford to a short code to learn more. This mobile strategy example allows Ford to not only engage their audience in an interactive way they also gained important zero party data. Now they have a direct line to their customers. Burger King took their mobile push notification campaign to a burning new level. They prompted users of their app to virtually burn their competitors' ads to the ground for a chance to win a free Whopper. This interactive and innovative mobile marketing campaigncaught the eyes of many.Mobile marketing campaigns can be simple and straight to the point or have an edge to them. Either way, they are engaging the target audience on mobile, which is the goal.
How Do You Plan a Mobile Marketing Strategy?
Building a successful mobile marketing strategy is a big task with many steps. It is important to break it into smaller pieces so you do not get overwhelmed or worse lost in the details. Keep the big picture in mind and also take the action items seriously. First, set your goals. Your goals should follow the acronym SMART, specific, measurable, achievable, relevant, and time-based. Clear, realistic, and achievable goals will set you and your team up for success. As with any big project it is important to evaluate what you have. Are you currently using any mobile marketing channels to promote your products or services? If so, first evaluate them to see how they are performing. Do a deep dive into quantitative and qualitative analysis to really see how things are working. Take what you learn into consideration as you build the rest of your plan. Now it is time to talk dollars. Define your budget for these mobile marketing efforts. Does your team have room to invest in mobile marketing tools that will help lighten the workload? There are many software platforms that can help with your mobile marketing campaigns. Platforms that can help build apps and mobile messaging campaigns. Next is research time. Research how your target audience is interacting with mobile now. This will help you define a place to start. Which channels do they use the most? Are there channels they use for personal or business? Which channel are they most likely to interact with your brand? If your target audience is active on LinkedIn, start there. Keep an eye on the competition. How are they using mobile? Where are they successful, where could their tactics use a little work? How can your brand stand out compared to the competition? As seen with Burger King, their competition was not making big moves like this. They carved out their own place. Now that you have done the research, made room in the budget, and defined goals it is time to build your mobile marketing campaign. Take into consideration what you’ve learned about your target audience and from other brands to build a clear strategy that will help you achieve your marketing goals. The final touch is to set clear Key Performance Indicators (KPI) for these tactics and your team. Don’t set them and forget them, constantly refer to them and continually measure how you’re stacking up against them. As you deploy your strategy don’t be afraid to reevaluate your goals and KPIs as you learn. You don’t want to miss out on key mobile marketing advantages because you’ve set your goals and refuse to revise them. Tools like Lumavate can help you and your team bring your mobile marketing strategy to life. Learn how, book a demo today!