What Are Four Mobile Marketing Strategies?
by Averi Easley | Last Updated: May 23, 2023
by Averi Easley | Last Updated: May 23, 2023
These days companies need to find ways to stand out from the competition more than ever before. With advancements in technology, there are additional ways companies can engage with and advertise to their customers.
Let’s explore some of these options in the next sections.
What is mobile marketing in digital marketing? According to MailChimp, “Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.” Simply put, this means that mobile marketing is a form of digital marketing.
The definition of mobile marketing is when a company promotes its products and services via a mobile device. A mobile device can be a cell phone, smartphone, or tablet. Mobile marketing is just one of the many types of marketing options that marketers can use. With mobile marketing, there are various ways a company can use this, such as mobile advertising, mobile apps, SMS campaigns, mobile push notifications, QR codes, etc.
It is vital for businesses to recognize that not every type of mobile marketing option will work well for their business. With this in mind, it is essential for every business to consider what channels and tactics will resonate best with their target audience.
There are numerous mobile marketing software platforms that are on the market today. These platforms can help companies easily manage everything from building apps, SMS campaigns, push notifications, and mobile ads.
A mobile marketing strategy is designed to take advantage of mobile channels such as SMS, mobile apps, mobile ads, mobile searches, etc. Typically companies will come up with various marketing strategies for their business, with mobile app marketing making up one of the options. Other marketing strategies can include other channels, such as print, and TV.
A good mobile marketing strategy will include clearly defined goals for what your company is hoping to accomplish with your mobile marketing efforts. It will also have detailed tactics for what you plan to do across each respective mobile marketing channel.
There are numerous mobile marketing tools that are available and each offers its own set of benefits. These various tools can help assist companies with managing their mobile marketing efforts.
There are several key mobile marketing strategies that companies can utilize for their business. Let’s take a closer look at each of the different types of mobile marketing strategies:
SMS Marketing - SMS stands for short message service and is commonly known as text messaging. With SMS marketing, you can send out promotions to customers via text messages. With SMS marketing, customers do have to opt-in to receive messages, so you cannot send out text messages until customers have signed up.
Push Notifications - According to Iterable, “push notification marketing refers to the practice of sending marketing messages via “push” technology, which can be performed on both desktop and mobile devices.” Basically, if a user has your brand’s native app or web app on their mobile device, you can send out a push notification with a particular message. The user can then click on the link to learn more about the promotion.
Mobile Apps - Mobile app marketing involves creating marketing campaigns that are associated with your company's mobile app. Strategies around this could include creating a new mobile app and driving traffic to it. It can also include an existing one that has various promotions.
Mobile Ads - Storyly defines mobile ads as “the practice of displaying advertisements on mobile devices, such as smartphones or tablets. This type of advertising can take many forms, including display ads, video ads, native ads, in-app ads, and more.” You can also display targeted ads based on location or behaviors.
There are many steps involved in creating a mobile marketing strategy for your business. One of the big factors to consider is whether or not you are currently using any mobile channels. If you are, then you will need to take into consideration how these channels are performing before developing your overall mobile marketing strategy.
If you are ready to create a mobile marketing strategy, let’s walk through the typical steps involved in this process.
Define your mobile marketing objectives and goals. Ideally, your goals should be SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Based).
Evaluate your existing (if any) mobile marketing efforts using both quantitative and qualitative analysis. It is important to determine what is working successfully and what is not.
Define your marketing budget for mobile marketing efforts. It is important to also note any potential software that might need to be added to support these initiatives.
Research how your customers are engaging on mobile. Things to consider:
What mobile channels do they prefer to use?
Is there a difference in what channels they may use personally versus what channels they want to use with your brand?
Learn how your competitors are engaging with customers on mobile. Things to consider:
What are they doing well?
Where do they need to improve?
Are there any opportunities for your brand to stand out on mobile compared to your competitors?
Create your marketing strategies and corresponding tactics designed to achieve your marketing objectives and goals. These strategies and tactics should also align with your designated marketing budget and your target audience.
Determine your KPIs and continually measure them. It is important to realize there will be constant iteration to improve your KPIs.
Ready to learn how Lumavate can help you with your mobile marketing needs? Book a demo here.