Conversational chatbots respond to user queries while mimicking human interaction . Most of them send out text messages, while the more advanced ones act as voice assistants. All of this is possible thanks to a mix of pre-programmed scripts and AI.
Mobile marketing is a strategy used to engage consumers on smartphones or tablets using mobile-specific outreach channels, such as SMS, push, and in-app notifications. Each mobile marketing channel holds unique value in the way it delivers and conveys specific types of information to the consumer.
Today, the easiest way to reach a consumer is via their mobile phone: 85 percent of American consumers have smartphones, and they check their phones an average of 52 times a day, according to Deloitte’s Global Mobile Consumer Survey, U.S. Edition. It’s no surprise, then, that mobile marketing is one of the most effective strategies today for reaching and engaging with consumers.
Marketers can use SMS messaging as a quick way for users to opt in to receive offers, as well as to send customers to a landing page where the brand can share limited-time-offers and other promotions with users. SMS marketing provides a powerful delivery platform for marketers: 90 percent of texts are read within three minutes of receipt. Beyond that, 25% of people redeem texted coupons within 3 days, and 60% redeem them within a week.
If you have a branded mobile app, you can send push notifications to users who’ve opted in to receive your messages. Such notifications can take the form of alerts that appear on the mobile phone lock screen. Push notifications are great for announcing "the clock is ticking" limited-time-offers, showcasing new product announcements, and for sending "did you forget something?" messages to users who’ve abandoned their shopping carts. In order to improve the response rate of your push notifications, try using emojis, rich formats, push action buttons, tailored send times, advanced targeting, and personalization.
Mobile users can use in-app messaging when already logged into your mobile app to engage with your brand. Your mobile marketing strategy for in-app marketing might include onboarding information about the buying process, promotional offers, and "upsell" offers to encourage additional purchases. Unlike mobile phones’ push notifications, all users of an app are automatically opted in to notifications, so it will reach your entire user base.
Similar to in-app messaging, your app’s mobile inbox is good for sharing less timely messages related to changes to the product or terms of service, though you might also share promotional offers there as well. You’ll be able to set a target time length before messages expire in the user’s inbox, and you’ll have access to strong analytics to understand which messages were opened and which ones were clicked on. Unlike email marketing, your mobile inbox messages can be changed or pulled at any given time, so they offer you more control over the user experience.
Although email marketing is not exclusive to mobile marketing, it’s important to optimize your email marketing strategy for mobile users’ behavior. That means using a mobile-optimized site design, a branded mobile app that will enable users to easily view and respond to your marketing campaign, or deep linking to a specific page on your website or app making it easy for users to go directly to where you want them to go. When developing email marketing content, test it out across a range of mobile devices to make sure that your creative and copy come together in an engaging way for every type of user, whether on Android, iOS, or desktop. You’ll also be able to track email open rates to understand how many people are accessing content from each type of device, so make sure to keep your users’ most frequently used mobile devices in mind when planning any new creative.
How to build a best-in-class mobile marketing strategy
Today’s marketers are always looking for new opportunities to improve the user experience and find relevant opportunities to share special offers and product-related news with their customers. By building an engaging user experience, they’ll be able to increase brand loyalty, increase purchases, and even turn their best customers into brand advocates.
In order to do this, they must evaluate all potential channels for engaging with their target users, and focus on building marketing campaigns that connect with their customers intuitively. As mobile phone adoption has expanded dramatically in recent years, marketers have naturally moved towards the adoption of sophisticated mobile marketing strategies to engage with customers in real time, no matter where they are.
Learn more about how to best set up and solve your mobile marketing metrics with our worksheet, “Set Your Mobile Marketing Goals.”
Components of mobile marketing
Mobile-friendly websites. Mobile-friendly content fits on the screen without side-to-side scrolling or zooming, it loads quickly, and it’s free of mobile-specific errors. The most important reason to maintain a mobile-friendly site is to create a consistent and engaging user experience (UX). Mobile UX has a dramatic effect on every stage of the buying cycle.
Mobile-friendly marketing SMS and MMS messages. SMS (short message service) and MMS (multimedia message service) messaging are two direct methods you can use to send content to customers, but it’s important to use these channels wisely. Gain knowledge of the best techniques to get your messaging to your customer fast, and go over the cardinal rules for an effective campaign, whether it be promos, videos, product alerts, or reminders.
Mobile-friendly advertising and landing pages. Fifty-seven percent of email is opened on mobile platforms and 69% of mobile users delete email that isn’t optimized for mobile (Litmus). Because of this, it’s imperative that your emails employ responsive design—a strategy that automatically formats webpage content for optimal viewing on any device. And don’t forget about landing pages. If your email is mobile friendly, but the click-through goes to a landing page that isn’t optimized for mobile, that visitor will likely become frustrated and click away.
Mobile-friendly apps. With the right strategy and road map, mobile apps can provide an opportunity to drive profound engagement with your customers. Explore the different types of apps—productivity, commerce, retained engagement, and mixed-use—and whether or not a mobile app is the right move to support your acquisition, engagement, or conversion business goals.
Mobile-friendly MarTech. Twenty percent of mobile apps are only used once. With most consumers having 50 to 100 apps on their phones, how can you ensure that your company’s mobile app stands out from the competition? Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements. Companies with mobile apps that have used marketing automation can better drive app downloads, user retention, engagement, and monetization.
Learn more about how mobile marketing contributes to the bottom line in our ebook, "Best Practices for Mobile Marketing: How to Acquire, Engage, and Retain Users.”
Planning, implementing, and optimizing your mobile marketing program
Step 1: Create mobile buyer personas. Understanding your audience is the first step to any marketing strategy, and buyer personas are a valuable tool to aid in that understanding. Buyer personas are fictional representations of your various types of customers. Create a profile that describes each one’s background, job description, main sources of information, goals, challenges, preferred type of content, objections, and/or role in the purchase process. It is easier to determine a channel and voice for your marketing messages when you have a clear picture of your target audience. Observe mobile habits, utilize A/B testing, and you’ll build out useful buyer personas for mobile.
Step 2: Set goals. Before you launch a mobile marketing strategy, you’ll need to determine your goals and create a plan. Our guide will help you understand customer lifecycles and develop personas, build your marketing calendar and marketing automation toolkit, and define your mobile marketing goals and key performance indicators (KPIs) across all channels. Determine main objectives, key audiences, and how you’re developing cross-channel engagement so you can analyze how the channels you’re currently using can be included in your mobile marketing strategy.
Step 3: Establish KPIs. Just like your other marketing efforts, mobile marketing needs to be tested and optimized. Determine which realistic, measurable KPIs define your mobile campaign’s success.
Engagement. Provide mobile-friendly content for potential customers who are searching for information about your industry or product. Make sure your website is mobile responsive to improve mobile SEO.
Acquisition. Make sure lead nurturing emails are mobile friendly with clear calls-to-action. Buttons in emails should be near the top of the message and be big enough to easily tap in order to facilitate click-throughs. Then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.
Step 4. Monitor mobile metrics. Google Analytics can help monitor mobile usage of your site. Mobile behavior data reveals how well your mobile content engages your audience and conversion data indicates whether or not some of your key landing pages still need to be optimized for mobile browsing. Dashboard tools can show you the quantity and quality of traffic, page view metrics, bounce rates, and more.
Mobile marketing is a way to promote products or services through mobile devices. With this strategy, target consumers access location and time-sensitive customized content that promotes certain products, services, or ideas. After registering with SendPulse, you can start your mobile marketing.
Intro to Mobile Marketing
So, what is mobile marketing? Mobile marketing is marketing and advertising to people using smartphones and tablets. Typically, mobile advertising strategies take advantage of mobile device features such as push notifications and location awareness.
In addition, mobile devices, and smartphones in particular, are now an essential part of the shopping experience. According to Google, the number of smartphone purchases increased 27% between 2018 and 2019, and 61% of online purchases were made via a smartphone.
And it’s not just about purchases. Shoppers are using mobile devices for research before buying. According to Google, 90% of shoppers searched online before visiting a store. This means that if you get your mobile marketing right, you can drive foot traffic to your store.
Mobile marketing is even more important in the Covid-19 era. Though in-store shopping has declined, many shoppers still visit stores. According to Selligent research, 35% of shoppers mix both in-person and online shopping, and 36% still shop more in person than online. So there’s a great opportunity to reach potential customers with time-based, location-based and personalized messages.
2. Allows You to Reach Global Audience – And Segment It
If you don’t know your target audience, you can start broad until you figure it out. Once you determine it, focus on that audience. However, never stop testing and optimizing your mobile marketing campaigns.
The most obvious one is mobile websites. As I mentioned before, the majority of website traffic comes from smartphones. It is a quick way to check out any website on the go and discover a new brand. The number of purchases made on mobile devices has also been growing. And many predict it will soon surpass desktop purchases.
According to App Annie, 92% of the Android mobile time is spent in some kind of app. This is another vast marketing opportunity. One option is to display ads within mobile apps. However, you can also create your own app. It can make shopping more convenient, engage customers, and boost brand awareness.
In-Game Mobile Marketing
That’s a huge benefit, especially for smaller businesses that don’t have a huge marketing budget. So if you want to reach a lot more people for a fraction of the price of traditional advertising, mobile marketing is the way to go.
Creating campaign elements is also much easier for mobile. The amount of information you can include in a piece of content is much smaller due to the limited screen size of mobile devices. That makes the content simple, to the point, and thus more effective.
Mobile Marketing Automation
Mobile marketing automation is a way to deal with repetitive marketing tasks. A top-quality mobile marketing automation tool helps businesses engage with their customers and subscribers in real-time. SendPulse allows users to send targeted and segmented content at the right time with no sweat.
How to automate mobile marketing with SendPulse
- Register in SendPulse. Sign up with a name and email to set up an account at SendPulse.
- Go to Automation 360. Automation 360 is a tool that helps create and send automated emails, push messages, and SMS. To proceed, choose Automation 360 in the Automations tab.
- Set up events and conditions for your SMS campaign. Add as many events as you wish by selecting the “Events Manager” and add, edit, or delete variables. Create an automation flow for the event and add SMS as an element. At this point, one can combine with other elements too.
- Start your campaign. Begin your mobile marketing campaign, and keep track of conversions. A conversion occurs when the goal of an event is met.
Send bulk SMS to subscribers with SendPulse at a speed of 200-500 SMS every second!
Thanks to GPS devices found inside most mobile devices, advertisers can now send highly targeted messages to their audience when they enter a certain geographic area. For example, REI could use this type of messaging to reach out to their contacts with special outdoors themed promotions every time they come within a one-mile radius of their store.
What is mobile marketing?
Marketers need to be where their customers are. In today’s world, your customers are on their mobile devices. From smartphones to phablets (half phone/half tablet)—we are all doing more and more on our mobile devices. Which means that a mobile marketing strategy is an absolute must to survive.
This form of marketing effectively targets the mobile digital environment of customers and prospects. Mobile marketing strategies take advantage of the amount of time that people are spending on their phones. Mobile marketing uses ads that are specifically designed to appear on mobile phones and devices.
Knowing that your audience is viewing all or most of your marketing materials on their phones or mobile devices, marketers should design their content accordingly. Depending on your strategy and the resources you have available, it may be worthwhile to optimize all of your web-based marketing collateral (emails, landing pages, newsletters, etc.) for mobile, or have one version of your content for the web and another for mobile.
Mobile marketing is aimed at people on the go. Which is why it is vital that your marketing content provides customers and prospects with personalized, time- and location-sensitive information. That way, they receive the right information at the right time, when they need it.
An effective mobile marketing campaign can leverage many different methods, including social media, mobile-friendly emails, text message marketing, location-based marketing, apps, and ecommerce. Which ones you choose to employ will vary depending on your campaign goals, target audience, and budget. Here are a few of the most popular ways to use mobile marketing to engage with your audience.
Mobile users spend a huge chunk of their time on their phones and mobile devices using various apps. To reach them successfully and get them to engage with your message, marketers often adjust their digital marketing strategy to create an app-based campaign. Your company might even have its own app. Even if you don’t have your own app, platforms, such as Google and Facebook, provide services that help you place ads within third-party apps.
Location-based marketing uses proximity devices to deliver app-based advertisements to a target market based on their specific location. For example, a restaurant could send a mobile ad when a user is within a few miles of their location.
Text message marketing
Text message marketing reaches your prospects and customers with a text about an offer, announcement, or other news. There are two types of text messages: short message service (SMS), which sends short messages to mobile devices, and multimedia message service (MMS), which sends different types of media, such as videos, images, and GIFs. The benefits of text message marketing include:
As with email marketing, your list can be built by gathering contact information from prospects and customers through other interactions your business has with them (signing up for a newsletter or webinar, a previous purchase, and so forth).
Text message marketing works best when you target the right audience—people who have indicated that they want to hear from you. To be get the best results, text ads must be concise and to the point. You have a very short timeframe to capture the reader’s attention and get them to engage with your brand. The ad that you send should offer something of value, such as a coupon or a notification of a special event or sale. Make your offer in as few words as possible, as the reader’s attention—especially when it comes to mobile—is a precious commodity.
In-game mobile marketing
Mobile gaming is a billion-dollar industry that attracts a huge, global audience of potential customers. In-game mobile marketing refers to the ads that appear within mobile games. In-game ads can be full-page ads, rewarded video ads, interstitial ads, playable ads, native banner ads, and offer-walls. Over the years, the quality of mobile games has improved dramatically, making them more immersive than ever.
Types of Mobile Marketing Strategies
App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.
Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.
In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.
QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.
Deploying Your Mobile Marketing Tactics
One of the most important things to understand is that, like the rest of your digital marketing nearly all of your mobile marketing activities will revolve around your website. If it’s not optimized for mobile users, you should put a halt to your mobile marketing NOW.
Speed Is Everything
If your site doesn’t load quickly, the large majority of users will be off to the next site if your page takes more than a few seconds to load. Ideally, you want users to visit multiple pages on your site and explore what you have to offer, but you can’t expect people to do so if they have to wait to make it from page to page.
Google Gives Priority to Mobile-Optimized Sites/Content
Google has been very open about their prioritization of mobile-friendly sites. Their AMP Program even gives developers clear guidelines for delivering an enhanced mobile user experience. Those that create mobile pages around these guidelines see prioritized placement in Google’s search results when compared to slower loading sites. Something to consider, no doubt.
Your mobile site should take into account mobile user preferences and tendencies. That means eliminating everything that doesn’t deliver instant value and help the user reach their end goal most efficiently.
Mobile-Optimized Email Campaigns
Now that your website is up to speed, consider how your email marketing is viewed. This is when it becomes very useful to have a good email management software that helps you understand how many of your emails are being opened on mobile.
Include an image if you like, but make sure it loads fast. Make sure your CTA (call to action) is easily seen and understood too. If possible, place it entirely above the fold. Finally, make sure your buttons are a good size for tapping, as that what mobile users will have to do to click through.
When it comes to lead capture, either on your site, landing pages, or things like Facebook’s lead ads, you’ll be following the same guidelines. Fewer fields of information makes it easier and faster for mobile users to fill out, enhancing your chances of completion.
Advertising on Mobile Apps
There is an app for everything. What that means for you is that there is likely an app on which advertising makes sense. While costs and effectiveness of app network advertising varies, it’s something to consider based on your industry and your understanding our your customers.
4 Tips for Creating Mobile-Optimized Facebook Ads
How to Make the Most of Mobile Moment Marketing
Mobile users respond well to what’s happening on the screen right in front of them, but holding their attention can be tricky. That’s why it’s important to understand how you can take full advantage of “mobile moment marketing.”
That means responding to social media posts in real time (or close to it) whenever possible. It means having your Messenger staffed for immediate responses should someone have a question, comment, or concern. It means continually seeking out tweets about your brand to respond to customer complaints.
The faster you can respond to a mobile customer’s need, the more business you’re likely to win. Mobile users just don’t have the same patience or brand loyalty as they do on desktop, which makes this type of social media customer service increasingly important as we become a mobile-focused society.