What
is mobile marketing? (Complete Targeted Mobile Traffic Guide)
Do you read this article
about mobile marketing on your mobile phone? More than 80% of Internet
users connect to the web through smartphones. Both marketers and customers
start their web services with mobile. Digital marketers are significantly
more interested in creating mobile campaigns because they know that mobile
users are mobile buyers.
Salesforce statistics
show that 68% of companies have synchronized mobile marketing with their
marketing strategy. The sooner you reach out to mobile users and solve their
problems, the better results you can get at your job.
It is no longer a mystery
that success in online commerce has its challenges. One of them is to know
how to interact with high potential customers on different platforms and
devices. Not only will you get the best results from your mobile phone, but
with a good understanding of how mobile marketing works, you
can take full control of your marketing plans.
Let me start with a quick
definition.
WHAT IS MOBILE MARKETING?
Any
marketing activity that is managed through the Internet and customers are
constantly connected to it using a personal mobile device. Seems everyone
these days is attached to their smartphone.
Take advantage of that and buy mobile traffic which
is driven to your website from Android and iOS devices. Statistics support the fact that more and
more web searches are derived from mobile devices. Buy mobile traffic and find your prospective
audience exactly where they are at! In Wikipedia, mobile
marketing means marketing by or inside a mobile device. Another expert has come
up with this definition: Mobile marketing as an advertising activity designed
to be presented on mobile phones, smartphones, and other mobile devices,
usually as part of a multi-channel campaign.
I define mobile marketing as marketing for mobile users.
Mobile phones are
changing the way interactions your target audience and customers have with your
brand. People visit your website on their phones, open your emails on
smartphones, and make purchases from your store over their phones.
Putting your business
right where your customers are - actively - is all about Rajab Mobile
Marketing. Any marketing plan today that ignores mobile marketing is a
failure.
A BRIEF HISTORY OF MOBILE MARKETING
The history of mobile
marketing goes back to when the first SMS and mobile short codes were launched
in 2003. Pontiac and Nike were the first brands to launch the SMS campaign in
2005. That's when both brands realized that mobile marketing was the
future because people were obsessed with mobile phones. In 2007, there were 2.4
billion SMS users worldwide. Apple launched its first iPhone in the United
States, and QR codes were added to mobile marketing in 2010, ushering in a new
era in marketing.
In 2011, mobile marketing
was a global $ 14 billion industry.
In 2013, Android and iOS
dominated the market, and that was when applications (apps) became popular and
smartphones replaced traditional mobile phones. In 2014, the number of mobile
phone users exceeded the number of computer users, and people had access to the
Internet through their mobile phones. Today, 89% of mobile users' time is spent
on apps and the remaining 11% is spent browsing websites. This is the
number one reason that 71% of marketers say that mobile marketing is the core
of their business, while 68% of brands have incorporated mobile marketing into
their overall marketing strategy. Brands that do not use a mobile marketing
strategy should reconsider their marketing strategy, Because such brands
lose customers at any moment.
Why is mobile marketing
important today? You may not be fully aware, but let us explore some of
the reasons for the increased attention to this issue:
1- ACCESS TO THE CONTACT:
When access to a contact
is a concern, there is nothing easier than getting a mobile phone to reach the
desired audience. 79% of smartphone users report that their mobile phone
is the first thing they check every morning and keep their phone close to them
during the day.
But that is not
all. On average, a cell phone user spends 90 minutes a day on their phone,
while US consumers spend 220 minutes a day on their phone. This average
time is increasing. here is no other simple way to reach your
consumers. You can access them anywhere, anytime, as long as you have a
comprehensive mobile marketing strategy. Mobile marketing reaches places that
other marketing channels simply cannot. So you can come up with a new
application idea.
2- PERSONAL
Mobile phone is a
personal device. According to a research study, 91% of mobile phone users
put their phone within one step of access during the day. When you connect with
your customers via mobile, your brand is in the same category as the user's
friends and family. People communicate better with the brands they interact
with one by one, and there is nothing better than a mobile phone to build that
personal connection.
3- FAST
If you had to send a
quick message to your customers, what kind of media would you choose? Research
shows that 90% of text messages are read in less than three minutes, while
another study found that the rate of reading text messages is 98%.
In addition to having
significant access, mobile marketing can deliver messages quickly. Unlike
email marketing where the response rate is only 6%, text messages have an
exceptional response rate of 45%. Text messages are delivered instantly, read
immediately, and bring unique results to brands.
4- E-COMMERCE WITH MOBILE
Consumers prefer to shop
through their mobile devices. More than 44% of the time spent on the
Internet is related to mobile phones. Up to 78% of mobile searches lead to
purchases. The mobile presence is growing rapidly and is expected to dominate
e-commerce in the future. Mobile e-commerce accounted for 34% of global
e-commerce in 2016, up from 31% in 2017.
There is still no excuse
for businesses to reject mobile marketing. What do you think?
5- AFFORDABLE
Mobile marketing is very
cost effective compared to other marketing techniques. For example, running an
ad on TV is more expensive than running an SMS campaign or creating a
mobile-optimized website. So, you make more money in the long run.
6- CUSTOMER PARTICIPATION
Your customers will trust
you better if they have a good experience with your brand on their mobile
phones. Research shows that 61% of people will remember a good experience
when they do not have a problem visiting the brand website. On the other hand,
if your site is not optimized for mobile, 30% of customers will leave your
website. website optimized for mobile
and a better mobile marketing strategy will not only increase sales, but you
will have a collection of satisfied potential customers who will join your
brand in the years to come.
HOW DOES MOBILE tarffic WORK?
Mobile marketing works
just like any other type of marketing. There is only one difference - your
customers use their mobile phone to find and access your business.
In short, you enable the
target, connect and communicate with them using their mobile devices.
Nowadays, smartphones,
tablets and game consoles are emerging devices that people use to connect to
the Internet. In fact, 80% of Internet users use smartphones. Your
customers are already on mobile, so you need to be there. If you do not
put your brand in front of their eyes through their mobile phones, your
competitors will do it. As you read this, most of your competitors are
using mobile marketing.
So let's take a brief
look at how mobile marketing works:
a. Develop a Mobile
Marketing Strategy (Discussed Below)
B. Choose the type
of mobile marketing based on your business goals and strategy (discussed below)
C. Tracking, analyzing,
and screwing up strategies to improve it.
HOW TO DEVELOP A MOBILE MARKETING STRATEGY?
Mobile marketing includes
a complete set of activities related to business strategy and overall marketing
strategy. Mobile marketing does not always work the same for all
businesses.
Here are the steps that
brands need to go through in order to create mobile marketing:
§ Define goals for mobile marketing
§ Define the target audience and the mobile market
§ Mobile phone use
§ Integration
1. DEFINE GOALS FOR MOBILE MARKETING
With a destination, a
goal begins. You cannot find anything else.
Do you
want to collect mobile contacts? Do you want to have a mobile advertising
campaign? Are you planning to send your coupons via text to your audience
to increase sales in certain geographical locations? Is your goal to increase
the installation of your application?
Keep your goals realistic
and challenging at the same time. India's Unilever needed creativity to share
more advertising (SOV) for consumers in key rural India who do not have
permanent access to television and electricity. Unilever launched its mobile
entertainment channel, which was accessible via a toll-free number. As a
result, ads for the three Unilever brands were heard more than 20 million
times, and in six months, Unilever gained 8 million new subscribers, with the
channel having more than 12 million subscribers.
As long as you have a
specific goal, you can do it with mobile marketing.
2. DEFINE THE TARGET AUDIENCE AND THE MOBILE MARKET
The target market and
target audience for your mobile marketing campaign can be the same or
completely different from the target audience of your business.
Question: How can it be
said that it is the same or different?
Response:
§ With research.
The simplest strategy is
to develop your buyers' Persona. Use questions, polls and interviews and}
actually} create a role for them.
Google
Analytics and Alexa Account are two
great tools to get you started on collecting information about your customers.
3. MOBILE TURN!
If your mobile website is
not responsive, get started now.
Why?
Because when you reach
your target audience via mobile phone, they will probably visit your website
before doing anything. Not having a mobile optimized website means you are
wasting your money and losing customers. You may even annoy your
audience. This is exactly what G-Eds experts share with their clients: Optimize
your site for mobile users before you start advertising
on Google or Landing Page.
More than 57% of
customers do not recommend a website if they have a bad experience with
it. Do you want to annoy your potential buyers, or do you want to
serve them?
A Responsive buying mobile website
traffic is not necessary for your mobile strategy, but it has several
benefits such as improving your site SEO, reducing site load time, better user
engagement, and more.
Before starting any
mobile marketing strategy, such as SMS marketing or mobile advertising, you
should optimize your website for mobile phones and your site should be
displayed perfectly on all devices.
4. INTEGRATION
Finally, integrate your
business with your mobile strategy so that customers get what they expect. About
44% of millennials (born in the sixties and eighties and beyond) like to have
their favorite brands interact with them on their mobile phones, while another
39% like their favorite brands to be active on social media. To be.
Mobile phones are mainly
used to access social networks. You need to be able to integrate customer
support, digital content marketing, and other business activities into your
social networks. Your customers are eager to reach you via mobile.
Do not disappoint them!
A VARIETY OF MOBILE MARKETING STRATEGIES
There are many types of
mobile marketing strategies. The type of choice depends on the overall
goals and strategy of the business.
To better understand,
let's look at an example. Carl Jr. launched a text messaging campaign in
2013. The restaurant sent a text message to its customers offering a $ 6
burger for $ 2.99. The campaign had a huge 19% rate for repurchases.
Do you know why Carl Jr.
used text messaging strategy and nothing else? Because their goal was to
increase sales.
The simple rule of thumb
is to relate your mobile marketing strategy to your business goal and then
choose the most appropriate one.
Here are some types of
mobile marketing strategies you can try:
A. APP-BASED MARKETING
In this type of mobile
marketing strategy, mobile applications are used. It can be in one of two
forms:
§ Create an application
§ Application ads
Creating your own app is
the best choice, as 90% of the time users spend on mobile phones is spent on
mobile apps.
Having a dedicated
program for your brand has other benefits, such as:
§ Customer participation
§ New channel for marketing and communication
§ Increase brand awareness
A potential problem that
limits your business from having your own app is the cost. A reliable and
professional program does not cost you less than 38 million
tomans. Although you can have an application for 5 to 10 million tomans,
which of course you should not expect much from it. In any case, try to
have a high-quality application. Publish an application that is not of
good quality; Not only does it not help you, it can hurt your brand.
SO WHAT ELSE CAN SMALL BUSINESSES DO?
Mobile
advertising is one of the best ways to advertise online. Google
Ads mobile advertising and Facebook advertising are the two
leading advertising platforms.
These ads will show your
ad in third-party mobile apps. This is a great way to Get high quality
targeted website traffic to your homepage. Ready
to run an app advertising campaign to promote your app? You can now
contact G-Eds experts for advice on advertising your app or other apps.
B. SMS MARKETING
Sending customer offers
via text is known as SMS marketing. More than 96% of smartphone users use
SMS. This shows how powerful this mobile software marketing method can be
- if done right.
With a 98% achievement,
you should not rule out SMS marketing.
Just as you record your
customers' email addresses in email marketing, you should also collect the
mobile phone numbers of your favorite customers. This is the hard
part. You need to create a database of personal interests of those who
have allowed you to send text messages. This is the only way that works for
your business. Remember that SMS marketing does not mean sending annoying
text messages.
Pizza Domino upgraded its
Facebook group and increased its sales with the help of text messages. The
brand's owner and regional manager, Ryan Swanson, says:
In-store sales are
unprecedented when we send text messages or get people on Facebook [by previous
users].
J. MOBILE SEARCH ADS
What do
you think about running a click-through advertising campaign for
mobile phone users?
This type of advertising
can be used for various purposes:
§ Lead generation
§ sales increase
§ Install the application
§ Increase site traffic
§ Geographical targeting
A
mobile search ad campaign can be set up from a click-through network such as
Google Ads or Bings Ads. If you plan to run this type of advertising
campaign, you have to choose mobile ads specifically. You can open a special account with the help of G-Ads experts to
start mobile ads.
Research shows
that 68% of users get their desired route (which can be related to a company,
store, repair shop or any other business) through mobile search. However,
due to the fact that most Iranian users use Google to search and Google
Business is not available in Iran, it is not possible to use the geolocation
extension in Google ads related to Iranian businesses.
70% of
smartphone users say that the call button is very important in mobile search
ads. It is possible to add Iran contact number to Google ads.
These statistics show how
potential buyers will find you on their phones, and what they expect from you.
A mobile advertising
campaign can make the most of sharing your phone number with potential
customers contacting your business.
Through mobile search
ads, it is also possible to display application information and transfer users
to Google Play and the Apple App Store.
D. MOBILE ADVERTISING WITHIN THE GAME (IN-GAME)
An in-game mobile ad is
displayed in mobile games at the start of the game or while playing (mobile
game). An in-game mobile ad can be a banner ad, a video ad, or a full-page
banner ad.
The global gaming market
is $ 86.1 billion. Gamers love to spend money on games.
Mobile ads while playing
are not for everyone. This type of advertising is not beneficial for all
businesses, so before launching your advertising campaign, make sure that it
will be useful for you through a free consultation with G-Eds experts. In
general, for in-game advertising to be effective for you, your product or brand
must be relevant to the game or players.
These
ads can be used to raise brand awareness. Showing your brand several
times, a day will help your target audience remember you.
You have to be smart with
in-game mobile ads, otherwise in addition to wasting advertising budgets it can
have a negative impact on your brand.
H. QR CODE
QR codes are still
mysterious, due to the fact that the user who scans the QR code from a mobile
phone does not know where the code will lead him. A rapid response code
(QR) is a type of matrix barcode that combines numbers, bytes, alphabets, and
kanji. QR barcode is used to store data.
When a user scans a QR
code through a mobile camera, the code is scanned and translated into a URL,
directing the user to the designed website. Users do not know where the code is
leading them, and this is why it encrypts the code. They must trust the QR
code description.
Despite the mystery, they
are popular among the people. IOS users around the world use QR codes
without hesitation. When users scan a QR code to get a discount code, referring
them to your website to increase traffic is not a good idea at all. More
than 87% of people scan the QR code to receive a coupon. There are many sites
for creating QR code online, which you can
visit to create QR code .
AND. MOBILE BANNER ADS:
A banner ad appears on
websites while the user is browsing on their mobile device. These ads are
similar to the ads you see on Google partner sites (Display Network).
Google Ads is the largest
ad network that allows you to set up and run mobile banner ads. The cost
of Google banner advertising, while increasing every year (due to its
increasing use), is still one of the most cost-effective types of online
advertising. Mobile banner advertising is one of the leading mobile
marketing techniques that businesses prefer and still use to this day. Starbucks
successfully launched location-based marketing in 2014. He tracked the
user's location based on their device ID, and as soon as they were near a
Starbucks branch, they received a very personal ad.
If you receive an ad from
any brand, you will not ignore it, right?
Starbucks saw a significant
increase in sales. The chances of visiting the store after seeing a
location-based ad increased by 100%.
· Customers like to see location-based ads.
According to a study, 67%
of smartphone users want to see ads related to their location, while 61% of
smartphone users like to watch custom ads for their instant environment.
Location-based
advertising not only offers discounts, but also makes your customers
happy. They like brands to send custom ads based on their
position. So why should we not use this possibility?
THE BEST MOBILE MARKETING EXERCISES
Mobile marketing should
not be done just to increase sales. Your goal should be to engage with
consumers on a personal level. How about
Learn how to upgrade your
app with some of the best mobile marketing practices that have helped
businesses around the world. Now it's your turn to get on the success car.
A) MAKE YOUR WEBSITE MOBILE FRIENDLY:
An optimized mobile
website is a prerequisite for mobile marketing. You do not just need a
mobile friendly website, but your website should have the same content on
desktop and mobile. If the website works well on mobile, about 74% of people
will come back to your website.
In another study, 61% of
users reported leaving the site if it did not display well on their mobile
phone. So bad!
If there's one thing you
want to do about mobile marketing, make it your mobile-friendly website. Always
link to the main landing page when running a mobile marketing campaign, as 63%
of customers prefer to buy from their own phone and the number is expected to
increase in the future. For people who are in fashion and using their mobile
phones, the best time to send them is to a landing page that is optimized for
mobile.
B) LICENSE-BASED MOBILE MARKETING
There
are several definitions for this term, but Marketing defines permission-based
mobile marketing as follows:
"Consumer
Satisfaction During an Ongoing Marketing Dialogue, which takes place on mobile
devices and exchanges value." The number one reason you should opt for licensed
mobile marketing should be that it leads to better customer engagement, higher
returns and a better return on investment (ROI).
That's logical, right?
No one will appreciate
your SMS if they do not know you, your brand, or will never allow you to send
messages. When you are allowed to contact a customer, this is the point
where you will receive a better response.
This is a two-step
process:
- Get satisfaction
- Database management
SATISFACTION
Instead of buying a cell
phone number in bulk, the best approach is to get customer
satisfaction. Allow users to share their mobile number with you and they
should be aware of your situation.
Consent can be obtained
on paper, email, website, text message, or by phone.
Allow them to change and
update their priorities and unsubscribe whenever they want.
The opt-out process
should be available with each message.
Of course, they will not
share their personal information with you unless you offer them something
valuable in return, such as a discount coupon, a free gift, or a unique offer.
BUILD A MEANINGFUL DATABASE
Simply categorize users
based on their interests, location, demographics, attitudes, and behaviors. When
it comes to customer satisfaction (or the process of subscribing), brands do
not know much about users, but over time, through the creation and analysis of
mobile marketing campaigns, they learn something about their subscribers.
Statistics show that 53%
of salespeople segment customers based on their purchase history, while 55%
segment based on their interactive behaviors. Without customer segmentation, it
is very difficult to make personalized offers that customers really like.
C) USE GEO-FENCING
Geo-fencing is a feature
that uses GPS or RFID to define and track geographical
boundaries. Geofence is a radius or area created by us around a specific
place such as near a store or a school.
The four circles in the
image below represent four different geo-fences.
This technology is used
in location-based marketing, in which a predefined message, advertisement or
offer is delivered to the user as soon as a person enters a Geo-fence.
Geofence has several
benefits such as increased sales, customer loyalty and brand awareness.
This is one of the best
mobile marketing strategies that improves user engagement and helps build
long-term relationships with customers. "Patrick Lady, CEO of
Pulsate, says:
Having physical
communication at the right time and place with immediate value builds loyalty
and increases sales. Customers like to receive offers for their specific
location on their mobile phone because it is related to their location and
interests. It's time to take location-based marketing seriously.
D)
Create an application for your business.
Total time spent on apps
has increased by 63% in the last year alone. By 2020, global downloads of
mobile apps will reach 284 billion.
Is
your business ready for the future?
Now is the time to
develop an app for your brand. This will increase your brand awareness and
customer loyalty, because 85% of people prefer an app to an optimized Targeted mobile website Traffic. Even
if you do not have a good mobile website, you can have loyal customers just by
having an app. Either way, an app lets you connect with your customers
over the phone during the day.
E) UPDATING SHARED INFORMATION
Another important point
in mobile marketing is rooted in updating shared information. Regularly
updating shared information is critical to effective and targeted mobile
marketing. A simple text message asking them to share their location or the
types of offers they want to receive will help you update your customer
information.
Posting irrelevant
suggestions is a bad idea.
86% of customers reported
that it would be helpful to receive relevant and personalized offers when
shopping in-store.
Your customers expect a
lot from you. They want nothing more than personal offers. It feels
good when someone can read your mind.
F) GOOGLE ADS ADVERTISING PLUGINS FOR MOBILE
Google Ads ad plugins add
more information about your business to ads. Provides more information
than the ad text. These plugins highlight your ad in mobile search
results.
There are two types of
Google Ads plugins for mobile:
- Automated
- Manual
Google Ads plugins are
automatically added, and you do not need to do anything. You need to add
your own promotional plugins.
Here are the different
types of mobile ad plugins that need to be added manually to the Google Ads
platform:
- Call extension
- Mobile app extension
- Offer extension
- Site links extension
- Location extension
Contact
plugin: This plugin, which is displayed in Google ads on mobile, adds
your phone number to the ads by clicking. Users can contact you
immediately by clicking on the number. This plugin is useful for creating
instant tips and sales. Says Surojit Chatterjee, director of Google's global
mobile advertising product group: When an advertiser uses a call or location
plugin, it increases the average CTR by 6 to 8 percent.
All statistics show that
you should use this plugin for Google ads on mobile.
B) Application plugin: This mobile plugin is similar to
the call plugin. With this plugin, you can send interested people to the
download page of your application on Google Play or the App Store.
With this plugin you can
only refer users to the application page. You can not provide other
downloadable items such as PDF files through this plugin. This is best
done for brands with proprietary applications. If you want to increase the
installation of your application, this plugin can be a good option.
According to Google's
mobile advertising blog:
The application plugin
provides advertisers with a new distribution channel to provide applications to
users. By adding the app plugin to Google Mobile Ads, you can see a 6%
increase in the CTR of your ad campaigns.
C)
Suggestion plugin: This is one of my favorite plugins. This plugin allows
advertisers to attach an offer to their ad. The offer is displayed below
the ad. Offers can include coupons and immediate discounts. With the
location plugin (discussed below), it can have amazing performance. For
example, you can offer a special discount to customers close to one of your
stores. The ad forces people to visit your store to take advantage of the
discount!
Increasing sales does not
happen just by adding a promotion plugin. You need to target the right
people at the right time with the right offer.
D)
Link site plugin: With the help of this Google Ads advertising plugin, you can
add multi-page links from your site to your ads. Users can choose between
the site links and the main link of the ad and click on the link of the pages
they want.
Try adding different
links to your ad campaigns. Google is trying to make the sites more
attractive to users. After a while you can check the weak sites and edit
them and replace them with other sites.
A)
Location Plugin: More than 40% of searches in Google Mobile ads are related to
local information. For this purpose, using the location plugin can be very
useful. But as we said at the beginning of the article, the use of this
feature by Google is limited to situations related to Iran.
MOBILE MARKETING TOOLS
Having access to the
right mobile marketing tools helps you get everything done at the right
time. Here is a list of some of the best mobile marketing tools:
1. TRACKING OF MOBILE APPLICATIONS BY TUNE
Tune helps monitor,
analyze, and track marketing campaigns across multiple mobile ad networks. The
company offers many solutions such as in-app marketing, app
store analysis, marketing intelligence, attribution analytics and more.
Marketing console is a very
powerful tool for mobile marketers.
2. ADMOB
Adobe
is Google's official mobile advertising network.
This program is used to
monetize applications. Mobile marketers who want to monetize their
applications or have plans to promote their software in other applications
should use Ad Mob.
3. LOCALYTICS
It is an advanced mobile
application analytics tool that provides many features such as real-time
analysis, CRM, smart targeting, campaign management, multi-channel partnership
and more.
4. FLURRY
Flurry helps you analyze,
grow, and manage your applications. It has some amazing features like
monetization, app comparison, user segmentation and funnel analysis.
An essential mobile
marketing tool for brands with their own software (s).
5. MIXPANEL
Mix panel can be used for
both mobile and web analytics. Instead of using different analytics tools
for web and mobile, why not use a single tool that analyzes both well? You can
link mobile and web users and perform analyzes such as comparing customer retention
rates and engagement differences.
6. YELP
This should be amazing.
Yelp has 72 million
unique mobile visitors per month and 25 million monthly active app
users. More than 74% of Yelp searches are done by mobile. The moment you
design your mobile marketing strategy, make sure your business is on Yelp.
7. COUNTLY
It is generally an open
source application analysis tool. Works for all devices and applications
including Android, iOS, Windows and Blackberry. It offers not only mobile,
but also web analytics, gaming and IoT. This is a comprehensive analysis
tool for businesses.
Conclusion
Your customers have cell
phones, never leave them alone.
Janice Han Reynold said:
In today's modern world,
people are either asleep or connected to the Internet. Make sure they are
connected to your business when they are not asleep. You put your brand
story where they are. Not all website traffic is created equal. While our website traffic is affordable, it's
certainly not "cheap". We
offer real human website
traffic - never bots. Because
honestly, what's the point of that? You
want real people behind your incoming website traffic that will engage with you
and take advantage of messaging or offers.
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