More than half of adults admit to checking their phones within minutes of getting up and going to sleep. People check their phones at least 96 times per day. One in three even check their phones in the middle of the night. If you’re using mobile marketing, this gives you an opportunity every hour of the day.
Mobile marketing has quickly become one of the most powerful tools in a marketer’s toolbox. Having the ability to connect with prospects and customers on the go means a bump in your earning potential.
Yet mobile marketing is an ever-evolving industry, and it takes work to stay up to date with the latest strategies and techniques. What works for one business might not work for another. There are countless ways to engage with your audience through mobile marketing. It’s up to you to decipher the way that suits you and your audience best.
Understanding Your Mobile Audience
To effectively engage with your target audience, you must understand their preferences and how they use their mobile devices. Different demographics have different goals and desires. Millennials will use their phones differently than Baby Boomers. Who you’re targeting and your approach should change accordingly.
Pay attention to:
Mobile Usage
Mobile devices are an integral part of our lives. The average American spends 5 hours and 24 minutes daily on a mobile device. If you understand how your target market uses their devices, you’ll be better able to tailor a marketing strategy that reaches them correctly.
App Usage
Apps are a significant part of the mobile experience. There are specific ways to reach out to your customers through apps, but you’ll have to understand how your target audience uses them first.
Location
Mobile devices have an advantage over desktop applications because they constantly move based on daily activities. Mobile marketing gives you the unique advantage of targeting consumers based on those activities and delivering personalized, relevant content when it matters most.
Using Mobile Marketing to Reach Your Target Audience
John Wanamaker, one of the original ad men, is quoted as saying, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Mobile marketing only adds to a marketer’s confusion since mobile is constantly evolving. However, there are several things you can do to make mobile marketing more appealing:
Make Sure You Have a Mobile-Friendly Website
Having a website is mandatory to do business in today’s world. Yet, some websites still don’t function well on mobile devices. Studies show that people abandon a mobile site if the search takes longer than three seconds to load.
Every aspect of your website should be mobile-friendly. You should have a fully responsive site that adapts to any screen size and mobile device. Your site should provide a seamless browsing experience. Does the navigation work well? Is the content tailored explicitly for mobile devices? If you haven’t looked at every page of your site on various mobile devices, it’s time you did.
Consider the Potential of a Mobile App
Depending on your business model, a mobile app may be a great way to keep your customers engaged. Mobile apps allow you to reach a wider audience and become integral to a person’s daily life. They enhance the user experience by providing messaging and personalized content to stay informed and engaged. It also gives you another chance to monetize what you do. While it’s not for everyone, for some, it’s the perfect way to create a following.
Mobile Advertising
There are many ways to advertise on mobile devices, including search ads, in-app ads and display ads. Mobile advertising helps you reach your target audience via different mobile platforms to promote products or services. It starts with a well-crafted mobile advertising strategy that fits your overall marketing strategy. It helps you optimize every campaign for seamless user experiences.
What makes this powerful is your ability to make changes on the fly. You can test, get results, change things around, and track the differences. It highlights what people want in the form of titles, phrases, graphics and preferences. Even minor tweaks can have a major impact. Of course, a team like InnoVision that can help you analyze all of this and maximize your return will help you get where you’re going with your marketing dollars a little faster.
Location-Based Marketing
Marketers are often surprised by how detailed they can get with mobile advertising. When you combine it with location-based marketing, your strategy moves to another level. Targeting users based on their geographical location is highly effective for reaching out to local customers and driving traffic to a physical location.
Location-based marketing leverages geolocation data and provides marketing messages that resonate with users based on their physical location. Imagine being in an area searching for a place to eat. If you suddenly receive a coupon from a local eatery, it can heavily influence your final decision.
Social Media
You can’t ignore social media. It’s a heavy traffic driver on mobile devices, but it has to be approached in a manner that allows you to engage with your audience. It starts with engaging the audience. Give them what they want, and they’ll show up for more. Move into strategic campaigns and targeted ads. It can increase engagement tenfold.
If your business isn’t using social sites like Facebook or Instagram effectively, it’s time it did. Implement a solid social strategy to further your customer experience.
It’s Time to Develop Your Mobile Marketing Strategy
Today’s shoppers are empowered. They choose where to consume information and aren’t afraid to do their research. They choose to communicate with brands that resonate with their beliefs and values and look for ways to add convenience to their lives.
That makes mobile marketing one of the most effective tools available to you. It’s time to unlock the potential of mobile marketing to reach out and communicate with your target audience. How can InnoVision Global Marketing help you along your journey?
