In order to develop a highly-effective mobile marketing campaign, you must first understand how audiences, specifically your audience, interacts with mobile technology. Ask yourself the following essential questions and gain invaluable insight into consumer mobile habits:
How Are My Customers Using Mobile?
Utilize analytics to determine how your target audience is using mobile. Are they using tablets or smartphones? Android or iOS? Are there certain times of day they shop the most, whether in store or online? Which mobile advertising tactic is therefore the best option? Once you discover exactly how your target customer base is using mobile, you can develop a customized marketing strategy to reach them through the most effective channel.
Who Are My Competitors?
You and your entire team should download competitor apps and learn how they keep their customers engaged. This provides ideas, and otherwise helps you understand what’s working for other players in the space. Once you know what’s working (and what’s not), you’ll be better equipped to devise a plan that eclipses them.
What is the Cost Per Download?
Knowing the cost per download (or per customer acquisition) while launching your app is important when it comes to budgeting. Development is just one side of the coin. The financials also have to make sense when devising a proper price point.
Should I Use In-App Advertising?
Popular apps such as Twitter allow in-app advertising and mobile advertising. This is an effective way to market your app or business to the masses, but it’s important to choose well-known and relevant apps that make sense for your consumer base.
What About Social Media?
Mobile social media platforms are another efficient, effective marketing option, and one that offers near-immediate access to app downloads and web site conversions.
Apps versus Mobile Sites?
At this juncture, consumers tend to favor apps over mobile sites, such as social media, email, and news apps. A mobile-friendly website is still a good idea, however, whether or not your company offers an app.
If you haven’t jumped on the location-based advertising bandwagon yet, now is the time. With the massive proliferation of mobile phone use, location-based mobile marketing presents a highly-efficient way to attract new customers while keeping current ones engaged. Experiment with geo-fences and iBeacons, and craft marketing interactions with users as they enter or leave stores. Whether it’s sending suggestions, exclusive coupons, information about daily promotions, or anything else relevant to your brand and consumer base, it’s definitely a good idea to try location-based advertising via mobile web and text marketing.
Do a little research through trial runs before committing to one or several mobile marketing strategies. Without knowing what your customers are after, you’ll be hard-pressed to create a mobile marketing campaign that works.