Mobile marketing: what it is and why it is needed. According to statistics, about 40% of online purchases are made through mobile versions of websites or mobile applications. In order not to lose this lion’s share of customers, you need to become familiar with mobile marketing.
The beginning of mobile marketing has been around since 2000 when mobile phones began to come into our lives. During its creation, mobile marketing was SMS spam.
Unacceptable promotional SMS messages were sent to all users whose phone numbers could be obtained.
Today, mobile marketing has become a science, where the key is the personal approach and customer support.
So, mobile marketing is a set of promotion tools that are implemented through mobile communications and mobile devices, as opposed to traditional company marketing.
Advantages of mobile marketing:
⦁ Ability to access more users than using internet marketing;
⦁ Relatively low cost per contact;
⦁ Focus on sales;
Disadvantages of Mobile Marketing:
⦁ Difficulty in obtaining data;
⦁ High competition.
Mobile marketing should be used when you set out one of the following tasks for the company:
⦁ Increasing customer loyalty;
⦁ Creating customer feedback;
⦁ Stimulating repeat purchases;
⦁ Retaining existing customers;
⦁ Attracting new clients;
⦁ Raising brand awareness;
⦁ Sales growth.
Also, it is necessary to add that mobile marketing can be considered an excellent example of guerilla marketing. This is the channel that allows you to promote goods to a wide audience without major investment.
Mobile Marketing Tools
To select a specific mobile advertising tool, you must do the following:
⦁ Determine the target audience of the product and company;
⦁ Determine how much of your target audience uses mobile communications, mobile applications uses QR codes;
⦁ Determine the budget for your advertising campaign.
Mobile marketing has long gone beyond mere SMS, although they do take place, but in a different format.
SMS messaging as a mobile marketing tool today is personalized advertising. Promotional messages should only be sent to those users who are interested in your product.
In doing so, it is important to formulate messages individually for each user, taking into account the needs, interests and other data of potential clients.
In theory, everything sounds great, but how do you get all the data you need in practice?
There are several ways to do this:
⦁ Include the necessary fields to create personalized messages in the registration form on your official website. Be sure to include the “Cellphone” box and the SMS distribution permission. Remember to track the history of purchases and visits to your site’s user pages.
Imagine selling hair care products in your online store. If the user has visited dandruff description pages but has not made a purchase, then offer him or her an effective dandruff remedy in a text message that will solve his / her problem. If the user has made a purchase, offer complementary products. To create a custom SMS advertising ad, the following fields may be useful to you during registration: “What shampoos are you most interested in?”, “What flavours do you prefer?” Do not overload the questionnaires and always provide answers, otherwise, you will scare away the potential user.
⦁ Obtaining the necessary data when placing the order. In this case, the bonus cards for which the client is offered to fill out a small survey help.
⦁ Questionnaires on social networks will allow obtaining missing data for potential clients;
⦁ Purchasing a database with numbers and data for potential clients. But in this case, you run the risk of negative user reaction.
Mobile marketing in the form of MMS is completely identical to SMS. In the case of MMS, you get the opportunity to send not only text ads, but also visual (images), audio (voice messages) and video ads.
Mobile app ads
This type of advertising applies to mobile internet marketing. Absolutely all mobile apps offer image or video ad serving.
This type of mobile advertising is more appropriate for companies whose target audience is mostly young people, as they mainly use different mobile applications.
For your ad campaign to achieve the desired results, you must follow the following rules:
⦁ Select applications whose target audience is the same as the target product’s target audience.
⦁ Ask for download statistics from the app developer to find out who the user is. This will allow you to comply with the previous position;
⦁ See the number of downloads of the app and the number of users you want to notify.
It is best to contact the application developers directly, but you can also do so using DoubleClick and OpenX.
The types of ads in mobile applications are as follows:
⦁ Horizontal banner – occupies part of the screen, does not prevent the subscriber from using the application;
⦁ Static Image – Takes full screen to remove ads and continue working with the app; you must close the ads by clicking on the cross;
⦁ Animation – 3-5 seconds video;
⦁ Expandable banner – When you click on it, it expands to full screen.
Besides, you can create a mobile application yourself, such as a game whose storyline intersects with your business. To complete this game, set bonuses that can be replaced with a discount or a gift.
A relatively new tool. This is a code that can be printed on print media that can be read via a mobile application. Such code should bring value to the customer. No one will download the QR Code Reader application to see ads.
The QR code should, therefore, carry one of the following values:
⦁ Provides an online discount coupon;
⦁ Provides an online coupon for receiving gifts;
In this case, the potential customer is contacting you for some information. As a rule, this tool is used in combination with any other that has had a “hook” for the potential customer and the short number itself.
An example. The potential consumer hears the following advertising information on the radio: “In the N store they give gifts, call 555 for more information.”
Mobile Marketing Technology
Successful examples of mobile marketing implementation
Any mobile marketing tool can lead you to success. Here are some examples of successful advertising campaigns conducted with different tools.
SMS and MMS emails
N Club actively uses SMS emails to attract and retain customers. Their strategy is to get the customer interested, to get him to come to the store to find out what the company meant by the SMS message with the following content:
“This is very sensitive information … Just be quiet! We give love and everything related to it. ”And they are doing great.
Fast food restaurants such as Burger King and KFS have long launched their mobile apps that allow consumers to receive discounts that capture customer attention.
Scandinavian Airlines has launched a campaign in which a potential customer was asked to scan a QR code to get a discount on flights. The peculiarity was that it was possible to scan code using only two gadgets. In this way, users began to bring their friends and acquaintances to the company for the benefit of their gadgets.
In conclusion, mobile marketing does not end with the listed promotion tools. This includes customizing your mobile site.
It is important that your website on your smartphone displays basic information and allows targeted actions to be taken. To do this, set the image to the appropriate resolution and size, remove plugins, enlarge the font, buttons, and other active elements of the page.