Mobile Marketing: Building a Brand with Your Smartphone
On average, consumers spend about 5 hours a day watching videos, playing games, browsing social media, or shopping using their smartphone or tablet? That information is more significant than just providing a bit of trivia. For brands and businesses, that means that’s ample time per day that you could be capturing your audience through mobile.
The bottom line is, if you want to increase your brand’s bottom line or improve customer engagement, then your online marketing strategy MUST include mobile marketing. If not, you’re missing out on an easy opportunity to engage with your audience.
In this article, I’m going to be showing you how some of the most successful brands are using mobile marketing to attract customers and grow their business, and how you can apply these same strategies to build your own brand.
What is Mobile Marketing and Why Does it Matter?
Quite simply, mobile marketing is the promotion of a brand or business in a way that is optimized for smartphones and other mobile devices through apps, social media channels, and websites.
Though we know that many consumers spend many hours on their smartphones—in fact, 59 percent of people say they spend their free time on mobile devices—marketers have been slow to adapt to this technology. On average, marketers spend only 15 percent of their budgets on mobile and the remaining 85 percent on desktop. This makes no sense, since mobile ads have higher conversion rates than desktop—higher by about 64% compared to average desktop conversions.
Even though marketers have been dropping the ball on incorporating more mobile-friendly marketing strategies, search engines have not. That means that mobile marketing is even becoming increasingly important to SEO. In 2016, Google announced that they would start indexing business and brand websites based on how optimized they were for mobile.
If you want your brand sites to rank high on Google, then pages need to upload quickly, buttons (calls-to-action) must work on touch screens, and images have to be properly sized for smaller screens, all to accommodate mobile users.
Basically, if your brand’s site is not first mobile optimized to look good and perform well on a mobile device, then any marketing strategy you implement will be useless. If a potential customer clicks on a link in a social media ad, email, or text message on their mobile device and they are directed to a site that does not work well on mobile, then they’ll simply click away from it and you’ll lose that potential sale.
Not only does your website needs to be ready for mobile, but your content for your advertisements also need to be created with the mobile user experience in mind. Content needs to be clear, easy to understand, easily consumable, and needs to grab the attention of someone who’s quickly scrolling away on their phone. Your ads have a very short window of opportunity to reach the consumer and keep them engaged.
6 Mobile Strategies to Build Brand Awareness
Mobile marketing would make a great part of any marketing strategy if your campaign’s goal is to build brand awareness. Mobile-friendly platforms like social media apps make it easy for consumers to engage with brands, whether they’re liking, commenting, or sharing, making them great areas to launch brand awareness campaigns.
Here are a few strategies that you can use to build brand awareness using mobile.
Sending mobile users text notifications about promotions, sales, discounts, etc. is a great way to connect with your brand’s targeted audience and increase conversion rates. Offer your followers/customers an opt-in to a text subscription on your website—something along the lines of, “Enter your phone number to receive text announcements of special promotions, discounts, or events.”
Many brands have found success by creating mobile barcodes (QR codes) or electronic coupons that can be physically scanned at the point of purchase when customers visit the brand in-store. These QR codes can be emailed to the customer to give them access to a discount or special offer. Similarly, QR codes could be made available in-store that allow customers to register for a contest or special giveaway when scanned.
Mobile Friendly Email Marketing
Email marketing is an incredibly effective way to keep in touch with your customers or followers. To make your email marketing more mobile friendly, make sure that all links contained within the email are clickable and interactive. Links in email marketing are a great way to move consumers from the email to your brand’s website to help convert a customer interaction into a sale.
SMS Marketing is a great way for your brand to instantly communicate with your customer. However, you must always get the customer’s consent before sending texts, and you must always offer them the ability to opt-out from receiving texts at any time.
Many big brands like Amazon are already using SMS marketing. Here are just a few examples of the types of messages some brands are sending with this marketing strategy:
- Confirmation messages sent to consumers with a confirmation or order number for a product (Amazon)
- Delivery status of a package (Amazon/UPS/FedEX)
- ‘Thank you’ message for choosing their brand
- Surveys and polls—these have been effective for some larger brands, as they give the company a better understanding of the customer.
- Scheduling of appointments and automated reminders (car dealerships/doctors offices)
In Game Mobile Marketing
Chances are you or someone you know has a mobile game on their phone. Gaming apps are so popular that it is estimated that will be 213 smartphone gamers by 2020. Even now, 78 percent of smartphone users say they use game apps daily, and spend an average of six and a half hours a week playing games.
This makes mobile ads an incredibly effective marketing tool. Ads can appear as banner pop-ups, full-page image ads, or even video ads that appear between loading screens. In game mobile ads are a great way to capture a consistent audience.
Location Based Marketing
Location based marketing can help ensure that you’re not wasting your mobile marketing budget on users who are outside of the geographic parameters of your service. For instance, if your business only serves customers in New York City, there’s no use in advertising to users in Los Angeles.
Using the mobile GPS feature, businesses and brands can send tailored messages to customers in a specific geographic area. You also can set a virtual perimeter around a store or business, and whenever a customer (who installed your brands app) enters the area, a message is triggered to their mobile device.
Though not mobile-specific (though many social media users browse the apps on their mobile devices), many social media platforms like Facebook and Instagram offer location targeting. The Facebook Pixel, for instance, makes it incredibly easy to target your audience through a number of parameters.
Bluetooth Beacons are another helpful tool in location based marketing. These devices can be installed by retailers in their stores and can target the customers’ location within the store and send ads promoting products that are close to the consumers’ location within the store.
We live in a world where consumers are spending hours of their lives searching, shopping, and playing on a mobile device. Marketers can no longer ignore mobile advertising if they want to keep growing their brands and increasing their sales. If you’re looking to improve your brand’s reach, or are striving to keep your social media marketing agency competitive, then it’s time to start incorporating mobile advertising into your marketing strategies in a huge way.
If you’re ready to learn more about how you can keep growing your brand or business online, then check out our Personal Branding & Influencer Marketing course today! You can also stay update on everything related to digital marketing by following us on YouTube, Instagram, and Facebook, or by checking out our blog for helpful FREE training.