You need it all. Employing only a few marketing elements is a start, but engaging in a multichannel digital marketing plan is going to yield better results. Why? With so many options, consumers are gobbling up information, and making decisions and purchases across numerous devices and along various avenues. Mobile marketing is perhaps one of the fastest-growing strategies to attract those consumers.
According to the research firm Berg Insight, mobile marketing and advertising is expected to grow 37% by 2016. It may be easy to think of a fast growing element as just a trend for a few, but make no mistake about it, mobile is not a fad. In fact, an eMarketer survey found that 80% of CMO’s are prioritizing digital marketing, especially mobile, as areas of focus.
It’s not a one-step engagement process, though. Developing an effective mobile campaign requires 3 basic areas of focus.
- Targeting: Align your products or services to a specific audience. Creating and sending messages to a generic audience may yield a few ‘takers’. But carefully and methodically discerning your target customers, and to which sort of messages they respond, is going to generate the leads and behaviors you’re looking for.
- Be aware that segmenting and targeting your prospects may be a challenge, as most mobile sites and apps deal with anonymous behavior. Take current data on past behaviors, and create a profile of your core customer, then develop laser-focused messaging to those people.
- Optimization: Optimize your efforts by making your messages, and your online presence mobile friendly. Digital marketing experts know that a mobile device needs to be treated differently than a desktop device. Craft your website and your messaging to be mobile friendly. A smaller screen, and less patience for long downloads and messages set mobile users apart.
- It’s not simply a matter of thinking small. Simple, uncluttered visuals and brief and to- the- point messages are key.
- Measurement: Frequent evaluation of your efforts is required. Knowing which information being pushed is also being acted upon is vital to your campaign. Don’t waste time on consumers, or messages that aren’t yielding results.
- Establishing measurable goals before you begin is necessary for tracking success. Know what sort of behaviors you’re encouraging, quantify an acceptable level of results, and be prepared to make changes to your messaging along the way if your current strategy isn’t producing.
Finally, tie an effective mobile marketing campaign to the rest of your on-line presence, including your web design and your social media marketing plans. One-third of Facebook site traffic comes from mobile devices, and your website will ultimately be the place all engaged customers will access.
For more on mobile marketing plans, contact us today.
