Mobile phone usage has just surpassed desktop. With that, mobile marketing strategies seem to be a great way to take advantage of this. Don't believe it? Well, at least this is what Google says. According to the company, in 10 countries, including Japan and US, the searches on mobile devices are bigger than on desktops and notebooks. In addition, the prediction is that in 2016 the amount of money spend on mobile marketing will overcome 100 billion dollars, or 51% of the market.
People are spending more time online on their phones. Whether they are checking emails, accessing their social network accounts, making purchases, using apps or playing games, the truth is that if you learn how to reach your customer on their phones you will be able to increase your lead activation, engagement and retention.
“According to Forrester Research, people pick up their mobile devices 150 to 200 times a day”
In the past, mobile marketing meant text messaging. Of course, the SMS is out there and it's as powerful as always, but there are other ways to reach your customer when using their phone, to name a few: push notifications, in-app advertising, QR code, and at last but not least, email.
Get straight to the point:
- Creating the perfect mobile marketing strategy
- Why do I need a responsive website?
- How mobile marketing can help your transactional emails strategy
- New trends on mobile marketing on 2016
As every other marketing campaign, the first step to creating a successful mobile marketing campaign is understanding the particularities of the channel. Mobile phones are personal and pervasive, meaning they are with the person all day, every day. There is no other platform that can offer marketers such level of proximity.
When thinking of your mobile marketing tactics, focus on a consistent customer experience that not only reinforces your brand but also engages the customer across every component. Here are some key points that must guide your effective marketing strategy:
- Understand the customer. Is your audience interacting with your company? Are they using mobile devices for that? Do you have loyal followers? Who are they? Are they using apps? Which ones do they prefer? Find ways to align the brand's marketing objectives with the customers' needs.
- Think of the channel. Does mobile marketing will help you achieve your marketing goals?
- Prioritize. If your customers have a primordial relationship with their mobile device, you must have it as well. Every level in your organization should acknowledge the voice of mobile. From the initial strategy discussions and tactical planning to the execution and measurement of mobile strategies and actions.
- Define your mission. Mobile marketing is all about customer experience. How do you want your customer's experience to feel like? What kind of action are you expecting from them?
With your marketing plan in hands, it's time to think of ways to actually engage with your leads and keep them interacting with your company. Will you make use of apps, transactional emails, push notifications? At this stage, you already know that every aspect of your online marketing efforts – content, email, search, and social – is affected by mobile. So it's only logical that the first thing to do is to make sure that you have a responsive layout for your website and email.
For one powerful reason: your customers are probably reading content, opening emails, performing searches, watching videos and engaging with brands on social media – all on their mobile devices. So it's extremely important that you give them the perfect experience according to the device that they are using, no matter if it's a desktop PC, a tablet or a smartphone.
Responsive websites or emails are designed to fit the users preferences based on the device's screen size, platform and orientation. When the user switches from their laptop to smartphone or tablet, the website automatically switches to accommodate the content, including images and text, on the mobile device's native resolution.
If you analyze the whole concept of responsive design, you will be able to see that it can help you in most of your marketing tactics:
- Content: reading content on a responsive website is not only easier for the customer but also allows them to use their social sharing buttons in a more effective way. Recent researches show that web users share more content using their mobile devices (7%) rather than desktop (4%).
- Email marketing: the same thing that applies to content can be said about email. If your customer opens an email with a responsive template, they will be able to read it on any device. Most importantly, when they click on a link from that email, if the website design is also responsive, they will have no issues browsing the website.
- Search: this goes for all SEO enthusiasts. When contacts find your website on a search results page such as Google, your website must have a responsive design so your customer can consume that particular information they were looking for.
- Social media: since all social media networks already have their own apps to be used on mobile devices, it's extremely important that when they are going from one place to another the experience doesn't change. For example, when clicking on a promoted offer from your Facebook page on their mobile device, they need must be able to purchase the promoted item just like they would on their desktop browser.
A responsive website is the first step to guarantee an effective mobile marketing campaign. If your customers enter your website and easily find what they're looking for, your chances of actually activating and engaging them increases in 67%.
“A customer with a positive experience in your mobile website is 67% more likely to buy from you”
As a marketer, you should know that transactional emails are more efficient for customer engagement and retention than email marketing campaigns. After all, they are sent after some sort of action taken by your customer, which means that they are probably expecting some sort of communication from you. This usually increases the open rates of transactional emails.
First of all, to use mobile marketing on your transactional emails strategy, be sure to make your emails mobile-friendly. Recent data shows that 49% of the emails are open via mobile devices, which means that mobile-friendly emails boost your chances of engaging customers and increase your click-through rates.
There are few things you can do to make your email mobile-friendly:
Shorter subject lines
Keep it simple but strong. Your message should go through in with no more than 40 characters. Make sure to grab your customer's attention to increase your opening rates.
A pre-header can be very useful when creating a mobile-friendly email. Use your pre-header to give a quick summary or overview of the content in your transactional email. Remember that the length may vary on different devices, so test different lengths to see what works better for your audience.
When talking about transactional emails you're already thinking about concise content, after all, they're usually a response to an action and must be way more informational than promotional. But don't forget that mobile friendly emails must cause a strong impact. Your customer is likely to be multitasking when opening your emails so once again focus on simple, engaging content.
Keep in mind that your images may not be correctly displayed depending on your customer's email configurations, so make sure that your whole email makes sense without them.
If you think of your customers as on-the-go readers, remember that the CTA button should be accessible. A good strategy is to place it on the top of the email and make it clickable by leaving enough white space around it.
Take an extra time when creating your transactional email campaigns to make sure they are optimized for mobile devices, as it could lead to a major increase in opens and click-through rates (therefore, driving great results for your company).
As both companies and technologies continue to evolve, there is no doubt that mobile marketing will continue to grow and will be one of the pillars of an efficient digital marketing strategy. But what trends are already showing off its power in 2016? We have selected four mobile marketing trends that we believe are the ones that will have more impact on the customer's behavior, and more important, the way customers make purchases:
We already know that marketing automation is a reality, even though it's still not very popular among companies: according to a recent research from Venture Beat, an estimative of 75% of the businesses that are using email marketing are more likely to purchase a marketing automation software over the next year. This means marketing automation will only continue to grow exponentially.
To follow up this growth, software and platforms are going to be more mobile-friendly than ever. Mobile marketing automation allows companies to collect and use data in a more actionable way and deliver personalized and timely messages to their customers. This will allow marketers to carry out their marketing campaigns on mobile devices flawlessly.
Geolocation and beacons
Beacons are changing the way brands connect to their customers. The logic is very simple: the customer downloads an app and when they're are near to a specific location connected to the app, let's say a hotel, restaurant or store, they receive an offer on their smartphones. So when you walk by the spa, for example, on your phone an offer for a massage pops up. Totally targeted, relevant and almost irresistible.
In fact, Mc Donald's has tested the technology in their stores in Georgia and had a result of 8% increase in their nuggets sale, as the campaign was targeted in selling nuggets.
More and more customers are watching videos online, so there's no surprise that the mobile video market is expected to reach over $13 billion by 2020.
Big online players like Youtube and Facebook are investing in virtual reality technology, 360° videos to get the customers' attention and engage the audience. Videos will be the most powerful tool of the new content marketing strategy, especially when thinking mobile devices.
It's true that apps are no longer a novelty. In fact, customers are now looking for apps that have more functionalities. Instead of having one app for this, another one for that and so on, the next step is developing apps that become part of the customers life and offers a variety of features. For example, a complete app that guides your through your diet and fitness routine, while displaying the weather condition and reminding you the time to pick up your children.
At the same time, advertising in apps is also getting bigger. According to IDC's research about mobile app advertising and monetization trends, app advertising is set to overcome PC and mobile web advertising by 2018. As app and mobile ads get more sophisticated there will be more reasons and opportunities to engage and retain customers.
There's no doubt that mobile strategies are definitely a trend and smart companies looking to increase engagement rates and revenue have to pay attention to the small screen and its particularities. Focus on the whole customer experience and have a great impact on your customers' purchase decisions.