What is mobile marketing?

Mobile marketing is a multi-channel, digital marketing strategy where you reach your customers on their smartphones, tablets and other mobile devices. You then reach out to them on this through websites, mail, text messages, social media and applications.

More and more, people are moving away from their desktop computers and back to their mobile devices. For example, about 80% of Internet users own a smartphone. In the process, they spend 60% of their digital time via mobile devices as well.

So it is important to expand our online marketing strategy to include strong mobile marketing. Here it is important that we understand our mobile audience well, create our content design with mobile platforms in mind.

How do you create a good mobile marketing strategy?

Step 1. Create mobile buyer persona

Like the first step in any marketing strategy, it’s important to understand your target audience well. In this regard, buyer personas are a great help. Then also give extra attention to your persona’s mobile browsing behavior. Then consider questions such as: How much of their digital traffic takes place on a mobile device? Do they feel comfortable making a purchase via smartphone/tablet?

Step 2. Set goals

To know if you have a good strategy, it is important to start setting goals. What do you want to achieve through this mobile marketing strategy? Thus, afterwards, you can then go on to determine exactly how effective your developing strategy is.

What are you already doing for mobile? Based on this question, you can define a starting point.
If you are already engaged in mobile marketing, how are the results? From this you can conclude what works and what doesn’t.
What are your main goals for incorporating mobile marketing into your overall strategy?
Who are your key audiences for mobile marketing? How similar or different is the mobile usage of the different persona?

Step 3. Set up KPIs

Like your other marketing strategies, mobile marketing campaigns should be tested and optimized as needed. Therefore, determine which realistic, measurable KPIs will determine the success of your mobile campaign.

Engagement: provide mobile-friendly content for potential customers looking for information about your product/service. Make sure your website is responsive to improve mobile SEO.
Acquisition: Make sure lead nurturing emails are mobile-friendly with clear calls-to-action. Buttons in emails should be near the top of the message and large enough to make it easy to tap and click through.
Customer service: Make sure your customers can easily reach you through any platform.

Some questions you can ask yourself while formatting KPIs:

Want to increase email message conversions?
Am I trying to improve traffic to sales pages?
How important is it that I generate more prospects?
Should our brand drive sales by converting more traffic on certain pages?

Step 4. Monitor mobile statistics

With the help of Google Analytics, you can easily monitor the mobile usage of your website

Mobile conversion data indicates whether or not some of your landing pages need further optimization for mobile use.
Mobile behavioral data, in turn, shows how well your mobile content appeals to your target audience.

In short, mobile technology will not disappear anytime soon. Therefore, optimizing your marketing strategy for mobile devices will give your brand a competitive edge.