Mobile marketing: what to take care of when creating a strategy?

What is mobile marketing?

The goal of a wireless communication-oriented strategy is to promote products or services through text messages, multimedia, email messages, or internet messengers. This allows companies to reach their customers in a more efficient and direct way. Mobile marketing engages recipients in interactive communication and builds lasting relationships with the brand.

Mobile marketing tools

Mobile marketing tools are a set of technologies used for effective promotion of a company’s products or services. One of the popular activities in the past was SMS campaigns. Text messages would inform about updates to offers or remind about ongoing promotions.

Permission marketing builds customer loyalty and maintains a relationship with potential clients. Unauthorized message sending can annoy users and expose your company to financial and reputational losses. Persistent communications can be perceived as a violation of privacy and trust.

The tools used in mobile marketing also include:

• Push notifications (in apps and on websites)
• Messenger communication
• Social media
• Google Ads

Websites adapted to smartphones

In the modern world, more and more people are using mobile devices for browsing the internet and making online purchases.

How to adapt a website for smartphones? Here is a list of steps to take:

1. Ensure that your website is responsive and automatically adjusts to different screen sizes.
2. Focus on simplicity and readability – remove unnecessary elements such as sidebars that may hinder users from using the website.
3. Ensure that content and interactive elements (buttons and forms) are easy to click on a touch screen.
4. Implement a mobile-first design approach – design the website with mobile devices in mind and then adapt it for larger screens.
5. Minimize the page loading time – smartphones often rely on slower internet connections, so it is important for your website to load relatively quickly.
6. Utilize the user’s geographical location to deliver personalized content and offers.
7. Ensure that the website is compliant with SEO principles. This will result in higher rankings in search engine results.

Mobile marketing – how to develop a strategy?

The implementation of any strategy should be preceded by establishing a detailed action plan and conducting market research.

Define goals

Before implementing a strategy, consider what you want to achieve through mobile marketing. Do you aim to increase sales, acquire new customers, or enhance reputation? Clearly defined goals will help in selecting the appropriate tools and marketing channels.

Get to know your target group

Knowledge about your target audience is crucial in creating an effective marketing strategy. Check which mobile devices your customers most commonly use and what apps and websites they browse. This will allow you to tailor your strategy to their preferences and needs. You can also take into account factors such as location and age of potential customers.

Choose your tools

Mobile marketing is not just limited to SMS messages and advertisements on websites. Campaigns also focus on apps, mobile customer service, and personalized offers. Choose tools that are aligned with your strategy and target audience.

Control mobile data

Data management in mobile marketing is an extremely important element of an effective marketing strategy. With tools like Google Analytics, you can easily monitor user behavior and analyze the effectiveness of your campaigns. Evaluating the success of your actions can be aided by analyzing customer feedback and conversion rates.

Create KPIs

Key Performance Indicators (KPIs) enable effective monitoring of progress in achieving marketing goals. These metrics evaluate user engagement, average time spent on a website, number of page views, and customer acquisition costs. Regular tracking of KPIs allows for early detection of weaknesses and the implementation of immediate corrective actions.