In the current period, a lot of businesses are shifting their attention towards mobile-based marketing. Statistically, most consumers spend over 5 hours each day using their smartphones. Focusing on this medium for promotion is useful for companies to:
- Reach more of their target audience
- Quickly broadcast their mobile marketing schemes
- Get a higher ROI
- Engage customers at different publicity touchpoints
- Improve brand reputation/image
To plan a high-quality promotional initiative that grabs the attention of the target customers well, you should apply relevant strategies. For example, developing websites with a mobile-friendly structure increases the likelihood of 74% of consumers opening the site again.
Before opting for such a tactic to grow your target customer base, you should know more about it. In this article, we dive deep into this more.
Table of Contents
What is Mobile Marketing?
As the name suggests, mobile marketing focuses mainly on the promotional tactics of organizations/individuals through their hand-held devices, like tablets and smartphones. Statistics show that there are over 5.11 billion smartphone users worldwide. They contribute to a high percentage of web traffic overall.
In the e-commerce market, mobile-oriented platforms and websites make up a major part of the global shopping industry. Between 2018 and the end of 2019, there was a 27% boost in purchases from smartphones particularly.
In the current year, especially during the holiday season, shopping-based traffic is higher through mobile-based portals than desktop-based websites and even offline shopping. Statistically, 40% of traditional sales during Black Friday 2021 were done through mobile devices.
Besides the direct purchase steps, most of the shoppers utilize mobile-based apps for research purchases. One report shows that 70% of smartphone users check their phone for details before physically buying an item at the store. Thus, with the right strategies in place, you can highly improve the customer reach potential of your business.
6 Important Mobile Marketing Strategies to Follow
The following are some of the best and proven marketing initiatives that businesses benefit from during their mobile marketing efforts.
1. Social Media Marketing
In the question of what is the best mobile app for marketing, most consumers confess social media app examples. This is highly accurate since a wide range of smartphone users utilize social media apps regularly. For example, 47% of users utilize WhatsApp globally while 62% of people have Facebook accounts.
This strategy is useful to create better customer engagement, creates a more personal brand-customer connection, and focused advertisement. Businesses offer recommendations and referrals through their organic posts and use promotional tactics like:
- Shoppable links on Pinterest
- Facebook Ads
- Promoted posts/LinkedIn ads
- Promoted Twitter tweets
These steps are useful for reaching the target audience quicker.
2. Hyperlocal Targeting
Multiple brands use the hyperlocal mobile marketing strategy to target a limited group of people with a set location. A useful technique here is geofencing. Here, marketers virtually mark a specific geographical territory for the promotional ads. When a person with the brand’s mobile app on their phone enters this ‘fenced’ zone, they would get a push notification.
Companies push their promotional content as per an individual’s location and work via the GPS connection on the user’s phone. Statistically, 83% of marketing professionals gained higher profits with their location-based promotions than conventional strategies.
Here, benefits include faster response time, better engagement rates, and relevant content promotion. Reportedly, 1 in 5 companies utilizes the hyperlocal targeting strategy across different industries, like retail, food, and transport.
3. In-app Marketing
A widely used mobile marketing campaign for attracting a target audience that a lot of companies focus on is in-app marketing. Statistically, there were 218 billion mobile-based apps in the market in 2020, and this is expected to grow by 25% within 2022.
Since there is a high variety available, companies that use in-app marketing practices reach more public and benefit them. Some tactics include:
- Banner-based mobile apps
- Video ads
- Native ads
- Interstitial ads
4. Vertical Animations/Video
Mobile-based ads that appear in a vertical format work better for mobile-based promotion.
This is because 94% of mobile users view their phones keeping them vertically upright. Instead of designing the ads, animations, or videos in a horizontal or square format, create your marketing plans in a vertical format. Consumers have a better user experience this way; i.e., they do not have to bend their hands to adjust their view a lot.
Statistically, 96% of active social media users access the mobile-based Facebook app, and vertical videos perform well on the platform. Additionally, cost per view here decreases by 68%.
5. UGC Content
In mobile marketing, user-generated content does gain high popularity and reach more consumers. This type of content involves your customers directly. They would create the marketing initiatives and personally feel a connection to your brand thereafter.
Statistically, customers believe the word-of-mouth recommendations from other buyers instead of professionally-made ads. In this context, users can post relevant photos, films, and text in favor of the brand, and upload them directly.
As a business owner, you can organize a contest-type plan here, encouraging viewers to participate in the campaign. A notable example here is the #HaveABreak campaign of KitKat.
Long after your chocolate is gone, my novelty KitKat Easter Egg mug continues. For eternity. That’s what the whole thing was about. #haveabreak pic.twitter.com/AUf6xnM5Dw
— Gareth Williams (@Gareth_Composer) May 1, 2019
Here, focus on the following points to optimize the content quality and reach more audience:
- Put all updated information concerning your business, e.g., add the “near me” tag in your keywords list so people searching can find your site better.
- Add long-tail keywords to your content to improve its SEO quality.
- Keep a FAQs section with answers for the most popular target audience questions.
6. Voice Search Optimization
Many mobile app development companies are turning to Voice-Search based technology to improve their marketing-centric campaigns. However, statistics show that only 4% of businesses in the United States utilize Voice Search Optimization.
This count can increase over time; a wide set of users depend on the voice search feature for shopping and other query resolutions. Statistically, 71% of people under the age of 29 years utilize mobile-based personal assistants.
Therefore, for efficient marketing, companies should optimize their mobile-friendly site for Voice search technology.
Types of Mobile Marketing Tools
The right marketing tools for mobile apps can improve the promotional endeavors of companies. Here are 6 of the most notable options.
1. Yelp
A lot of consumers search for Yelp reviews for researching companies. Statistically, 92 million unique smartphone users utilize the app each month. You should create our page for answering customer queries on the app and offer sponsored ads through Yelp.
2. WordPress
WordPress is one of the best CMS platforms for mobile-based websites. The new feature, Accelerated Mobile Pages (AMP) ensures faster site loading speed and there are many user-friendly plugins available as well.
3. Instagram
This social media app has over 1,074 billion users monthly on average. It is one of the best mobile marketing tools for social media promotion.
This is a useful tool for creating webinars and conferences and reaching an online audience. Access extra benefits like shareable social media buttons.
5. GroundTruth Ads Manager
This platform has a huge customer base and multiple customization options for easier and efficient mobile marketing management.
6. Buffer
Marketers utilize this app for managing different types of accounts for social media and carry out extra tasks. Benefits include scheduling media posts easily across platforms and gaining analyzed reports.
7. ClickSend
ClickSend is a cloud-based gateway service for your business that lets you send bulk SMS, email, fax & letters worldwide. It is for businesses of all shapes and sizes. It provides easy and cost-effective communication with your customers and staff across multiple channels. ClickSend offers a powerful and flexible set of SMS APIs so you can programmatically send text messages.
Conclusion
Overall, the right kind of marketing plan over mobile devices can boost customer reach highly for app development companies. You need to research the market and your target audience well first.
Consider your goals and service and plan unique marketing strategies that viewers would find relevant and exclusive. This would help increase your customer reach potential.
Also read: 7 Pillars of A Successful Digital Marketing For Small Businesses
