As 2014 draws to an end, we have been hearing more and more about mobile marketing. While the definition of mobile marketing sounds obvious at first – marketing with a mobile device – there is actually more to it. And many businesses are finding it difficult to utilize the new marketing strategy.
We’re going to walk through the main benefits of mobile marketing and break down the ways you can utilize mobile marketing in the New Year.
Mobile Marketing Definition
According to Mashable, marketing professor Andreas Kaplan defines mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device". In other words, any promotion or advertising message sent through a cell phone, usually a Smartphone.
Benefits of Mobile Marketing
According to Search Engine Journal, a Pew Study found that 57% of the U.S. population owns a Smartphone and “are spending an average of two hours per day on their mobile devices.” I think we are all well aware of the role mobile devices play in our day-to-day lives. This explains why marketers are targeting mobile devices with their advertisements. As far as benefits go, mobile marketing:
- Allows you to reach a highly targeted market (i.e. via location)
- Has a much lower CPM (cost per thousand impressions) than other traditional marketing channels (Wishpond)
- Generates a higher response rate (Wishpond)
- Reaches your audience anywhere, anytime
How to Use Mobile Marketing
There are a handful of different ways to utilize mobile marketing to reach out to your customers. Below are some of the top mobile marketing strategies, as recommended by experts around the web:
- Responsive Design
If you plan on driving any traffic to your website as part of your mobile marketing strategy, it is absolutely necessary that your website be responsive. Responsive design refers to websites that dynamically resize to fit whatever device they are being displayed on. This is your first step in mobile marketing.
- Text Messaging
Marketing via text allows customers to opt-in to receive your text messages. Here you can send coupons, special offers, and news on upcoming events directly to your customers’ cell phones.
- Mobile Apps
Do you have a specialized process that is unique to your company? For example, maybe you are a real estate company and are often asked to calculate mortgages. If so, create an app – like a mortgage calculator! Creating a mobile app for a specialized process will make things easier for your customers and generate new leads.
- QR Codes
QR codes can be scanned by mobile devices to provide special information and discounts to users. Consider setting up a QR code to place on paper ads, menus, or signs in your office. (Business2Community)
- Mobile Search
Optimize your website for mobile search by including localized terms as part of your keyword phrases (i.e. Pediatric Dentist Orlando, Florida). Make sure your phone number is also prominently displayed on your website, especially when being displayed on mobile devices, and that it is clickable.
There are many more ways you can utilize mobile marketing to promote your business and this trend is only going to grow in 2015. Keep your eyes peeled for more mobile marketing strategies in the New Year! If you need assistance with managing your mobile marketing strategy, contact Informatics Inc.