Think mobile marketing is something you’ll only have to worry about in the future? Think again. In fact, if you’re not already leveraging this incredibly powerful tool for your business, you’re already falling behind. Recent statistics show that a whopping 90% of consumers use their mobile devices to conduct product research and price comparisons before making a purchase. Even more telling, 84% of shoppers use their mobile devices to assist them while shopping in a store.
So, yes. If you’re not doing your part to reach this majority of potential customers, you’re losing out on sales, plain and simple. That said, let’s delve into the basics of what mobile marketing is and – more importantly – how you can start reaping the benefits for your business.
What is Mobile Marketing?
This term basically refers to marketing strategies that are designed or adapted to reach prospects on their mobile devices, such as smartphones and tablets. With more and more consumers turning to their handheld devices and moving away from the traditional PC, businesses are capitalizing by creating mobile-friendly ads and using other methods to better reach people where they are.
Types of Mobile Marketing
App-Based Marketing – Did you know that 86% of a typical consumer’s mobile usage is spent in apps? Furthermore, 79% of people say they use apps every single day. Most apps make some or all of their profits from advertising, and given the numbers, in-app marketing is sure to reach a good percentage of your prospects.
Location-Based Marketing – This type of marketing is highly effective for small businesses since it allows for hyper-targeted advertising. Let’s say you own a pizza shop. Through local marketing, you could offer a limited-time-only coupon for those using their mobile devices within a certain radius of your restaurant, increasing the chances that they’ll stop in while they’re out and about.
Mobile Search Ads – Similar to traditional ads you may have purchased for search engines, these ads are specifically designed for optimum display on mobile devices. When a prospect does a search on their phone for the product or service you offer in your geographical area, your mobile-friendly ad would appear in the results.
SMS or Text – These ads are more targeted since they require that you obtain your prospects’ mobile phone numbers. Still, offering exclusive specials via text can be pretty effective. For instance, you could offer an instant discount of 10% for those who opt-in to receive texts from you. Then, you could send additional coupons from time to time. (Just be aware, the option to opt-out must be offered.)
Mobile Marketing Best Practices
For best results, you should follow these “golden rules” of mobile marketing:
- Be concise. Mobile users don’t have the time or the space to deal with complex ads. Keep it short and to the point.
- Always optimize for local. About 1/3 of mobile search is location-based, so take advantage of this by optimizing your efforts so they align with what your audience might be searching for (i.e. where’s the nearest pizza shop?).
- Hone your approach based on your audience. Unless you have an unlimited budget, you’ll want to choose only those mobile marketing methods that will best reach your target audience.
- Test and adapt accordingly. A/B testing to see which types of mobile marketing activities net the best results can help you further hone and improve your efforts.
Without question, mobile marketing is here to stay. The time to take advantage of the many benefits this type of advertising can have for your business is now.
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