For regional companies utilizing digital advertising, the options seem nearly endless. Especially when it comes to mobile marketing.
Over the last 10 years, the digital marketing landscape has changed in so many new and exciting ways, creating more opportunities to advertise your products or services. Once digital advertising represented the entire non-traditional landscape, but no longer. Now digital has become very specific and mobile advertising is no longer part of that herd. It’s been singled out and plays by its own rules.
Mobile marketing is a multichannel digital strategy that targets customers through their mobile devices. With more than two thirds of consumers spending their media time on their mobile devices, now more than ever, targeting these mobile users is critical to your mobile marketing success. If you are a mid-market company that is considering increasing your mobile marketing investment, here are 3 important things to remember before allocating your advertising budgets.
1.) Mobile marketing provides multiple channels to reach customers
For digital marketers, reaching new customers is imperative to increasing business. Mobile marketing has many different channels that can help reach your potential consumers. As opposed to other marketing strategies, mobile marketing provides you with options that reach customers directly and personally.
Successful mobile marketing diversifies advertising strategies to help increase consumer reach. This process is called cross-channel marketing. If properly planned, mobile outreach will lead customers to your website or app. Always keep in mind that a good marketing strategy uses all sources of media in concert with one another. Never rely on only one approach to increase your customer base.
2.) Mobile marketing requires mobile-friendly platforms
If you’re an existing regional business that is looking to expand into mobile marketing, it’s important to understand that you need updated mobile and digital offerings. Advertising on mobile platforms means that potential customers will be interacting with your company through an app and or website from their mobile devices. If your digital platforms are not updated for mobile, you could lose potential customers after you’ve already invested the advertising dollars it takes to get them interested.
Here are a few important steps to making sure your app or website is mobile friendly:
- Make sure your website is mobile optimized. Displaying your website on a PC, tablet or smartphone requires different programming to ensure your customers can adequately scroll your site. Keep in mind that if your message is out of screen, then the consumer wants to scream!
- Make purchasing easy. If a potential customer turns into a buyer, online purchasing must be simple and easily accessible, or they’re gone, and you’ve lost them.
- Mobile optimization makes page loading times smooth and quick. Both your app and website should be fully optimized so that customers don’t get frustrated with long load times or glitches.
By shifting your business marketing strategy toward mobile users, you can expose your business to a constantly increasing customer base. But, it’s important to remember that the mobile experience is different from a desktop experience and updating your digital offerings is a key factor for successful mobile marketing.
3). Understanding your audience is critical to mobile marketing.
Even though over two thirds of the world uses smartphones, it’s still important to target your marketing content to your audience. Paid and organic reach is fine, but clicks don’t always translate into increased sales. With a massive audience at your fingertips, understanding the demographics of the mobile world and knowing who you want to reach is still critical. No matter the age or sex of your target demo, you need to create content that targets that audience and relates to them or it’s like jamming a square peg into a round hole. Identify your audience first, select the proper creative message, then plan the mobile marketing strategies that will reach them.
For regional businesses, mobile marketing can create new opportunities to reach your customers and enhance your offerings and branding. However, to be successful, you must be specific with each media category and not assume that one message fits all. Mobile marketing is a growing instantaneous marketing tool, but it only works when structured properly.