The landscape of business today is radically different to what it was a decade ago. It’s hard for anyone to imagine how widespread the internet would be. Combined with the rise of mobile phones, the average business person could not have predicted such a radical shift in how they need to approach customers. Thankfully, there are ways we can adjust what it means to market to an audience who rely more on their phones for media consumption than anything else.
What is mobile in terms of marketing?
The term mobile marketing, as Mashable notes, is self-explanatory: “Mobile marketing is marketing on or with a mobile device, such as a cell phone.” Of course, within this comes variations on what the media being used means. After all, a text message and emails can both be read on the phone. Instead, mobile marketing must be considered in terms of the specific qualities of mobile phones: they’re constantly on someone’s person, they tend to be connected to a range of platforms (from social media to email) and then allow for a variety of media interaction. Games, websites, social media and a variety of apps are constantly being used by mobile phone users.
It’s these interactions that are key to someone interested in mobile marketing.
Why should business care?
The simple reason businesses must care about mobile marketing is due to audience. As Wordstream highlights: “According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option [for business].” Other trends show us that “73% of people always have their mobile device with them.” Again, this is not a market anyone should skip.
How to use mobile marketing effectively
The first aspect we need to consider is how prepared we are for mobile marketing. In fact, it is essential we gain a broad understanding of marketing in general. We should be reading marketing books or taking marketing courses, to fill in the gaps in our knowledge if we hope to launch successful marketing campaigns. This means we can more easily answer the question of whether we can handle a mobile marketing strategy.
For example, there’s no use launching a mobile marketing campaign when our websites are either non-existent or aren’t mobile friendly. Users who might follow through from their mobile phones will encounter a website that looks ghastly on mobile screens. This will be a disaster, since the person can’t use the site from their phones and won’t become a customer.
It’s not enough to simply make a website mobile-friendly. We must take into account responsive design choices. People must be able to easily navigate our site to reach information and purchasing. Amazon has perfected this with its “one click ordering” feature.
Mobile is ideal for location and time – this means setting up specials based on the time of year and someone’s location. We can create campaigns which target specific users, meaning they feel singled out to take advantage of this offer. Whether it’s reducing prices during a specific holiday or alerting users in particular areas of a new store, location and time-based campaigns must be utilised now that we have the technology for it. For example, during holidays, Uber South Africa alerts users about discount prices and other specials.
Mobile marketing is essential to any business hoping to stay ahead of the competition. Giving the number of people who use phones and regularly check them, we’d be shooting ourselves in the foot if we don’t take advantage of this situation.