How to create an effective mobile marketing strategy

When you go to the mall or to a coffee shop, you will see that everyone is holding a mobile phone. It has become a necessity that a person cannot simply go on in life without owning or using one. This does not only affect the way we live but also the way we do business.

An article from Nectafy states that 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. If we want to reach our customers, we need to improve our mobile marketing.

Mobile marketing is a multi-channel, digital marketing strategy that targets audience through their mobile devices such as smartphones and tablets with websites, email, SMS and MMS, social media, and apps. All businesses need to focus on this today to keep up with the evolving age.

To create an effective mobile marketing strategy, below are questions you need to ask your team:

1. What does your target audience want and need?

Understanding your audience is always the first step to making a marketing strategy. It is easier to know which channel to use or what tone of voice your messages should have when you have a more vivid picture of your target audience.

Start by creating a list of customer profiles that include background, reason for usage, preferred content, role in the purchase process and their mobile habits. You can conduct surveys or monitor your website’s mobile traffic numbers.

This should determine if you need a mobile-friendly website, mobile advertising for email, SMS/MMS marketing or mobile app notifications.

2. What are your goals?

A goal-oriented strategy helps set the pace of your success. It is very important to know your objectives from the start so that you would know how to approach your customers. To be able to make the right goals, you can ask the following questions.

What are you currently doing for mobile? If you are already doing a mobile marketing, how is it going?

Who are your key audiences?

What do you expect from your new strategy?

From there, set realistic goals and deadlines. Then, start taking action to achieve them.

3. What are your KPIs?

To evaluate your mobile marketing strategy, you need to set KPIs that would determine your success. Some examples are listed below:

Engagement – Your new strategy can be assessed by the increase of engagement customers make with your platforms.

Acquisition – Every successful marketing should result to increase of sales. If your plan does not present a clear call-to-action, changes have to be applied.

Customer Service – Are your mobile services easily accessible? Customers will keep coming back for what is convenient for them so your outcome should allow them to do that.

4. What are the results in mobile metrics?

Google Analytics can help monitor the mobile usage of your website. The data acquired should indicate how well your content is engaging with your audience. It should also reveal the key landing pages for mobile browsing. The Sr. Director, Marketing Analytics of National Geographic, Mia Vallo, said that "Google’s analytics products helped us improve engagement by 33% and click-throughs by 21% for content promotions on our homepage." Learn more about this by visiting their website.

Answer these questions and start making your own strategy for a better and more productive mobile marketing. Let us know in the comments below if you have additional points that have helped you achieve success.