With the growth of technology, and more so the use of the smartphone, the world has become a global village. Currently, Facebook, Twitter, and LinkedIn have over a billion users with majority logging in through mobile devices. There is no doubt that if you are marketing your small business you would do great with mobile advertising.
To give you an insight into the future of mobile marketing, an eMarketer’s study of 2015 showed that the budget being allocated to mobile ads by today’s businesses is on the rise. Based on the report, 49% of the budget allocated for digital marketing by US businesses in 2015 was used on mobile ads. This is a 50% increase from 2014 figures. The report goes further to estimate that by 2019, the numbers will increase to 79%.
To help you move advertising to where your target customers are, below are seven tips you can use to run a successful mobile marketing campaign.
Conduct a study of your target customer
The first step to successful mobile marketing is to have an idea of who your target customer is. Through the study, you will unearth some of their attributes, including, what they like, which mobile apps they are using or which websites they visit often and why.
With this information, you will know how to structure effective ads, and where to place them to attract more viewers. You may carry out a market survey or use app reviews and feedbacks to gain some information about your customer preferences.
Seize the opportunities on social media platforms
As noted earlier, the number of social media users is staggering. Thus, a well-crafted ad can do wonders and reach large numbers of mobile users. Tools and services (like Pagemodo) are there to help you create a professional Facebook page and run it successfully. It will also come in handy while setting up the page.
This is because it will help in customizing a clearly distinguishing, attractive cover photo and a professional looking tab. With such a tool, you can monitor the performance of your ads to tell how effective they are. In today’s age of technology, you cannot afford to run a blind ad.
Come up with clearly defined goals and objectives
In order to run a marketing campaign in which you can measure the progress and results, you need to clearly define what you are trying to achieve. This makes it necessary to list down some of your goals and objectives.
For instance, your business may want to increase sales volumes, create awareness of your brand or new product, boost traffic, and so forth. Outline such goals and make sure to indicate the exact numbers you want to achieve, where necessary and/or possible. It is easier to design an effective roadmap to your success in mobile marketing when you know what you want to achieve.
Customize for mobile
Whether you are designing a website, an app or creating content, make sure your results are fit for mobile usage. Create a website that can open easily in mobile platforms by using responsive cascading styling sheets (CSS). If part of your marketing materials involves filling in forms, beware that typing on mobile devices is easy for your customers. In this case, create only a few fields to collect the critical information. Write very clear subject lines of your emails or articles, brief content and don’t make visitors go through a lot of clicks before they find the information they need.
Take advantage of location-based marketing
One way to reduce bounce rates is by providing relevant content to your target market. People carry their mobile phones wherever they are. With tools like GPS and Google trends, you can easily monitor the location of your website visitors. Use this information and other apps like Google Local Inventory Ads to provide ads of services or products that are relevant to the consumer.
Leverage mobile device’s unique features
In addition to adopting a responsive design, there are other features of mobile phones you can exploit to make the user’s experience memorable. Take for instance the interactive features of a mobile phone. These have been utilized effectively by businesses like JetBlue, Nissan, and Nivea, among others.
In an interactive video ad by Nissan which features compact SUV fighting evil snowmen, the company takes advantage of mobile’s unique feature “touch screen.” As they watch the video, viewers can tap to see more information about the distinct features of the SUV. It is a 1-minute long video that has enjoyed a completion rate of 78% and 93% viewer engagement.
Provide incentives to your customers
Since you have an idea of what you want your customers to do, why not give them something that will encourage them to take the intended action?
For instance, if you are marketing an app and you want them to try it, name a prize for first specified number of visitors to download. State clearly what they need to do to attain the given prize. Make sure you announce the winners (depending on how the offer is structured) and follow through with your promise.
Some incentive ideas include coupons, movie tickets, free downloads of a valuable resource like an eBook, among others.
Unlike other major marketing avenues, for instance, TV and newspapers, mobile marketing is cost effective. What’s more, it offers a wide scope in terms of the customers you are likely to reach with your ads.
Nevertheless, the attention span of mobile users is approximated to be around eight seconds. Therefore, learn how to execute your ads to make sure you don’t waste the little opportunity you have with a mobile user.
About the Author: Anita Sambol is an internet marketing specialist and graphic designer at PointVisible. She has years of experience in designing graphics for the web and running social media and outreach campaigns. She looks cooking and football.