We are in the era of mobile devices. Around 5.22 billion people use smartphones globally. They are overwhelmingly popular for messaging and social media activities. This makes a social media agency Hong Kong very important in mobile marketing. People also use mobile devices to find gossips, news, and trends. Significantly for businesses, it is also where they commonly engage in online shopping. The conversion rates of smartphone shoppers have dramatically increased during the COVID-19 outbreak. With an average time spent of 3 hours and 15 minutes daily, such a conversion rate increased by 22%. Today, a digital marketing speaker Hong Kong always recommends mobile-friendly strategies. Thus, marketers need to know the fundamentals of mobile marketing. All the more, they should also learn how to engage customers through mobile marketing.
WHAT IS MOBILE MARKETING?
Mobile marketing is a digital marketing strategy that focuses on reaching target audiences using smartphones, tablets, and other mobile devices through different channels. These channels include apps, eCommerce, emails, SMS, social media, and websites. Mobile marketing is the key to reach more people as they are spending more time on mobile devices.
The concept of mobile marketing should revolve around:
- Analytics to examine and track how much traffic it generates
- Automation to shift your messages from one channel to another
- Conveniences of choosing the right audience where to send a brand’s message
- Cost-effectiveness to significantly reduce advertising cost in exchange for a higher ROI
- Location-based and multilingual to encourage conversion among local customers
- Responsiveness for content to display well in any mobile device
- Simplicity to make it fairly easy to use among the audiences
- Speed to provide a better mobile experience among users
MOBILE MARKETING STRATEGIES
There are so many strategies you can use for mobile marketing today. Yet, the key is to optimize and use each strategy wisely. Brands must also be practical to know which channels their target audiences spend most of their time. Among the common types of mobile marketing strategies are:
- App-based marketing
- In-game mobile marketing
- Location-based marketing
- Mobile ads
- Mobile coupons
- Mobile payment
- Mobile search
- Mobile website
- QR codes
- Text promotion (SMS, push notification)
- Virtual and augmented reality
HOW TO ENGAGE CUSTOMERS THROUGH MOBILE MARKETING
The basic principles of a successful mobile marketing strategy are:
- The creation of mobile-friendly content
- Effective engagement strategies for customers using mobile devices
- Using mobile apps and platforms
To further engage a brand’s customers through mobile marketing, here are some essential steps every marketer needs to do.
Audience Segmentation and Personalized Targeting
There are thousands of mobile ads that people see daily. So, brands need to segment their target audiences and create personalized mobile ads to increase efficiency by up to 30%. It is important to find time to collect customer feedback through customer support chatbots, ratings, reviews, and surveys. A better way to test the effectiveness of personalized targeting is to do A/B testing experiments. The smartest way is to do these based on what device the target audience is using smartphones, tablets, etc. Audience segmentation and personalized targeting can engage customers through a deeper kind of connection.
Mobile marketing means considering the mobile users first. So, a mobile-optimized website is important for a brand to offer the best experience to engage customers. The most common strategy to optimize a website for mobile devices is increasing the website loading speed. This can be done by enhancing search functions and removing unnecessary widgets. Another common strategy to increase customer engagement through mobile marketing is the right choice of keywords for each content. Users of mobile devices prefer searching short-form keywords. As such, brands should be familiar with these short keywords commonly used among smartphones, tablets, etc. They should then incorporate this on any advert, email, or message that they create for mobile marketing.
Consumers no longer stay in the same place today. Mobile marketing allows brands to target audiences in different channels, locations, and platforms. Brands should be aware of the differences in time zones among them and their target markets. They should also enhance location-based strategies as it is one unique highlight of mobile marketing. Needless to say, content should be made according to the browsers used by mobile devices. The largest browser categories today are Android and iOS. Plus, each mobile marketing ad should be posted on top social media platforms like Facebook, Instagram, and Twitter to increase visibility.
Video Content on Mobile Marketing
A video marketing agency Hong Kong noted the importance of using video content in mobile marketing. It is expected to cover around 76% of all mobile traffic by 2025. Even 92% of marketers focus on video as an important part of their marketing strategies. Mobile marketers should aim to create video content designed to target viewers based on demographics. They can likely boost conversion on campaigns streamlined according to age, location, and sex.
The Bottom Line
With more than 50% of people in the world using mobile devices, mobile marketing is one effective way to reach customers. To further engage them, the personalization of campaigns in mobile marketing is very important. Multi-channel marketing and mobile-friendly experiences can also significantly boost brand conversion and engagement.