Mobile Marketing is about marketing that is carried on with mobile devices such as smartphones, tablets, etc. Design your mobile website and landing pages for customer engagement. Make your content readable and optimize images for the mobile view. AMP (accelerated mobile pages) offer faster mobile pages and with readable content provide a smoother UX. Target your mobile customers by making ready details for your web presence that relate to your website and social media. Run an SMS campaign with the objective of ‘data capture’. Target your mobile audience and reach out to them through text messages. Use the captured subscribers data to create and manage a database of your customers. Use mobile devices as a part of your campaign for promoting product awareness and induce customers to subscribe or buy services or products. Target mobile devices with ads and manage pop-ups and social mobile ads. Optimize mobile SEO and increase CTR.
Mobile Marketing: Campaign
Mobile marketing campaign normally run by the companies are
- SMS Campaign
- Mobile Email-Marketing Campaign
- Mobile Advertising Campaign
- Mobile Social Media Marketing Campaign
- m-Commerce Campaign
- Mobile Website Campaign
- Mobile Apps Campaign
Mobile Devices
Mobile devices are normally handheld computers like smartphones, tablets, and e-readers which are portable that can be handled by hand and work like a desktop or a laptop.
Mobile devices, designed for different applications are given below. To learn more click on Wikipedia-source-mobile-devices
Mobile computers
- Mobile Internet devices
- Tablets/Smartphones
- Laptops
- Wearable computers > Calculator watches | Smartwatches | Head-mounted displays
- Personal digital assistants
- Enterprise digital assistants
- Graphing calculators
- Handheld game consoles
- Portable media players
- Calculators
- Ultra-mobile PCs
- Digital media player
*Digital still cameras (DSC)
*Digital video cameras (DVC) or digital camcorders
*Feature phones
*Pagers
*Personal navigation devices (PND)
*Smartcards
The operating system for mobiles is “mobile-specific designed” and different to those of desktop and laptop. It does not have the ability to run all the features but one can do a lot of things on the go such as web browsing, movie viewing, playing games, etc. Some examples are Apple’s iOS and Google’s Android.
Mobile Marketing & Social Media
A growing number of people are on smartphones and tablets connecting to the world of social media most of the time. The younger generation is more apt to be on their mobile to view social media channels.
Landing pages are being displaced with mobile apps for reaching prospects who are interested in your product and looking over specific details for closing a sale.
Most of these people access social media on mobile devices thereby calling for engaging content and visuals which can be shared. Facebook and Twitter are replacing newspapers and are becoming a major source of news that they trust.
Use Segmentation to divide your users as per the target audience you would want to address. Normally women are more when it comes to Facebook whilst working executives and job seekers rely on Google+ or Linkedin. Support your lead engagement using paid ads. Google offers two types of advertising. They are–
(1) Interactive video ads- provide users the capability to engage with the video content.
(2) Interstitial ads- are videos or images that show up during transitions in the app.
Good user experience [UX] from a mobile responsive design
Responsive web design uses HTML and CSS to resize, enlarge or shrink a website automatically making it appear good on all devices such as desktop, tablets or phones.
To make a web design responsive add the <meta> element in all the web pages as shown below-
<meta name=”viewport” content=”width=device-width, initial-scale=1.0”>
This code not only sets the viewport but instructs the browser on how the page’s dimension and scaling are to be controlled.
In addition, all images on the website will also have to be made responsive to scale up and down by setting the CSS width property to 100%. You can define different images for different browser window sizes by using the <picture> element.
Understand Mobile Advertising and Search
Search
On an average mobile contributed to more searches than desktops, hence businesses want to modify the ways they can reach their customers wherever they may be located not necessarily on the web. Businesses have incorporated mobile into their marketing mix with information consummated through mobile mediums is only poised to overtake desktop within a short span of time.
Mobile Advertising
Mobile Advertising allows businesses to reach their target audience quickly at a much less cost as Google’s mobile ads are subsequently cheaper than desktops. Click to Call Ad extension by Google to make it possible to call businesses by direct clicks on the advertisements when users are searching urgently during the early stages of their buy journey. Rich media formats which are another format of interactive advertisement include text, audio, images, video, text, images or games ignite engagement thereby promoting increased interaction with the target audience.
Advertising can be customized to target audiences based on criteria such as location, device type, etc. Such location targeting makes it possible to serve customized ads from a mobile viewpoint where the prospect could be at the office or home or on a journey in between when they would be reading the ads.
Google’s mobile-first index is what perfect search is for mobile devices, accounting for more than half of all paid search clicks. Businesses have to make the most of optimizing mobile advertising campaigns. Bringing in leads, buys and branding through optimization for mobile by making device bid adjustments, A/B testing or testing new mobile ad creative options
Mobile advertising includes SMS [short message service], MMS [multimedia messaging service], mobile web page banners and videos, ads embedded in apps, or games. Mobile devices make it possible for businesses to segment and target their prospects by demographics, location, social media, and real-time activity. These metrics make it possible for delivering time-bound relevant marketing campaigns.
Mobile Marketing with other Channels
Other channels that can aid your target audience to find your mobile presence are:
Mobile Organic Search
Use the mobile search data segment in Google Webmaster Tools to monitor performance and the results of your mobile search optimization.
Mobile Content Marketing
Content marketing should create engaging content directed to the target audience which informs, delights, educates, and influence them to share with others. Read more by clicking on Content Marketing.
For targeting mobile users the google keyword tool helps in the segmentation of mobile devices, that can provide keyword research insights.
Mobile App Stores
Mobile application development for organizations offers a great scope to extend reach through this interactive channel. The reach in this channel calls for a strategy and engaging app content to ensure your app is found in platforms such as Apple App Stores
Mobile Marketing Measurement and Analytics
KPIs [Key Performance Indicators]
A number of new users are shown by your KPI. An increase indicates that the user base is growing and, particularly if the growth is registered after a marketing campaign then it signals the success of the campaign.
App open rate is the rate of sessions of your app users. A higher rate often referred to as stickiness indicates users are more engaged with your app. These preferred sticky users are of more value to your app.
Conversion rate > organic refers to the rate of conversion from unpaid sources such as search engines and word of mouth.
Paid Conversions refers to the rate of conversion through paid channels such as display ads or social media ads. The app KPI will show if your marketing campaign is increasing the mobile app revenue or not.
Shares are the number of times users have endorsed your app to others. It can take place on social media platforms and other websites. KPI will be able to show this growth in your brand name.
Downloads -The number of downloads is a way to track the performance of your app. All other activities start only after the app is downloaded.
Uninstalls tracking is critical and bulk uninstalls are detrimental proving that your app may not appeal to user engagement. Try to figure out the cause of such installs and rectify it.
METRICS
USER METRICS
Active users refer to both new and returning visitors that have opened the app at least once in a select period of time. DAU stands for the daily active user.
Retention Rate is the percentage of users returning to your app based on the date of their first visit which is normally 30 days.
Churn Rate is the percentage of users who stop using your app based on the date of their first visit which is normally 30 days.
ENGAGEMENT METRICS
A session is a single period of user interaction with your app
Session Length is the period of time in a single session, a user normally spends in your app.
Open Rate is the percentage of users that respond to a notification
App Rating is the Aggregated average rating by users on App Stores like iOS App Store and Google Play.
The conversion rate is the percentage of users who complete a specific measured action within the app engagement metric.
Events are the user’s interaction with interactive components of your app such as the use of a distinct item in a game or button presses.
In-App Events is the action when someone takes in your app such as a buy.
ACQUISITION METRIC
CPI stands for cost per install and is the ratio of total costs divided by the total number of app installs.
REVENUE METRICS
ARPU stands for average revenue per user and is the ratio of total revenue divided by the total number of active users.
LTV stands for the lifetime value of an app user over time.
Mobile Marketing: Web Analytics
Mobile web analytics is the study of mobile website users and refers to the use of data collected as users continue accessing the website through a mobile phone.
Companies can draw user insights through mobile analytics, using software that integrates websites and apps to capture, analyze, and store data. Such data is used to make informed decisions by company management.
Using analytics software companies can find out Who the users are? What content do users engage with? What attracts them to the website? and why they leave? This study using the mobile analytics platform gives you an edge on mobile users.
Mobile Marketing Software
Engage with your audience using Mobile Marketing Software through any mobile device or network. Measure campaign engagement and compute ROI for mobile marketing. Use templates the software provides for creating messages, campaigns, and promotions. Softwares are of 2 types.
(1)SMS (text messaging), MMS (multimedia), and Push notifications
Use the software to segment your mobile audience and reach them through SMS, MMS, and Push notifications eg: SendinBlue, Simple Texting, Adjust, Adobe Campaign, etc.
(2) Mobile App Marketing
Whilst advertising on mobile, one has a choice to opt from either mobile web ads or in-app ads. In-app advertisements are displayed within a mobile app. eg: Appy Pie, an app development software can build for free mobile-friendly versions of your website. Make money online with mobile apps using in-app advertising. To do this first, choose an ad network. Next, select the correct in-app format. Then pick up an ad pricing model.
Conclusion
In the year 2015 mobile usage already surpassed that of the desktop with 70% of users consuming media through mobile devices and apps. One can find millions of apps on mobile app stores and over a billion websites exist on the world wide web.