Mobile marketing is a broad term. And although different websites and agencies sometimes use different definitions for mobile marketing, most will agree that it includes marketing campaigns on mobile internet browsers, social media, apps, and even SMS text messages. These ads can take many different forms, from simple text to display images to videos. And because mobile advertising can take many shapes and forms, the rules for success are not the same for every media. However, there are two ways that you can make your mobile marketing campaigns successful across the board: data and analytics.
Why mobile marketing?
Before we dive into the benefits of analytics when marketing on mobile devices, let’s discuss why you should be investing in mobile marketing in the first place.
As people shift from using desktop computers to mobile devices to surf the web, marketers are finding it more profitable to spend their ad dollars to reach their customers in a mobile platform. In fact, according to TechCrunch, mobile advertisements now account for more than half of all digital advertising dollars. It’s clear that all companies, big or small, are investing in the technologies that put them directly in the palm of their customers’ hands.
Additionally, mobile marketing has been shown to improve engagement with consumers. Because the screens on mobile devices are smaller than desktops, there are fewer distractions. Users are also less likely to switch between applications on a mobile device so they spend more time watching a video ad or reading through content. This means that once a person has entered your sales funnel, they are more likely to stick around for a while.
And the best part is, mobile advertising costs are scalable to fit your ad budget. For just dollars per day you can begin a social media or PPC campaign. This could be a great way to get to know different mobile marketing platforms before choosing a few medias and committing large amounts of money.
Formulating a Mobile Marketing Strategy
The first step to any mobile strategy is to have a solid mobile-friendly website for your business. This will be the anchor that you can link any mobile ad back to, and it’s important because you can control the creative look and the content on your own website.
The next step is to decide which mobile medias make the most sense for your company. Perhaps you want to reach customers through social media via Facebook Ads or sponsored stories on LinkedIn. You can also consider smartphone games and other apps that relate to your business. You can read more about choosing the right media and messaging on mobile marketing here.
However, you shouldn’t be diving into mobile marketing based on intuition alone. The single biggest draw to digital advertising, and mobile marketing in particular, is the wealth of data available.
When a person uses their mobile device, they are usually linked in some way to big data. Whether they have listed their age and interests on Facebook or they have shared their job title on LinkedIn, that information is tagged to their specific smartphone. This gives marketers an advantage they have never had before… the ability to target audiences based on more than zip codes.
Mobile advertising platforms and mobile apps will allow businesses to select profiles for a marketing campaign to target users based on a wide variety of metrics. Age, real-time location, interests, professional affiliations, and hobbies are just some of the categories available when you set up a mobile ad. Even if you think the customer data you currently have is incomplete, don’t be afraid to use it as a starting point for your strategy. Mobile marketing is adaptable and it’s easy to make changes to your audience for the next campaign or even mid-way through.
Most businesses are already taking advantage of this technology to target their ideal audience, but many are starting to take it a step further. By using re-targeting software, a business can make sure their mobile ads appear on smartphones of users who have already visited their website. This allows them to reach the most likely candidates for conversion.
The Final Key to Success
A lot of businesses will make excuses to ignore analytics – perhaps because they think the data is incomplete or they simply haven’t taken the time to set up the analytics software (which is often free to use)! But the fact is that any information, even if it is incomplete, will offer insights. The analytics of your website and mobile marketing campaigns can help you understand which messages resonate with your target audience and which media mixes lead to the biggest conversion rates.
Whether your goal is brand awareness or to increase membership and sales, analytics can help you understand the buying process of your customer. What type of messages and copy get the most click throughs to your responsive, mobile-friendly site? Do they like to read informational pages before finally making a purchase? Knowing this information can help you optimize your website and mobile ads in the future to best suit the needs of your customers.
Mobile marketing is here to stay. As mobile usage continues to rise, businesses will need to adapt their marketing strategy to remain relevant. Additionally, mobile marketing offers a lot of value to small businesses who need to invest a small ad budget wisely. Because mobile marketing allows businesses to target very specific audiences and use analytics to see what’s working and what isn’t, it’s easier than ever to track the success of a marketing campaign. This allows small businesses to reach and capture the attention of qualified customers.