How to ensure your mobile marketing campaign adheres to modern best practices
- Reading Time: 6 minutes
Many brands are busy trying to predict the future of marketing by preparing their campaigns to go mobile, or to focus more and more on mobile marketing. Quite frankly, these brands are already getting left behind – mobile is here already and it’s here to stay, and if your brand isn’t already optimizing its mobile marketing towards best practices, then you too risk getting left behind!
The latest data available from the end of 2020 suggests that over half of the world’s population is online on a regular basis, and since 2015 more of those users have been on mobile compared with desktops. As of 2020, that ratio was creeping up towards 70% of users for search engine visits and comfortably over 50% for all traffic, according to Statista.
All this means that mobile strategies are more important than ever, and a coherent mobile marketing strategy needs to be tailored specifically to mobile and specifically to best practices for mobile marketing. But what are those, and how do they differ from worst practices and/or advertising for desktop? Below you’ll find some of the BEST and the WORST practices for mobile marketing.
1. A campaign designed for MOBILE rather than DESKTOP
This is obviously the most obvious and self explanatory of all the necessities of mobile marketing, but it still needs to be said. And in practice what this means is that you build a mobile app for your product or service. According to eMarketer, 90% of time spent on mobile phones is spent on apps. Apps give your business total control of the marketing experience using a variety of tools, including push notifications, location-based alerts, and an array of benefits that you’ve centralized in one spot. A mobile app allows you to tailor your app to your business’s campaign to message perfectly.
But beyond just an app, your whole campaign should be targeted for mobile. That means mobile landing pages that increase the chances of people downloading and using your app. It means that your ads should be mobile specific, with concise, to-the-point script that will fit on a smaller screen. Overall, it means that your mobile campaigns should be seen as completely separate from desktop campaigns, and optimized, tested, and reported differently to reflect that as well.
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2. A campaign based on an OMNICHANNEL rather than targeted to a SPECIFIC CHANNEL
Even if there’s a specific platform or channel that your service is more widely known for, marketing in the modern world simply doesn’t work that way. In user’s minds, these channels are just not as separate from one another as they are for the marketers. This means that you need to create a seamless campaign between channels, so that even if your customer is primarily interacting with you from one channel, it’s critical that they receive either the same message or a complementary message from other channels.
3. A campaign with a SIMPLE DESIGN rather than one BEAUTIFUL AND SHINY
We all like things when they’re prettier, and as a designer there’s an impulse to make things as beautiful as possible. With mobile marketing though, you have between 1-2 seconds to capture your consumer’s attention. This means graphics that slow load times or don’t show up in high resolution might not even be seen in the first place. Speed is the name of the game when it comes to mobile marketing.
Short, simple, to-the-point messages are the only things that work. Screens are small and time is of the essence, so getting your message through has to be your first and only priority. None of your users are going to take the time to see the forest for the trees, so don’t bother about making a work of art. If you create a user experience where they can quickly navigate what you want and what you want them to do, your users will be much more satisfied than if you wow them with a look they’ve never seen before.
This is especially true of email marketing. Over 50% of emails are now checked on mobile, up to 90% in some cases, so this means that emails must have a short, concise subject line with an easy CTA with short titles and meta descriptions.
4. A campaign with a LOCAL FOCUS rather than a GLOBAL FOCUS
Location-specific content is one of the keys to mobile marketing in a way it simply isn’t for desktop. People are used to the idea that their phones are part of their current environment and are ever present to tell them pressing issues immediately. This means that you want your campaigns to focus on customers at an individual level and tailor your campaign to specifically their location rather than broadly accommodating it towards a larger audience.
5. A campaign that’s PERSONALIZED rather than BROAD
Of course, as with all campaigns, you’ll break your customers down into segments. But mobile marketing allows you to dig down to another level of personalization to where you can target an individual. Using digital technology, you can burrow down to the level of the individual consumer, personalizing the customer experience and building a human relationship once you’ve identified the target audience. Statista has shown that personalized emails, for example, are around 50% more likely to be opened than emails without personalization, which is the kind of thing that can make or break your business.
Once you’ve done all this, platforms like Dataroid can track the traffic as well as the value of your social marketing program using UTM parameters and deeplinks. These are basically short text codes that you yourself add to all the links in your social posts, which in turn allow you to follow the exact data regarding where traffic and conversions come from. By following the UTM source for web and deeplink tracking for mobile, Dataroid can optimize posts by comparing their performance and analyze directly what’s driving conversions and loyalty.
And it’s this focus on loyalty that really is where you get your bang for the buck. Even if you use the fanciest in technology to gain customers, you can lose them in a heartbeat. For instance, problems in updates or the next generation of your app are incredibly common. But Google Research reckons that this leads to 39% of customers leaving the app. Therefore, it’s of great importance to offer a seamless digital customer experience. And it’s at exactly this point that Dataroid provides the difference. Dataroid can prevent churn at the outset and from there increase customer engagement to make sure you have a customer for life rather than a one-off conversion.
Key Takeaways
As smart phone use goes to another level every single year, marketing trends have followed suit to promote more and more mobile marketing campaigns. There is an art to mobile marketing and the fact that it’s capable of being more precise than scattershot traditional marketing means that best practices are more important than ever. Following a set of logical rules will help you to engage with customers. Then platforms like Dataroid measure the responses to your campaigns and to build a mobile marketing portfolio that will take your business and services higher than ever before.
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