April 5, 6 min read

4 mobile marketing practices every successful business should adopt

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Here are four mobile marketing practices to improve and strengthen your campaigns.

Mobile marketing is a great business growth channel for big and small brands because it provides consumer-personalized information and promotes products or services directly to customers phones. Mobile marketing stands out from other types of digital marketing thanks to pushing notifications, QR codes, app-based marketing, text messages, and automated calls.

Mobile marketing allows brands to connect with their consumers directly through their devices at a specific location and in a time sensitive manner. But how mobile marketing gained popularity?

From the very beginning, in 2000, the first mobile ad was shared via SMS. It allowed reaching a wider audience. Shy people and introverts (those who hates talking on the phone) could communicate effectively. Mobile data service showed advertisers the potential of SMS technology incorporation into their advertising strategies.


source: gifer.com

The technology gradually was gaining momentum and in 2005 such big brands as Nike and Pontiak launched their SMS marketing campaigns. Release of the first iPhone in 2007 changed the rules of the game for both the mobile and advertising industries.

Apple smartphone technology disrupted digital marketing that time and made an accent on changing mobile user behavior by creating a product and OS that could help consumers in their professional lives and entertainments. It was a revolutionary innovation.

By 2011, mobile marketing industry counted $14 billion, today it reaches to $160 billion.

Global internet ad spending desktop vs mobile in $ billions, 2006 – 2018

source: businessofapps.com

In 2017,  eMarketer made predicted that by 2019 mobile advertising will represent 72% of all US digital advertising. In 2018 mobile advertising took two-thirds of all US digital ad spends and had 63% of the total. So, yes, app advertising has the chance to reach 72% of all US digital ad spends. The popularity of mobile advertising is that it is cost-effective.


If you don’t want to leave a ton of money on the table, be smarter and reach your customers via mobile. Here are four mobile marketing practices to improve and strengthen your campaigns.


Simplicity is the key to success

People perceive visual information best. Thus, marketers devote a huge amount of time and money to design, to make things look good with fancy graphics. Forget about this when it comes to mobile.

Simplicity and speed are the key features of success. Remember, no one likes challenging puzzles in advertising. Do not spend much money on a complex design, nobody will appreciate it. Try to be clear about what you want to convey to the user.

When it comes to advertising, make it catchy and clear. Your messages must be easily adopted so do not dispel the attention of your potential customers. Moreover, complicated graphics slows the load time. Ideally, emails, ads, and sites designed for mobile should be as simple as possible to provide your message receiving.

Certona offers a solution with graphics. They offer to save the graphic as a png-24 file, interlaced. It will allow loading the graphic faster. As the page loads, the resolution improves until it reaches its full potential. Another way to load a file is the png-8 format. It gives you truecolor (RGB) images where each pixel directly specifies a color versus acting as a guide into a palette.

Brevity is the soul of wit

The situation is the same as with graphics, any writing for the Internet should be as brief as possible. Especially when it concerns content development for mobile consumption. Keep your sentences, email and other messages short and to the point. Use plain language.

Mobile devices have smaller screens, thereby making it difficult enough to read big blocks of text. Smaller blocks of text and short sentences make it possible to read and understand in a shorter time.

Once you know your target audience, create and distribute personalized content for each segment. It can be entertaining or instructional videos, podcasts, articles, messages, banners, etc. The most important thing is to offer your customers something new.

The underlying motivation for you is to generate interest in your brand. Remember, the content should be relevant and valuable to your target audience.

Location clarifies the geography of advertising distribution

Location-based marketing made the targeting process better and more literate. Advertiser doesn’t have to spread the ads through all the world, this is silly. Now, app managers can set up ads locally or regionally.

Through the use of location-based technologies, you can adapt advertisements according to your audience and send them to customers at the right place and time. There are 4 most effective location-based technologies you can incorporate into your mobile marketing strategy:

source: gifer.com

- Near Field Communication (NFC) works within a short range and it transfers data faster than Bluetooth can. NFC provides customers a fast and convenient way to pay. You can also  put your NFC tag on your ads and customers can be directed to your site, blog or app page.

- Geofencing utilizes GPS or RFID to define virtual boundaries around a geographical area. Walgreens uses geofencing to promote customers loyalty by pushing notifications that allow users to open Walgreens app every time they enter the geofenced area.

- Wi-Fi is everywhere. More and more countries provide free wi-fi access in public areas. The desire always to be connected to the Internet is very profitable for businesses. So they ask customers to like their pages in social media or subscribe on landing page in exchange of free wi-fi access.

- Bluetooth is the most widely used location-based technology today. Bluetooth uses a beacon which can collect user information and track behavioral data of individuals. Such data as frequency of clients’ visits and products they prefer can help you tailor your advertisements and make it personalized.

Right strategy is aimed at long-term relationships

Marketing strategy has to be farsighted. It has to engage users from the moment they find out about your brand and after they become your customers. The app strategy should capture the main stages of acquisition: engagement, retention, and reactivation (for those who didn’t reach the end of the chain).

When your user decided to know more about your app, you can automatize and motivate user for lasting interaction with it. According to Marketo, you have to catch the moment to be relevant to your potential customer. Always pay attention to:

Timing. Deliver messages when a user interacts with your brand.
Behavior. Present content and messages based on the user’s actions or inactions on the device.
Proximity and location. Use tracking technologies to send relevant to the region messages or offers.
Sequence. Track-specific actions to send messages to drive a specific behavior or accelerate conversions.

Mobile is a key component in the holistic path to the customer. Efficient marketing strategy boils down to the understanding of how it fits your overall marketing strategy, who your target audience is, and how to attract them for a long period.

The research made by Digital Connections revealed that 49% of users will ignore the brand, if it peppers them with ads or if they consider that the ad is not relevant. And 36% will buy a product or service from a brand that sends them individual messages. The solution lies in simplicity in design, brevity in the text, right targeting, and good strategy.


April 5, 6 min read

4 mobile marketing practices every successful business should adopt

Here are four mobile marketing practices to improve and strengthen your campaigns.

Mobile marketing is a great business growth channel for big and small brands because it provides consumer-personalized information and promotes products or services directly to customers phones. Mobile marketing stands out from other types of digital marketing thanks to pushing notifications, QR codes, app-based marketing, text messages, and automated calls.

Mobile marketing allows brands to connect with their consumers directly through their devices at a specific location and in a time sensitive manner. But how mobile marketing gained popularity?

From the very beginning, in 2000, the first mobile ad was shared via SMS. It allowed reaching a wider audience. Shy people and introverts (those who hates talking on the phone) could communicate effectively. Mobile data service showed advertisers the potential of SMS technology incorporation into their advertising strategies.


source: gifer.com

The technology gradually was gaining momentum and in 2005 such big brands as Nike and Pontiak launched their SMS marketing campaigns. Release of the first iPhone in 2007 changed the rules of the game for both the mobile and advertising industries.

Apple smartphone technology disrupted digital marketing that time and made an accent on changing mobile user behavior by creating a product and OS that could help consumers in their professional lives and entertainments. It was a revolutionary innovation.

By 2011, mobile marketing industry counted $14 billion, today it reaches to $160 billion.

Global internet ad spending desktop vs mobile in $ billions, 2006 – 2018

source: businessofapps.com

In 2017,  eMarketer made predicted that by 2019 mobile advertising will represent 72% of all US digital advertising. In 2018 mobile advertising took two-thirds of all US digital ad spends and had 63% of the total. So, yes, app advertising has the chance to reach 72% of all US digital ad spends. The popularity of mobile advertising is that it is cost-effective.


If you don’t want to leave a ton of money on the table, be smarter and reach your customers via mobile. Here are four mobile marketing practices to improve and strengthen your campaigns.


Simplicity is the key to success

People perceive visual information best. Thus, marketers devote a huge amount of time and money to design, to make things look good with fancy graphics. Forget about this when it comes to mobile.

Simplicity and speed are the key features of success. Remember, no one likes challenging puzzles in advertising. Do not spend much money on a complex design, nobody will appreciate it. Try to be clear about what you want to convey to the user.

When it comes to advertising, make it catchy and clear. Your messages must be easily adopted so do not dispel the attention of your potential customers. Moreover, complicated graphics slows the load time. Ideally, emails, ads, and sites designed for mobile should be as simple as possible to provide your message receiving.

Certona offers a solution with graphics. They offer to save the graphic as a png-24 file, interlaced. It will allow loading the graphic faster. As the page loads, the resolution improves until it reaches its full potential. Another way to load a file is the png-8 format. It gives you truecolor (RGB) images where each pixel directly specifies a color versus acting as a guide into a palette.

Brevity is the soul of wit

The situation is the same as with graphics, any writing for the Internet should be as brief as possible. Especially when it concerns content development for mobile consumption. Keep your sentences, email and other messages short and to the point. Use plain language.

Mobile devices have smaller screens, thereby making it difficult enough to read big blocks of text. Smaller blocks of text and short sentences make it possible to read and understand in a shorter time.

Once you know your target audience, create and distribute personalized content for each segment. It can be entertaining or instructional videos, podcasts, articles, messages, banners, etc. The most important thing is to offer your customers something new.

The underlying motivation for you is to generate interest in your brand. Remember, the content should be relevant and valuable to your target audience.

Location clarifies the geography of advertising distribution

Location-based marketing made the targeting process better and more literate. Advertiser doesn’t have to spread the ads through all the world, this is silly. Now, app managers can set up ads locally or regionally.

Through the use of location-based technologies, you can adapt advertisements according to your audience and send them to customers at the right place and time. There are 4 most effective location-based technologies you can incorporate into your mobile marketing strategy:

source: gifer.com

- Near Field Communication (NFC) works within a short range and it transfers data faster than Bluetooth can. NFC provides customers a fast and convenient way to pay. You can also  put your NFC tag on your ads and customers can be directed to your site, blog or app page.

- Geofencing utilizes GPS or RFID to define virtual boundaries around a geographical area. Walgreens uses geofencing to promote customers loyalty by pushing notifications that allow users to open Walgreens app every time they enter the geofenced area.

- Wi-Fi is everywhere. More and more countries provide free wi-fi access in public areas. The desire always to be connected to the Internet is very profitable for businesses. So they ask customers to like their pages in social media or subscribe on landing page in exchange of free wi-fi access.

- Bluetooth is the most widely used location-based technology today. Bluetooth uses a beacon which can collect user information and track behavioral data of individuals. Such data as frequency of clients’ visits and products they prefer can help you tailor your advertisements and make it personalized.

Right strategy is aimed at long-term relationships

Marketing strategy has to be farsighted. It has to engage users from the moment they find out about your brand and after they become your customers. The app strategy should capture the main stages of acquisition: engagement, retention, and reactivation (for those who didn’t reach the end of the chain).

When your user decided to know more about your app, you can automatize and motivate user for lasting interaction with it. According to Marketo, you have to catch the moment to be relevant to your potential customer. Always pay attention to:

Timing. Deliver messages when a user interacts with your brand.
Behavior. Present content and messages based on the user’s actions or inactions on the device.
Proximity and location. Use tracking technologies to send relevant to the region messages or offers.
Sequence. Track-specific actions to send messages to drive a specific behavior or accelerate conversions.

Mobile is a key component in the holistic path to the customer. Efficient marketing strategy boils down to the understanding of how it fits your overall marketing strategy, who your target audience is, and how to attract them for a long period.

The research made by Digital Connections revealed that 49% of users will ignore the brand, if it peppers them with ads or if they consider that the ad is not relevant. And 36% will buy a product or service from a brand that sends them individual messages. The solution lies in simplicity in design, brevity in the text, right targeting, and good strategy.


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2019 © Evertrack. All rights reserved
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