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With the proliferation of smartphones, more and more people are spending their time staring at them rather than watching television or reading newspapers. This phenomenon suggests that companies need to shift their advertising to reflect the new platform for media consumption. If you run a business or have an app that needs publicity, a mobile marketing campaign might be your answer.
What Is Mobile Marketing And How Does It Work?
Mobile marketing uses handheld devices to sell products or services, usually through SMS (text) messages, mobile applications, or social media platforms. This technique also uses apps which include rich push notifications, attractive lay-out and text, and other design elements for increased engagement. Companies can reach people on their mobile phones at any time of day, making it an effective alternative to billboards and other ubiquitous forms of advertising.
Before setting up a mobile ad campaign, marketers need to know where their customers are, what they like, and how much money they make. Mobile phones can provide all this information, which is why so many companies are turning to mobile marketing.
How To Run A Winning Mobile Marketing Campaign
A marketing campaign is a series of steps taken by a company to attract the attention of new customers and make sales, constantly changing and adapting to the world around it. That said, here are four steps to guide you to successfully launch your own mobile marketing campaign:
1. Research Your Target Audience And Their Habits
Before you get started with any marketing campaign, you need to know to conduct extensive research into your target audience and their preferences. For example, if you run a restaurant specializing in organic vegetables, you want to find out what kind of people are looking for organic food and which websites they use most often.
Once you know who you’re targeting, you’ll also have to think about how they’ll be accessing the internet, either through their desktops or their mobile devices. Knowing the answer to this question, it’ll be much easier to determine the next steps. This is particularly true when you’re marketing through blogging, since it’s one way to attract more page traffic.
2. Build Content And Messaging Around Their Needs
Once you know your target audience and have some idea how they’re accessing their mobile devices, it’s time to think about what content you can provide them with. If you find that your customers are most likely to be online via their mobile devices, then you need to provide them with new and exciting information daily.
If you find that your customer is more inclined to access the internet on their desktops, you’ll need to provide them with information that they can read and share at their convenience. Weekly or monthly news roundups are great for websites because people save them and come back to read new articles repeatedly.
3. Decide Which Form To Use
Now that you’re finished deciding and planning your content, you may explore the three of the most common forms of mobile marketing: text messages sent to people’s cell phones, mobile applications downloaded by people who use their phones for entertainment or news, and mobile-friendly websites that people can access from anywhere, at any time. Here’s what you can do to execute your marketing campaign on these three platforms:
· Make An App
Making a mobile-optimized version of your website is one way to grab the attention of potential customers, but it isn’t as effective as making a free app. Not only will it allow more direct interaction with your users, but you can monetize it further by tying it to ads. Some search engines offer a service that allows you to create apps for free, but they might not provide any type of analytics or monetization platforms.
Your app might also get featured and can instantly bring your product to the attention of many. It’s important to note, however, that each app store has different requirements. To have a better chance of being featured, follow the specific guidelines set out by each store.
· Come Up With An SMS Marketing Strategy
While text spamming can be a big concern for mobile users, it can be used effectively as part of your marketing campaign. Many consumers are using text messages to make decisions about purchases, so this is one marketing tool you can’t afford to ignore.
To start, develop a list of phrases or slogans that accurately describe your company and its products. Next, register a short code through which you can be reached at any time. Finally, come up with a list of the people who’ll receive your text messages. This can include everyone from VIPs to average customers. If you want to know more about text marketing, other tips are found here.
· Have A Mobile-Friendly Website
If you can’t have an app, make sure people can access your website from their phones. This means you must have a site that loads quickly and looks good on all devices.
4. Execute And Evaluate
Once you have a great mobile marketing campaign set in place, time to execute it. Make sure to set up analytics for your app, website, and any other form of mobile marketing. These will track downloads, sales, page views, and more. Over time, you’ll be able to see which forms of marketing are the most effective for you.
The success of your mobile marketing campaign comes down to choosing the right technology for your needs, along with carefully planned content that is relevant to your target audience. Above all else, be prepared to adapt as necessary—things are constantly changing.