Smartphones are a part of our lives more than ever, so
mobile marketing offers new opportunities for your business. In this article,
you'll learn what Mobile Marketing is, how to use it, through which channels,
and how it can help you meet your customers' needs.
Mobile marketing: definition
Mobile Marketing is a set of practices that enables
organizations and individuals to communicate and engage with their
audience or one another in an interactive and relevant manner through any
mobile device or network.
Over the past decade or so, mobile marketing has gone
from being a fairly broad advertising term to referring to a rather specific
type of marketing.
As with other forms of online marketing, mobile
marketing in its various guises has evolved rapidly in a relatively short space
of time, fueled by consumers with a hunger for anything that can help them
streamline their congested, hyper-connected lives.
So what can mobile marketing be used for?
The answer to that question could take up an entire
book.
Because mobile is essentially a new, exciting and
convenient way for people to access online information and services, elements
of your mobile marketing can be employed to achieve many of the same business
goals as any other form of digital marketing. You can use mobile to:
· Build awareness
of your brand, product or service;
· Foster and
nurture conversations with your online community;
· Gather valuable
insight into consumer behaviour;
· Take iterative
customer engagement to the next level;
· Harness the
wisdom of the crowd;
· Drive lead
generation and new business;
· Establish
loyalty programmes, competitions and rewards;
· Build a deeper
and more personal brand experience;
· Target your
market more effectively based on demographics, geography and behaviour;
· Retain more
customers and reduce ‘churn’;
· Listen and
learn;
· The list could
go on and on, but you get the idea.
With massive uptake of internet-connected mobile
devices accelerating all the time, marketers need to start taking mobile
seriously as a fundamental component (if not the principal component) of their
digital marketing strategy.
The potential of mobile is profound and the impact of
mobile marketing is only going to grow.
In addition,
The mobile strategy allows companies to be closer to
consumers and thus stimulates the act of purchase. It is also established
through relational marketing actions. Because of this, applications vary
slightly depending on each company's goals. This may include:
· Sending
information by SMS;
· The development
of notoriety;
· Optimization of
the customer relationship;
· The incentive
to purchase;
· The development
of proximity with the consumer.
For other examples
Mobile landing page integrated into the SMS
With an opening rate of 98%, SMS is the best performing
channel. It is therefore not surprising that it is the preferred channel for
brands.
Enrich your SMS with a mobile landing page to promote
new items, your private sales or your sales. You can share surveys online to
get customer satisfaction insights or send an event invite with a QR code.
WhatsApp is currently the most used communication
channel in the world. Answer all your customers' questions and provide the
desired support service. By adding WhatsApp as a communication channel, you
will take your customer service to the next level. From conversation to
conversion.
Does a customer request a specific product? Offer him
the possibility to buy the product directly in the chat. With our payment links
and integrated payment solutions, your customers can make purchases without
leaving the conversation.
Apple Messages for Business
Create a direct connection with iOS device users with
Apple Messages for Business. Customers can contact your brand whenever it's
convenient for them through their preferred messaging channel. In addition, it
is possible to make a purchase within this channel with Apple Pay. Improve
customer service and make shopping easier.
Voice Marketing
Voice campaigns are a powerful tool to convey a message
to your customers. Send pre-recorded voice messages to personalize your
marketing campaigns.
QR code
QR codes can be easily scanned with a phone's camera.
After scanning the code, the customer will be taken to a landing page where
they can get more information.
What are the 6 mobile marketing tools?
If, in its beginnings, m-marketing was based on SMS
campaigns, it has evolved with the development of responsive design websites,
mobile versions and mobile applications. It thus offers marketing professionals
different possibilities to get closer to consumers.
1. Advertising on responsive websites
Mobile allows advertisers to offer retargeting or
display advertising. However, advertising formats must be adapted to the mobile
format. Google AdWords, among others, is an ideal ad preview tool for testing
the shape of an ad on mobile.
2. Advertising on mobile applications
With the expansion of mobile applications, marketing
actions now take the form of advertisements that are displayed while using the
application.
3. Mobile app push notifications
Voluntarily activated or validated by the user, push
notifications allow applications to send messages. It can concern a reduction
or an invitation to know a new collection.
4. Point of sale location features
Mobile marketing offers the possibility of using the
store locator or the location of physical points of sale. This lever is used to
encourage consumers to come directly to the point of sale.
5. Geolocation in a mobile situation
With the development of mobile technologies, it is now
possible to send messages using geolocation if the person is near the store.
6. Gamification
Gamification allows companies to add playful elements
to a universe that is generally not a game. It thus engages the audience by
encouraging player engagement.
What are the advantages of mobile marketing?
M-marketing has many advantages with the possibilities
it offers.
Ease of implementation
Mobile marketing campaigns are easy to use. All you
need is a database of phone numbers.
Personalized marketing actions
The mobile allows companies to enter the privacy of
consumers.
The development of a brand image
It becomes easier to stand out from competitors by
offering innovative campaigns.
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