As the name suggests, mobile marketing is promoting products and services with or using a mobile device. With more and more individuals now using their mobile devices for all their needs, mobile marketing will continue to become essential to increasing sales with each passing day.
According to many experts, mobile is the future of advertising. While mobile may still not be attracting its fare share of spend, already it owns a serious share of mind. If you are a marketing expert and you intend to reach out to this world, here are five best practices to help you be effective:
According to experts, smart agencies and brands should put mobile at the core with holistic approaches and break out the silos. One unique characteristic of a mobile device is that it is always on and with the user. Therefore, it can be integrated into and boost the touch points of a consumer including brick and mortar locations, and TV adverts.
Mobile communication is part of a bigger consumer journey in the absence of other touch points. Mobile is not merely a single media channel but makes possible delivery of a broad range of interactive owned, earned and paid for experiences. A mobile marketer should have an integrated approach to mobile marketing rather than have a separate strategy.
Come up with a new argument
Despite the fact that mobile marketing is not yet matching the investment, brands are no longer demanding mobile marketers to justify mobile investment. Instead, these brands are looking for marketers that have a deep understanding of the mobile space, which includes application and site design, back-end tech, analytics, media, search and ad creativity.
Mobile marketers should now realize that maturity is the most effective strategy. When convincing brands to invest in mobile banking, you need a new argument rather than sticking to the old principle.
Have an open mind
Other experts say that discoverability challenges for applications make mobile marketing a better option for brands, while other experts state that the sites, mobile ads and apps play a vital role in the overall success of the campaign. It all depends with the KPI of your campaign as well as tailoring the appropriate metric to the right objective.
At times, mobile marketers get too involved in choosing from numerous different options that the mobile present. While mobile has definitely changed almost everything, one thing that has remained the same is the process of solving problems. Constant success does not start with technology but rather comes from recognizing actionable consumer insights, the empirical message to communicate and objectives of the business.
Strive to be relevant
No doubt, mobile devices have brought new possibilities to lives of individuals, and fresh opportunities for marketing experts to offer value, utility, engaging content and messages. A true mobile experience often involves a user concentrating on a particular task, attending to one particular piece of content and in a particular place. These possibilities are powerful and astonishing. According to experts, in history, mobile is the most self-aware channel and technology.
Contextual relevance should be a standard thread across all top practices for mobile marketers. Research has shown that when ad creative and media plan leverage context to offer a relevant experience, performance increases by great lengths. The marketer should aim to offer advertising and content experience that is in the interest of consumers. When adverts are contextually relevant, consumers will report positively on the impression of the ad as well as the ad-supported media concept.
Bring in change
The mobile marketing industry has necessarily not kept up with the ever-changing technology and trends. For instance, there is a serious need for standardization. The industry is also in need of mobile ad-serving solutions that give measurements that are more accurate. While the industry has seen progress in publisher adoption tags, attitudinal evaluation and mobile ad-server development, measurement is still not keeping a pace with proliferation of technology and consumer realities.
The shift of budgets into the industry will spur positive change and development. In addition, enhanced transparency and measurement across mobile devices, sites and apps will contribute to change. It is the duty of top mobile marketers to educate companies on these developments. They should also give advice on how the companies will adopt them.