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20 Nov 2015

How Mobile Fits Into Your Online Marketing Strategy?

It was not long back when Mary Meeker, an analyst at Kleiner Perkins Caufield Byers, predicted that by 2014, mobile will overtake the desktop for internet usage. To unveil the truth behind the prediction, comSquare – a leading internet technology company held a research and its report suggested that we have already passed the mobile Tipping Point:

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Data source: http://www.smartinsights.com

So now, it’s no longer the question whether the inclusion of mobile in your online marketing strategy is important or not; rather the big question in the current scenario is:
How Mobile Fits into Your Online Marketing Strategy?
Mobile marketing is sizeable already and every marketer like you needs to closely monitor the opportunities available to reach your audiences. Consumers these days are increasingly dependent on their mobile devices for a lot more services like web searching, email, chat, maps and direction, etc.

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Image Source: http://www.pewinternet.org

So, you can leverage this increasing usage trend not only to reach out to your customer, but also encourage their engagement by precisely predicting their consumer behavior through key customer geo-location data that helps you gain deeper insights for better decision making.
Strategizing your Mobile Marketing
There are several ways in which you can reach your customers through mobile marketing, but the most crucial touch point is your website. Other important methods are listed below:

  1. Have a Mobile-friendly/ Responsive/ Mobile Optimized Website
    If you wish to implement mobile marketing, the most certain prerequisite is to have a responsive or a mobile-friendly website. If not, you stand a critical risk of facing negative consumer reaction as people visiting your website through Smartphone expect an exceptional, easy-to-navigate, responsive portal.
  2. Plan an SMS/Whatsapp/Texting Campaigns
    Research Study by many agencies has shown that SMS and other text message formats have been well received by the Smartphone users. It’s a popular and widely used method for either driving traffic or engaging response. The other most important benefit of this method is that it is equally useful in targeting customers with smartphones as well as regular phones.
  3. Create a Mobile Application/Mobile App
    Despite of the fact that the sales ratio of smartphone and tablets are exceeding the desktops, it remains relatively low in comparison to the total marketplace. However, the competition is heating day by day as businesses are developing unique apps for their customers to stand out in the competitors’ crowd. Don’t miss on the opportunity and get your mobile app ready before you start losing your customers to competitors.
  4. Advertise on the mobile apps/websites
    Placing your ads on mobile apps/sites related to your industry can help you reach a distinct audience incrementally. It will not only help you create a direct link to your online sales channels, but also enable a greater assimilation and post-click engagement. It is specifically useful when used in harmony with a well-optimized, mobile-ready website.
  5. Location based Mobile Advertising/Geotargeting
    The key concept behind Geotargeting or Location Based Mobile Advertising is to know where your prospect is located, so that you can make offers and calls to action accordingly. With the help of this advance advertising tactic, you can sharply display the information-specific content and make your prospective customer click on the link provided, resulting in successful conversion.

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By:

Nutan Priyadarshini

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