Mobile marketing allows businesses to reach customers on their smartphones, which happens to be where they’re most active.
Unfortunately, many businesses fail to properly integrate mobile elements into the marketing mix, which limits their total market reach and causes decreased lead generation and revenue potential.
Moreover, the inability to use mobile marketing to reach customers impacts important KPIs, like site traffic, social media, email subscribers, and many others.
So what's the solution? One way is to ensure that digital channels that may be viewed on either desktop or mobile devices are optimized for mobile responsiveness. The other way is to integrate mobile-specific platforms and strategies into their marketing mix as a way to connect with more people.
Read the rest of this article, where we discuss different ways for businesses to use mobile marketing to reach customers on the go. The article is broken down into two distinct categories: mobile-responsive websites and emails; and mobile-specific marketing strategies.
In this first part, we’ll discuss the first way to reach customers on mobile. That is to ensure mobile responsiveness across all platforms.
Mobile marketing is a multichannel strategy whose goal is to reach target audiences on their smartphones, tablets, and other mobile devices, and one of the best and most cost-effective ways to do so is through websites and email.
But before we can take a look at the different platforms that are mobile-responsive, let’s quickly define mobile responsiveness to ensure that we’re all on the same page moving forward.
Mobile responsiveness refers to a website’s ability to respond to the device on which it’s being viewed.
The site must be able to automatically reformat itself, so it looks and works great on devices of all sizes.
Examples of platforms that can be mobile-responsive include:
The best email marketing software and website builders are designed for mobile responsiveness. However, some tools are better than others for generating a high-quality, frictionless end-user experience on mobile devices. So it's important to always research your tools carefully and ensure you perform end-user tests to ensure that user experience is optimized on all devices.
There are many inspiring brands that use mobile-responsive design as an effective way to reach more customers by providing an exceptional web experience. Below are three top examples.
Shutterfly is an online service that helps users create personalized photo books, stationery, cards, etc. This brand has a well-designed, mobile-friendly website that makes it easy for users to navigate and find the information they need. The mobile site is highly visual and provides an intuitive user experience for both new visitors and existing customers.
Google’s mobile website provides the exact same functionality and visuals as the mobile app counterpart. In other words, it’s designed to be virtually indistinguishable from the downloadable app. You may be thinking that these are great, but what about email marketing?
Yes, big brands use responsive email marketing as well.
Trello, a workplace productivity tool, has vibrant colors in their graphics, and you can see how the text really calls the attention of the user on mobile devices.
This headline captures curiosity from both introverts and extroverts and have a very clear green button for readers to click on and learn more.
Booking.com, a travel site, does an excellent job with their mobile email design as well. They focus on short messaging and clear imagery, with a very prominent call to action to encourage users to book their travel plans.
Uber Eats has a very interesting email marketing strategy. It uses a lot of imagery and typeface specifically suited to the mobile version of their emails. The result is that the mobile version of the email looks cleaner and sharper on smaller devices.
As previously mentioned, mobile marketing is a multichannel digital marketing strategy that’s aimed at reaching customers on their mobile devices. In addition to websites and email, there are other mobile-specific marketing strategies - some of which we look at below.
But first, a quick look at how mobile-specific marketing differs from other types of marketing.
1. Mobile-Specific vs Mobile-Responsive Digital Marketing: These two types of mobile marketing strategies differ in that mobile-responsive strategies such as the ones discussed above (websites and email) are general digital marketing strategies for use on a variety of platforms, whereas mobile-specific strategies are focused on mobile devices, as implied by the name.
2. Mobile-Specific vs Traditional Marketing: Traditional marketing strategies such as print, television, and radio lack the capability to reach target customers in such an accessible and immediate way that you get from mobile-specific marketing strategies. Furthermore, you can’t segment your audience using traditional marketing as you can with mobile-specific marketing tactics, which makes it harder to target the right people for your campaign when relying on traditional marketing campaigns alone.
3. Mobile-Specific vs Streaming Advertising and Marketing: Streaming advertising refers to advertising done on television-based streaming services which may be viewed on desktops or mobile devices, but which are primarily designed for viewing on smart TVs or traditional TVs equipped with smart streaming technology like Roku or Amazon Fire Stick. This type of marketing strategy differs from mobile-specific marketing in that it doesn’t provide benefits like instant results, tracking, visualization and reporting, mobile personalization, or cost-effectiveness.
Listed below are some commonly used digital marketing strategies that are specific to mobile marketing.
Platforms like Instagram, TikTok, and Snapchat are designed with mobile users in mind. They come with built-in features that make it easy for businesses to develop personal connections with their customers through the use of engaging organic posts, messages, comments, or social media advertising that targets the right customers.
In addition to using websites, emails, and mobile-specific digital marketing strategies, brands need to use SMS and MMS marketing. SMS marketing, also known as text message marketing, is a permission-based mobile marketing strategy that you can use to send deals, coupons, and promotions to your customers’ phones. You can send messages of up to 160 characters, and you can include a link or code that provides the recipient with follow-up information.
This is a powerful mobile marketing strategy to use because it has a high deliverability rate, as well as high open and engagement rates.
Mobile devices are often equipped with several widgets like a clock, search bar, current weather display, and many others. Designing brand-centric widgets that can be installed through your app is one way to continually reach your audience every time they look at their phone.
Better yet, you don’t even have to create the apps from scratch.
This article has outlined some of the most effective ways businesses can use mobile marketing to reach customers on the go. Use any or all of these mobile marketing strategies to supercharge your mobile marketing strategy and drive more traffic to your website starting right now.
Over to you. Which of these strategies will you use in your next mobile marketing campaign? Share your thoughts below!