June 28, 2016
Mobile has become one of the most popular means of marketing to everyone from baby boomers and millennials. And because mobile devices have been around for a while, consumers are opting for a more customized experience. While many streamlined mobile platforms exist, few achieve the total customization consumers want. That’s where quality mobile marketing can change the game when it comes to attracting customers.
As a mobile marketer, it’s your job to make sure the industry’s best tools are delivered to the consumer. A lot of opportunity rests within the smartphone’s intuitive design, and the modern marketing world has redefined the way consumers access devices — making immediate action possible. Take advantage of the following strategies below to craft a custom-tailored mobile marketing plan—one capable of bringing utility straight to their fingertips.
Use Local Content
The mobile revolution might be big, but custom strategies target small groups. Localized content now rules the business world. Why? Because consumers like choices. They like local information, relevant reviews and area-specific deals.
Mobile consumers are always “on the go.” A recent Google and Nielson study has revealed that 40 percent of all mobile searches were made with the intent of achieving local information. This number is rising, and so is the consumer’s want for area-specific content.
One easy method is to use Google Trends. Google Trends lets you, the marketer, locate local trends based on geographical location. Enter your content efforts, select an area, and combine it with your mobile platform. Google Trends also offers competitive performance insight, so your mobile plan will be protected from any area-specific contenders.
Adjacent Market Features
“Adjacent market features” refers to other industries that your consumer is interested in. Knowing what businesses relate to your’s providing that information to consumers is one of the best ways to get an edge.
Your mobile app shouldn’t be confined to your industry. In fact, cross-industry support will make your app stand out. It’ll increase total customization by enhancing your customer’s purchase maneuverability, too. If, for example, your brand provides coffee, try an app capable of revealing your brand’s presence at airports. Or, if you’re selling sporting goods, create a park finder app.
Mobile Search Intent
Over 50% of mobile search users admit to making a purchase based on the results of their search.
Too many mobile marketers assume mobile search intent is comparable to desktop search intent. If you want a truly customizable mobile marketing platform, you need to shape it around your target market’s search behavior. Mobile content needs to be based upon a deeper understanding of the mobile user’s context, and it should prioritize their behavior when on mobile specifically.
Check out this article to further understand user behavior through in-app analytics. Additionally, use Google Analytics to locate your mobile visitors’ most-searched keywords. Once you’ve garnered a “keyword list,” tailor your mobile web search platform to prioritize “mobile only” customers.
Customize with User Profiles
At all times, you should know what data you’re capturing from users. Who owns the collected information? Have you created mobile profiles for campaign members? How are you segmenting your mobile audience?
Keep track of information you’ve asked for and information you’ve pulled from consumers. Coordinate opt-in strategies around asked-for information, as your consumers will be thankful for the upkeep. Don’t however, use pulled information for the same approach, as your customers will see it as a breach of privacy.
Tracking mobile user sessions is useful, too, as it grants incredible insight into buyer behavior. It also helps you create custom approaches to channel direction. If you’re able to track the consumer’s URL access points, you can mold your engagement program around them.
Track Seasonal Shifts
Do not underestimate the importance of holiday marketing. While highly specific, holiday marketing does reveal an incredibly powerful mobile strategy: adaptive outreach.
A truly customizable mobile marketing approach is adaptive. Target new iOS registrations, and pay attention to Google Play registrations. See when users are downloading your app, and pinpoint the “pre-season surge” surrounding your brand. Adapt your strategy on a seasonal basis, and engage consumers based upon your previous year’s successes.
As your strategy grows, you’ll need to scale your strategy. Give audiences a sense of urgency with time-limited offers, and always put the consumer first.
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