The Concept of Mobile Marketing
The advertising of items to customers via smartphones and tablets is known as mobile marketing. Marketers can contact billions of people thanks to the widespread usage of mobile devices. SMS, in-app advertising, email, and QR codes are all possibilities for marketers. Through mobile marketing, the marketers can have access to customer information such as location and demographics. Such personal details of customers help businesses to decide on their business strategies. Based on customer-related information, companies tailor their products to their customers’ purchasing behavior.
The mobile marketing strategy includes creating a mobile buyer persona, setting goals, establishing key performance indicators, and monitoring the metrics. For successful mobile marketing, understanding the customer needs and requirements is the basic and most important step. Once the customer’s needs are deciphered, companies should establish short- and long-term goals followed by the key performance indicators. The KPI (key performance indicators) define the ways of engaging, acquiring, and servicing prospective customers. With the help of analytics, the performance of the business strategy and the customer’s response are analyzed to ensure continuous improvement.
The Components of Mobile Marketing
The components of mobile marketing are:
Optimized websites – In mobile marketing, the content is optimized to be mobile-friendly. The text or images are used in such a manner to fit on the screen. The optimization of content or text circumvents the need to scroll or zoom from one side to another side. Content optimization helps in generating quick responses (loading). The essential aspect for keeping a site mobile-friendly is to provide a consistent and enjoyable user experience (UX).
SMS and MMS messages – Companies use multimedia and short messages to send promotional texts to customers directly. For instance, the temporary discount offers are sent to the prospective customers via SMS service to lure them to visit the stores and benefit from the discounted offers. However, not all messages can be effective; therefore, companies should have a basic understanding that what incites customers to read and perform call-to-action.
Mobile-friendly landing pages – It has been observed that more than customers delete more than 50% of promotional messages and emails because they were not optimized for mobile viewing. It is imperative that should optimize email text and designs as per the screen size of mobiles and tablets. Such careful optimization can increase the click-through rate on the landing pages.
Applications – Mobile apps are the new advertising platforms that offer immense opportunities for business promotion. The mobile apps are fast, responsive, and easy to operate compared to websites. Companies can use these apps to promote their products and offers while driving engagement with prospective customers.
The Advantages and Disadvantages of Mobile Marketing
Mobile marketing does not require sophisticated technology or technical expertise. It is a cost-effective medium to promote the business. It is easier to analyze the effectiveness of a marketing campaign. For instance, the effect of mobile marketing via social media platforms proves to be cheaper and more effective than promotional campaigns on radio or television. Besides that, mobile marketing offers real-time access to potential customers, unlike radio or television and other traditional marketing channels.
However, mobile marketing is not free from faults because of data privacy or identity concerns. Companies gather the prospective customer’s data to analyze their responses. There have been issues of data theft and online fraud in many countries because the consumer’s personal data was revealed on illegal dark web platforms. That is why mobile marketing is seen from an apprehensive perspective when it comes to customer privacy.
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