Mobile marketing is no longer a trend of the future. It has now become the present. CMO reports that mobile marketing in the U.S. led the rise this year in terms of total ad spending. In fact, brands and publishers spent 83 percent more on mobile marketing this year than the previous year, representing an increase of $8.4 billion. CMO goes on to point out that given the fact that the average consumer now spends approximately three hours per day on a mobile device, mobile marketing is an excellent place to focus your marketing efforts.
Given its significance, it is vital to implement mobile marketing correctly. With more and more ad spending being funneled into mobile marketing, there is a lot resting on getting it right. The tips below will ensure success with your brand’s mobile marketing strategy.
1. Be Cognizant of Your Users
Keep in mind that when a user opts in for your mobile app, they are demonstrating a level of trust with your brand. The use of a mobile app establishes an intimate relationship between you and your customers. Mobile marketing can result in either further strengthening that relationship, or frustrating your customers and causing them to turn away. As a result, it is vital that you are mindful and respectful of the importance of valuable content. This is particularly true in terms of push notifications. Each time that your brand sends out a push notification, you are in essence, interrupting whatever your user is doing. Toward that end, it is critical to ensure that the content you are sending is worth the interruption. The content sent out and received on a mobile screen must be relevant and engaging. It should also create in your users a sense of anticipation so that they look forward to the next message. Do not be afraid to mix in some personality with your content, but make sure it is in keeping with the goals you want to accomplish.
2. Be Organized in Your Approach
Similar to other forms of marketing, with mobile marketing it is crucial to be very organized in your approach. Develop a publishing schedule for the days on which you will send specific messages. Remember that mobile marketing tools can help you to schedule messages so that they are sent out automatically. Take the time to track relevant analytics, including open rates and click through statistics. As you develop your publishing schedule, bear in mind that frequency is essential. While your publishing schedule should be consistent, try to avoid sending out messages more than once weekly. Sending out messages too frequently quickly becomes annoying to users, and you could see your opt-out rate increase.
3. Be Optimized
Making certain that your website is optimized for mobile usage is no longer a luxury. It is now a necessity in order to remain competitive in today’s business landscape. Even if this means redesigning your website, it is a worthy investment. Mobile Marketing Watch reports that even a one-second delay in a mobile website’s response time can reduce conversions by as much as 7 percent. You must also take into consideration the fact that by their very nature, mobile devices are designed to provide users with the ability to interact. In order for that to happen, you need to ensure that your website is capable of handling mobile usage.
As mobile marketing becomes increasingly mainstream, it is now more important than ever for brands to ensure that not only do they have a mobile marketing strategy in place but also that they are doing it right. Entrepreneur reports that 84 percent of consumers now rely on their mobile devices when they are in stores to compare prices, search for items on sale, locate gift ideas, and read product reviews. By correctly deploying mobile marketing, it is possible to harness the power and the reach of the mobile experience to engage customers while they are actually in your store.
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