Written by Anastasia Kurmakaeva
Índice
Mobile Marketing
Mobile marketing or marketing for mobile devices is the marketing carried out with a group of tactical actions and marketing strategies in a mobile device environment that links users with advertisers in an environment of continuous and direct connectivity.
It is one of the online techniques of the Marketing Strategy, which is carried out through specific devices, cell phones and within a more interactive and even bidirectional communications environment, which creates a different, current and deeper relationship between the user and the advertisers.
Mobile marketing is constantly growing and there are several reasons why this is happening:
- The penetration of mobile devices in the population is inexorably advancing. In Spain, for example, there are already an estimated 16 million mobile users between the ages of 18-55 years old and a penetration rate of smartphones huge, around 84% on Android and 12% on iOS in the last year, with a still growing trend.
- The growth of the Internet is increasingly associated with the use of these devices, in fact, the growth is also produced in the increase of multi-device users or those who use the devices while watching television (second screen).
- The daily connection time to these devices is increasing every year, currently around 3.5 hours for smartphones and 1 hour and 40 minutes for tablets.
Mobile marketing also allows us to connect with people in a specific place and time, with the appropriate technique through the platform we are interested in and with the right content.
That is why we must understand marketing for mobile devices within our overall online or digital marketing strategy and integrated with offline marketing.
Specific elements to take into account in mobile marketing
- Contact is 24/7, through mobile devices, from different platforms (iOS, Android, Windows Phone, etc.).
- Contact can be through various means:
- Ads on mobile devices, both search and through the Display network.
- Coupons, QR or BIDI codes.
- Geolocation systems with geomarketing, or systems such as Bluetooth or NFC.
- Call and voice, through telephone calls or with customer services.
- Messaging, SMS and MMS.
- Apps, games, either with advertising in them or through other models such as freemium content.
- Devices that encompass the digital mobile environment:
- Cell phones.
- Tablets.
- Handheld consoles.
- SmartWatch.
Mobile Marketing: what I need
Mobile marketing implies, as in traditional marketing, the presence of a mobile marketing plan, integrated within the overall marketing plan itself. You need a setting previous objectives to determine what you want to achieve with mobile marketing, as well as a strategy for it. The objective is to determine a target audience, the tactical elements and marketing techniques to be used, and to set the moments in the target conversion process when each tactical element will be used, specifying the type of specific device on the appropriate platform.
It therefore requires a previous audience analysis to define your target audience, see how they use mobile devices and how they can access them in the most optimal way.
We will need to analyze the market to see how it behaves because it is a very changing digital mobile environment.
It is essential to study the competition to see the trends and best practices in the sector and seek to enhance those that work and innovate with those that are not used by competitors.
We must establish KPIs or performance indicators that measure the achievement of our objectives, as well as determine the metrics we will use to measure them.
We will adapt the brand to mobile marketing, for example, if we are going to use a web environment, make it a responsive website , if we use an app, that it fulfills the objectives and meets the needs of the audience, or if I am going to use advertising, adapt it to mobiles.
Last but not least, we will measure the results of our mobile marketing strategy to know its success and at the same time be able to maintain it, optimize it, modify it or adapt it to meet the objectives.
Where and when to use mobile marketing
SOLOMO: make your marketing a convergence of SOCIAL, LOcal and MOBILE
Depending on the brand, the product, the target audience, the strategy or the available media, we can use mobile marketing actions in the different phases of the customer conversion process or customer journey.
The key to success with your mobile marketing will be that, once you have correctly defined the factors of the previous point (market research, competition and brand, plan, audience, objectives, KPIs, metrics, strategy, tactical plan, measurement, etc.), the means available in the different phases of the customer’s conversion funnel are correctly chosen and their optimal use is made.
You must define what media you use in your marketing strategy for mobile devices, being ideal the use of most of them, both the own means such as the Blog, the Web, Social Networks, Apps, CAC; such as the earned media, Mobile SEO, ASO (App Store Optimization), Social Media, Bloggers, Reputation; such as the paid media, if you have enough resources, PPC, Display, Social Media Advertising, Email Marketing, Affiliation, etc.
In short, mobile marketing must be present in any marketing strategy as it is aimed at a market and a technology that continues to grow and become part of the customer’s life as well as their usual environment when it comes to the decision-making process.
