Mobile marketing continues to increase in popularity, largely due to its high level of effectiveness. In fact, according to Ninja Link Building, SMS campaigns are more than 7 times more effective than email campaigns. However, this marketing method doesn’t provide the same benefit to every company. In order to get the most out of mobile marketing, you need to be able to engage consumers and form a lasting connection with them. Here are some tips to help you create mobile marketing campaigns that resonate with consumers.
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Build a mobile application
According to Eye Comm, consumers using mobile devices interact with companies most frequently via mobile apps. Launching a custom-designed mobile app is an excellent way for you to connect with your audience directly by providing services that can be accessed instantaneously and at any time of day. As you design your app, remember that it will likely be competing with hundreds of other apps offering similar services.
Use responsive design
A website that is easy to navigate on a desktop computer rarely translates well to mobile. In the past, brands often made separate mobile websites that would appear when a user logged on from a mobile device. Today, however, brands have access to a more advanced design technique known as “responsive.” Responsive design is a web development approach that allows the format of your website or email content to adjust in order to accommodate the user’s screen. This makes it easier for consumers to navigate your website and/or read messages from your company when they use a mobile device, such as a smartphone or tablet.
Recommended: 10 Steps to a Google Mobile-Friendly WebsiteWithout responsive design, consumers are more likely to become frustrated, leave your website and avoid returning in the future. Also, mobile users on average spend more when visiting your site than customers on traditional desktops or laptops. Lastly, consider these three stats from a 2012 Google survey:
- 74% were more likely to return to mobile friendly websites
- 61% of visitors were likely to leave if a site wasn’t mobile friendly, and
- 67% of consumers were more likely to buy at a mobile friendly website
Make your marketing data driven
Data is the key to effective communications. With the proper data, you can make your marketing significantly more targeted and personalized to each customer. Consider that among all consumers, 78 percent said they are more likely to be a repeat customer if a business provides them with targeted, personalized offers.
Don’t ignore social media
According to iSocialYou, Facebook alone reported nearly 1.4 billion active mobile user per month in 2015. In light of this number, it’s clear that social media is a powerful influence for consumers using both desktop and mobile devices. Take advantage of this trend by incorporating social media into your mobile marketing campaigns.
For example, you may invite users to use Facebook’s mobile “check-in” function when they visit your store in exchange for a reward. Also, through social media, your content has a much better chance to go viral than any other platform. Use this opportunity to tap into your customers’ networks or little to no extra investment on your part.
Leverage SMS marketing with consumers in mind
Trumpia reports that text messages have a 98 percent open rate, with as many as 90 percent of them being read within 3 minutes of receipt. No other channel can offer your that. Using SMS marketing, you can send short messages to your consumers instantly and effortlessly. You can also use SMS messaging to encourage two-way communication between consumers and your brand. For example, brands can allow consumers to obtain important information via SMS by texting a single word or phrase to the brand, such as “hours” or “account balance.”
Texting is also revolutionizing customer service right now. About ⅓ of respondents in a recent study said having texting available as a support option was important to them, and about half say that their overall satisfaction with customer support could be improved with texting. Lastly, over 60 percent of consumers claimed that they would prefer to use texting over voice for customer service. Why the discrepancy? The biggest reason is that almost nobody wants to be kept on hold.
Simplify calling via mobile
In many cases, consumers have questions or needs that cannot be addressed by your website or application alone. In other cases, consumers would simply rather speak with a live person by phone. Make it easy for mobile consumers to connect with a live representative by adding a “call” button to your mobile website and mobile app.
Recommended: 20 Incoming Call Design Inspiration for Mobile UIRegardless of how you create your mobile campaigns, remember to monitor their success carefully over time. Pay attention to what works and what doesn’t. If you notice a drop in effectiveness, alter the campaigns to better meet the needs of your consumer base.
The only true way to know what works and what doesn’t is to test and analyze your campaigns. Some demographics respond to texts better, while other may prefer to interact through your mobile app. Some industries need spikes in the morning, while other would be better served messaging their customers in the afternoon. There are also times when percentage off deals work, and other times when set amounts off work better. By testing everything, you’ll quickly learn what’s working, and be able to tweak future campaigns for maximum impact.