Over the last decade, the landscape for digital marketing has changed in new and exciting ways. For digitally savvy professionals, opportunities abound – especially in the realm of mobile marketing.
Mobile marketing is a multichannel digital strategy that targets customers through avenues like social media, SMS and emails. Now more than ever, targeting mobile users is crucial for successful digital marketers: Research shows that around 70 percent of users' digital media time is now spent on mobile platforms. That's more than 100 percent growth in the last half-decade.
To capitalize on this trend, it's important for digital marketers to strategically target mobile users and understand the benefits of pivoting to mobile.
If you own a business or are a digital marketer, here are five things you should know about mobile marketing.
1. Mobile marketing has multiple channels to reach customers.
For any digital marketer, reaching new customers is integral to any successful business. Fortunately, mobile marketing has some different channels that help you reach consumers.
These are just a few strategies you can use to reach customers through mobile marketing:
- SMS (text) messages
- Mobile applications
- Email marketing
As opposed to traditional marketing strategies, mobile marketing provides you with many channels that reach customers directly on their phones or tablets.
A successful mobile marketer diversifies strategies to help convert your reach into consumers. That process is known as cross-channel marketing. If properly constructed, your text and email outreach will push customers toward your website and mobile app. A flexible strategy can help you get the most out of your offerings.
Keep in mind that your marketing strategy should use all of these new channels in concert with one another. Don't fall into the trap of over-relying on one approach to court customers.
2. Mobile marketing helps you reach a global audience.
As of 2019, around 67 percent of the world's population owns a mobile phone. To capitalize on the spread of mobile technology and the internet, mobile marketers are tasked with crafting content that targets a broad audience and can reach across geographic and linguistic boundaries.
The lack of barriers in mobile marketing means you have a new world of potential customers, but also requires you to understand your diverse audience. Aiming your marketing strategies at a multicultural audience can help you unlock new avenues of revenue.
Mobile devices have largely eliminated barriers to communication between consumers, which has created a significant opportunity for organic reach in your marketing. The spread of "viral" content gives marketers a chance to create content that spreads rapidly and brings in a wide range of consumers. If you can capitalize on that rapid spread of information, you could reap significant benefits on the back end.
3. Mobile marketing requires mobile-friendly platforms.
If you're an existing business looking to expand into mobile marketing, it's important to understand you will likely need to update your digital offerings. Reach on mobile platforms means your potential customers will interact with you through your app and website. If your digital platforms aren't mobile friendly, you can lose customers after the hard work of having them check you out.
Here are some things to note when making your app or website mobile friendly:
- Make sure your website is readable on mobile. Displaying your website on a computer, tablet or smartphone requires different programming to ensure your customers can adequately scroll your site.
- Make purchasing easy. If a potential customer turns into a real one, it's essential to simplify online purchases.
- Ensure your load times don't scare off customers. Both your app and website should be optimized so that customers don't have to deal with long load times or glitches.
By shifting your business marketing strategy toward mobile users, you can capitalize on a growing base of global customers. However, it's important to note that the mobile experience is different from a desktop experience.
4. Understanding your audience is crucial to mobile marketing.
While around 67 percent of the world uses a smartphone, it's still important to target your marketing content at your audience. Paid and organic reach is great, but clicks don't necessarily transfer into more sales. With a massive audience at your fingers, understanding the demographics you are looking for is still important.
For instance, if your business is marketing to the 18- to 30-year-old male demographic, it's important to create content that targets that audience. Once you've identified your audience, you can tailor mobile marketing strategies to reach them.
Mobile marketing, despite its novelty and the opportunities it creates, still relies on time-tested strategies of targeting customers and finding the most effective way to reach them. That being said, a flexible strategy and useful statistics can help immensely.
5. Video and VR are the wave of the future.
Within the field of mobile marketing, the two trends of the future are video content and virtual or augmented reality. Consider these figures:
- In 2018, there were around 171 million VR users, and there were just 6.7 million in 2015.
- Around 48 percent of millennials watch video only on mobile devices.
- Millennials are three times more likely to watch videos on their phones than baby boomers.
VR users, in particular, have skyrocketed in recent years, but the investment for mobile marketers can be steep. As opposed to SMS and email, the infrastructure for VR marketing strategies is still in its beginning stages as the technology catches up.
Looking into the near future, mobile marketers will be tasked with using video and VR to reach your consumers. There's no better time than the present to consider the benefits to your business by investing now.