Mobile Market: Building a successful mobile marketing campaign involves targeting a set of customers who are browsing, searching and making purchasing decisions on the go.
To tap into this vast and potentially lucrative market, you should familiarize yourself with a few basic principles.
Identify Customer Behaviors
What motivates customers to seek out your business? Every type of customer has a want or need that they’re looking to fill. The difference with mobile customers is that their wants and needs are more immediate, so your marketing efforts need to be tailored toward a fast-paced market. It’s also important to note how your target demographic uses their mobile devices in order to know how best to reach them.
Create A Relevant, Valuable Experience
It’s easy to get carried away with technology that’s evolving so quickly, but don’t fall into the trap of going mobile just because you can. Focus on giving your mobile customers something of value. Create a unique experience that’s an asset to your brand as well as useful to your target audience.
One way to do this is to consider local marketing tactics that get users’ attention when they’re near your business. Whether you choose text messages or location-based apps as your venue, you can draw in potential customers who are already in your vicinity. These tie in with the idea of fulfilling wants and needs. Customers on the go are grateful for anything that makes their lives easier. By offering special deals or helpful hints to guide them in their search for the right products and services, you establish an important connection that helps create brand loyalty.
Keep it Simple
Typing and navigating are far different on mobile devices than on PCs. Take this into account when marketing to a mobile audience by ensuring a smooth user experience on your website. Whether you create a separate mobile site or opt for a single site built using a responsive layout, it’s essential that every step from arrival to the final purchase can be done quickly and easily using a series of taps and swipes instead of clicks.
Be Responsive
Any good ad campaign is flexible. As you work to establish and expand your mobile marketing efforts, take note of how customers are reacting. Are you getting more traffic in your physical location? Is there an increase in sales on your website? Develop a sense of what’s bringing you the best return and adjust your marketing techniques accordingly.
Mobile users are a growing market that any business can take advantage of. Knowing how to grab attention and create a positive mobile experience helps put your business ahead of the competition and gives you a concrete place in the world of mobile marketing.
