Mobile Marketing

Mobile marketing is aimed to reach your target audience on their smartphones, tablets, and/or other mobile devices, via websites, emails, SMS and MMS, social media, and apps.

Everything people did with computers is now available to do with mobile devices, whether it’s viewing emails or visiting websites. 80% of internet users own a smartphones.

Of course every company’s mobile strategy will differ from others, depending on the industry and target audience. Mobile technology is all about customization and personalization. So is mobile marketing.

First of all, you need to understand your audience. Buyer personas are very valuable to help you with that. Buyer personas are the abstract representations of different types of your customers. Create a profile that will describe the background of each of them (job description, main sources of information, goals, challenges, preferred type of content, objections, role in the purchase process, etc.). It’s easier to create right marketing messages when you perfectly know, who is your target audience. Also think of details, that describe their mobile habits.

You can use analytical tools like Google Analytics or survey clients about their mobile web usage to understand the mobile traffic. A/B testing compares two versions of the same campaign. All types of data will help you develop audience personas.

After understanding your target audience, you must set your goals. You need to understand what success looks like for you.

Everything you come up with must be tested and optimized, if needed. You need to focus most on engagement, acquisition customer service, etc.

While looking to your data, that you have collected, pay attention to mobile behavior (reveals how well your mobile content engages your audience), mobile conversion (indicates whether or not some of your key landing pages need to be optimized for mobile browsing), device category (displays the quantity and quality of much mobile traffic to each individual page on your site, it may need to be created by yourself), etc.

Thanks to all this information, you can understand which search queries may be leading mobile traffic to your site, what content your mobile audience is most interested in, and which pages you need to optimize for mobile browsing first.