Mobile marketing is going to play a significant role in the future of online marketing. As more users begin to make the switch from desktop computers and laptops to tablets, smartphones, and e-readers – it’s important that you don’t leave a large amount of your potential customers sitting on the proverbial table.
Mobile marketing can be a bit of a daunting task when you first begin. In many ways, it is completely different than marketing to individuals on some of the more traditional devices.
A whole host of new things need to be taken into account – such as creating creative copy for smaller screens, and ensuring that you are getting your message across to an almost unending number of different platforms. What looks great on one mobile device might not look great on another.
What Is Mobile Marketing?
At its most basic – mobile marketing is the practice of marketing your product, service, or brand to indvidiuals that use mobile devices. As more individuals turn to mobile devices to receive their information – you need to make sure that you are communicating with them in a straightforward and understandable way.
Mobile marketing is the process of delivering advertisements to users of mobile devices.
Not only are the devices different – but the way that the users interact with those devices are quite different. Some of your viewers will be on the go when they come into contact with your advertisement. Others might be sitting at home, and have the attention span to pay attention to what you are selling.
There are multiple different ways in which ads can be delivered to mobile devices. Some of the more popular forms of mobile marketing include;
- Multimedia Message Services (MMS Text Messages)
- Unstructured Supplementary Service Data (USSD)
- BlueTooth and Wireless
- Mobile Internet
- Mobile Applications
- QR Codes
There are many different ways in which you can deliver your marketing materials on mobile devices. The way that you choose to deliver those materials will likely depend upon your budget, the type of product or service that you are offering – and the way that you plan to connect with your consumers after their interaction with your advertisement.
Mobile marketing success is dependent upon a streamlined, straightforward approach. You have a very limited amount of time in which you are able to connect and capture the attention of users.
Why Mobile Marketing? – Facts to Know
Although you might be aware of the fact that mobile marketing is an increasingly important part of any marketing campaign – you might not truly know just how important it is, and how vast the use of mobile devices has become around the world.
Consider the following facts when examining why you should get into mobile marketing now as opposed to later;
- More than 30 countries have passed the “100%” mobile device to population ratio. That means more smart phones than residents within the nation.
- 80% of the US population are mobile users.
- 60% of the entire world population are mobile subscribers
- 98% of all US-based mobile devices have SMS capabilities
- 68.7 million US citizens use SMS and text services.
- Only 10% of SMS messages sent are spam. Email sits at 65%.
- The Average US user sends 357 SMS messages per month, and makes 204 calls.
A Personal Connection
One often overlooked fact is that the mobile phone is a much more personal way to connect with individuals. They use the device to talk to friends, family, and loved ones. They also do not share their phone with others – unlike a computer. While this does mean that they need to have their privacy respected, it also means that you can develop a better, more personal connection with those that you are marketing to.
They Always Have Their Mobile With Them
Most mobile devices are kept in the pocket of the user. They keep them with them at all times. According to 2007 research by Morgan Stanley (which is likely outdated at this point, but still ilustrates the point), 91% of mobile phone users keep their phone within one meter of their person at all times, 24 hours a day. This means that when you attempt to market to these individuals, they are more likely to see your marketing efforts right away. This means that they can also act on those advertisements immediately as well. Their mobile phones are always on, always connected.
Because it is not so easy to type on most touch-screen mobile devices, they actually have a high quality built-in payment system on most devices in order to make payment processing much easier. The SIM card, in and of itself, is a built in payment system that allows users to charge some charges directly to their phone bill. this is handled completely by the mobile network. This built in payment system allows you to easily charge users that want your products or services – particularly with digital products and services.
Other applications, like wallets and bankcards, also make paying much easier in the long term as well.
This was a huge step for mobile marketing and allowed many new businesses to enter the realm of advertising their products online.
Allows for Creativity
Because mobile marketing is a largely unexplored advertising medium – there is a lot of room for creativity. I see ads all the time that attempt to gauge audiences in new ways. The truth is that more traditional digital advertising has been felt out by just about every business on the planet.
But – mobile marketing is not nearly as hashed out. You can try new things, and find new ways to engage your audience. You can also ask things of them that you would not normally ask of your audience.
Connecting with individuals on a mobile device is almost always instantaneous. If you are delivering notifications and updates – their phone may even beep, buzz, or vibrate to let them know that they have a new notification.
You can not place a dollar value on making sure that they see your advertisements as soon as they go live, but it is definitely a huge bonus for any advertiser.
Types of Devices
There are many different types of devices that you could potentially be delivering your advertisements to. These devices will differ greatly in terms of screen size, resolution, and other considerations as well.
Some of the different types of devices include;
Basic phones are standard mobile phones. They don’t have all of the bells and whistles, but likely will offer basic call and texting capabilities. Many of these phones also include SIM cards, which allow for faster payment opportunities. Basic phones limit the advertising options that are available to you but do offer some excellent benefits as well.
Feature phones are currently somewhere in the middle ground of the smart phone world. They have much more capabilities than basic phones, but do not offer the full freedom of feature progressive phones. They likely have the ability to download applications, GPS capabilities, and other ways in which you can better connect with the user.
Although not everyone – a vast majority of the types of individuals that you will be targeting will liekly use smart phones at this point. Smart phones are your basic Android, iOS, BlackBerry and Windows Phone devices. These have almost complete freedom (with Android being generally a much more free platform than iOS) and will allow you to connect with your users in ways in which you would otherwise not be able to.
Tablets generally have a wider screen and the capabilities possessed by Smart phones. They definitely present an interesting marketing opportunity, because they give you more space to work with, making smaller bits of text easier to read. However, users do not carry tablets around with them in the same way that they do iPhones. It is important that you have a good understanding of the differences between types of tablets, the operating systems they use, and the ways in which users interact with those devices.
E-Readers are generally used to deliver PDFs and other eBook formats to users. They have a smaller list of capabilities than a tablet, but are usually similar in size, or between the size of a phone and tablet. This gives you plenty of space and interesting ways in which you can interact with the user, but you might find that there are
The most common form of mobile marketing is the development and promotion of apps. It really doesn’t matter what the app is – there are many things that need to be taken into account when developing apps and attempting to market them – many of which are overlooked. These are the traits of successful app development operations and should generally be attempted with any new project.
Even if you are a great coder and doing all of the programming on your own – you need to hire an expert to review your code. This is essential for not only getting into the app marketplaces that you will likely be hoping to get into, but will also ensure that you can limit potential bugs, hangups, and other issues that your users might run into.
Even when you are hiring someone to code the entire app from scratch – it might be in your best interests to hire a second developer to look over the project when it has been completed.
Taking the time to hire an expert to review the completed code could end up saving you hundreds of hours that would have otherwise gone to waste.
Example Project and Freelancers
Instead of hiring someone and having htem dive straight into the code – hire them for a smaller sample project so you can evaluate their communication skills, ability to deliver quality code and overall service that they are bringing to the table. Freelancers, like anyone else want to make money. With this in mind, starting them with a sample project before having them dive into your larger app might be a good idea for keeping them employed and giving them ample work to feel like they can count on upcoming paydays, whether or not that depends upon the success of the app.
Freelancer vs Entrepreneur Goals
Remember that your goals are not going to be the same as the freelancer. They do not care if the business fails, outside of the fact that your business will be one of their clients that are not caring anymore. It may be a good idea to attempt to get developers more ingrained within the process by asking them their opinion, and letting them give input into the project. Some individuals even choose to give their freelancers a few percentage points on the outcome of any project.
Hourly or Fixed Price
You must also choose whether you will be paying them on an hourly or fixed price basis. Some developers will intentionally waste time when being paid hourly. Whatever you choose – remember to pay your freelancers well. When creating big, broad projects that have a lot of potential for earning – you don’t want to be pinching pennies and wnat to ensure that you are getting great work from those that you hire.
Ad Campaign Setup
For any online mobile marketing campaign there are a number of campaign elements that need to be taken into consideration in order to facilitate a positive outcome. Having a framework in place will help you to create excellent ads that perform well consistently.
At the onset of any marketing campaign it is of the utmost importance that you start by outlining the objectives and goals for the campaign. You have to identify successful strategies that you have employed in the past in order to integrate them into new campaigns. Having a gameplan will make the creation of these ad campaigns that much easier. Outline the objectives that you wish to achieve and then use those when writing your copy and calls to action.
A few of the different types of objectives include;
- Create a certain number of opt-ins
- Create a certain number of registrations on your website
- Generate a certain number of sales
Setting up Your Campaign
Many marketing campaigns rely upon contests and giveaways. It is important that when you are setting up your campaign that you evaluate the rules of the network that you are advertising on, and that you are legally compliant with all of the rules that apply to your advertisements.
Mobile Advertising Networks
There are a large number of mobile advertising networks that you can use to reach your target audience. Keep in mind that the industry is in a huge growth period and a lot of companies may not be around in 5 years time. However, you can utilize these mobile advertising networks to reach your audience and target demographic They all have different internal sources for the traffic, and each network may convert differently. Here are some of the more popular mobile advertising networks;
- AdMob (Google)
- DoubleClick (Google)
- Think With Google
- MAdvertise Media
Some are better than others, and some perform better within specific niches. These advertising platforms will give you access to large amounts of traffic, at fairly cheap prices depending upon the source of the traffic.
It’s important to note that conventional networks such as Google Adwords can be mobile targeted as well. Almost all networks allow you to target by device, where you can select mobile devices only to exclude desktops and laptops from your targeting parameters.
Mobile marketing is undoubtedly going to be a huge component of marketing campaigns for many companies in the future. The ability to connect with individuals on these devices will give you the ability to extend your reach, promote your application and grow as an organization.
Test out campaigns on several advertising networks to determine which traffic sources are working for you. Like any ad campaign, mobile campaigns require a good amount of split testing in order to achieve their maximum potential. Although you are working with a limited screen size – remember that tried and true methods implemented in mobile friendly ways still perform well.