We live in a 100% connected reality. The most recent data on the use of mobile devices has shown that people are spending more time than ever using them. The amount of use may vary by age, location, and interestsbut we cannot deny that we spend a considerable part of our time interacting with our devices.
If you are a marketer, you already know where you mean. It is no coincidence that many professionals prefer to carry out mobile premier campaigns and structure their strategy in this format. More than ever, you have many new opportunities in front of you, or in front of your audience.
Since people are closer to their smartphones, watches or tablets, you can take advantage of this proximity to think about Possible Mobile Marketing Tactics That You Will Brand More Publiclywhile providing you with a more personalized and timely experience.
Whether you are eliminating a mobile or non-app, the opportunities are there and it is a fact that keeping these channels on your radar will help you improve the performance of your campaigns.
To get started, do I need an app?
We all know that developing an app from scratch requires a hefty budget.
Having a mobile app will give you more tools to get closer to your audience, but it is important to know if or when it is worth making such an investment. Here are some questions that can help you decide:
- Who is my target audience?
- Is my audience really a mobile app user?
- Is there any other app that does the same job?
- How useful is it going to be?
- How would my app help people have a better experience with my brand?
- What is the proposal for my application? Awareness? Education? Sales?
- What type/how much return do I expect?
- Do I have the budget to invest in a high-quality app?
After answering questions like these, take some time to think and analyze the current scenario, then you will have a better idea about the feasibility of developing an app or not. If you decide to go ahead, there are many opportunities to take advantage of. If you don’t want to do it, don’t worry, there are still plenty of opportunities to be seized in the future!
“That was my phone?” – Notifications
If you look at your phone’s notification center right now, I’m pretty sure there will be some banners waiting for you to click on them, right? This is one of the main tactics apps use to get more information and offers relevant to our users.
Before implementing it, it’s important to understand the two different types of notifications we receive – or send:
These are probably the ones that cause your phone to beep many times a day. Push notifications are sent for the purpose of creating interest in a product or service offering. It can be a discount, promotion, innovation or simply with the aim of capturing their attention and clicks. Some examples are a new movie on your streaming platform or a discount coupon on a delivery app.
Probably, you click on these. Pull notifications are notifications you receive when you’ve interacted with an app that provide feedback or updates. Some examples are when your food has left the restaurant or when the check you ordered arrived.
For notification strategies, you will be as creative as possible and use all the features that a mobile application allows to send more personalized communications, where you are more likely to capture clicks and increase your users to achieve the conversion you want.
Messaging as a marketing tool: SMS + Whatsapp
Well, know that people are much more connected with their phones. When it comes to messaging apps, this channel is also very important, and people use it as a quick way to get in touch with their friends and family.
You probably get Messenger notifications many times a day and read them as soon as you can. This will also be a great way to get closer to your audience if you have their number.
We can consider messaging applications as a source of push notifications.
This can be useful for small businesses that don’t yet run an app and want to promote products, launches, seasonal deals, or discounts. Creating mailing lists with great copy that leads to a connection or inclusion to a conversion through the cat can help you get good leads.
The same strategy can be applied to SMS. The difference here is that this type of message can have a cost. It is necessary to have a platform to send multiple messages as well as the operator itself, which can charge per message or a monthly/annual plan.
However, SMS messages can be starred, this channel is no longer used for personal messages. Other advantages are that we need to be connected to the Internet, for that only having a telephone signal is enough to send the message.
SOLOMO: Right place at the right time
The term SOLOMO is the union of the acronyms: Social + Location + Mobile. Bring the possibilities to be explored by these three variables. Some of it’s:
- Add your employer location on Google or Instagram;
- Invite people to sign up on your social networks. Some companies use this tactic to provide free Wi-Fi after sign-ups;
- Invite people to tag your business on social networks when they are in certain places;
- Add a QR code label to ask visitors for a review on Google or Tripadvisor;
- Create beautiful backgrounds for photos with your logo or any other brand icon. This can be a custom table, plate, glass, or even photo sets, so when people take a photo and post it, your red will see where it was.
The main goal here is to be creative and make your brand stand out as people experience your product or service. SOLOMO tactics may be cheap and simple, but there’s a good chance you’ll get good results with them.
LBM – Location Based Marketing
You probably know or at least have heard of ABM – Account Based Marketing. We have already talked about it on our blog and you can go deeper into it here. When it comes to LBM, the strategy is to work with customizations based on the location of a person/business.
A good example of this is when you are at the airport and you receive a sur vous volo notification or when you receive an email about an event that is happening in your city.
There are many ways to take advantage of this, especially if you insist on making an app. Keeping a person’s location means you can establish specific types of communication, such as:
- send an invitation to visit a friend for this area;
- map your competitors and send personalized communications whenever your customers are in one of these places.
Include cheaper ways to use this strategy. If you have a contact base with phone codes, you can segment them by region and send different offers to specific locations.
Other ways to apply an LBM strategy are to conduct a survey with your audience to find out where they are and enrich your contact base with this information, creating new possibilities for segmentation and personalization.
It is extremely important to note that monitoring your client’s location is very serious and can be done for a while, depending on how you use it. That is why it is essential to know exactly what is established by current legislation and all its regulations regarding the capture and use of personal data.
There are many ways to plan an advertising campaign in the digital environment.
The first thing you should know is: What audience did I address? When creating a paid campaign, it is very important to know exactly who you are targeting. Create different types of segmentations and try to think how you will be the person who searches for your product or service.
If you know that you have a high volume of people searching for your products or services on Google, you can launch a campaign with Google Ads soon.
However, there are other possibilities, such as running ads on social networks or working with programmatic advertising, so you can automatically buy digital space for ads according to your preferences. This is a great way to work with specific targeting across a wide variety of channels.
We’ve mentioned this channel several times in this article, but it’s nice to have a specific theme for social media. There are plenty of opportunities here that you should think about, such as paid initiatives and organic growth.
No matter what your product, service, audience or strategy is, there are some tips that can help you get better results for your social media strategy:
- Have a clear brand profile. Communicate with your audience so people instantly know they’re seeing a post from you;
- Produce relevant content. Try to listen to what kind of content your audience likes to consume and give them what they want;
- Post strategically. Think about the buyer’s journey and try to create different posts and offers according to each stage of the funnel;
- Be consistent and constant. People use social media every day, so why not “say hello” to them every day?
- Make the most of the platforms. You can use surveys, questionnaires, videos, trends and all the possibilities that the platform offers you. This is a good way to build engagement and capture helpful feedback.
- Partner with digital influencers. These people are professional product promoters and help brands reach higher audiences in specific niches. They usually celebrate a public and trustworthy course, so it can be a good idea when launching or seasonal campaigns.
Again, it’s good to keep in mind features are the social channels your audience uses the most. In this way, you can focus on the strongest and think of entry strategies to others.
Be a data-driven seller
All of the tactics mentioned above can give you information as you try to understand your results. It can be a response rate on Messenger, number of downloads, clicks, ROI, etc.
Every time you plan a new strategy, think about how you’re going to compile relevant data, metrics, and feedback. Discover a process for compiling and analyzing the data you collect. Therefore, you will be able to set goals and have a better understanding of what needs to be done to achieve better results.
Running tests is also smart to get information about possible improvements. You can try new channels, copies, designs, etc. Again, remember to measure your results so you really know what works and what doesn’t.
Another way to collect relevant information is to create interactive experiences for your audience.
You can create calculators, infographics, quizzes, and many other types of content while naturally capturing feedback from your audience, helping them engage with your brand and have a more personalized experience.
Do you want to know more about that? Get to know our Ion Interactive Platform.
As you will see, there are many ways to move forward with your Mobile Marketing strategy and many others to discover and explore.
Whichever tactic you want to apply, be it just one or all of them, keep in mind that your audience is always closer to their phones and spending more time with them. Try to be as empathetic, timely and personalized as possible.
Think about the possibilities that relevant data can bring to you, but remember that this can also be a sore spot. So always keep in mind the current legislation on data.