The definition of mobile marketing success varies from marketer to marketer, from building loyalty, driving up sales, or building the foundation for programs in the future. With so many different options as far as mobile channels and strategies, the best path to follow will be different for each company depending on their specific objectives. However, there is a common overall goal, no matter what your situation or tactics, and that is to avoid spending your resources and time, and making sure you produce solid results. Here are 5 tips that can help any mobile marketing campaign:
1. Know Your Audience - Who are your customers? How do they interact with the mobile world? These are things you have to know if you are going to cater to those customers' needs. A campaign for tech-savvy people who stay connected and have the latest technology smartphones will be very different from a campaign for people who are still mostly depending on emails, and have a hard time finding their way when it comes to newer phones and technology. Also you need to know if they are the type who use and download apps, or would rather go to a mobile site, or may even be better reached through the simplest SMS-based strategy.
2. Give The Option - Similar to email marketing strategies, you do not want to send campaigns blindly - the way some companies do when they purchase email mailing lists. Even more so than email, mobile marketing is a very intimate and personal medium, and great care must be used when reaching out via mobile marketing in order to avoid pushing away customers. Make sure your mobile customers can opt-in to your service. Giving them the option to choose what messages they receive means they will not be receiving unwanted content, they will be more likely to share and fit that information into their personal needs and therefor make it more valuable, and you can use the information gathered from their tailored settings to better serve them, saving you needless expenditure of time and money creating unwanted campaigns. Any mobile marketing agency will tell you that choice and, above all, privacy is king of the mobile world.
3. Give the Same Experience - Many companies make the mistake of having mobile sites that work great on one platform, but underperform on others. It is key to make sure that every handset will have the same experience, ensuring that the first impression of your company sets the bar high, and also that your company garners the reputation of mobile-ready apps and sites. You can please the iPhone fanatics and Droid loyals equally!
4. Don't Forget The Details When Measuring Success - A common mistake is to measure only the large, high-impact data, such as number of downloads, number of opens, how many registrations or how many activations logged. But “the devil is in the detailsâ€, so to speak. It pays to pay attention to things that often get overlooked, such as repeat usage levels, the number of pages seen for every unique visit, and how long into videos users stopped watching. Most importantly feedback must not be tossed to the wayside, your customers reviews are essential to improvement of your product.
5. Choose Your Mobile Marketing Agency With Care - However you decide your mobile campaign will go, success is always most largely dependent on execution. Trusting the execution to the people who know how to do it may be the best option if you want to see solid results. The right mobile marketing agency can combine your knowledge of your customer with the right strategies and mediums to make your success rate soar.