Updated June 8, 2023
Mobile Marketing Association
If people have something quite indispensable as a handkerchief in their hands, it’s the mobile. Resting, walking, traveling, or waiting for their turn in a public place, they are busy seen talking, texting, or reading something on their mobile.
A few billion mobile handsets are being used worldwide, and each one of its users is a potential target for marketing messages. Even the entry-level handsets will have short messaging services (SMS) facility, and the slightly higher versions will have a multi-media messaging (MMS) facility. This proves the penetration and depth of the medium that no marketers can ignore. Mobile marketing is gaining momentum with the growth in mobile internet and smartphone usage and the increase in mobile app usage. A Few Research Center study revealed that two-thirds of US citizens have smartphones.
Smartphones currently use either of the operating systems- Android or Apple which has more than a few million users and many more apps. This signifies the tremendous potential of mobile marketing associations (m-marketing) in the coming years.
Top 8 Tips for mobile marketing association:
Below is the list of tips that will help you to be successful in a mobile marketing association
1. Use Short Messaging Services, Voice Messaging Services Effectively
Mobile marketing associations use SMS and VM as mass media to reach a wider audience. SMS is the most cost-effective method, with character restrictions, and is best delivered in the afternoon and evening. SMS commonly markets big discount offers, new housing projects, and product launches.
The conversion rate for SMS would depend on the text, offers made, call-to-action scenarios, and how targeted the message is. For example, an ayurvedic cure for hair fall or a wellness clinic based on traditional medicine may have little relevance if it goes to a doctor of modern medicine or a group of people without confidence in traditional medicine. Similarly, opening a new two-wheeler showroom or a new bike launch may have little relevance to a car owner who never rides a two-wheeler. ‘Free counseling and advice to go to Canada’ message may land with some user who has no desire to go abroad for studies or migrate to Canada.
In Voice messaging, a mobile user gets a call, and when he receives it, an automated message is played, such as an offer of a personal loan from a leading bank, free share trading, and DEMAT account with a securities broker, or it could be an ad requesting a demo of a new consumer product to be launched in the market. There is a ‘call-to-action in these campaigns; either they have to press a particular number if they have to avail of the offer or facility or press another number to decline.
Voice messaging can irritate people if done too frequently and may lead to customers choosing the do-not-disturb option. SMS and VM are cheaper options for reaching a wide audience, but sales conversion may be low. However, they are useful for collecting customer feedback to improve company performance.
SMS and VM are effective for engaging with existing customers. They can provide updates on reward points, free services, product launches, or reminders about warranty expiration. It builds customer loyalty and shows they are valued.
2. Have mobile sites and mobile apps
Many corporates have websites, but not many may have mobile marketing association sites. With internet users scattered over the desktop, laptop, and mobile phone access, it makes sense to have a mobile site and make the website mobile friendly with vertical scrolling, making it easier for mobile users to swipe down and see the inside sections.
It is estimated that there are over 1.6 million mobile apps for Apple and Android users. Users download apps from Google Store but may uninstall at least a few per month due to lack of storage, low usage, or finding a better app for the same purpose, as per a US survey of about 2600 smartphone users.
It is important to understand that mobile apps should enable users to be hassle-free and engage them to benefit from developing them.
In banking, mobile apps allow existing customers to apply for loans, top-ups, and even make a query about a transaction. Similarly, cell phone users are able to change their tariff plans and request a new internet data pack in a much easier way than going to the nearest customer service center.
However, there is a misconception that developing a mobile app is necessary to succeed in a mobile marketing association. It is far from true, as many mobile apps that are irrelevant or useful to a wider audience get downloaded, used once or twice, and discarded.
Location-based targeting with mobile marketing association campaigns in India is possible if customers share their mobile location data. It can alert customers about nearby showrooms, test drives, and services due. For example, if a customer has been searching for a sports bike available only at a particular dealer, they may get an SMS alert when near the showroom to place an order.
Mobile apps like iBeacon, Kayak, and sports accessories provide:
- Personalized services and convenience.
- Linking your location.
- Buying interests to alert you with precision-strike push notifications.
These services create loyal customers and are more useful than conventional marketing.
4. Use a variety of messaging options for customer service
Mobile telephony enables various options, including short messaging, voice messaging, apps, and push notifications. This can greatly enhance the customer experience and lead to repeat business. It is possible to get customer preferences regarding mobile communication they prefer- in the form of apps, location targeting, SMS, and so on.
5. Make content interesting and engaging
Mobile marketing campaigns should prioritize short and relevant messages with high-quality content. Personalization and context are crucial. Travel, educational, and leisure companies should target summer vacationers seeking value and meaningful activities, including families with children.
6. Mobile is the way to make social media marketing get more reach
A US survey a few years ago revealed that more Tumblr, Twitter, Facebook, and Pinterest users access them on mobile. This proves that social media shares would happen better with mobile devices than on the web.
7. Mobile site download speeds and call-to-action
As there is tremendous competition in the mobile space, ensuring that your mobile site loads up quickly and downloads are fast is very important. Or else the users may go to other faster and more efficient sites.
8. Video messaging Apps, a trendsetter for the future
Video messaging apps could be the trend of the mobile marketing association’s future if the popularity of Snapchat is any indication. It has 100 million active users, and fifty percent use it daily. The app launched in 2011 for private photo sharing now offers news and money transfers.
Snapchat users use the app to see videos and photos and share them- about six billion videos are watched on a daily basis. Marketers are opening up to the possibility of using it for marketing too. A survey showed that 30% of media planners, brands, and ad agencies were considering Snapchat for their Super Bowl campaigns. Currently, Snapchat users primarily use it to watch and share videos and not to use its news feed. They are less likely to buy anything available on Snapchat or watch celebrities on it.
In social media, Facebook and Twitter are popular for video ads on mobile. It is possible for videos to be played natively in their mobile apps, and FB has an autoplay facility for video, making it an attractive option for marketers.
Mobile marketing is growing as mobile penetration increases. It’s suitable for businesses of all sizes and not just targeted at the younger generation. Even older people are getting comfortable with using smartphones and their added features.
As more and more users access the internet and social media through mobile devices, the potential of mobile marketing is growing rapidly. Moreover, mobile marketing is not just limited to promoting new products; it also includes engaging with customers, providing additional services, and keeping them updated about new products.
With the rapid growth of mobile marketing, it is important to recognize its potential for better user experiences and marketing opportunities. Therefore, businesses should take advantage of the flexibility and effectiveness of mobile branding by integrating various experiences to reach their existing customers.
Consider brand awareness and engaging existing customers when developing a strong mobile marketing association strategy. To achieve this, it is essential to link multi-channel branding efforts through blogging, website content, and social media. Furthermore, having a dedicated marketer within the organization would be beneficial for coordinating the activities.
This has been a guide to the mobile marketing association tips, which are easy to remember. This post is a complete heads-up on how we can become successful in the mobile marketing association. Here are some articles that will help you get more details about the Mobile Marketing Association, so just go through the link.