Mobile Marketing: The Fastest and Easiest Way of Increasing Margins18 Ağustos 2020
In today’s smart world where everything is connected to digital technologies, brands are changing their marketing channels as the hot sales model loses its relevance. The days when you had to display a product in a shop window and depend on a sales representative to sell it are long gone because the process does not respond to the current needs anymore. Consumers are now able to work efficiently in the comfort of their homes and get a lot done. Similarly, shopping is increasingly managed online. Shopping channels that allow us to meet most of our needs comfortably are appealing more and more to consumers. Banking transactions and paying bills, which used to take significant time, are now solved in our palms, thanks to smart phones.
All such technological developments change marketing models as well. In the digital age, mobile marketing comes to the forefront as the most successful model by creating secure shopping opportunities and also touching on several social sensitivities. Mobile marketing has also become crucial for today’s brands. As consumer behaviors continue to change radically, especially with the most recent case of the COVID-19 pandemic, responding in the right way requires leveraging digital marketing. Mobile marketing is certainly one of the many sales channels but there are a number of reasons for why it is the most powerful option. So, what exactly is mobile marketing? And, what are the benefits of a mobile marketing model?
What is Mobile Marketing?
Mobile marketing can be defined as a model that is created by analyzing and reinterpreting the consumer behaviors that evolve in line with technological developments. Mobile marketing has made it easy to develop sales strategies for individual industries and segments. Industries such as tourism, construction, apparel, fashion and footwear, and people including professionals, teachers, life coaches, professors and experts who do not sell goods or products can be supported with mobile marketing methods. For instance, during the pandemic, most of the brands are holding video conferences, which along with live broadcasts, offer a great tool for marketing.
A well-developed mobile marketing strategy makes it possible to reach sales targets. Mobile marketing provides a broad playground for professionals and amateurs alike, and also plays a key role in introducing and maintaining a brand identity.
What are Mobile Marketing Channels?
Mobile marketing is defined as a very effective method that helps you achieve major success in sales. In today’s business world, many brands are looking for ways to leverage mobile marketing, and taking new initiatives to that end. Mobile marketing is also a highly effective channel to tap into your company’s true potential. Using mobile channels comes with countless benefits. So, what are mobile marketing channels?
Text Messaging: Text messaging is the earliest form of mobile marketing. The information provided via text brings recognition to your brand and encourages positive engagement. Text messaging is particularly used for direct campaign participation calls, subscriber notifications, and sharing the latest news about the company. In addition to supporting link sharing, text messaging also offers one-click access to the site you want the user to reach.
Mobile Apps: Mobile apps ensure continuity across marketing activities. Most apps today support ads and announcements for marketing purposes. Embedding ads into apps is one of the many ways that brands use to improve efficiency.
Social Media: Social media is the must-have of mobile marketing. Brands that fail to use social media effectively soon lose their edge. Since social media also comes with analytical and reporting features, marketing in this channel presents creative opportunities. Artistic touches or celebrity collaborations turn into sales tactics through social media.
NFC Technology and QR Code: Such specific technologies enable direct sales via smart phones. Phone models that support technologies highlight brand-specific features such as no-card shopping and exclusive member discounts, which transform complex shopping transactions into fun and enjoyable moments. Consumers gravitate towards brands that leverage these technologies.
Robocalls: Robocalls, another method used in mobile marketing for many years, allow complicated transactions to be performed securely. With computer-aided technology, asset management is optimized with fewer employees.
Gaming: Mobile games currently have a big share in the digital commerce market with their appeal to consumers from all segments and age groups. The ads displayed during the game contribute greatly to brand awareness and higher sales. In some games, rewards can even be converted directly into money with a purchase option. The gaming market is a dormant goldmine for marketers.
Mobile-Only Campaigns: Mobile-only campaigns encourage consumers to shop on mobile devices. Even though such campaigns do not have lasting impact, they deliver great benefits for guerrilla marketing strategies. Mobile-only campaigns built on creating brand identity and effective use of technology deliver positive results to the company.
What to do for Effective Mobile Marketing
Effective mobile marketing consists of multiple elements that may vary in practice. Regular statistical reports are a must in order to understand which mobile sales channels are more popular and deliver better returns. If you fail to measure the performance of sales channels, campaigns and activities may deliver arbitrary results.
When timed right, mobile marketing can be very effective in terms of ensuring continuity. Given that consumers tend to shop in brick-and-mortar stores and shopping malls more in the warm summer months, mobile marketing seems to be more popular in the winter. And yet, in the present day, such concrete data has lost its relevance. With the coronavirus pandemic still ongoing around the world, mobile marketing becomes absolutely necessary. Reaching people through smartphone apps and regularly promoting ads on social media platforms are ways of ensuring sales success.
During the lockdown due to the pandemic, the time that the consumers spend on their digital devices has increased almost fivefold. This automatically results in spending more time on social media, viewing the ads and taking advantage of SMS campaigns offered by brands. If you regularly send SMS campaigns to your customers, your conversion rates may rise up to 50%.
Similarly, successful promotions and value propositions also come with big advantages. In positioning your brand, you need to identify why you are on mobile channels really well. For instance, most of the bigger brands develop their own mobile apps and deliver directly to the customers' address. Such activities help the brand achieve its social benefit mission, present itself as a company that values people, and earn trust.
When you integrate your company's brand value into mobile marketing instead of using it only on special occasions such as Mother’s Day and Father’s Day, and support your campaign with a brand story to ensure continuity, you maximize your competitive edge. For instance, creating an animated character and using its adventures and journey throughout the year can be a great strategy to support continued performance. Besides, mobile marketing tools are quite economical, and allow you to manage your budget with much better costs compared to conventional marketing models.
If you truly want to increase your sales using mobile marketing, you need to find a slogan fit for the pandemic period and create a popular catchphrase among consumers.