Mobile Marketing For Retailers

Mobile is at the heart of how customers shop nowadays. Customers have made it clear: If you’re not investing in mobile, you’re missing out on opportunities to connect with shoppers and improve sales. Mobile marketing is one of the most powerful ways to reach your customers, maintain a consistent brand experience across channels, and build loyalty that translates into repeat purchases and higher lifetime value.

In this guide, we discuss the aspects of Mobile Marketing For Retailers, mobile marketing for small business, and mobile marketing strategy.

Mobile Marketing For Retailers

Mobile marketing is at the heart of how customers shop nowadays. In fact, research shows that 60% of all Americans use their smartphones to make purchases—and this number is expected to continue growing. People are also more likely to keep browsing on their phones if they have a positive experience than if they don’t. So mobile marketing is an important way for retailers to connect with customers and improve sales.

A responsive website.

The first step to ensuring that your website works well on mobile devices is to make sure it’s responsive. A responsive website will adjust its layout depending on the size of the screen it’s being viewed on, making it easier for users to navigate—and a better experience all around.

If you’re not sure if your website is responsive, there are a few ways to find out:

  • Test it yourself. There’s no substitute for testing things with real people—you can either ask them directly or check in with Google Analytics when traffic spikes unexpectedly (or even just look at your analytics). This will help you figure out where potential bottlenecks might be before they become an issue for customers
  • Use tools like Page Speed Insights from Google or WebPageTest from Pingdom which give you feedback about how fast your pages load and how many resources they use. These tools also allow you to view analytics reports so that you can see which pages were accessed most often during testing periods

Mobile ads that target customers on the go.

Mobile ads that target customers on the go.

Targeting customers on mobile is more effective than targeting desktop users. Customers are more likely to click on ads if they’re relevant to their interests, and you can customize your ad based on a customer’s location so it reaches them when they’re in the right place and time.

Make sure that your mobile advertising campaign is clear and easy to understand. Call-to-action buttons should be large enough for people to tap them easily with their fingers, and make sure the text isn’t too small that it’s hard for people with poor vision or color blindness (who may have trouble distinguishing between red and green). Designers can also help ensure that your landing page has adequate space for text without being overcrowded by graphics or other elements.

Targeting customers who have downloaded your app.

As we described in the previous section, you can use location-based targeting to target customers who have downloaded your app.

  • Geofencing: Targeting customers in a specific location—like within a few hundred feet of your physical store or within a particular zip code.
  • Push notifications: Reminding customers of offers and events at their favorite stores.
  • In-app messaging: Engaging with customers who have installed your app by sending them personalized text messages based on their purchase history and other information that you’ve collected about them over time (such as birthdays).

In-app marketing

In-app marketing is a great way to engage with customers. It can be used as a way of providing personalized content, explaining the benefits of certain products or services, and encouraging them to make a purchase.

In-app marketing tools allow you to create campaigns which are specific to your business. You can customize your message and the images that accompany it.

In order for in-app marketing campaigns to be successful, they need to meet basic objectives such as increasing conversions or driving traffic into stores. The most important thing is that there are clear calls-to-action (CTA) throughout the campaign that encourage users through their journey in an app or game by guiding them towards an ultimate goal such as making a purchase or downloading an app/game from Google Play store if they’re already installed on their device. This will help increase conversion rates because people are presented with options along every step of their journey within their favorite apps — whether they want more information about something specific before purchasing something online like tickets or merchandise related items; getting inspiration from other users using social networking platforms like Facebook Messenger where people share everything including videos etc., which helps users decide whether they’ve made the right choice after all!

In addition:

Engaging with your customers via social media.

Social media is a great way to interact with your customers. It allows you to engage with them in real time and answer their questions about your products, as well as promote your business or brand. You can also use social media for product promotions, such as discounts or giveaways.

Mobile marketing is a great way to connect with your customers in new ways.

You might be wondering why you should even bother with mobile marketing. After all, people are already on their phones 24/7, right? Well yes and no. Mobile devices have become an integral part of our lives—they’re not just phones anymore! They’re used for everything from shopping to dating (yes, even that) to playing games with friends.

It’s also important to consider how much time consumers spend on their mobile devices: A recent study found that Americans check their smartphones an average of 43 times per day. That adds up to 4 hours daily if you’re checking your phone every 15 minutes throughout the day—or over 9 hours a week! As we continue developing more and more sophisticated technology in order to enhance our lives and make them easier, it’s important for retailers like yourself who want their customers’ attention on your product or service when they’re using one of these devices as opposed to checking Facebook every five minutes during work hours when they could be focusing on something else entirely instead like getting some actual work done instead…or maybe even finding out what happened at last night’s party before it was too late.”

mobile marketing for small business

Digital marketing is a big business, and putting together mobile marketing campaigns is one of the top tasks that marketers today have to perform.

Virtually everyone has access to a mobile device, which makes them as widespread as emails.

Mobile marketing strategies for small businesses focus on using simple techniques to improve your conversion rates. Using these strategies as part of a multichannel marketing solution, small businesses can reach more customers with offers curated especially for them.

How mobile marketing strategies for small businesses can boost conversion rates

With over five billion unique users on mobile devices, marketing to people with smartphones can increase your brand’s awareness and improve your conversion rates. The numbers show how significant mobile device usage has become:

Mobile marketing strategies for small businesses can help people find information about your products, which ultimately helps convert them to customers.

10 mobile marketing strategies for small businesses that actually drive traffic

If you want to drive traffic to your site, you need to put together a comprehensive plan that incorporates mobile marketing strategies for small businesses.

1. Location-based marketing

If your small business has a mobile app, you can use location-based marketing techniques like geofencing to market to mobile users in a specific area.

This is especially useful for small businesses that have brick-and-mortar stores. It can also be practical for ecommerce sites that offer local recommendations, like food delivery or travel services.

Over 80% of marketers say location-based marketing leads to increases in three key metrics: an 85% increase in customer base, an 83% increase in response rates, and an 83% increase in customer engagement.

2. Responsive site design

You want your website, mobile ads, and marketing content to be more than just mobile friendly—you want them to be mobile optimized.

Mobile optimization of your website can triple your chance of increasing mobile conversion rates to 5% or more, yet only 35% of companies use it. Almost half of all websites with mobile optimization feature responsive design.

In addition to responsive site design, there are a few other tactics that you can use to optimize your website. The most common ways to optimize your website are mobile-specific development platforms, building HTML5 into your site, and using adaptive design.

3. Social media advertisements

Though email is the most widely used platform for marketing, social media is now a leading marketing channel that small businesses need to focus on.

While you should create a profile on all of the most popular social media platforms, you don’t have to use all of them to promote your business. Do some A/B testing to see how your posts perform across different platforms.

Social media encourages people to buy things from their favorite brands. In fact, 76% of U.S. consumers have purchased something because a brand they love shared a post featuring the product. When it comes to social media strategy, brand awareness is the primary goal of most companies.

4. Mobile-friendly content

Mobile optimization generally refers to elements of your site infrastructure. That isn’t the same thing as being mobile friendly, though. Consuming content on mobile devices is different than on a desktop.

You want shorter sentences, engaging headers, and relevant media, like high-quality images and videos. People are more likely to skim through content, so make it easy for them to do that.

When you’re creating videos, you can use captions to help keep people engaged. Most people—85% of them—play videos on Facebook without any sound. Captions let you get your message across, even when the audio is on mute.

5. Voice search optimization

As smart devices with voice capabilities make their way into homes, people are increasingly turning to voice search.

Around the world, over half of all households should own a voice-enabled device by 2022, an increase of 42% over the current ownership numbers. Of the people who don’t own a voice-enabled device, 34% of them have some interest in owning one.

Voice search has the potential to drive sales. The most common actions people take after performing a voice search include calling a business they found, exploring a company’s website, or visiting a local store. All of these are sales-generating actions.

6. Text message marketing

A successful text message campaign starts with giving people the chance to opt in to future messages. Three-quarters of people have no problem receiving SMS messages from companies they love, and 90% of people read those messages within three minutes of receiving them. That means text messages have astronomical open rates—people read almost 100% of text messages.

When it comes to using text messaging in your mobile marketing strategies, digital coupons are an effective technique. Coupons people receive via text message are used ten times more often than coupons from other sources.

7. Videos and GIFs

Gone are the days of reading through wordy messages in your inbox. People want content that’s amusing and easy to digest, which makes videos and GIFs primary candidates for improving mobile strategies.

Nearly 75% of people prefer to watch a video when learning about a new product, regardless of how much time it takes.

Integrating video in your social media campaigns is an effective way to encourage customer engagement. Over half of consumers will engage with a brand after watching a video on social media. That number is even higher when it comes to engaging with millennials.

8. On-site and in-app support

Customer experience is one of the top ways to maintain customer retention rates. One way to improve their experience is to offer support that’s easy to access.

Whether it’s a live chat feature embedded in your website or an in-app support feature that makes it easy to connect with someone immediately, customer support is critical to your customer experience.

Over 40% of people who visit your website are expecting to see a live chat feature available. That number is closer to 50% for customers who visit your website on a mobile device. It’s the preferred method of communication for nearly half of all people.

9. Personalize campaigns

Personalization is one of the most effective targeting strategies for small businesses. With just a little bit of information about your site visitors or customers, you can put together campaigns based on where people live and how they interact with your website.

Customers expect to see this—52% of people who receive emails that aren’t personalized say they’ll shop elsewhere.

Personalization extends beyond just email marketing, though—51% of people want to see companies anticipate their needs and deliver digital ads based on previous experiences, and 80% of people are more likely to purchase from companies that have personalized offers.

mobile marketing strategy

Mobile marketing is a powerful component of digital marketing and businesses of all sizes, across all industries, can benefit from a great mobile marketing strategy!

Mobile devices are everywhere – more than 90% of the global population uses mobile phones, and more than 83.72% of the global population owns a smartphone. When it comes to internet access, more than 70% of users access the internet on a mobile device, increasing to over 90% in some regions.

Marketing campaigns that are optimized specifically for mobile devices offer unique advantages. They’re cost-effective, easy to execute, and can fit seamlessly into your existing marketing efforts.

Mobile marketing strategies like text message marketing also boast incredibly high open and click-through rates, and location-based mobile marketing provides a level of contextual relevance that few other marketing channels can match.

So, what are the best mobile marketing strategies to use and how do you create a successful mobile marketing plan for your business?

Today, we’re going to cover what mobile marketing means, what the advantages and disadvantages are, and then show you some of the best mobile marketing strategies, examples, and expert tips to create a successful mobile marketing plan for your business!

What is Mobile Marketing?

Mobile marketing is a digital marketing strategy that uses multiple channels to engage consumers on smartphones, tablets, and other mobile devices. The channels used in mobile marketing include SMS, MMS, email, social media, content marketing, mobile responsive websites, apps and push notifications.

Mobile marketing is one of the most effective methods to use. It offers unique advantages in that messaging is immediate, precisely timed and targeted, and can be location-specific and highly personalized.

In terms of reach, there are more than 6.5 million smartphone users globally, and by 2025 three quarters (72.6%) of all internet users will be accessing the internet via smartphone. In the USA, 85% of consumers own a smartphone, which they check more than 50 times a day!

TLDR – MOBILE MARKETING IS:

Mobile marketing is a form of multi-channel digital marketing aimed at connecting with consumers via their mobile devices, like smartphones and tablets. Main channels include SMS, MMS, email, social media, content marketing, mobile responsive websites, apps, and push notifications.

Mobile Marketing Channels

Any channel that a consumer can access from their phone or tablet can be used for mobile marketing, however, the main channels used specifically in mobile marketing are:

SMS or Text Messages

SMS or text message marketing is a quick and easy way for consumers to receive notifications, updates, personalized promotional offers, and time-sensitive deals.

Text/SMS marketing reaches consumers wherever they are, no matter what they’re doing, and the open rates are incredibly high – close to 100% within the first 20 minutes!

Push Notifications and In-app Messaging

For businesses with an app, when users opt-in to receive notifications you can send them offers, suggestions, notifications, and reminders to their home/lock screen, whether they’re currently using the app or not. Done right, push notifications can be a powerful mobile marketing strategy!

In-app messages do not require an opt-in from users, so messaging can reach your entire user base. This makes in-app messaging great for gathering information, establishing preferences, and letting users know about additional offers available to them.

If your app has an inbox, you can use it like you would use email marketing for longer and more in-depth communication. App inboxes provide a wealth of analytics data while allowing you to control the content in messages even after they land in the inbox. That means you can further personalize offers and improve the user experience.

Mobile Optimized Email Marketing

Email marketing is not mobile-specific, but as the majority of smartphone users access their email from their phones, it’s essential that your email marketing is optimized for mobile. Content created with mobile in mind, mobile responsive website design, and branded mobile apps make it super easy for email recipients to go directly to your site and take the desired action!

TLDR: 3 MAIN MOBILE MARKETING CHANNELS

Most digital marketing channels can be optimized for mobile but the main mobile-specific channels are:

Mobile Marketing: Advantages and Disadvantages

Advantages of Mobile Marketing

Mobile marketing offers some unique advantages that make it a highly effective component of digital marketing:

1.Easily Accessible to a Large Audience

Reaching your audience via their phones is an immediate, real-time form of contact, which reaches the majority of all internet users, instantly.

As of 2022, globally there are more than 6.5 million smartphone users, which is projected to rise to over 7.6 million by 2027. In terms of mobile access to the internet, 72.6 % of all internet access will via smartphone by 2025 – that is three-quarters of all internet users!

And that is just smartphones. It does not include those using tablets and other mobile devices.

In terms of SMS or text marketing, a uniquely mobile marketing channel, the open rates are as high as 98%, which is another reason mobile marketing is such an effective marketing method.

2.Highly Cost-effective Marketing

Mobile marketing is one of the most diverse and cost-effective ways to reach your audience. This comes down to several factors:

The bottom line is that mobile marketing is both effective and cost-effective compared to other marketing techniques in terms of ROI.

3.Mobile Marketing Allows You to Make the Most of Location and Personalization

People carry their phones with them all the time, wherever they go. One of the biggest benefits of mobile marketing is that you can reach your audience with relevant communication, no matter where they are.

Location-based marketing lets you gather a great deal of information about your audience, including their habits, preferences, purchase history, and current location.

This information is hugely valuable for precise targeting, and highly personalized marketing. You can then reach the right segments of your audience, with the right offers, at the right time and in the right place!

4.Mobile Marketing is Immediate and Allows for Instant, Impulse Transactions

People use their phones when they’re bored or killing time, which presents a great opportunity for sellers. In the same way that items on the side of the check-out line at the grocery store catch your attention while you wait, mobile marketing can reach people when they’re looking for something of interest and have nothing else on their minds.

In a sense, it capitalizes on boredom and entices people to make impulse purchases almost as a form of entertainment. Aside from maybe social media marketing, there are precious few marketing channels that let you do this!

5.Sharing, Referrals, and the Potential for Viral Campaigns

Everyone loves to share things with their contacts, especially if they’re interesting/entertaining or offer something of value.

Mobile marketing makes everything highly shareable, which increases the odds of informal referrals between customers.

It also creates the potential for your content to go viral, gaining attention and spreading brand awareness at zero cost to you.

IN SHORT, THE UNIQUE ADVANTAGES OF MOBILE MARKETING ARE:

Disadvantages of Mobile Marketing

While mobile marketing offers great advantages, there are also some pitfalls to be aware of when you’re planning your mobile marketing campaigns:

1.Immediacy Means There is No Wiggle Room to Fix Errors

Mobile marketing is by nature an immediate/real-time method of communication. If you make a mistake in your message, there is no time to fix it before the recipients see it, and sending out an error followed by a correction notice is hardly the first impression you want to make!

2.Easy Sharing and Viral Potential Can Backfire

The potential for your content to be shared far and wide very quickly is great in the right context. In the wrong context, however, it can be a huge liability. If your content is being shared and circulated for reasons that reflect poorly on your brand, it can do a lot of damage to your brand reputation, which is difficult and expensive to remedy. Make sure all your content is carefully thought through and will land as intended before you send it to anyone’s mobile phone!

3.Costs to the User

While some mobile marketing channels, like email and SMS marketing, can be some of the most cost-effective marketing for you, they might be costing your audience in terms of data or text message charges. This is something to keep in mind when you formulate your mobile marketing plan and choose the strategies you will use to reach different segments of your target market.

4.Limited Accessibility for Non-Smartphone Mobile Users

The majority of your target audience will be using smartphones but there will still be a segment that is not using smartphones and won’t be reached via mobile marketing channels that require internet or data usage. In the USA, it is estimated that 80% of mobile phone users have a smartphone, while 20% do not. Remember to factor this into your strategy and focus on SMS/text marketing for those without smartphones.

IN SHORT, THE UNIQUE DISADVANTAGES OF MOBILE MARKETING ARE:

Right, now that you have an idea of the unique opportunities mobile marketing offers, and the potential pitfalls to look out for, let’s take a look at some of the best mobile marketing strategies to consider:

12 Mobile Marketing Strategies & Examples in 2023

1.Responsive Website Design that is Optimized for Mobile

Your website, marketing content, and ads all need to be optimized for mobile. That is a step further than just ‘mobile friendly’ and it means having a highly responsive website, that is designed with mobile use in mind.

A mobile-optimized website ensures a great customer experience for those browsing on their phones and any other mobile device. It also increases conversion rates and lowers bounce rates.

There are several ways to optimize your website, such as using mobile-specific platforms, using HTML5, and ensuring that the site is adaptive and responsive. Your content also needs to be created with mobile in mind and made to be easily digested, as well as scale easily and load quickly.

Take a look at this short video by HostGator for a quick breakdown of what it means to optimize your website for mobile:

While this can be a little too much on the technical side for many, some great mobile marketing agencies offer everything you need, including web development and design for mobile, and creative content production.

2.Mobile-friendly Content and Copy

As we noted above, mobile optimization is not limited to your website infrastructure. Using content that is mobile-friendly is important too!

Here are some tips to ensure that your content is mobile-friendly:

3.Opt-In (and Opt-Out) Forms

In digital marketing, especially email marketing, it is best practice to get permission from recipients and make sure that they have a way to opt out too. Mobile marketing is no different!

Opt-in forms on your website, emails, and any other form of communication you use will grant you permission to contact people AND help you grow your email and SMS lists.

You can use a simple pop-up or you can use something more complex, like a lead-magnet offer with a free resource download in exchange for an email address or phone number.

Similarly, having an opt-out option is critical. If someone knows they can opt-out, they’re more likely to give you their contact info. They’re also more likely to remove themselves from your email or SMS lists, which saves you doing it for them when they’re no longer responsive.

Regularly purged contact lists have higher open rates and CTR, which improves things like email reputation and deliverability.

4.SMS/Text Message Marketing

When it comes to mobile marketing campaigns, SMS marketing, and text blasts are really effective. They’re highly cost-effective, and SMS has close to a 100% open rate!

Text messages are great for time-sensitive offers and leveraging a sense of urgency. According to Tatango, 90% of marketing text messages are opened within just 3 minutes, and 99% are opened within the first 20 minutes.

To make the most of your text/SMS marketing, include opt-ins and opt-outs and use coupons – digital coupons, like a discount code or a link to an exclusive offer, are used more than coupons from any other marketing channel.

5.Paid Social Media Ads

Social media marketing has become a leading marketing channel and it’s great for mobile marketing, with 76% of users accessing social media using a mobile device.

Include social media ads in your social media and mobile marketing plans, and do some A/B tests to determine which platforms perform the best for your brand.

Ads are simple way to target specific segments of your audience with highly relevant offers. They’re also effective for spreading awareness of your brand and gain followers for your social media profiles.

6.GIFs and Video Content

Mobile marketing strategies work best when they’re coupled with interactive visual content like GIFs and videos. People expect mobile content to be easy to digest and entertaining. No one wants to read pages and pages of text on a small screen!

Video marketing has become a cornerstone of almost all forms of digital marketing, especially on social media.

Video is especially useful for reviews and educational content on products and services. Almost 75% of people prefer watching a video over reading a guide when learning about a new product.

Incorporating video and GIFs into your mobile marketing plan and social media strategy increases engagement, holds attention for longer and makes your content more memorable. It also makes it easier to digest and more entertaining for your audience.

7.Location-based Marketing Techniques

Location-based marketing techniques, such as mobile targeting, geofencing, and geotargeting, are invaluable mobile marketing strategies.

Check out this short video by John Arnott for more on the basics of geofencing and other location-based marketing techniques:

Leveraging real-time location data provides insights into customer behavior and preferences that you can use to fine-tune your targeting and provide highly personalized offers.

For brick-and-mortar businesses and businesses with apps, location-specific search results help you reach people close by and make the most of the convenience factor.

For mobile marketing in e-commerce, brands that provide location-based offers, like free delivery within a specific area or products that need to be delivered quickly like food, will benefit from location-based marketing.

8.Voice Search Optimization

In addition to voice searches on mobile phones, as of 2022, it is projected that more than 50% of homes use a voice smart speaker, and the trend is increasing rapidly.

This is important for marketing because, according to Invoca, 43% of the people who own a voice-enabled device use it to shop. Of those, 51% use voice search to research products, 22% make purchases directly through the voice search and 17% use it to reorder items.

People also use voice search for location-specific recommendations, like local restaurants, store locations, and services. Most voice searches lead to a phone call to the business they found, website visits, and in-store visits, which makes voice search an important driver of actual sales, not just traffic.

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