Marketing Mobile-y: Integrating a Mobile Device Marketing Strategy

by Jul 15, 2020

More and More People Are Going Mobile

As of this writing, 5.24 billion people in the world have mobile devices (or 67% of the total global population), and 80% are on a smartphone. That’s a communications and marketing channel that cannot be ignored. Marketing on mobile devices is a thing of the present.

Back in 2009, a PBS show called the Nightly Business Report partnered with Wharton University of Pennsylvania and polled viewers to identify the “Top 30 Innovations of the past 30 years,” (1979-2009). Number three on the list was mobile phones. Mobile phones have had a great impact on our lives, and have been a significant agent of change for society.

The first cell phone, the Motorola DynaTAC 800x, was introduced commercially in the US in 1983, and it changed forever the way we communicate. Up until that time, portable communicators existed as walkie-talkies, the Star Trek Communicator, and the Motorola car phone (1968), that Mannix had in his Dart.  A major innovation for the cell phone was the introduction of the built-in camera in 2002.  Without the integrated camera, we wouldn’t have selfies — another major innovation.

Impact of Mobile Devices

  • Generations have now grown up with mobile devices and take them for granted.  Mobile devices have become so ingrained in our society that people of all generations cannot function without them.
  • Mobile devices enable communication and commerce. They significantly impact lifestyle, standard of living, health, society, and culture.  They are both recording and changing history.
  • People will visit your website, open your emails, consume your ads, use your app, and purchase from you — all from the comfort and safety of their mobile device.  Needless to say, mobile marketing has to be part of your marketing strategy.

Methods of Marketing on Mobile Devices

Website optimization/responsive design: Your website is your storefront, and people should be able to access it wherever they are, whatever they are doing, and whenever they want.  Responsive website design means that your website is responding to their behavior and is optimized at all times for all devices, screen sizes, platforms, and orientations.

Robocalls, robotexts, and unsolicited telemarketing: While a whole ecosystem has built up around this industry, it gives the term “telemarketing” a bad name.  Reputable companies do not generally use these tactics because of the deceptive nature and predatory practices involved.   It should not be a line item in your marketing budget.

QR codes and e-coupons: As part of a loyalty campaign or link to the consumer, codes, and coupons create connections not achievable with a PC.  These elements take advantage of the portability of mobile devices.

Text-message marketing: In traditional email marketing, the response rate is around 6%, while the response rate in text-based marketing is 45%.  Consider your own behavior. Do you respond to text more than emails?  Texts can be linked to apps that engage your audience.

Mobile display advertising: This includes banners or ads which can be placed in search, on social networks, mobile apps, and sites that accept display advertising.  The ads should link back to your site or campaign.

Apps: Either create your own app, or advertise on an app that allows advertising.  Creating your own app is preferred, but be aware that doing so is a project in itself.

Mobile payment: Apps or services which enable mobile payment will enhance the usability of your mobile efforts because they facilitate payment transactions.  Consider integration when analyzing your customers’ purchase process.

B2B vs. B2C

Does it matter if you are a B2B business or B2C? No. People carry mobile devices in all types of environments, including when working at work or working at home. Easy accessibility of information means they could be looking for your product, whether it’s software, hardware, chemicals, cleaners, nuts, bolts, apps, music, books, a sofa, or even a conveyor. Anything you produce or market (including the content and information which enables customers to make a smart decision) must be accessible so they can select your product over the competition.

Integrating a Mobile Marketing Strategy

  1. As with any marketing strategy, you have to start with a plan.  Consider your objective.  It could be sales, leads, awareness, or specific regional targeting.  Set realistic goals for your strategy.
  2. Define your audience and geography using buyer personas developed for your buyer’s journey. (Remember that you’ll have to consider multiple languages and currencies if you are crossing borders.)
  3. Define your messaging and metrics. Create your campaign and ensure the analytics you need are in place to measure performance.

If you need help with a mobile marketing strategy, contact us for a 30-minute consultation.

<a href="" target="_self">Gerry Broski</a>

Gerry Broski

Born in Cleveland Ohio, Gerry has a long and colorful career working in marketing, sales and product management for tech-driven companies. He’s worked with teams and managed projects and people to successfully develop new products, penetrate new markets and generate positive results. Creative, inquisitive, and an avid reader, Gerry is now focused on using his skills and experience to help others navigate the wild world of digital marketing as a member of the FounderTraction Team.

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