Mobile Marketing Customization 101: A Guide

All mobile marketing strategies are different—and some are better than others. Starting out on the right foot requires planning, but a slew of utilities capable of generating potent mobile strategies exist. The modern smartphone user is constantly connected, and approximately 60 percent of global mobile consumers utilize their mobile devices as exclusive Internet sources.

The numbers are growing, too. As mobile apps achieve dominance, new, creative marketing strategies emerge. Compiled lists of the world’s best mobile games have emerged, shedding light on the sheer magnitude surrounding our mobile culture.

Modern marketers need to create custom mobile strategies to stay afloat, using the best-available resources to reach their goals. If you’re new to mobile marketing, or if you’re redefining your strategy, customization is key. Check out our step-by-step guide below, and take advantage of a comprehensive, consumer-tailored mobile strategy.

Step One: Analyze Your Target Population

 Analyze Your Target Population

Mobile technology has enabled the new age of consumer-specific marketing. Unfortunately, analytical gathering tools are too strong. Too often, mobile marketers overshoot their audience, catering to the masses instead of much-in-need consumer segments.

Use analytics, and use analytics wisely. Target your consumer demographics, and look at the key statistics surrounding them. Consider the following questions, too:

  • What is your consumer’s smartphone of choice?
  • How many in-store visitors were directed via mobile?
  • What pages do your consumers visit?
  • What content are your consumers viewing?

 

Step Two: Make Your Website Mobile-Friendly

Your mobile website needs to be accessible. Customized mobile marketing can’t occur if the consumer is unable to garner feedback, connect to webmail lists, make e-purchases or store online points.

I’m sure you or someone you know has an iPhone, Android, Blackberry, etc. If you don’t have each of these devices handy, there are some really cool tools that you can use to see how your website would actually look and behave on just about any mobile device. Fifty seven percent of users say they won’t recommend a business with a poorly designed mobile site.

Such high numbers warrant a website cleanup. Fortunately, both Safari and Firefox offer innovative tools geared towards the web platform-minded. Streamline your user’s browsing potential to assist their entry to customized channels.

 

Step Three: Let Your Consumer Control Mobile Content

Let Your Consumer Control Mobile Content

Assuming your mobile strategy contains multimedia content—which it should, consumers should be able to navigate it with ease. Consumers love controlling their content, studies revealing that:
  • 86 percent of viewers skip television commercials.
  • 44 percent of direct mail isn’t opened.
  • 46 percent of website viewers state design is a determining factor.

All content on your platform should serve the consumer. Moreover, it should be flexible based upon their evolving needs. Customizable content isn’t customizable if it isn’t skippable, and a consumer dedicated to your mobile platform will reveal valuable information about useful media while exposing loose ends.

Step Four: Customize Via SMS

Customize via SMS

SMS marketing is one of the world’s leading developments. Text-to-vote platforms, in particular, are an emergent trend creating customized platforms able to promote relevancy and effective navigation. Your mobile strategy will jump miles if it includes such services.

Your SMS strategy should, however, offer opt-in options. In the same way consumers prefer mobile content, they heavily prefer SMS control. Make sure all opt-in services follow strict privacy guidelines, and never shove offers through their push notifications. Use analytics, divide your consumer base and show the consumer you, the marketer, know their wants and needs.

Step Five: Consider Wearable Technology

Wearables have made a big splash recently. Fitbits and mobile thermostats have redefined the way consumers engage daily life, and “Internet-enabled” objects will likely persevere in the future. Don’t wait. Hit off a customizable mobile strategy before the market rises.

Customizable marketing strategies tailor offers to the consumer’s wants and needs. They’re buyer-centric, and they generate appeal from astounding offers. Sure, location-based offers, QR codes and SMS coupons are important, but the best customizable platforms are emergent. To be an effective marketer, you need to be ahead of the curve. In-store offers, social media guarantees and email redemption amenities are fantastic tools, but your arsenal should be one of business climate surveillance, prospective reasoning and innovation.

Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s mass text messaging automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.

4 Digital Marketing Trends That Will Dominate 2016

I know, I know; 2015 isn’t even over yet, and we’re already talking about 2016. Digital marketing trends move fast, so you always have to look at what’s next to stay ahead of the game and start adapting your strategy early. If you can pinpoint the major marketing trends of the next twelve months, you can begin budgeting for the change, and subtly change direction now. Take a look at these four new trends, and think about how you can move towards them.

United Nations of smartphone operating systems by Jon Fingas via CC BY-ND 2.0

1) Mobile and location-based marketing

Mobile growth had an important year in 2015. At the start of the year, mobile browsing finally overtook desktop and laptop browsing. More people are using mobile devices to get online than any other technology, a trend that is expected to continue to grow in 2016. We’ll also start to see wearable technology find its feet and establish itself, which means coming up with unique location-based marketing strategies. How can your company harness your customer’s location to its benefit? Finally, it’s time to start thinking seriously about developing an app.

2) Long-term relationship building

Until now, digital marketing has focused on short-term success. It’s been all about hitting certain numbers of Facebook fans or Twitter followers, and making quick, easy sales online. After all, the Internet provides a forum for real-time conversations with customers and prospects 24/7. The most successful marketers are slowly realizing that a more traditional approach might actually be more cost effective. By nurturing customers for longer, they can double or even triple their sales over time. Start thinking about a way to retain customers, and make the second, third, and fourth sale.

3) SEO is more important than ever

It’s no secret that Google is always updating its algorithm. Every year, the search giant introduces a new change, and every year, it gets smarter. That means your SEO strategy needs to change and adapt alongside it. We asked the experts at Pay On Performance about what SEO will look like in 2016, and here’s what they told us. First, we’ll need to be more careful and targeted with our keywords. Don’t add redundant or unrelated keywords to pages and posts, and focus on long-tail keywords for more traffic. We’ll also need more organic and natural back links to bring more visitors to our sites and blogs. Finally, we’ll need to focus even more on producing quality content and new metrics like ‘time-on-site’ and engagement. That’s what Google is looking for in 2016.

4) Social media is expanding

If 2015 proves anything, it’s that social media isn’t going anywhere. Many predicted that Facebook’s bubble would eventually burst, but it shows no signs of slowing down (although Twitter has hit a stumbling block). In 2016, Facebook will integrate itself even further into our lives, but it doesn’t end there. Instagram and Pinterest have posted enormous growth figures in 2015. Statistics also show they have much higher rates of engagement and drive more sales. These two platforms will be critical for you next year, so start building a strategy now.

Taking note of these trends now will help you get a head start on next year! Where do you think digital marketing is heading? Please share your thoughts in the comments below.

Are you thinking about adding new platforms into your social media mix? Does your digital marketing strategy need an overhaul? Let’s talk, so we can put together a plan for you.

p.s. Wednesday, October 21st is ‘Back to the Future’ Day. What technology from the 80s blockbuster do you wish we had today?

Riding my hoverboard to 2016,
Jaime

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