Mobile technology is changing, consumer needs are increasing and smartphones are increasingly used. For the success of companies , it is therefore essential to design a good mobile marketing strategy . Indeed, there are several methods to attract prospects and this is what we will see in this article.
Mobile marketing strategy: on what points to reflect?
Identification of the persona and the objective
The persona is the type of client to target. Asking yourself what it looks like is a key element in determining the strategy to adopt to communicate with it. It is essential to define his age, sex, social networks that he frequently uses, in short, a robot portrait of the prospect .
Specifying its objective is also necessary in a marketing action . You must recognize what you are looking for if it is the contribution of traffic to a site, improving its notoriety or customer loyalty .
Use of the "responsive" version of the site
This involves adapting the site to a smartphone format for good display quality. The size of the screen and the loading time must in particular be taken into account. To do this, Google has developed a new tool called " mobile first index ", considering primarily the mobile version of the pages.
Referencing adaptation on mobile
Indeed, SEO must adapt to the dimensions of the screen of a smartphone. Consequently, prioritizing short keywords is of precious help. In this case, once the user is searching, you would be on the first page of the results.
Activation of geolocation
Geolocation essential , especially for hotels and supermarkets. When an individual connects to a Wi-Fi network, Google traces him on his servers and sends him directly a notification asking him for a site around.
Sending SMS Marketing
Marketing SMS is a very effective way to convince a prospect. More than 90 % of smartphone users are enrolled in affiliation and loyalty programs by SMS. Companies communicate more easily with their targets thanks to commercial SMS. With only 160 characters, they must use the most efficient expressions.
Development of its own mobile application and activation of push notifications
Mobile applications help companies start a prospect and retain a customer. Indeed, 80% of the time spent on a mobile device is intended for applications, according to the Comscre report in 2018. Having its own application is therefore not to be overlooked, without forgetting to activate push notifications. In addition, promotional notifications encourage users to make a purchase, especially at the end of the afternoon. They are useful for keeping customers and prospects informed of new offers and promotions.
Optimization of the marketing email strategy
To convince a prospect, the email remains among the best strategies. According to the SNCD study, 76% of mobile users make purchases following an email from a company. In this regard, sending emails to announce promotion or new features can increase the sale rate.
Capitalization on social networks
To develop its audience , the development of an advertising campaign on social networks is essential. In Messenger, it is possible to broadcast videos, photos or texts in the "discussion" tab of Internet users. On Snapchat, Instagram and Facebook, companies can post promotions and novelties on their stories, which is accessible to all its subscribers. YouTube also allows the display of advertising messages in full video reading. Moreover, sponsored publications on social networks allow communication to users who have already focused on a similar product or service. The websites will therefore be more visited and applications will be installed after advertising on social networks.
Video publication
According to a report published by Wyzowl, almost 90 % of Internet users are watching videos on their smartphone. To encourage mobile users to consult a website , it is therefore advantageous to publish a lot of videos. By adding call-to-actions , sales will be able to increase even more.
Adoption of marketing bluetooth
The activation of Bluetooth Marketing allows the sending of a notification to users of nearby smartphones. It is a very effective technique around points of sale or during specific events. However, this strategy is only valid if the person active his Bluetooth.
How to analyze the results of a mobile strategy?
Many tools for analyzing a mobile strategy are already existing. For this, it is necessary to select the key performance indicators (also called KPI) in relation to the objectives of the company.
First, Google Analytics and Google Search Console allow each website administrator to analyze their audience . How ? By regularly following marketing campaigns and by measuring everyone's feedback, including the performance of the pages on the predefined keywords. They also make it possible to follow the number of visits on a site.
Second, there are tools like Localytics and Flurry which measures the activities of mobile applications . This tool therefore makes it possible to know the profile of users and to measure the commitment of user users of retention. They proceed by counting the number of conversion made over a chosen period.
Finally, Amplitude is a platform focused on the behavioral data of applications of applications, both on the web and on mobiles. He also checks their developments in the conversion funnel.
To conclude, having a good mobile marketing strategy requires many implications, in particular the creation of a mobile survey to determine prospects, the development of its audience on social networks , and the creation of a web app for each marketing operation. With these methods, you will see that the number of conversion of your prospects and the action of your customers will increase.
