"Reach Your Target Audience Exactly Where They Are Accessible, With Mobile Marketing"

1. In short and crisp: What exactly is mobile marketing?
2. How does mobile marketing work?
3. Which campaigns are particularly suited for mobile marketing?
4. Possible components of your mobile marketing strategy:
5. What are the goals and advantages of mobile marketing?
6. Step by step to a successful mobile marketing strategy: How to develop a strategy for your mobile marketing
7. 7 tips for successful mobile marketing
8. Find the right software for your mobile marketing
9. Conclusion about mobile marketing

Do you feel somewhat incomplete without your mobile phone? Then you're just like most people! Especially teenagers and young adults – but also increasingly more elderly people – pull out their phone to spontaneously find recommendations and locations, check reviews, or simply follow the lives of their fellow humans and favorite celebrities.

It probably won't surprise you that you can probably reach your target audience well via smartphone. In this article, we will show you how you can cleverly use this fact for your marketing strategy.

In short and crisp: What exactly is mobile marketing?

What are we eating today? - There's probably no person on earth who doesn't know this phrase. Probably in this situation, they immediately grab their phone and search for a recipe or comfortably order from delivery service.

Mobile marketing is exactly what is inside the term, i.e., mobile-optimized marketing for mobile users. Depending on the target group, of course, there is a different amount of potential behind it, but most of your potential customers probably use mobile phones regularly, don't they?

How does mobile marketing work?

Since smartphones are used in so many situations (touchpoints) in the purchasing process, a good mobile marketing strategy is incredibly important to reach them. And the best part: You can be very specific about your target audience and personalize the mobile sales funnel, which should result in low wastage.

In mobile marketing, you can proceed primarily in the same way as when developing an online marketing strategy. Only this time you need to bear in mind that your prospective customers and customers interact on the mobile phone and therefore behave differently than on the PC or laptop.

Which campaigns are particularly suited for mobile marketing?

There are many ways to reach your target customers with mobile marketing. So you can use a variety of tools for your campaign.

Think carefully about which mobile channels match your target group, your offer and your company philosophy. Depending on the resources available to you, you can also opt for a colorful mix and create a customer journey that excites your leads.

Possible components of your mobile marketing strategy:

Mobile app marketing:

If you get users to install and actively use your apps on their phones, then you've made it. You probably already use such apps, maybe for collecting points in the supermarket or recipe apps. Whoever additionally agrees to push notifications for discount vouchers and newly arrived goods from you is definitely your fan!

Mobile app marketing example

Mobile payment:

Pay conveniently with the mobile phone? That makes some eyes shine. With mobile payment, you enable your customers to pay via mobile phone. So Sparkassen customers can quickly and easily transfer money with the Kwitt app, for example.

Mobile payment example

Mobile advertising:

Very classic are banner ads that are displayed on the smartphone. Mobile phone users only need to click on the ad and they are taken to the corresponding product. It is important in mobile advertising not to bombard users too extremely with advertising. The advertising should always be relevant and perfectly timed.

Mobile advertising example

In-game mobile marketing:

Is your target group gaming? Then in-game mobile marketing could be perfect for your strategy. You can place your advertising very specifically in mobile games. Fortunately, this method is not yet very common, so you can expect little competition.

In-game mobile marketing example

WhatsApp marketing and SMS marketing:

Especially the messenger service WhatsApp is suitable for many B2C target groups. Contacts are made quickly and uncomplicatedly, and the communication is very personal. But the willingness for SMS marketing also says a lot about the relationship between you and your leads, because the email address is quickly given out, the mobile number usually not. Compared to email marketing, the competition should be significantly lower.

Local SEO:

With local SEO, local companies come to the fore. They are displayed right at the top.

Local SEO example

What are the goals and advantages of mobile marketing?

In general, online marketing has the advantage that you can better address target groups than in traditional marketing. Compared to the normal online marketing, mobile marketing offers some additional advantages. These are among others:

• The low threshold for direct interaction: The communication becomes more personal.
• The good accessibility: The smartphone is always at hand compared to the PC and Purchase decisions can therefore be made more quickly.
• The location function takes effect if location access has been allowed: You can adjust your marketing strategy specifically to the environment and mentality.

Step by step to a successful mobile marketing strategy: How to develop a strategy for your mobile marketing

Mobile marketing strategy

1. Define goals that you want to achieve with your mobile marketing strategy and measurable key figures.
   ⁠As always, those who want to successfully implement a strategy must set smart goals against which they can constantly measure success.
2. Define your target group or your desired customers.
   ⁠In order to attract the right people with your strategy, you must first be clear who you actually want to impress. After all, it is pointless if your strategy arouses interest from people who have no need for your solution at all or those who you don't even want as customers.
3. Choose the appropriate technique based on your requirements and goals.
   ⁠Your decision could fall on your own app, for example. There are some providers and applications with different strengths and weaknesses. Find out what you need and which technique supports you best.
4. Test your mobile marketing strategyYou want your customers to have a great user experience? Then it's time to test, test, test – and then of course optimize!
5. Advertise online and offline
   ⁠You have made the effort and maybe invested a few euros to develop an app & Co. Then please don't skimp on marketing. After all, you don't just want to tell your friends about your success, but reach your target audience.

7 tips for successful mobile marketing

• Name a responsible person for your mobile marketing strategy: To ensure the successful implementation of this new area in your marketing mix, there must be a responsible person. So, assign a CMO (Chief-Mobile-Officer) in your team who will do everything to get the most out of your mobile marketing activities.
• Mobile marketing is introduced primarily in the interest of your customers and not to make you happy: It is supposed to help you get in touch and stay in touch with your target group, but it is above all supposed to make life easier for your target group and become indispensable for them. So don't overdo it with self-promotion, but keep the benefits for users in mind. Think of little things that would bring you joy in their place (e.g., barcodes for quick application).
• Consider mobile marketing as part of the whole: It is a part from your marketing mix and only a part of your marketing strategy. Ensure that all areas and measures harmonize and support each other. You can push your successes with multichannel campaigns, for example.
• Design and functionality for the mobile view have priority: It sounds totally trivial, but this is where things often get stuck. Anyone who focuses on optimization for the PC application and neglects the mobile view can fall flat on their face. After all, mobile marketing is about mobile users. 
  ⁠
  ⁠Content, design and readability should therefore definitely be mobile-optimized. By the way, not only the human remembers a bad user experience, but also the search engine. Definitely use Google My Business to become visible locally.
• Mobile programmatic advertising: You can automate the placement of target group-oriented advertising.
• Be open to criticism: Especially at the beginning you should collect as many opinions from your target group as possible. It is best to go through several test phases before you start advertising.
• Keep goals in mind: Have you defined goals and key figures? Then watch carefully to see whether things are going in the right direction. Otherwise, you can counteract early on.

Find the right software for your mobile marketing

You can't wait to implement your ideas? Well then all that's missing now is the right tool. At OMR Reviews you will find plenty of helpful software that will support you in implementing your mobile marketing strategy.

These are five of the most popular Mobile Marketing-Tools with which you can design your mobile marketing creatively and individually:

• Sinch Engage
• hello again
• Contentsquare
• Braze
• Firebase

Conclusion about mobile marketing

Mobile marketing is becoming more and more important. Probably sooner or later it will be a topic for all marketers. So seize the opportunity before the competition steals the show from you.