Mobile Marketing: The Future Is Here
Mobile marketing has created an unprecedented opportunity for businesses to target consumers. Over 80% of all smartphone users search for local businesses on mobile devices. Furthermore, Google reports that 88% of all “near me” searches are done on mobile phones.
Mobile phones create an opportunity to engage consumers in-store and turn lookers into actual buyers. In a separate study, Google reports that 82% of smartphone users consult their mobile phones while in-store before finalizing a buying decision.
An effective mobile marketing campaign will hyper-target a radius around your brick-and-mortar location. Start by targeting your current marketing lists such as email subscribers and previous buyers. Once an effective strategy has been developed, you’ll want to expand your campaign to a broader audience.
The primary goal of mobile marketing conversion is to get the user to take a specific action. But achieving the primary goal is not always possible. He or she simply may not be ready to purchase. Or they may feel uneasy about completing the process over the phone. In that case, always try to achieve a secondary conversion.
The secondary conversion should offer the consumer something of value and build additional interest in your brand. And it should give you an opportunity to get something of value in return – such as an email address.
The ultimate goal the secondary conversion is to keep the conversation going with your customer.
Make Conversions Seamless and Easy
Converting on a mobile phone can be cumbersome. Be aware of the number of pages that users must load, the placement of your CTA’s (calls to action), the ease of navigation and difficulty of using buttons.
Make allowance for the unique features of the mobile phone. Badly designed forms can have a devastating effect on page optimization.
Special attention must be given to the logistics involved in filling out mobile forms.For example, are the fields visible when typing and not hidden by the keyboard?
Adjust to Customer’s Preferences
It’s important that you determine which conversion methods your customers prefer.
Not every business can handle every conversion types well. It’s important to adjust if needed. For example, you may need to create the infrastructure for handling calls – hiring additional staff possibly partnering with an external call center.
Don’t fall into the trap of pushing customers to a certain conversion method because it’s convenient for you. Align your mobile marketing strategy to customer preferences. It potentially could lead to impressive ROI gains.
Google reports that 40% of consumers who do research on a smartphone will later make a purchase a desktop or laptop. This highlights the increased importance in cross-device conversions. Plus it shows the importance of engaging consumers as they enter the sales funnel.
Enter mobile contacts into your CRM as soon as possible. It helps facilitate conversions and makes future engagement more convenient for both you and the consumer.
Your efforts might not result in an immediate sale, but sales are not always immediate. Your goal is to build a long-term relationship.
Tracking your mobile consumers’ actions is a must! Analytics will help you determine which of your mobile strategies are effective and which ones underperform.
Tracking consumer engagements will help you determine your ROI and other important metrics – allowing you to prioritize limited resources and create the most effective mobile strategies going forward.
Measuring your mobile marketing efforts should not be left to chance and it doesn’t need to be difficult or mysterious.
Metrics let you refine your site, application or strategy and create a superior user experience. Better user experience translate into more engagement and ultimately more sales.
Tracking indicators such as store locations, directions and business hours can provide some context around intent. Coupon downloads and redemptions can be used to connect your online and offline sales.
Tracking in-store visits through software and beacons are valuable options for retailers that drive a significant volume of traffic through stores.
Growth in Mobile
It’s inevitable that consumers use of mobile devices will continue to grow at an astounding rate. As result, it’s inevitable that mobile marketing budgets will increase to keep pace. Businesses that develop effective marketing strategies to include mobile with intelligent campaigns will capture the future.