Marketing strategies are changing dramatically as technology advances. Determining the right approach is no easy task. Today it is already clear that emphasizing the development of mobile marketing methods is one of the paramount tasks for any business. We are now actually going through a phase where the focus is on smartphones. And despite the fact that marketing methods have no fixed “shelf life”, sticking to traditional strategies for a long time is impossible. This will have a negative impact on both business profits and the cost of attracting new customers.
With mobile marketing tools, you can tailor your content for almost any target audience. At the same time, mobile marketing is constantly evolving. New techniques and strategies keep appearing. Therefore today we will talk about the main principles of successful mobile marketing.
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- Adaptation
Over the past few years, everyone has been talking about the need to adapt your site and its design for mobile devices. While the website and social media adaptation is the first principle of effective mobile marketing, not everyone approaches it responsibly. Quite often you can find poorly adapted sites whose functionality suffers significantly when viewed on mobile devices.
It is not enough to adapt the site properly. It is important to think about social networks. Their design should also be branded, and display well when viewed from a phone or tablet.
Why is a mobile adaptation so important? Smartphones were just appearing then, and going online from a phone was not convenient for everyone. Today, on the contrary, almost every service has a mobile app, and browsing sites from mobile devices is more popular than ever. If you don’t provide a potential customer with all the information they need in a convenient format, they can easily go to a competitor. So, to stay competitive, businesses need to adjust to customer expectations. Yes, there are many marketing tools and techniques now that cannot be ignored. This makes promotion more expensive, but it also opens up new ways and opportunities to generate more revenue.
Also take into account the loading speed of the mobile version of the site. It should be fast enough, because if it takes more than 25 seconds, the user can easily lose interest.
- Video content
Over the past two years, the amount of video content viewed has increased by 10 million minutes per day. And videos are viewed mostly from mobile devices. So, video marketing is mostly about mobile marketing.
In that case, what should video content be? First, it should be broadcast primarily through mobile marketing channels. And those are social media channels like YouTube, TikTok, and Instagram.
Secondly, the quality of the content is important. It’s not that expensive to shoot a video for Instagram stories or a video for TikTok, but all video content should be focused on addressing the needs of your target audience.
Third, there should be different content for different channels. For example, video tutorials and informative videos can be posted on YouTube. Short informative videos can be broadcast on IGTV, and entertaining videos can be published on TikTok. You don’t have to use all channels at the same time. You can choose a couple of main directions, which will effectively solve the tasks of your business.
- Social networks
Social media plays an important role in the image of your business. And at the same time, it is the most direct route to the customer. Within 30 minutes of waking up, most people check social media from their phones. Therefore, advertising promotion should primarily focus on mobile devices.
Attract visitors with interesting and valuable content. Entertainment coupled with education is a thing of social media. They also expand targeting opportunities. People are looking for interesting and new approaches to solve almost any problem on social media. So your job is to ease their way.
- Brevity
People are always in a hurry. They never want to spend too much time on something that won’t benefit them. So focus on keeping your content concise. Short videos, infographics, reviews on your products or promotional posts are ideal from a mobile marketing perspective.
SEO requires long-form content. Readers, on the other hand, prefer short formats. They, in turn, are ideal for social media. On a site, it is important to observe the “golden mean”. All this will increase not only engagement, but also the visibility of your content, as the likelihood that users will want to share it increases.
Illustrations, infographics, short informative videos will help to make your content as attractive and concise as possible. If you want to tell a lot of stories, you can divide the story into several parts and add interesting details regularly.
- 5. Mobile ads
You can promote your business with mobile app advertising. Or you can launch your own app if it fits your business goals. Advertising in apps is a great way to reach your target audience. And if you decide to launch your own, it won’t be that hard to attract attention to it. All you have to do is let your users know about it on social media and on your website, and attach a download link.
When placing ads in third-party apps, it’s important to carefully choose where to place them. To attract the attention of your target audience, give preference to apps that match the theme of your business.
People always want something new. Therefore, traditional advertising formats now bring fewer results than a couple of years ago. In order for marketing promotion to remain effective, you need to look for new ways to get in touch with your target audience. And mobile marketing is the shortest and truest way to establish long-term relationships with existing clients and attract new ones.