The Basics of Mobile Marketing

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Mobile marketing is increasing in popularity nowadays. That’s why a number of brands are offering content that users can digest while on the go. However, there are still businesses that are unaware of what this platform can do.

What is Mobile Marketing?

According to Mobile Marketing Association, mobile marketing is “the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program.” This means that mobile marketing should be integrated with other marketing campaigns to be successful.

It’s a no-brainer why most businesses recognize this channel as an important element in their campaign. That’s because mobile marketing allows you to connect with your consumers in real time.

If you’re just starting to dip your toes in mobile marketing, the following steps can teach you the basics:

Determine Your Goals

The best way to know what mobile marketing tactics work for you is, to determine your goals. Whether it’s to build brand awareness, increase revenue, generate leads or improve customer loyalty, knowing your objectives help you define what you have to do. Additionally, it will also define what criteria should you monitor, in order to measure your campaign’s success.

Choose the Right Partner

Once you’ve determined your goals, it’s time to consult with a mobile marketing partner. It can be an agency, an aggregator or a mobile application service provider. Just bear in mind that the partner you’ll choose is aware and adheres with the industry’s guidelines and best practices.

Outline Your Strategy

You determine your goals, and you now have a mobile marketing partner. The next step is to outline your strategies. Your strategy can vary from mobile poll, text to buy, trivia alerts, mobile coupon to mobile content promotions like ring tones, MMS or wallpapers. What’s important is that you’ll use what will improve consumer experience, and what will help you achieve your goals.

When outlining your mobile marketing strategies, R/GA’s Senior Vice President and Executive Creative Director of Mobile and Social Platforms, Richard Ting, advices the following:

  • Develop and design your campaign based on mobile marketing’s unique platform. This medium has its own set of interactions and learned behaviors. Create a marketing campaign that is mobile-specific.
  • Don’t forget to experiment with the mobile marketing platform. Innovate ideas and see what works. In turn, this will leverage your brand while pushing the medium forward.
  • Don’t forget to make a user-friendly mobile marketing campaign.

When done properly, mobile marketing helps you reach and engage your target market successfully.

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