What is Mobile Marketing and how to use it in your strategy – WAU

Mobile Marketing is a strategy that seeks to interact, relate and influence a specific audience through the functionalities of mobile devices, such as cell phones, tablets and other mobile devices.

Cell phone devices are almost like an extension of our own body. Because of this, investing in marketing strategies that target mobile are essential for any business.

This is because the number of smartphone users grows every day and, increasingly, people use their mobile devices as the main source of internet access.

Just to give you an idea of ​​how much the mobile market has grown in London, currently more than 72 million Brazilians use their smartphones daily to access the Internet.

In 2015, 46% of London internet users made payments using their mobile devices.

Not only that, more than 70% of Brazilians do not leave home without their smartphones, considering it the most important item to take with them, even more important than personal documents and money.

Numbers as impressive as these leave no doubt: Investing in mobile marketing is indispensable for the success of any company today.

But do you know what mobile marketing is?

We will help you understand the topic in this article!

What is Mobile Marketing?

Mobile Marketing is a strategy that seeks to interact, relate and influence a specific audience through the functionalities of mobile devices, such as cell phones, tablets and other mobile devices.

Investing in Mobile Marketing can be a good way out for any company that wants to stand out in the market, offering several advantages for companies that invest in these actions to promote with customers.

The advantages of investing in Mobile Marketing

The number of smartphone users grows year after year, and many people have more than one device for personal use.

And if this data was not enough to convince you of the importance of Mobile Marketing, we have listed the main advantages of investing in this strategy.

The number of purchases via mobile is growing

The increase in the number of mobile devices on the market is directly influencing the number of purchases made through these devices.

According to the WebShoppers report, purchases made on mobile devices accounted for 14.3% of all orders, representing a turnover of more than R $ 5 billion reais, a very expressive number to be ignored by your company.

And the expectation for the coming years is that this value will be even higher, in view of the growing increase in the use of mobile devices by people in their daily lives.

People are shopping through mobile devices, and by not investing in mobile marketing your company will be missing out on the opportunity to reach your audience and sell more.

Mobile Marketing allows you to target ads according to the user’s location

One of the common problems in a Digital Marketing strategy is segmentation by region.

This is very important for local businesses, such as bars and restaurants, where the ideal is to attract only users who are close to the commercial establishment.

However, most of the mobile devices available on the market have GPS location, a feature that can be explored in the creation of mobile marketing campaigns.

This feature will allow your company to show ads only to users who are in a specific city or neighborhood, close to your business.

This will only attract users with the potential to become customers, saving on the development of your promotional campaigns and increasing the conversion rate.

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Application usage is increasingly popular with users

With the increase in the number of smartphones worldwide, the use of applications in the daily lives of their users has also grown. And many of these applications can be great business opportunities for your company.

Applications like Facebook, Snapchat and Instagram have fallen into the public’s liking and are used daily by users, whether to communicate or stay informed.

They can be used for your company to build a close relationship with your customers and thereby increase the visibility of your brand.

Apps like Foursquare allow bars and restaurants to be found by users based on their location, allowing them to reach customers you haven’t had contact with so far.

Even mobile games like Pokémon GO can be used in your marketing strategy, helping your company reach more people and thereby increase your sales.

These applications should be used as a way for your company to be present in your customers’ daily lives, leaving them just a touch away to get in touch with your brand.

Mobile devices allow faster communication with the public

Communication with your audience can be even faster if your company invests in a mobile marketing strategy.

Remember that people stay by their cell phones almost all day, checking for updates and notifications several times a day.

This feature can further increase the efficiency of your messages, facilitating interaction with its customers and, thus, achieving results.

Through a simple SMS you can inform your customers of exclusive promotions and discounts almost in real time, being cheaper and more efficient than sending direct mail, for example.

What Mobile Marketing actions can we take?

There are several actions that your company can carry out in the construction of its Mobile Marketing strategy.

Among the most popular actions we can highlight:

SMS Marketing

This is one of the first mobile marketing strategies to be explored by companies and is still one of the most important.

It consists of sending text messages to people previously registered in the contact lists, being very useful to maintain the relationship with customers, whether to remind them of payment dates, order status, sending promotions, information about latest launches or even to charge.

The main advantage of SMS Marketing is that it has a very high message opening rate, coming close to 98%.

It is an impressive number, especially when compared to the open rate of email marketing campaigns, which is close to 20%.

Bluetooth Marketing

Bluetooth Marketing, which is also called by many Proximity Marketing, is a marketing strategy that uses the Bluetooh functionality of mobile devices to share multimedia files with people to inform about your products and services.

These files can be a list of products of a company, the shopping catalog or even video files promoting the establishment.

It is a strategy widely used by local businesses, given that the range of the bluetooth signal is relatively small.

And the great advantage of Bluetooth Marketing is that it is a totally free marketing strategy, which requires no maintenance costs for your company to distribute files to your customers.

However, it is necessary to remember that most users leave the Bluetooth functionality of their mobile devices turned off, mainly to save battery.

So, even though it is a great strategy to communicate with people close to your company, it has a very limited reach.

Creating responsive pages

Ensuring that the smartphone and tablet user is able to correctly view your company page is indispensable for your strategy, not only for mobile marketing, but for digital marketing in general.

This is because in addition to facilitating the navigation of its user, this is a criterion used by Google to guarantee a better positioning of your site in searches.

Therefore, it is essential that you develop a responsive website for your company, which can be easily accessed by any device, whether they are cell phones, tablets or desktop computers.

QR Code Marketing

QR Code is a technology that can generate great results for your mobile marketing strategy.

It is a 2D bar code, where the smartphone user uses the camera to read the code and be redirected to another page.

With it you will be able to extend the reach of your traditional marketing strategy, directing your company’s customers to any internet address quickly and safely.

By inserting a QR Code in a company brochure, for example, you can direct users directly to your company website to get more information about what you are promoting.

By using a QR Code on the packaging of your products, you can direct your customers to a video tutorial on how to use it correctly, facilitating your communication with them and making your company closer.

There are several options that your company can explore when using the QR Code in its mobile marketing campaigns.

Practical Guide for Content Disclosure

Best practices for investing in Mobile Marketing

Whatever the marketing strategy adopted by your company, it is essential to follow some of the best practices in the market to ensure that your actions achieve the expected results.

These best practices should not be seen as rules, but the ideal is that you take all of them into account to avoid problems and, with that, have more results with your actions.

Don’t be intrusive

Respecting your audience when interacting with them is essential for the success of your mobile marketing strategy.

In addition to communicating with the public clearly and simply, it is essential that you give options so that your contacts are no longer bothered by your messages.

And just like with email marketing campaigns, only send SMS to previously registered users and that allowed sending messages by your company.

If you are not careful, the chances are high that your client will have a negative perception of your brand, putting in check all the promotion effort invested by you.

Deliver valuable experience

You need to give your customers valuable experience in each of your interactions.

Therefore, when inserting a QR Code in the creation of your graphic pieces, be sure that your customer will receive something of value when scanning the code.

When sending an SMS, ensure that your consumer will have relevant information when reading your content.

Delivering something of value to your customer in their interactions on mobile devices you will develop a better image of your brand and, with that, your customer will feel more willing to do business with you in the future.

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Focus on the benefits you can deliver

In all of your interactions, you need to focus your attention on the benefits you can deliver to each of them.

Remember that your customer will join your promotional campaigns only if they receive a benefit in return.

By doing this you will be able to increase the open rate of your messages and ensure a greater return on investment.

Be honest with your customers

For your mobile marketing strategy to generate the expected results it is essential that you do not generate expectations in your customers that your company cannot meet.

It is necessary that all your interactions are clear, explaining in an objective way the benefits that your customers will have and the responsibilities that they need to bear in order to take better advantage of their solutions.

Remember that you must present your company with credibility, ensuring that your users feel safe when purchasing your products or services.

Explore social media

Mobile devices in general have a great interaction with social networks.

And to increase the efficiency of your promotional campaigns, ideally, you should explore this feature and encourage your audience to share your content on their own profiles on social networks.

Also, ensure your company’s presence on some of these social networks.

With a good integration of your campaigns on social networks you will be able to reach an even larger audience and, with this, achieve more results for your organization.

As you can see, creating a mobile marketing strategy is not an easy task, but the benefits that a strategy like this can generate for your company are too big to be ignored.

And to learn more about the best practices for promoting your company, also read our article on the 20 reasons to win customers with email marketing.

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