by Nisarg Mehta
Mobile Marketing is fast emerging as the most sophisticated way to let your business ‘be found’ by the huge number of on-the-go population in the world. Here are five proven mobile marketing strategies to drive better sales for your business, writes, Nisrag Metha, CEO, and Chairman of Techtic Solution.
MOBILE – Thy name is innovation!
Have you thought about how mobile continues to fascinate and inspire techies and geeks around the world to continuously innovate and empower its users? Thanks to the consistently growing number of mobile users in the world – predicted to reach 4.78 billion by 2020.
Fig: Steady increase in the number of mobile users worldwide (Source: Statista)
Well, this has also given wings to the global mobile marketing scenario, where businesses can get the most of mobile to widen their customer base and engage with their audience.
What is Mobile Marketing
One of the most promising terms of 2019 – Mobile Marketing – is fast emerging as the most sophisticated and strategic way to let your business ‘be found’ by the huge number of on-the-go population in the world.
More so, mobile marketing empowers your prospects and customers alike with ‘time and location’ sensitive personalized information that helps them to get what they need and at a time when they need it.
Stats Speak: Why Your Business Needs a Mobile Marketing Strategy
Mobile revolution has also affected in a BIG way- traditional marketing is outdated. That’s an interesting development considering the paradigm shift of mobile from being just associated with AI, AR, group chat integration and wearables to the way you want your customers to interact, engage and shop (do business) with you.
- Consumers spend more than 5 hours a day on their smartphones, leading to 88% growth YOY in time spent watching videos on mobile. (AdWeek)
- Almost 3 in 5 consumers check email on their mobile phones, while 75% of Americans are known to use their smartphones to check email. (Fluent)
- In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, which is way up from 0.7 percent in 2009. (Statista)
- Out of the 3.5 million active social media users as of January 2019, 3.3 million are active social media mobile users. (Statista)
Consider these not merely as stats in black and white, but a glance into the potential market backed by the data on mobile-user behavior that will help weave vibrant mobile marketing strategies for your business.
Top 5 Mobile Marketing Strategies to Take Your Business to the Next Level
#1. Video Content– Make the Most of Its Popularity
As per eMarketer report, 75 percent of video viewing in on mobile. Most of this credit goes to the video streaming features on social media channels like Facebook, Instagram and now followed by Twitter and LinkedIn. This is quite an encouraging fact considering the vast opportunities that lies for marketers to explore and implement effective mobile marketing strategies. Research firm Forrester has already predicted video ad spending to go up from $91 billion in 2018 to $103 billion by 2023. Are you doing enough?
#2. Social Commerce- It is Everywhere!
Social media has empowered you and me to have the world in our fingertips, and when combined with mobile it mesmerizes with the range of accessibility and scalability it brings. Be it planning out a social event of like-minded enthusiasts on Facebook, selling boutique crafts on Instagram, or checking product reviews on YouTube before your make a purchase decision – social commerce is the new way for businesses to drive sales through engagement.
Harness social commerce to empower your users with effective mobile marketing strategies that helps them to make a purchase directly through a social media platform without being redirected to your e-commerce website. Therefore, this is a win-win for both parties.
#3. Voice Search is Growing – Get the First-mover Advantage
2018 was the year of emerging dominance of Voice Search – thanks to Siri, Alexa, Amazon Echo, Google Home, Bigsby, etc. 2019 will see trends when marketers adopt this amazing tech-innovation into their marketing fold. So, if your customers are relying on voice search to order the food or laundry stuff they need to purchase, its important your marketing strategies are aligned to help you to be found.
Fig: An example of how Voice Search for marketing works
Again, as per eMarketer, in 2018, more than 21.9% of global internet users and 18% of the U.S. population used a smart speaker at least once a month. This can be a great opportunity for mobile marketers to explore the unending possibilities of voice-activated search advertising in your mobile marketing strategies. This may include tagging every image, video, and piece of content appropriately with meta descriptions and alt-text.
#4. Influencer Marketing On-the-Go – Simple and Cost-effective
Influencer marketing is thriving, InfluencerDB’s‘State of The Industry Report’ reveals that this ‘expert-driven’ market is set to exceed a market size of $8 billion by 2020. This indicates a shift in a sizeable amount of mobile marketing budget from the traditional media, PR and social media, to influencer marketing. Interestingly. It is considered to be more time as well as cost effective medium to reach a ‘wide’ as well as ‘new’ audience.
Marketers can tap on platforms like Twitch, BuzzSumo, etc. for formulating their mobile marketing strategies by harnessing influencer’s reach and drive more sales.
#5. AR and Mobile Web to Spice Up Engagement
Augmented Reality (AR) predicted to evolve into an $83 billion market by 2021, promises to play a pivotal role in the future of mobile marketing applications. Besides emerging as a key element to be harnessed for both mobile ads and shopping on social platforms, AR is still considered a preserve of native apps in terms of performance and functionality.
Moreover, there is a gradual move to mobile web AR, which is again significant for businesses mainly in the consumer-packaged goods brands sector, as they look to leverage the power of ‘connected packaging and passive print’, while failing to command having an application on the user’s home screen.
You must have heard about how the car manufacturing giant Volkswagen used AR-interfaced billboards to enable iPhone and iPad users to view virtual Beetles performing stunts above the streets of Vancouver and Toronto. Are you using AR when creating your mobile marketing strategies?
BONUS: Harness the Power of Artificial Intelligence (AI)
In 2019, businesses can transcend their marketing to the next level by using artificial intelligence to understand user behavior and create personalized deals. AI-powered marketing uses hints like customer location (‘home’ or ‘work’) and their behavioral pattern (like daily commute time or a ‘weekend’ dining pattern) to communicate with them in the moment like offering a quick discount deal on commute fare or some ‘lip-smacking’ offer on restaurant bills -to derive optimal response and results.
We all get ready to embrace the triumphs and tribulations of the fast-paced technology environment powered by the dominance of the mobile revolution, mobile marketing strategies are set to create new benchmarks for businesses worldwide. The onus is on them now how they can best comprehend the user behavior data and engagement prowess to generate lead and drive sales.