In order to be effective, a comprehensive mobile marketing strategy must align with a larger, multi-tiered marketing initiative. As studies have found, mobile web use has more than doubled since pre-2010 and more than two-thirds of Americans who own smartphones use them surf the web and manage their emails.
Based on these findings, it is safe to assume that many consumers are using their cellphones and mobile devices as their primary method of accessing the Internet. Meaning your business cannot afford to overlook mobile marketing. However, rushing to develop a mobile app simply for the sake of meeting consumer demand is a mistake. You need to start from square one.
We have put together a step-by-step guide to help your design a results-driven mobile marketing strategy.
- Identify the real goals of your mobile appSimilar to all other marketing methods, mobile app development should not be compartmentalized. It needs to be fully integrated with your overall marketing strategy, and its goals must mesh completely with your overall business objectives. Figure out what it is exactly what you need for your business mobile app to do, and then figure out how to make it work.
- Define who your target audience is.This step requires you to view the big picture. Who are you marketing to? Is there a specific demographic that your company is already reaching out to? Are you venturing into the mobile realm hoping to expand your reach or are you looking to appeal to new demographics? After you’ve determined who you are going to speak to, the next step is to examine their online behaviour, this is often done by monitoring user engagement on social media.
- Be true to yourself, but kick it up a notchThe most successful mobile apps are those that echo brand voice and tone, but also offer an element of creativity – a newness that users cannot get by visiting the website of the business. Whatever you design, make sure that it requires some sort of customer interaction, rather than being a static or one-sided conversation.
- Make sure it’s solidOn top of it all, you need to be certain that your business mobile app will function without technical glitches or other failures and that it delivers some sort of value to your target audience. You might choose to add things like games, but only when it makes sense. Or you could add special discounts or showcase top products. Whatever value-add you want to offer your customer, make sure it is something that will actually benefit them.
Every comprehensive mobile marketing strategy includes mobile app development – and it is no easy pursuit. If you would like professional guidance and ongoing support, give us a call.