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Is It Time For Your Brand To Tap Into Mobile?

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There was a time when the concept of Smartphone was a revolution in tech industry. That could be the time for Steve Jobs to connect the dots. However, Smartphone is now officially the most persistent piece of technology as well as the most used by the users worldwide.

Mobile device in the hands of so many users have created an enticing business proportion. Yet, many brands are struggling to find a constructive mobile strategy. Companies can no longer create a mobile website or app and claim they have a mobile strategy.

Here are basic principles of a successful mobile marketing campaign.

Study customer behaviour

You cannot get any another platform that is as personal (mobile is a personal device) and pervasive (it’s with you all day long). Marketers never had such a powerful tool to market their business. However, not many marketers are aligning their strategies to how people are using smartphones today.
With Smartphones, businesses can easily align their needs to match consumer behavior. It is critical for them to understand how mobile works in lives of a consumer and how it has created deeper forms of loyalty among consumers. Users need a properly mobilized brand that can provide immediate solutions, respond in real time and eventually predict their requirements.

KISS this marketing strategy

Mobile marketing comes with the concept of “saying more with less”, that would make every word and action count. There has to be a simple and constructive strategy that works for all. With limited mobile screen and character space, there is no room for superfluous elements.
It is important to be focused on simple and clear messages. Providing call-to-action-buttons at the top of the page and thumb-size buttons can help drive mobile traffic. Smartphone users might not want to zoom again and again. If customers do not get easy to use website, they might turn to your competitors.

Utilize localized marketing

Marketers are trained to think like snipers and hit the bull’s eye. The more they are closer to the consumer, the more easily they can get inside the consumer’s head.
Smartphone users are on the go and their searches reflect immediate requirements – they could be searching for a restaurant or place to stay. Geo-location enabled services are related directly to the customer behavior. It targets user communications according to their whereabouts. This targeting moves in concentric circle with GPS location being the center of the bull’s eye.
Companies can target local customers with offers based on their addresses or check-in points. For example, a mobile taxicab coupon when you arrive at the airport would be a great option for any user.

Make their lives easier

In 2015 marketers would find it easier to provide personalized experience from multiple channels. They have the capability to deliver personalized experience directly in a user’s pocket through mobile.
Your customers are unique, so your mobile marketing strategy should be, too. Since mobile users expect a curated experience, your strategy should be personalized to get them truly engaged. According to Accenture report, millennials want personalization – they seek targeted and personalized discounts as price of their loyalty.
Shoppers want personalized content, but there has to be a fine line between personal and intrusive. It should not come at the expense of their privacy. Users should have as much control as possible, else they might tune out.

Know your competitors

There is always a competitor – never commit the mistake of assuming there isn’t. SMBs seldom take time to analyze their competitors. But they need to understand who their competitors are and how they would respond to your offerings.
There is no single business that can appeal to everybody. So your responsibility is to define and communicate your Unique Selling Proposition (USP). There’s got to be something about your brand that would give customers a second thought. It is the competition that separates men from boys.

Wrapping it up

Mobile revolution has proved its efficacy in driving change over and over again. The key here is to jump on trends before it becomes a fad. Not keeping up with trends could be a death knell for any brand.
With consumers being more and more detached from their desktops, mobile marketing is here to stay. The growth of mobile marketing would be much more than developing mobile-friendly website or an app. The future would be about starting a brand with mobile in mind and building from there.

Renuka Rana, Editor at AceCloudHosting DotCom spends considerable part of her time in writing about technology including cloud computing, QuickBooks hosting and Smartphones. When not writing, she loves to dig deeper into knowing the best and the latest technology in industry.

  • mobile-marketing

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