Apple and Samsung waged a legal war amidst continuous intergalactic battles of smartphones and tablets. Android is now the king of the world. The PC has been demoted as an ancient relic, dethroned by mobile devices. More and more people are accessing (and sharing) information on the go and becoming mobile, aptly depicted in this comparison of two Papal conclave scenes:
The singular point I’m trying to make is simple: Consumers have gone mobile.
Developing a mobile strategy for your business is a must, else you’ll run the risk of total extinction at the worst and pale sales at the least.
But according to a Forrester report, most marketers are not keen on how to effectively do it. To make your life easier, here’s a minimalist guide to developing an effective mobile marketing strategy for your Ecommerce or small business venture.
Define and know your target audience
OK, so we already know that most consumers are using at least one mobile device – a smartphone or a tablet, or both. There’s a big chance your target market is among them. To get to the core, there are 4 questions you should ask and uncover:
- Exactly who is your target market/audience?
- What are the demographics of this group?
- What are their mobile attitudes and behaviors?
- What are their needs?
Determining the answers to these questions will help you decide which mobile marketing tactics to use. Always remember that there’s no one-fits-all approach here and every business has its own unique target market. Once you have defined the attitudes and behavior of your target market, you can determine which strategy will engage your audience and get you more sales: a mobile website (easier, cheaper to implement), or your very own app (more complicated, more expensive).
Simplify everything – from support channels down to the very last piece of content. Mobile browsing is a different experience altogether. Smartphones have smaller screens and lower processing power than your laptop, for example.
The mobile experience is all about brevity, simplicity, clarity, speed, target precision, minimalism, ease and convenience. So write brief and concise emails, stick to your purpose and marketing goals, optimize your site for mobile view and clutter-free navigation, and explore mobile chat solutions to communicate directly with your audience even when mobile.
Practice permission marketing
Give mobile shoppers the choice to opt-in or opt-out to let them feel in control. Brands that let their target audience hold the reins are respected and trusted, thus, they gain more sales. Some brands make the mistake of forcing an offer to show on a shopper’s phone just because the person is within the proximity. It’s invasive and creeps out customers that inbox spam pales in comparison.
Therefore, make use of location-based marketing and permission marketing only after putting some thought into the relationship between your target market and your business goals.
Flirt with variations
Never commit the fatal mistake of sticking to one mobile tactic or using mobile marketing as a temporary gimmick. Be comfortable with the fact that going mobile is a long term effort, and strategies should be varied from time to time while still maintaining relevance to your business goals and objective. So if you’re also doing offline marketing, social media marketing, search and local on top of mobile, all messages should be delightfully connected.
It’s important to place a finger on the pulse of your customer base. For a lot of business people, having live chat on their website proved to be very nifty. It provides a direct and instant line of communication between them and visiting consumers without the latter leaving their ecommerce store or website.
With the extreme buzz accompanying mobile marketing, it’s easy to lose sight of what’s truly essential and what makes sense. So here’s what I want you to do: Sit down and think what you love most about your smartphone or tablet. How do you use it and what do you use it for? What are the tasks you repeatedly do on this device? What are tasks you’d rather do on some other device? As you live your everyday life, take note of the little details and occasions that make you reach for your phone or tablet. What do you think? Will this exercise help you make the connection to developing an accurate mobile marketing strategy?