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The benefits of a mobile marketing strategy

by Jean-Marc Alomassor

August 20, 2021

A well thought out mobile marketing strategy can take your business to the next level, with analytics-based actionable insights allowing on-the-fly adaptability.

The pandemic has changed forever how we interact with brands, with more people than ever doing so through their phones. These changes are here to stay – hence traditional marketing methods need a rethink. How do you reach consumers through their mobile devices?

Mastering the fundamentals of mobile marketing strategy will help you expand your target audience and speak to them in more innovative, intimate ways than ever before. Here’s how to get started.

Why do you need a mobile marketing strategy?

For many of us, our phones are like another limb – something we are always using and never without. Which creates an immense opportunity for businesses of all kinds to reach their customers 24/7. Smartphones are also incredibly advanced, allowing all kinds of innovative tools (AI, QR codes, location-based services) for marketers looking to connect with their customer base.

What is mobile marketing?

Mobile marketing is the practice of marketing to consumers via their smartphones. It can leverage both digital and social channels, and open the doors to other digital interactions like customer care and user reviews.

What is a mobile marketing strategy?

A mobile marketing strategy is a digital marketing approach that attempts to reach users on their mobile devices. It is a cross-media approach, leveraging many different digital channels and types of content.

These include in-app advertising and social media marketing through banners, native and video ads, to SMS and emails that let you send business-related messages. But one of the most potent is messenger marketing.

This is similar to text marketing, but uses mobile chat apps instead of SMS to connect with customers. It leverages mobile messaging platforms like Viber, Facebook, WhatsApp, or WeChat to create a seamless, native experience that is often no different to messaging a friend. Depending on the messaging app capabilities, this can be, for example, business messages with personalised offerings or chatbots that help you to attract and grow a new audience.

Connecting with customers through a messaging app is cheaper, as it avoids the maintenance costs of using your own app. And it’s more effective, as you’re meeting customers on a platform where they are already active.

Benefits of Mobile Marketing

There are many benefits of mobile marketing, including scale, reach and data-based actionable insights that give you confidence you’re making the right changes to your campaigns.

1. Define and reach an audience

It’s not just the sheer number of people that mobile marketing allows you to reach, but the ability to define this audience based on demographic preferences (categories like age, income, location, etc).

Want to take it a step further? Target them by behavioral categories like pastimes, internet activity, purchasing history and so on. This cuts through how you think certain types of people ‘should’ behave to focus on how they actually act.

And if you don’t know exactly who your ideal customers are, mobile marketing can help you find out through trial and error. You should be constantly refining your mobile marketing strategy to maximise your ROI – it’s an ongoing process that ensures you’re always top of your game.

2. Mobile in-app advertising performs better than other platforms

Smartphones’ smaller screens lead to higher mobile click-through rates than other devices. And more clicks means a higher chance of a conversion.

3. Measurable results

Tired of the spray-and-pray approach of traditional marketing? Mobile marketing campaigns can be tracked to measure performance, and tweaked to become more relevant. And a business that reacts quickly to consumer trends and current events is more likely to connect with customers.

4. More personalized communications

Mobiles create lots of data about their users. Leveraging this allows you to serve your customers with highly personalised content that’s more likely to appeal to them.

5. Cost-effective

An effective mobile marketing strategy can actually be cheaper than traditional marketing. Which is good news for small businesses who don’t have big budgets to play with.

The campaign elements for mobile also have to contain less information because of the smaller screens, making you whittle down the content, simplifying it in the process. Which should make your campaigns simpler and more to-the-point.

6. More diverse formats

Thanks to the advanced technology found in modern smartphones, mobile marketing can take more forward-thinking formats, including rewarded video, playable ads, in-play ads, augmented reality (AR) advertising, scannable QR codes and more.

7. Location-based mobile marketing

Smartphones are constantly connected to the internet and GPS, allowing marketers to serve customers highly relevant ads based on their location. Is your customer walking past a shoe shop? Send them a digital coupon and watch them walk in and start browsing.

8. Better tracking solutions available for marketers

You can use various metrics to see how your mobile marketing campaigns are performing. These include:

- Cost Per Acquisition (CPA): How much it costs to acquire a user, or convert them into a paying customer

- Lifetime Value (LTV): Also known as Customer Lifetime Value (CLV), this refers to the amount of revenue created by a user over their lifetime

- Average Order Value (AOV): This refers to how much a user spends with your business per transaction

-User engagement: How active users are with your business once they have engaged with it somehow

Mobile Marketing Example

Many different brands have created effective mobile marketing campaigns. Here are some of them.

Coca-Cola Easter messenger marketing campaign

Coca-Cola designed an animated game to engage users in a fun way around Easter time. Easter Egg Fighter within Viber messenger plays on the Eastern Europe tradition of a coloured Easter Egg fight, where the aim of the game is to destroy your opponent’s egg. The beauty of the mobile game is that users can play against friends and family regardless of where they are in the world.

Coca-Cola’s marketing campaign on Viber included:

- A creative Sticker pack with free downloads that let new users subscribe to the chatbot

- Promotion within the Coca-Cola Community on Viber

- Personalised messages to chatbot subscribers to involve them in the game

In just three weeks, the results were impressive: in Bulgaria alone, it saw 350,000 user interactions, an average play time of over five-and-a-half minutes, and over 188,000 total played minutes. Chatbot subscribers shot up by 30%, and sticker pack downloads totalled over 63,000.

Coca-Cola Easter campaign in Bulgaria on Viber

Enabling online purchases with Viber Business Messages

The pandemic and ensuing quarantine restrictions hit bricks and mortar retail stores more than most. With malls particularly affected, the Primer Group of Companies in the Philippines – which sells consumer goods from different brands – established its online presence using Viber Business Messages, using it to send digital vouchers using codes with discounts.

The result? A 53% code redemption conversion rate and 401% increase in sales.

Example of Viber Business Message from the Primer Group

Devising and executing an effective mobile marketing strategy will help you reach consumers in new and exciting ways, refine your audience, and optimise campaigns based on analytics-generated actionable insights. Contact the Viber for Business team today to find out how we can help.

Tags

mobile marketing
Strategy
analytics
insight