Mobile Product Marketing: The Rundown
By Adam Borst
What is “Mobile Product Marketing?”
“Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones.” - Will Kenton
This essentially means that any sort of advertisement that shows up on any mobile device is an example of mobile product marketing, for example, the 30-second ads before a YouTube video. These also can include advertisements via SMS, email, notifications, in-app experiences, in-app exclusive offers, etc. It is also extremely less expensive than traditional marketing like television.
"Mobile marketing is an indispensable tool for companies large and small as mobile devices have become ubiquitous.” - Will Kenton
Why is it Important?
71% of marketers believe that marketing via mobile platforms are “core to their business.”
Media marketing can be very focused on the individual, so this not only helps the user see more things that are geared towards but also helps the brands be more effective. It also requires a lot less in terms of experience and technology, which helps brands get better exposure, faster.
“For mobile marketing to be effective, you need to curate a cohesive experience that customers expect.”
How to Effectively Build and Start Mobile Marketing
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This is important so users can have a fluid experience on your app/website. This has a lasting effect on the consumer and helps your chances of obtaining a returning consumer.
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SMS and MMS are two quick and easy ways to send content to your consumers, but it is warned to not over do it. Too much content is bad for the brand.
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57% of emails are opened on mobile platforms and 69% of mobile users delete email that isn’t suited for mobile use/viewing. So, it is important that the emails have a responsive design, a procedure that automatically formats webpage content for viewing on any device.
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With great design and road mapping, an app will allow for an excessive amount of consumer engagement due to accessibility and easy use.
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With consumer having tens to hundreds of apps, you need to have a friendly app that is unique and reliable.
Six Other Mistakes to Avoid!
Forgetting to Adjust Channels to Your Target Audience — This is important because you want to narrow down on your target audience.
Skipping Mobile-Friendly Payment Methods — In today’s game, you must be suited to every possible transaction.
Using Separate Platforms in the Customer Journey — You cannot have the transaction go from one medium to another to complete it. It must be able to be completed all in one action.
Limiting Yourself to Text — Take the time to discover how your customers want to communicate with your brand and select products and features that cater to their needs.
Ignoring Conversational Commerce (e.g. Apple Pay) — This goes back to point two, things like Apple-Pay are crucial for your apps/website success.
Undervaluing Personalization — People value personalization, this is crucial.
How Mobile-First Indexing comes into play?
Mobile-first indexing is a thing that is quite new. Google began to introduce “ready” website to a mobile-first index. To be a “ready” type of website, the mobile experience must be completely responsive. Essentially, if your site is built identical to how Google is built, then your site is “ready.” Mobile-first indexing is having the mobile version of your website becoming the starting point on Google. This is helpful to this topic because of how the world works nowadays, everybody on their phones at all times. So in theory, you would like for your most fluid option be the first choice on the link. This allows for a better experience and helps track information easier.
Sources and Other Helpful Information:
https://www.cm.com/en-us/blog/mobile-marketing-mistakes-to-avoid-next-year/
https://moz.com/blog/mobile-first-indexing-seo
https://www.investopedia.com/terms/m/mobile-marketing.asp
https://www.marketo.com/mobile-marketing/