5 Helpful Tips for a Successful Mobile Marketing Campaign
While most people simply relegate marketing emails to their junk mail thanks to filters these days, mobile devices have opened a whole new arena of marketing possibilities via the use of messaging, social media notifications, and more. And if you’re looking for ways to reach a targeted consumer base, connect with old customers you haven’t heard from in a while, and encourage ongoing patronage, mobile marketing campaigns could be the solution you’re seeking. Of course, like any type of marketing, there is some amount of finesse involved in making your campaigns successful. So here are just a few strategies that should help you to hit the nail on the head when you launch your mobile marketing campaigns.
- Optimize current campaigns for mobile. You may already have some marketing campaigns on tap for real-world outlets (print, television, and radio), as well as online platforms (your website, social media, online advertisements, etc.). And there’s no reason to spend a lot of extra time and money on brand new marketing materials when you can simply repurpose what you have for mobile with a bit of tweaking and optimization. The main idea is to make sure that your materials are formatted to work with mobile displays, but you might also want to edit the content to ensure that it works for the new medium.
- Be concise. The last thing mobile users want to do is scroll through a long narrative when they’re on the go. So any marketing materials you create should be short and to the point. A good rule of thumb is to try to stick to Twitter-sized messages, especially since some people can’t receive messages longer than, say, 160 characters (or they will be split into multiple messages).
- Target customer history. Whether people have signed up to follow you but never bought a thing, they used to buy from you frequently but have recently tapered off, or they still shop with you on a fairly regular basis, their particular habits could affect the ways in which you market to them. These days, target marketing means more than appealing to a certain demographic. With SMS marketing you need to deal with consumers on a more personal basis, taking their purchase history and recent activity into account to ensure that you give them the best reasons to remain loyal customers.
- Use an appealing layout. Don’t forget that you’re still working in a visual medium. Although mobile marketing relies heavily on clear and concise text to garner results like click-thru and purchases, you can still catch the attention of consumers and spur conversions by creating an attractive layout to tempt the eyes.
- Shorten URLs. If your mobile campaign includes the use of myriad links for pages, products, or other offerings, it’s a good idea to find ways to mask or shorten these unsightly URLs on the page in order to create a more appealing visual spread and make your content easier for recipients to view and interact with. If you can’t use buttons for links, try a URL shortener to make your copy more concise.