For a few months now, we have been hearing more and more about mobile marketing, defining it as an indispensable operational lever for those seeking effective direct marketing strategies.
However, the first point to clarify is what mobile marketing is:
Mobile marketing is the use of direct marketing strategies that interact with customers (or potential customers) through smartphones with targeted push messages .
It therefore means interacting with the customer through a single medium , namely their cell phone. It should not be confused with the part of web marketing that deals with the optimization of websites and apps for use on smartphones. It is something completely different ... and if you are wondering why it is essential to plan mobile marketing strategies, here is the answer: the smartphone has become an almost prosthetic element for people , who never detach themselves from it and who use it constantly.
Some examples of mobile marketing
Just to clarify your ideas, here are some possible applications of the mobile marketing discipline:
interaction with the smartphone of a customer passing in front of a shop window
sending multimedia material through direct messaging apps , such as Whats'App ( here is an example of Whats'App marketing created by us )
creation of direct marketing campaigns using SMS
Mobile marketing therefore aims to create marketing campaigns that the recipient uses directly on his smartphone. But be careful: e-mail marketing and search engine advertising, even if used on a smartphone, are web marketing campaigns (if done well) also optimized for mobile use, but they are not mobile marketing campaigns .
Elements that distinguish mobile marketing from other types of direct marketing
There are some elements that make mobile marketing particularly effective compared to other types of direct marketing and that distinguish it:
It is based on the creation of push campaigns capable of shaking the user's attention : it has been demonstrated that, for example, people tend to ignore more and more some types of online display advertising, navigating in a shrewd and aware way through websites. A push message outside of "browsing" or checking emails has a decidedly higher attention and recall rate .
The campaigns are aimed at geographically segmented customer groups (located in a place or residing in a place) or by interest , thanks to more "certain" data compared to online segmentation. If we talk about SMS marketing, for example, it is known that the information relating to a SIM card is much more reliable than identifying demographic targets through Google
The window of possible fruition of the marketing campaign is very short , creating a sense of urgency to the action typical of instant marketing. Returning to the example of the push message in front of a commercial activity, the classic example is that of the " discounted lunch menu here, now, and only for today "
Data for formulating the right strategy
However, it is necessary to know some key data ( data source ) to avoid formulating unsuccessful mobile marketing strategies. I report them below with my personal reflection:
Only 10% of the time spent on a smartphone is spent surfing the web : the rest is spent using apps. This means that the smartphone is a tool for use and not an information tool: the difference is subtle, and impacts, for example, on online purchasing performance, which is very low when using mobile devices. Good mobile marketing therefore aims to move the relationship from an entertainment/use level to an interaction level (click-to call, direct message, re-call, etc.)
50% of people pick up their cell phone as the first thing they do when they wake up : they do it to check social media and messaging apps, including SMS. Email marketing and SEA are not part of this "intimate" relationship. Good mobile marketing must therefore use direct messaging channels to have maximum impact .
Over 20% of companies are optimizing their email marketing activities , making it necessary to open new direct channels that use smartphones. Good mobile marketing does not use web marketing or social media marketing media as a campaign starter.
It is therefore clear that reaching targeted people on their smartphone is an effective arrow ready to be shot from the bow of Italian marketers, but they should stop confusing this advanced discipline with the optimization of their digital channels ;-)!
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