Article

Laura Cerone
Laura Cerone 1 July 2016

The Mobile Revolution And The Birth Of Mobile Marketers

Customers’ usage of mobile devices in order to take actions they previously took in physical stores or on desktop devices is increasing over time. Marketers cannot ignore this trend. Instead, they should commit themselves to discover and embrace new marketing strategies and techniques in order to target mobile users in a more tailored and effective way.

The mobile revolution marked the birth of a new figure in marketing landscape: the Mobile Marketers.

Mobile Marketers: a new figure in marketing landscape

Engaging users on mobile devices require a deep understanding of customers needs, preferences and actions as they emerge from users interactions with their mobile phones. In order to achieve this goal, the first relevant step for mobile marketers is to collect as much data as they can regarding customers’ demographics, preferences, location and actions while customers browse mobile applications. All these data will be used then to build separate users’ segments, which will be targeted with different messages and at a different frequency and timing according to their characteristics.

There are a lot of possible solutions and tools that mobile phone marketers can use to target mobile apps users in a meaningful way. Of course, the key is choosing the right tool and the right strategy for the right customers. Among these techniques, location based ones are very powerful. Targeting users based on their location allows mobile marketers to deliver a specific message to the right audience, in other words to the people who live in a certain area and would benefit from receiving information about a new product, offer or update happening nearby.

Setting a geo-fence around a physical store is an even more effective way to attract users to a business: by using this technique, mobile marketers can match the delivery of a particular message or campaign to users’ entrance in a specified area around that store, therefore increasing the foot traffic rate.

In addition, Proximity Marketing is a powerful marketing resource based on the use of advanced proximity technology, like Beacon technology, in order to engage customers based on their behaviours while they are nearby the proximity device. Beacon management allows you to engage with mobile apps users while they are shopping in your store: this enables you to create a very deep connection with your customers and gives you the chance to increase your business revenue and users retention.

But location based marketing strategies are just an example of the techniques mobile marketers can use to improve users engagement and business growth. Every industry can choose the most appropriate mobile marketing strategies to reach their customers.

As an example, let’s have a look at mobile real estate marketers’ case. Even if email marketing is still the first choice for estate marketers to engage their clients in their services, there has been a substantial increase in the use of text messages to deliver information about new properties and special offers in this sector. Text messages show a higher conversion rate than emails because they are shorter and therefore more likely to be read, also considering the huge amount of time people spend every day checking their mobile phones for updates and notifications. Real estate marketers have recognized the importance of Mobile Marketing to increase sales and users retention and for this reason they started to build better strategies to reach their customers at multiple touch-points.

Mobile marketer awards’

Mobile marketers make use of many techniques to build and deliver their promotional messages in a meaningful and relevant way to their target audience. The importance and peculiarity of mobile marketing is confirmed by the ‘Mobile marketer awards’, an annual meeting to reward the best mobile marketing initiatives and campaigns. Among the awards’ categories, there is the ‘Mobile marketer of the year award’, which focus on the acknowledgment of the best performance in terms of marketing results achieved by widely using mobile marketing techniques in the marketing mix.

Mobile marketing is the future of successful businesses and mobile marketers definitely have, and will have, a central role in promoting a company’s growth.

Original Article

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