Aura PR’s Laura Sutherland looks at the opportunities which lie in mobile marketing. The mobile has climbed the ladder to be one of the most popular ways to interact with brands, consume information and search, so it’s essential to ensure your PR and communications strategy includes mobile marketing.
According to statista.com the number of smartphone users will surpass 2.32 billion worldwide this year.
Here are Aura’s 9 top tips for mobile marketing:
1. Think like your user before you write a plan – think of how your strategy will benefit the user
2. Location, location, location – be aware of the opportunities which exist to target your customers either by location or on location. Notifications can be sent to mobile users in a specific venue or location offering them a discount or promoted product, related to the venue or location. Location-based marketing may help retailers and other brands bring in customers plus gives a lot of insight into why the might have visited (perhaps prompted by a notification of a promotion), where they visit in-store and where they spend their time. If you don’t have an app which is linked to a beacon for geo-marketing then the speed at which your mobile website loads is only going to become more important.
3. Interests – the apps which users download can offer targeted advertising, or, using the example above, an specific app related to the location or venue could be offered to the user and suggested content could be offered, customised to the users interests. However in 2016, app launches grew 24 percent year-over- year, but app installs only grew six percent, according to the 2016 Adobe Digital Insights Mobile Benchmark Report. Focus on engaging audiences through an app, not going for quantity of downloads.
4. Data can give us a lot of information about audiences and in particular, how they use a site or an app. Be aware of their attention span and try and keep any content or ads short and to the point. Personalised content is the most effective, whether it’s allowing people to alert reception to be late for an appointment or a retailer sending discount codes for items you buy most frequently 5. Be aware of bombarding the user with too many ads and too much content – they might switch off. Time is everything and if you’re pushing out messages without giving value to the recipient you’re monopolising their time and you’ll end up with disengagement
6. Testing – mobile can be a hard nut to crack, especially with the fast-paced developments of tech. You must allow time for testing and for getting feedback. Use your data and any ‘fails’ as lessons learned. The new Google AMP (Accelerated Mobile Pages), is designed to open pages at lightning speed from Google. Mobile and tablets will benefit hugely.
7. Consumers nowadays expect same day responses or within a limited timeframe before they give up and go elsewhere. As we become more used to instant response the expectation of instant customer service has developed. Think of how complaints quickly escalate on Facebook and Twitter, especially if brands don’t respond within an expected time. Brands have to be there to respond and meet expectations.
Remember, this is one of the biggest ways to manage your reputation online.
8. Pop-ups – just stop them! Google is now penalising websites which have pop-up ads which takeover most of the page content. Consumers have ad blocking software which they use to stop interference with their experiences online. Whilst pop-ups are good for comms/marketers to ‘push out messages’ or gather data, they aren’t welcome in the customer experience. You need to either stop using them or make them on a small portion of the page size.
9. Although voice search isn’t in full swing, brands need to start thinking about it now, so they aren’t last to the table. With simple voice commands we can already engage virtual assistants, such as Apple’s Siri and Amazon’s Alexa, which pretty much can tell us the answer to any question and can also text, search, add to calendar etc.
With the opportunity to tap into this, to enhance the customer experience, brands need to be thinking longer term about voice search in mobile strategies If you want to discuss how mobile marketing can help your brand, you can message @AuraPR via Twitter, @aurapr_scotland via Instagram or visit the website.
Laura Sutherland is runs Aura PR and is the founder of #PRFest
She is an independent, Chartered PR practitioner and a Fellow of the Chartered Institute of Public Relations (CIPR).
She has 15 years’ experience in public relations, events and communications working across a variety of sectors. From luxury automotive brands and global manufacturing to high street fashion, design and culture, Laura’s exciting career has taken her across different sectors and indeed countries.