In the last two decades, you must have noticed that marketing channels reformed and deviated a lot. This reformation and deviation are significant when you compare them with the traditional marketing design/channels. Simultaneously, the mobile marketing channels have experienced radical changes as well, in its structure, requirements, and function.
Today, marketers like you choose and decide the mobile marketing channels that are best suited for your business.
However, there are mobile marketing channels that define mobile marketing.
In this article, you will see what mobile marketing channels are now considered the best.
Additionally, you will also get an idea of how you can use these mobile marketing channels for extensive brand promotion and advertisements.
But, what factor determines which mobile marketing channels are best suited for today’s scenario?
Or, what made the mobile marketing channels take over the traditional marketing channels?
The answer is consumer behavior or their buying habit.
Mobile marketing channels are evolving and being updated based on the consumer behavior.
Consumer behavior and mobile marketing
The buying habits of consumers changes with time, technological changes, professional/personal requirements, etc.
Consumers tend to search for specific things: potential savings, unique deals, discount offers, lowest price possible, etc.
Now the natural question comes: How does mobile marketing play a role in these?
Consumers are more interested in online purchasing because it gives them a broad scope of price ranges and comparison. With mobile phones, online purchasing has also become more convenient.
The mobile marketing channels, offer a broad scope of comparison, choices of price and brand ranges, and most importantly ease of usage.
So now you know that mobile channels are widely accepted because it addresses almost all possible consumer needs.
Let us know the mobile marketing channels that are now the integral part of mobile marketing.
Mobile marketing channels
Mobile marketing channel #1: Mobile-friendly websites
Before we start, let’s address the common question:
“If I build an app for my business, why do I need a mobile website?”
An app is for your loyal users who have invested their time and energy to download your app. On the other hand, a mobile-friendly website is for everybody.
Whereas mobile apps make it easier to interact with the brand, you should have a mobile-friendly app as well.
Mobile-friendly websites are one of the active mobile marketing channels because it will bring you the majority of traffic.
A mobile-friendly website should ideally have:
- Content that fits on a mobile phone screen.
- Content that loads quicker compared to the desktop version.
- Quick-to-load pictures.
- Downloadable link to the mobile app.
“How a website’s performance can affect the consumer behavior.”
- 47% of users expect a website page to load in 2 seconds.
- 40% of users abandon websites that take 3 seconds or more.
- 79% of consumers who are not satisfied with the performance of a website are less likely to purchase from it.
- 44% of consumers tell their acquaintances about an unpleasant online experience.
(Source of the above facts: kissmetrics)
The above points are reasons why you need to have a mobile-friendly website that is faster and user-friendly.
Also, if you think about it, these facts can also serve as reasons why you need a mobile-friendly website.
Now that the world is on mobile phones, it’s only natural that websites will be accessed through mobile phones mostly.
When your mobile-friendly website is optimized and fast, you can leverage the benefits of this incredible mobile marketing channel.
How to design your mobile-friendly website strategy:
Step 1: Adapting the value proposition to the needs of consumers
You should analyze your website and find out what your user sees first as soon as your website loads.
You might know what content or part should be on focus and prioritized on your mobile-friendly website. It will help in improving the conversion rates.
The idea is to rearrange and tailor content for your users instead of giving your users your website’s stripped down version.
Step 2: Decide the best implementation option
Three ways can implement mobile websites: Responsive web design, serving different HTML dynamically on the same URL, and separate mobile URLs.
Each of the three ways can perform pretty well in the search results.
However, the configuration of your website will determine which of the three ways may work the best for you.
Let’s find out how the three ways of implementing mobile websites work:
- Responsive web design: Responsive web design lets you optimize your website experience across the different sizes of a screen without creating many websites.
- serving different HTML dynamically on the same URL: It makes it possible for your web server to find out what device your users are using and accordingly present a customized page on that same URL.
- Separate mobile URLs: This is the third way of implementing a mobile website. You can build an independent website for mobile traffic.
Step 3: Analytics
First of all, you need to analyze your website traffic. It will help you understand where the users are coming from.
Further, it will help you know:
- The time when you get the most number of visits.
- The type of content consumers responds to.
- When the consumers are visiting your website via smartphones versus computers and tablets.
You should ensure you correctly tag your mobile website. It will help you to track all the possible ways a customer might choose to interact with you.
When you analyze your mobile website correctly, you will know if the consumers are looking a way to purchase from you, contact you, or download your app.
The 4 steps of designing a mobile website strategy would help you get more success for your mobile-friendly website.
You can also look for heatmap analysis of your website. It shows you which area of the page draws the most attention from the visitors.
Knowing the exact location would allow you to place a CTA where people will find it easier to click, thus increasing user engagement.
Mobile marketing channel #2: Mobile marketing with Emails
Total emails opened on a desktop is 17%, and on mobile, it’s 47%. (Source: Litmus)
Further, 81% of smartphone users use their mobile phones to check their emails regularly. (Source: Adobe)
It is evident from the above two facts that users engage more with email campaigns that are sent across on smartphones.
Today most emails have a responsive design. It’s a strategy that formats the content of a web page automatically for optimal viewing and experience on mobile devices.
Mobile email marketing is one of the mobile marketing channels that has a bright future ahead.
It is one reason among many, why you need email marketing in your marketing strategy.
According to Radicati, the number of mobile email users will increase, and the trend will follow this year too!
Furthermore, smartphones are still the device of choice when it comes to checking personal emails.
The given statistics is from a study done by Fluent (The inbox report – Consumer perceptions of email) in the year 2018.
You will see that irrespective of age groups most of the personal emails are checked on smartphones.
Today’s dynamic mobile era demands every marketer to re-think their email marketing campaigns.
Either you adopt the mobile-first mentality, or you risk falling back on clicks, opens as well as conversions.
How to design your mobile email marketing strategy for the mobile era:
Step 1: Use mobile-ready designs
To maximize click-through and open rates, it’s essential that your email campaigns look great on a mobile screen.
Make sure the buttons and text are in a consumable size. Additionally, ensure that subscribers don’t find it difficult to read and respond to the call-to-action.
Step 2: Keep the subject line short
Today, you won’t get the liberty of using 80 characters for the subject line like you were accustomed to on desktops.
Unless the subject line is under 30 characters, it won’t get cut off when users view it on their mobile phones.
Remember, 30 characters isn’t a lot, therefore, ensure that your subject line is compelling and concise.
A crisp and to-the-point subject line can intrigue your users to open your emails.
Step 3: Ensure the preheader text is compelling
The short summary text that you see just beneath the subject line is the preheader text.
What many don’t realize is that the preheader text can be a critical component. It will help the reader decide whether they should open the email or not.
Since most people access emails on mobile phones, you need to optimize the preheader text accordingly.
On Android phones, it’s usually 40 characters. (Native email app: 40 characters, Gmail app: varies according to the subject line length, and Yahoo app: 45 characters)
On iPhones, it’s a bit more. (Native email app: 90 characters, Gmail app: 50 characters, and Yahoo app: 50).
On Windows mobile phones it allows 40 characters.
Although it varies based on screen orientation and device, it’s better that you keep your preheader text between 40-50 characters.
Step 4: Work on the “From”
The first thing that gets a reader’s attention is the “from” name.
Ideally, the “from” name is displayed with large text or a heavier font so that people identify the sender quickly.
The idea should be to match up your audience’s expectation or at least make your email more appealing.
For example, imagine you have subscribed to daily emails from Way2Online. Would you expect the sender’s name to be Way2Online or “Chandrakanth Reddy Kollu”?
Given the fact that you have signed up for the emailers from Way2Online, chances are you would expect it to be the former. Even though, it’s Chandrakanth who creates and sends out their campaigns.
Optimizing the “from” name can also get your readers’ attention. However, your users will view it on their mobile phones; therefore, you should try to keep it under 23 characters.
Step 5: Balancing image size and text
While using images in mobile email marketing campaigns, you should consider how they will appear on a mobile screen.
When you view an image in an email on a desktop, it will show it in original size. The same image will be shrunk to a smaller size when you view the same on your mobile phone.
If the image/infographic in your email is too clumsy, it will be tough for your readers to understand.
Step 6: Careful with the CTAs
The size of the index finger of an adult is between 1.6 cm to 2 cm. (source: 3-D Finite-Element Models of Human and Monkey Fingertips to Investigate the Mechanics of Tactile Sense, MIT)
On a mobile phone/device, it means it’s between 45X45 PX and 57X57 PX.
While you get everything right, just don’t put a tiny CTA (call-to-action) button in your emails.
The CTA should be large but that shouldn’t destroy the aesthetics of the page, or disrupt the content flow.
Step 7: Landing pages that are mobile-ready
Placing the CTA button, and getting your users to click is just 50% work done!
You would certainly want them to proceed and sign-up, read your blog post, make a purchase, etc.
To ensure that you need to make sure that you optimize the landing page for mobile phones.
See the example.
This is an email with a CTA option.
Given below is the landing page when the user clicks on the CTA.
The 7 steps will help you design your mobile email marketing campaigns for your mobile users and get better results.
Mobile email marketing is undoubtedly one of the best mobile marketing channels that can get you results. It’s just how you do it.
Therefore, take some time and create your mobile email marketing campaigns to ensure that they are mobile optimized. If you follow the 7 steps, it can lead to an incredible increase in click-through and open rates.
Mobile marketing channel #3: Mobile marketing with SMS
With open rates of 98% (source: Dynamark), SMSes are already a champion when it comes to getting attention.
Do you know how many SMSes are sent every day? Over 18.7 billion SMSes, excluding app-to-app messaging! (Source: Statistic Brain)
The above fact can alone serve as a reason why mobile text marketing is still one of the active mobile marketing channels.
There can’t be any mobile marketing channel that can’t be as personal as mobile SMS marketing. It can be a benefit and risky at the same time.
You can reach your subscribers directly via SMS. However, if you somehow annoy them, they will opt-out.
Did I tell you, your subscriber can opt-out anytime they want? Yes, that is another factor that makes mobile SMS marketing more sensitive.
Let’s see how you can make mobile SMS marketing campaigns more effective.
Step 1: Mind the character limit
The character limit of an SMS is 160 characters.
Keeping in mind the character limit, you should compose your promotional text message crisp, concise, compelling, and to-the-point.
The character limit can play an important role in your mobile text marketing as it makes sure that your messages aren’t unnecessarily long.
Step 2: Use abbreviations wisely
It’s true that you can’t say everything in just 160 characters and you may want to use abbreviations.
However, make sure your subscribers don’t struggle much to find out what it stands for!
Avoid abbreviations if possible to avoid confusing your subscribers.
Step 3: Make the offer clear
Make the most of the 160 characters and make it clear what your subscribers will get.
Step 4: Make sure the subscribers know who the sender is
The sender’s name is as important as the message itself.
Remember, when your message reaches an inbox, the recipient will first see the sender’s name. If it’s just a number, people tend to ignore it.
Therefore, you need to make it clear who you are.
See the example given below.
Step 5: Clear CTA (call-to-action)
Craft a clear CTA so that subscribers can proceed on to the next level.
Creating a concise and effective SMS with 160 characters is only half the work. You need to ensure that subscribers respond to your promotional text.
Mobile SMS marketing can be one of the effective mobile marketing channels because it’s personal.
Remember, that all the SMSes you send will reach the inbox of your subscribers. That is one prominent feature that makes mobile SMS marketing an effective channel.
The benefits of SMS marketing are many, and when you understand them, you can get a lot out of it.
Mobile marketing channel #3: Mobile Marketing with Apps
A mobile app can support a business goal, extend your brand reach, drive engagement, and enhance consumer’s buying experience.
Mobile app advertising is fast gaining on many other mobile marketing channels because of the rising popularity of apps.
Here are some reasons behind apps being one of the best mobile marketing channels:
- It offers you a digital space for the promotion of your brand.
- It works as a digital store where your subscribers can engage or make a purchase 24X7.
- Your users will get a seamless experience.
- It’s more user-friendly as compared to websites.
There are a number of ways by which you can promote a mobile app. You will get better engagement and subscriber base when you do mobile app advertising effectively.
However, to maximize the impact of your app, you need to take care of the entire process. From app development to implementation you will need to ensure that you don’t compromise on any step.
The reason is simple: Nobody likes a poor-performing app.
You need to ensure that your app encourages users to engage and ultimately drive conversion rates.
Let’s discuss the steps that you need to follow while designing your mobile app advertising strategy.
Step 1: The visibility of the app
According to Google/Ipsos survey, most people discover apps outside the app store.
Although there’s a fair chance that people will discover your app in app store, you shouldn’t rely on that entirely.
People find out interesting apps while searching for similar apps, watching a YouTube video, or surfing a mobile website. These are some common and ideal places for mobile app advertising.
See the examples below.
Step 2: Use push notifications to re-engage and remind
When you design an excellent app and promote it effectively, you will get downloads. However, if the users don’t find it useful, they will uninstall it as quickly as they have installed it.
You can use the push notifications and remind them about your app. In addition to that use offers to re-engage them.
See the example below.
Step 3: Regular updates
You need to update your app regularly.
Regular updating the app will make sure that your users get better and seamless experience.
See the example below.
Apps can be one of the top mobile marketing channels that can give you conversions and successful business.
Further apps are also vital for your mobile social media marketing as well. Popular social media platforms are now available as apps, like Facebook, Instagram, and Twitter.
Follow these 3 steps, and you will find your mobile app advertising reaching a vast number of people.
Putting it together
Your plan should involve mobile: From optimizing your website, designing emails for mobile phones, optimizing SMSes, and designing a native mobile app.
Therefore, start updating and understanding your buyer personas, so that you can decide the best mobile marketing channels. That will mark your start line, and your strategies will start falling into proper order.
Choose the best mobile marketing channels for you and start getting an edge over the competition.
Tell us what you think of the mobile marketing channels.
Also, share your views.