How to Engage Your Target Audience with Mobile Marketing

The Road

Now that it's become obvious that mobile marketing is the hottest thing since sliced bread, companies are engaging in an all-out arms race to top one another when it comes to engaging online customers. Clearly, accurately identifying your target audience is the first and most crucial step. Once you've got that nailed down, you can go about intelligently engaging said audience for greater conversions and sales. When used as part of a comprehensive strategy, the following tactics can work wonders.

Deliver a Painless Mobile Experience

Even the most carefully planned Mobile Relationship Marketing (MRM) strategy will fail if ease of use for the consumer is compromised. Mobile-optimized sites incorporating responsive design principles should be a priority. Regardless of which operating system, mobile browser or device any given customer uses, they should enjoy roughly the same experience. The mobile web has become increasingly device-agnostic and you need to adapt to that reality. If this means hiring some extra development muscle to make that happen, so be it.

Location-Aware Discounts

At present, there are many ways to hyper-target your audience using local social media platforms already frequented by mobile users. Using Facebook and Google+ to make your target audience aware of deals is a great way to get started. Offering discounts for local customers on the ground with Groupon is a great way to promote your brand. Similarly, Foursquare, Facebook Places and Google Latitude are often used with great success to attract local mobile consumers.

Streamline the Sharing Process

The most effective mobile marketing campaigns are never a one-way street. Allowing your audience to share your marketing content with their contacts in the most friction-less manner possible is one of the best ways to increase engagement. Including social widgets for sharing within your account profiles is a must. An integrated social sharing web can give you key insights into which avenues of mobile marketing are your best bets in terms of conversion rates, sales and ROI.

Incorporate Videos

The Internet of today is heavily biased towards multimedia and no medium converts like video. A few short and sweet clips, whether they're for promoting a product or simply raising awareness, can yield major dividends in due time. YouTube is the preferred hosting platform for many because it makes it easy to include links within the videos themselves. When used with a bit of finesse, mobile video marketing can seriously spike brand awareness around the web and return the most bang for your advertising buck.

Boost Customer Retention with SMS & Email

Compared to customer retention, making an initial sale is easy. Getting consumers to consistently come back for more is a tougher proposition. You can use SMS messages to tell customers about current deals that you're offering. The most important thing to remember is to avoid text spamming at all costs as this will only annoy your audience. In addition, automated email marketing with a mobile bent will more reliably increase overall customer loyalty than any other method.

The Last Word

The ability to interact with and engage your clientele in real time is the strongest selling point of mobile marketing. Merely getting the attention of mobile buyers isn't enough nowadays. To succeed in the mobile marketing arena, you'll need to constantly engage consumers on their terms and refine your approach as you go. Above all else, make the concerns of your mobile target audience your top priority and the rest will eventually fall into place.

Mike Williams

Image Source: Trey Ratcliff via Compfight

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