Big brands have adopted mobile devices as an important strategy for communicating with customers and as a means for interacting with preferred products and services. It is easy to create an app and then forget about it, but big brands must maintain a concise, focused strategy to keep a target audience engaged and motivated. First and foremost, however, is ensuring that your brand has a mobile-friendly website. This is key since more people are now searching via their mobile phones instead of their desktop computers.
Marketing an app and a mobile-friendly website does not come with the same challenges as traditional marketing techniques and other online marketing strategies. The number of factors involved in the process can be overwhelming, even for big brands with large marketing teams. The following advice will help your particular brand implement strategies for successful mobile marketing. It is important not to get overwhelmed with all of these suggestions. Pick one or two factors that are most relevant for your big brand and build from there.
Mobile Marketing & Branding
• Have an app? Dedicate marketing resources for your app. Most big brands have already invested in mobile apps, but must move beyond marketing apps through traditional means. Apps require a dedicated budget and staff to generate revenue. It has been established that a marketing budget should dedicate 7 percent of its funds to mobile marketing. This number may increase as more people start using apps on a regular basis.
• Create marketing goals that are specific to your mobile effort. Mobile marketing necessitates new marketing goals along with tactics and strategies independent of other marketing goals. Goals with a mobile focus must move beyond standard metrics such as downloads and rank to track competition, both organic and loyal user acquisition, revenue, key performance indicators (i.e. in-app purchases, mobile site purchases, session lengths), geography, and velocity. Many big brands end up with primary goals for larger marketing initiatives and secondary goals for detail-oriented factors of specific campaigns.
• Use mobile media to market your mobile properties. Brands must devote a percentage of their comprehensive marketing budget to mobile promotion. While the majority of mobile users discover apps on their own through app stores and mobile-friendly sites via a smartphone Web search, big brands cannot simply rely on this and still stay ahead of their competitors. Mobile users primarily participate in live bidding exchanges and mobile advertising networks. Big brands need to participate in these channels as well to quickly build and maintain a strong user base. Over time, this will increase the chances of being discovered and having people install the app or find your mobile site. Many big brands also use incentive networks (i.e. SponsorPay, FreeMyApps), social media, and premium traffic (i.e. The Weather Channel, Pandora) to reach mobile users.
• Target organic and loyal app users. Big brands will not be successful with their app use unless they are reaching users who are spending time in an app store. As a big brand, you must consider both organic and loyal app users. To target organic users effectively, it is imperative to consider optimal rank as opposed to highest rank because any rank will eventually reach a point of diminishing returns. Loyal users make use of the app on a regular basis, which includes making purchases within the app. A number of technology resources can assist your brand with identifying and then targeting this loyal user base.
• Drive marketing performance with optimization technology. One of the most important aspects of any big brand mobile marketing initiative is optimization. Because there are numerous targeting variables, every mobile site and app has a different performance. Optimization technology allows big brands using traditional marketing means to gain valuable, comprehensive insight about the marketing resources designed to carry out their goals.
• Select an established mobile marketing technology partner. As you become more strategic with your mobile marketing, join forces with one or more vendors that offer mobile marketing technology options. Some big brands are able to gain insight about brand marketing and user acquisition from traditional advertising firms, but mobile marketing is best served by specialized technology and skill sets.
You will also want to explore your options when it comes to QR codes. What’s the marketing potential of QR codes? They are open source, free to generate, and have a hyperlinking capability. QR codes can connect your customers to text or contact information, email, IM, SMS, a website, or a wireless phone number.
QR codes are used on billboards, in-store displays, business cards, event ticketing and tracking, trade-show and conference management, print ads, contests, direct marketing campaigns, coupons, restaurant menus, sides of trucks, point-of-sale receipts, products tags and packaging, and more.
Finally, there is SMS text advertising. Advertising agencies, businesses, and marketers use texting to build opt-in databases to send promotions and announcements to subscriber’s smart phones. If you have 50,000 customers or more who have opted in, the ROI can be significant. And that’s just the beginning.
So, what is your company and brand doing to maximize its mobile marketing? We’d love to hear from you!
About the author:
Kristen Gramigna is Chief Marketing Officer for BluePay, a credit card processing firm that offers mobile credit card readers. She brings more than 15 years of experience in the bankcard industry in direct sales, sales management, and marketing to the company and also serves on its Board of Directors.