How to maximize your mobile marketing campaign?

“Mobile marketing is no simple or straight forward, but don’t worry, we have you covered. Here we will show a step-by-step guide on how to conduct one”

The most personal channel by now is mobile. It is small but mobility and is checked frequently in every minute. For that reason, mobile marketing is considered as the incredibly powerful marketing tool for every marketer. But it also goes nuanced if you cannot manage to use it wisely, check out this article to understand the principle as well as domain the market by maximizing your mobile marketing campaign.

Based on the type of industry and its own targeted audience, every brand (and organization) can develop their own unique mobile strategy with great marketing effort.

Step 1: Understanding customer and creating a buyer’s personas:

The understanding customer is the very first step in a marketing plan and mobile campaign is not an exception. It is a valuable tool to aid for a marketer to have a trusted buyer’s data. The personas is a fictional representation of your wide range of customer information. It is a big data file recording each one background, social and personal role as well as the customer’s goals, challenges and preferred type of purchasing process. By analyzing that information, a marketer can determine the proper channel for his mobile marketing plan as well as create a clear picture of the target audience!

Make sure to include your potential customer’s habit of using mobile as well. Part of their personalities is reflected in their internet usage as well as online purchasing habit. Here is some interesting observation to be included on your mobile marketing:
  • The first action of 65% of the mobile user is opening and reading their emails.
  • 50% of internet searching from mobile is started from a search engine.
  • More than half of B2B buyer reaching their vendor’s content via a smartphone.
  • Nearly 100% of mobile user access information via mobile phone.
To use this information effectively, Google Analytic is a great tool to investigated into. You can also request a customer’s behavior survey to prospect their mobile usage. Once you get all needed data in one place, it is time for you to do an email campaign and get traffic to a mobile-friendly landing page as well as track your viewer on related email frequently. Set your time alert, in the morning or in the evenings, to check up the traffic frequently and don’t forget to make a report in the weekend to review which is effective and which is not!

Step 2: Determine your marketing goals in each stage!

Now is the century of doing native marketing and revising your marketing plan as frequent as possible. The key to defining which is effective is dividing your marketing campaign into the stage and set a goal for each one. Gather all stakeholder in a meeting and make sure they all understand your mobile marketing. Then, identify goals by asking the following questions:
  1. What are we doing for the current mobile campaign? And ensure they all get the right starting point of the plan!
  2. What is their main desire for this mobile marketing in each stage of the campaign? This is the time that marketer discuss with their key stakeholders about what they expect from his mobile marketing.
  3. Who is a key audience for this stage? By talking about potential customer personas, a marketer can reach a detailed picture of what he can do to reach the above goals.
  4. How to engage this targeted customer to the goals? Here is when to discuss clearly what will help to analyze the channel used mobile marketing strategy at each stage of the campaign.

Step 3: Measure your desired KPIs

You just brief your efforts in doing the most potential mobile marketing plan tested it at each stage of the campaign and optimized the plan as much as you can. But don’t forget to measure the KPIs and define your campaign’s success in detail.

Here is some example to help you create your own measurement:
  1. Engagement: by providing a mobile-friendly content for a potential customer about what you are promoting, you can first estimate your campaign’s success with improved SEO content.
  2. Acquisition: after creating an environment, you have to nurture it with clear call-to-action content marketing. Place a tab-able button in email is a typical example to facilitate click-through action. All you need to keep in mind is making it as easy to access as possible for optimizing your landing page.
  3. Customer service: now you are having a well-going mobile marketing environment, then you have to make it in connected, with your potential customers. Do a good customer service before and after the customer reaching your mobile promotion is a key to nurturing the success of your mobile campaign. 
Always questioning yourself on how good you are in identifying the right KPIs:
  1. Do I want to rise conversion from an email message?
  2. Am I maximizing the traffic to sale page?
  3. Are prospects qualified as the campaign generate?
  4. Does our brand need any improvement?

Step 4: Build in a metrics for your mobile campaign.

Once again, if you are looking for a tool to monitor the mobile usage of your site, Google Analytics is a great tool to learn about! It reveals on how well your mobile campaign engaging on your targeted audience and indicate whether or not your key landing page needs to be optimized!

The table on the site content dashboard includes proper metrics to indicate a page's trafficked and the bounced rate. By clicking the device category in the “secondary dimension” menu, the application can display the most-viewed pages on your website, in each device, and help you measure the effectiveness of your landing page. The insights hinting at these queries may help you identify which is the most interesting content for your mobile audience and then how to maximize your mobile browsing as your wish!

To sum up, the technology development is a great support for a marketer doing their job effectively and efficiently! By indicating a right mobile marketing campaign with proper stages and goals, a marketer can now partly control the internet usage of their potential customers and educate them wisely and achieve an active marketing campaign ever.