The Definitive Guide To Mobile Marketing

About the Guide

How mobile marketing will benefit you

Mobile marketing has huge potential—after all, 79% of smartphone users have their phone on or near them for all but two hours of their day; furthermore, we found that 49% of people own two mobile devices. That said, tapping into this potential takes planning. Mobile trends occur at breakneck speeds and it takes dedication to keep up. Rather quickly, customers are paying more attention—and dollars—to mobile. From SMS to email and mobile apps, each touchpoint requires careful consideration when building out a modern mobile marketing strategy.

The downside to the surge of this trend toward handheld devices is that it can create a fragmented experience for subscribers if done wrong. Not only will your mobile outreach need to be continuous with your other marketing efforts, it needs to be personalised to the reader's needs, interests and level of attention while on their device. The good news is that as the market evolves, technology will allow for more effective and focused ways of communicating with buyers.

Once the strategy is in place, mobile marketing can be a fast and direct way to communicate directly to your consumers. As an intimate channel, mobile marketing is also a space that allows for real-time personalisation, which drives demand and brand value at any point in the customer lifecycle.

What's in the guide?

• **What is mobile marketing?**Master how to leverage mobile marketing to target users via their mobile devices, as well as the endless potential it can unlock for your marketing return on investment (ROI). You will discover what makes mobile a unique communication channel that can allow you to reach leads through SMS, email, websites, mobile apps and mobile notifications.
• Who uses mobile marketing?
  The answer goes far beyond “everyone” and B2C marketers. Explore exactly what type of B2B marketing organisations can benefit the most from mobile marketing and what the future looks like for this unique sales channel.
• Creating your cross-channel strategy
  Before you launch a mobile marketing strategy, you'll need to determine your goals and create a plan. Our guide will help you to understand customer lifecycles and develop personas, build your marketing calendar and marketing automation toolkit and define your mobile marketing goals and key performance indicators (KPIs) across all channels.
• Responsive design
  One of the first steps to creating a mobile marketing programme is ensuring responsive design across your website, emails and landing pages. In implementing responsive design, you make sure that you are creating an engaging user experience, optimising conversion and search engine results and increasing your cost and time effectiveness. This section will also walk you through best practices to create fluid grids, fluid images and the correct media queries to ensure that you have best practices in place for responsive email and landing page design.
• Marketing via SMS and MMS
  SMS (short message service) and MMS (multimedia message service) messaging are two direct methods you can use to send content to customers, but it's important to use these channels wisely. Gain knowledge of the best techniques to get your messaging to your customer fast and go over the cardinal rules for an effective campaign, whether it be promos, videos, product alerts or reminders.
• Mobile apps
  With the right strategy and roadmap, mobile apps can provide an opportunity to drive profound engagement with your customers. Explore the different types of apps—productivity, commerce, retained engagement and mixed-use—and whether or not a mobile app is the right move to support your acquisition, engagement or conversion business goals.
• Develop goals and KPIs
  Discover the best ways to measure and analyse the success of your mobile marketing efforts so you can provide a consistent experience, whether in an app, on a mobile site or through SMS messaging.
• App design, development and promotion
  After you decide upon the type of app and pricing model that best fits your business—free, freemium, paid or paymium—you can begin working on the design. Learn about the elements of app functionality, flow, development, cost and time. In this section, we'll walk you through the creation of a wireframe and your options for internal or external development. We've also provided a checklist to keep you on track for promotion opportunities.
• Testing, measurement and optimisation
  When you keep an eye on the success of your mobile marketing programme, you line yourself up for constant progress and growth. Master the process of A/B testing, multivariate testing, types of mobile- and app-specific tests and implement our five-step testing process to focus your optimisation flow.

By building out a mobile marketing plan, you'll be including an integral piece of the puzzle in your holistic marketing strategy. This unique touchpoint not only keeps you intimately connected with your customers, but also provides important behavioural data that will inform cross-platform efforts and ultimately increase ROI.