There is almost nothing that could stop you from doing mobile marketing. According to a report by Flurry, an analytics firm, US consumers spend 5 hours a day on their mobiles. Telegraph also provides a report from Statcounter, a research company, showcasing the fact that “51.3% of pages were loaded on mobile devices in October, the first time they have surpassed desktop and laptop computers”. Now we have it — people spend more time on their mobile devices than their non-mobile devices.
Businesses know that they should target consumers through their mobile devices. The question is are they doing it right?
What could Go Wrong about Mobile Marketing?
Maybe the biggest problem with the current mobile marketing practices is that businesses are targeting mobile devices as a distinct medium functioning suitably on its own.
They consider people going through the process of buying all the way through their mobile devices. They think that when a prospect sees their ad on his mobile phone, he must be interested to do the research on the mobile phone, and finally make the decision and buy the product on his mobile phone — they’re in fact using a mobile-specific marketing approach, targeting the prospect specifically through his mobile device.
What they’re neglecting is the necessity of an omni-channel marketing approach. When considering the statistics above — that people are using mobile devices more that their personal computers — it would be totally misleading to say that people have in fact dumped their personal computers in favor of mobile devices.
In other words, there is no monopoly of mobile devices. As a matter of fact, there is no monopoly of any specific marketing channel. People might get aware of a product by a brochure or TV advertising, do the research by calling and talking to some other people, and finally buy the product on the provider’s website. Customer journey could be dispersed through various channels and platforms these days.
An Omni-channel Marketing Approach:
By contrast, an omni-channel marketing approach is attentive to the overall journey of the customers. Heading to the “segments section” in your Google analytics dashboard, you might find out that people are specifically interested to do the research phase of their buying journey on their mobile phones, and do the actual buying on their personal computers.
You might then report that the ROI of your mobile marketing campaigns are not much because people are not actually buying the product through their mobile phones — you’re making a mistake.
A better way to do mobile marketing is to pay attention to how people move from one device to another to complete the buying process.
A timely message to your customers is way more effective. Red Lobster started a mobile campaign sending relevant ads to people when they were near its restaurants in dinner time. Because there was not a purchase button in the ads, the impact of the campaign was measured by the increase in the number of the people visiting the restaurants. The results showed that the people who had seen the ads on their devices were “31% more likely than those who didn’t see an ad to visit a restaurant that day and 17% more likely to do so the next day”.
For delivering relevant messages to your customers in a timely and efficient manner, remarketing, location-based marketing, and account-based marketing seem great choices. Google’s remarketing service enables you to show your ads across people’s different devices once they visit your website or use your mobile app.
Location-based marketing uses the data you share with an app about your location to send you timely and personalized messages just like the case with Red Lobster.
Account-based marketing is a marketing strategy that identifies high-value customers as distinct accounts and delivers personalized and seamless messages across their various devices. Account-based marketing is almost equivalent to a dedicated omni-channel marketing approach.
Most of the marketers are making a mistake in considering mobile devices a distinct marketing channel performing well on its own. The problem might be generalized to the whole scope of marketing, but in the realm of digital marketing, mobile devices are taking the reins.
With people spending most of their digital time on mobile screens, marketers might neglect the importance of bigger screens in customers’ buying process. However, an omni-channel marketing approach considers how people actually move from one device to another in the buying process, and then targets them with relevant and personalized messages to provide a seamless buying experience.