3 questions that the marketing personnel should think about in developing the mobile marketing strategy

Compile @ Li Dot is the real name

With the popularity of smartphones and tablets, many companies want to develop their own mobile market. This paper considers the mobile market from three aspects of mobile phone message, mobile website and mobile application, and recommends that enterprises set the SMS and mobile site as a prerequisite, and consider whether to develop mobile applications according to the usage habits of the target users. The article provides rich examples as well as practical methods to guide.

How to establish your mobile marketing strategy

As more and more people have mobile terminals, including smartphones, tablets, etc., it is inevitable that the mobile terminals should be taken into account when you develop market strategies. While your users may not be as enthusiastic about electronic products as you are, don't assume they won't search your business on the phone, even if you're a business-to-business enterprise. As Jason falls in his speech in "BlogWorld Expo New York", it's important to understand how your target market uses mobile terminals to gather information.

Marketing staff need to think about 3 issues when developing mobile marketing strategies.

In the mobile market, the message still occupies the dominant position of information dissemination. In 2011, a total of 8 trillion messages were sent worldwide. Although the message is only 160 characters (70 characters), but any phone, whether old or new, intelligent or not, can receive text messages. Moreover, although writing a text message requires a strong copywriting skills, but you can save the editor to add pictures of this work. So, if you don't have a user's phone number book at the moment, start collecting it now! Of course, before sending text messages must be approved by the user.

To stand on the user's point of view. If they use mobile devices to access your site, most of them want to be able to find the information they want in the shortest amount of time and not be in the mood to read it carefully. 8% of the world's web sites are made up of mobile phones, and 25% of mobile sites in the United States come from mobile phones. If your site with mobile phone browsing is very inconvenient, whether it is not to show or need a long time to page, scrolling, 80% of users will not hesitate to leave. Therefore, the establishment of a convenient mobile terminal browsing the friendly mobile site is very necessary.

Another advantage is that content and Web sites on mobile devices are a good complement to traditional forms of advertising. According to Google's "Our Mobile Earth" survey, 2/3 of people will be after watching TV ads with their mobile phones and other mobile devices for further search. (See www.emarketer.com)

You have to understand what users are primarily looking for when they use mobile devices to browse your site, and your mobile site should be designed to cater to these needs. Be concise when making content settings, and write the phone and address of the company. (Note: Use when writing the phone number-to split, so that the phone can identify telephone numbers and can be dialed directly, such as 800-555-1212.) If you write 800.555.1212, many mobile phones do not recognize this is a phone number, users have to record this number and then manually input, very inconvenient. ）

Alternatively, you can use adaptive web design (responsive web designs that allow Web pages to be adapted to display new web design methods and techniques on different sizes of terminals) so that your site can be well displayed in each terminal (whether it is a computer, smartphone, or tablet). In design, remember: less is more. The page should be concise, the design of the button is big, preferably do not need to pull down and scrolling, in a screen can display all content. The mobile website of Rod John (Papa Johns, one of the world's three largest pizzas) limits functionality to delivery, ordering takeout, looking for shops, and promotions.

In the United States, mobile sites and mobile apps are almost a level. Before you decide to develop your mobile app, you should think about what your users are generally used to, after all, 1/4 of mobile apps are only used once after downloading ... Using apps means that users need to find the app, download it, and use it when they need it, and every step of the way can cause you to lose the user. So you need to investigate the percentage of mobile apps that your users use, what they usually do with apps, and what kind of phones they usually use.

When you're sure your users are interested in apps, develop a handy mobile app. Your app has more valuable content and functionality than a broadcast promotional message. Jason Falls, for example, recommends that mobile apps be a complement to the content of the site. Like a restaurant in New York, the Mermaid Oyster Bar (the Mermaid Oyster bar) has developed an "Oyster encyclopedia" app that describes the variety of oysters and adds social media capabilities. This kind of content strategy will greatly benefit your brand promotion, strengthen your brand loyalty.

At the same time, you need to consider how your users will use your mobile app and what they will do with this application. For example, mobile apps at the Walgreen Pharmacy, the world's largest pharmaceutical chain, can remind users to take medicine on time, which can be used to figure out when users will finish taking the pill and remind them to buy it again in time. The purchase process is also very simple, only need to use mobile phone scan medicine Box barcode, you can add it to the shopping cart.

In summary, mobile phone messages and mobile sites are important for marketing, especially when you have physical chains (such as restaurants, hotels, or other physical stores). However, the development of mobile app apps depends on your user habits and whether you have the ability to develop practical, content-related programs.

"Original author: Heidi Cohen,riverside Marketing Strategies Chairman, a rich executive marketing expert and marketing consultant. She has extensive experience in integrated marketing, direct marketing, digital marketing, and social media marketing. 】

This article is from @socialbeta content contributor @ Li Dot is real name

This article link: http://www.socialbeta.cn/articles/3-mobile-marketing-questions-your-business-needs-to-answer-2012.html

Original link: http://heidicohen.com/3-mobile-marketing-questions-your-business-needs-to-answer/