Mobile Marketing Tactics: Use Them to Make the Most of Your Digital Strategies

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If you're a marketer, you already know what this means. It's no coincidence that many professionals prefer to run mobile-first campaigns and structure their strategies in this format. More than ever, you have many new opportunities in front of you, or in front of your audience.

As people are closer to their smartphones, watches or tablets, you can take vk database advantage of this proximity to think about possible mobile marketing tactics that will keep your brand closer to the public , while providing them with a more personalized and timely experience.

Whether you're running a mobile app or not, the opportunities are there and it's a fact that keeping these channels on your radar will help you improve the performance of your campaigns.

First of all, do I need an app?
We all know that developing an app from scratch requires a considerable budget.

Having a mobile app will give you more tools to reach your audience, but it is important to understand if it is worth making such an investment or when to do it. Here are some questions that can help you decide:

Who is my target audience?
Is my audience really a mobile app user?
Is there any other app that does the same job?
How useful is it going to be?
How would my app help people have a better experience with my brand?
What is the purpose of my app? Awareness? Education? Sales?
What type/how much return do I expect?
Do I have the budget to invest in a high-quality app?
After answering questions like these, take some time to think and analyze the current scenario, then you will have a better idea about the feasibility of developing an app or not. If you decide to go ahead, there are plenty of opportunities to be tapped. If you don’t want to do so, don’t worry, there are still plenty of opportunities to be tapped in the future!

"Was that my phone?" - Notifications
If you look at your phone’s notification center right now, I’m pretty sure there will be some banners waiting for you to click on them, right? This is one of the main tactics that apps use to show relevant information and offers to their users.

Before implementing it, it is important to know the two different types of notifications that we receive - or send:

Push Notifications
These are probably the ones that make your phone beep many times a day. Push notifications are sent with the aim of creating interest in a product or service offer. It can be a discount, promotion, news, or simply with the aim of capturing your attention and clicks. Some examples are a new movie on your streaming platform or a discount coupon on a delivery app.

Pull Notifications
You probably click on these. Pull notifications are those you receive when you've already interacted with an app and it gives you feedback or updates. Examples include when your food has left the restaurant or when the car you ordered has arrived.

For notification strategies, you need to be as creative as possible and use all the features that a mobile app allows to send more personalized communications, making it more likely to capture clicks and lead your users to make the conversion you want.

Messaging as a marketing tool: SMS + Whatsapp
Well, we know that people are much more connected to their phones. When it comes to messaging apps, this channel is also very important as people use it as a quick way to get in touch with their friends and family.

You probably receive Messenger notifications many times a day and read them as soon as you can. This can also be a good way to get closer to your audience if you have their phone number.

We can consider messaging apps as a source of push notifications.

This can be useful for small businesses that don’t yet run an app and want to promote products, launches, seasonal offers, or discounts. Creating mailing lists with great copy that leads to a link or even a conversion via chat can help you get good sales leads.

The same strategy can be applied to SMS . The difference here is that this type of message can come at a cost. A platform is needed to send multiple messages as is the operator itself, which may charge per message or a monthly/annual plan.

However, SMS messages may stand out, this channel is no longer commonly used for personal messages. Another benefit is that you don't need to be connected to the Internet, so just having a phone signal is enough to send the message.

SOLOMO: Right place at the right time
The term SOLOMO is a union of the acronyms: Social + Location + Mobile. It brings the possibilities to be explored by these three variables. Some of them are:

Add your business location to Google or Instagram;
Invite people to sign up on your social networks . Some companies use this tactic to provide free Wi-Fi after registrations;
Invite people to tag your business on social media when they are in certain locations;
Add a QR code tag to ask visitors for a review on Google or Tripadvisor;
Create beautiful photo settings with your logo or any other branded icons. This can be a custom table, plate, glass, or even photo backdrops so that when people take a photo and post it, your network will see where it was.
The main goal here is to be creative and make your brand stand out as people experience your product or service. SOLOMO tactics may be cheap and simple, but there are many possibilities to get good results with them.

LBM - Location Based Marketing
You probably know or have at least heard about ABM – Account-Based Marketing . We’ve already talked about it on our blog and you can dig deeper into it here. When it comes to LBM, the strategy is to work with personalizations based on the location of a person/business.

A good example of this is when you are at the airport and you receive a notification about your flight or when you receive an email about an event that is happening in your city.

There are many ways to take advantage of this, especially if your business runs an app. Having a person's location means you can set up specific types of communication, such as:

send an invitation to visit a store when they are nearby;
map your competitors and send personalized communications when your customers are in one of their stores.
There are even cheaper ways to use this strategy. If you have a contact base with area codes, you can segment into regions and send different offers to specific locations.

Another way to implement an LBM strategy is to conduct a survey with your audience to find out where they are and enrich your contact base with this information, creating new segmentation and personalization possibilities.

It is extremely important to keep in mind that monitoring your client's location is very serious and can be a bit scary, depending on how you use it. That is why it is essential to know exactly what the current legislation and all its regulations establish regarding the capture and use of personal data.

Advertising
There are many ways to plan an advertising campaign in the digital environment.

The first thing you need to know is: who am I targeting? When creating a paid campaign, it is very important to know exactly who you are targeting. Create different types of segmentations and try to think as if you were the person searching for your product or service.

If you know that there is a good volume of people searching for your products or services on Google, it may be interesting to launch a paid campaign with Google Ads to start.

However, there are other possibilities, such as publishing ads on social networks or working with programmatic advertising, which allows you to automatically buy digital spaces for ads based on your preferences. This is a good way to work with specific targeting across a wide variety of channels.

Social media
We've mentioned this channel a few times in this article, but it's good to have a specific topic for social media. There are plenty of opportunities here that you should think about, such as paid initiatives and organic growth .

No matter what your product, service, audience or strategy is, there are some tips that can help you get better results for your social media strategies:

Have a clear brand profile . Communicate with your audience in a way that people instantly know they are seeing a post from you;
Produce relevant content. Try to understand what kind of content your audience likes to consume and give them what they want;
Post strategically. Think about the buyer’s journey and try to create different posts and offers according to each stage of the funnel;
Be consistent and constant. People use social media every day, so why not “say hello” to them every day?
Make the most of the platforms. You can use polls, questionnaires, videos, trends and all the possibilities that the platform offers you. This is a good way to generate engagement and capture useful feedback.
Partner with digital influencers. These people are professional product promoters and help brands reach larger audiences in specific niches. They tend to have a loyal and trustworthy following, so this can be a good idea when running launch or seasonal campaigns.
Once again, it's good to keep in mind which social channels your audience uses the most. This way, you can focus on the strongest ones and think about entry strategies for others.

Be a data-driven marketer
All of the tactics mentioned above can give you insights that help you understand your results. This could be a response rate on Messenger, number of downloads, clicks, ROI, etc.

Whenever you plan a new strategy, think about how you will collect relevant data, metrics, and feedback. Develop a process for collecting and analyzing the data you collect. This way, you will be able to set goals and have a better understanding of what needs to be done to achieve better results.

Running tests is also smart to gain insight into potential improvements. You can try out new channels, copy, layouts, etc. Again, remember to measure your results so you really know what works and what doesn’t.

Another way to collect relevant information is by creating interactive experiences for your audience.

You can create calculators, infographics, quizzes, and many other types of content while naturally capturing feedback from your audience, helping them engage with your brand and have a more personalized experience.

Want to know more about it? Check out our Ion Interactive Platform .

Conclusion
As you will see, there are many ways to advance with your mobile marketing strategy and many others to discover and explore.

Whatever tactic you want to apply, whether it's just one or all of them, keep in mind that your audience is always closer to their phones and spending more time on them. Try to be as empathetic, timely and personalized as possible.

Think about the possibilities that relevant data can offer you, but remember that this can also be a sensitive point. So always keep in mind the current data legislation.