Did you know that you can use digital technology developed for mobile devices in your marketing strategy?
Brazil is the country that spends the most hours on mobile devices, around 5 hours a day, while China has an average time of 3 hours. This same study shows a growth of 30% compared to the time spent in 2019.
These figures prove that cell phones and mobile devices have increasingly become part of consumers' daily lives (and not just modern consumers), and given this information, what can we, as companies, expect?
Well, this growth has given a lot of room for Mobile Marketing to "grow up and show up", and with that, it has been necessary to re-evaluate some actions that were already known, but which were seen in a different light to the objective we're going to present here.
Understand that much of what we've been doing in marketing can be adapted to new technologies and mobile marketing; we just need to bring a fresher, deconstructed look to them.
In this post, we're going to talk a bit about some trends for mobile devices that we can apply to our marketing strategy, both for attracting and attracting and retaining customers. But before we start, let's understand a little more about mobile marketing.
Here you can check it out:
- What is mobile marketing?
- SMS actions;
- 5G technology;
- Omnichannel;
- RCS (Rich Communication Services);
- Social networks.
Happy reading!
What is mobile marketing?
Mobile marketing is the marketing actions we carry out with a focus on mobile devices. In Portuguese, mobile marketing is this "arm" of digital marketing that focuses solely on mobile devices.
One important thing is that when we talk about mobile devices, we're not just talking about cell phones, but also other types of devices, such as tablets, GPS devices, smart watches and others that have operating systems (IOS, Android and others) installed.
The idea within this type of marketing is to have targeted and optimized actions especially for these devices. In fact, the use of artificial intelligence can help us better understand our consumer's journey (from which devices they take certain actions, for example) and then draw specific actions from these insights.
Within this virtual reality universe, what are the trends or what has been done to adapt marketing actions to mobile? That's what we're going to see from now on!
1. SMS actions
If you thought SMS was out of the question, it's not! Sending very short and objective messages is one of the strategies to be used for people who are already in your funnel (preferably at the bottom) and is very useful for spreading news, discount coupons, news and even some newsletters.
One of the advantages of SMS is that it doesn't require internet or a data package (just an active phone line), so it tends to have high coverage, low sending costs and, generally, quick viewing.
See also:
2. 5G technology
A job for your mobile programmer when designing an application or some action of a specific application.
5G technology is already a reality and should already be part of your company's digital expansion plans. The speed of 5G is 100 times greater than that of 4G, and the high volume of data it will handle will lead to an evolution of big data and, consequently, have a major impact on the market.
Here we are talking not only about artificial intelligence but also about IoT (internet of things), industrial machinery, the use of autonomous vehicles and even surgical procedures.
Within marketing, it will be possible to work with ever larger databases and generate more insights into the customer lifecycle as well as market behavior. If within marketing 5.0 we must be prepared for the "now", 5g will be an extremely important tool for this process.
Everything will be much faster and connectivity and integration will be even greater!
3. Omnichannel
If, on the one hand, 5G is going to impact our reality in terms of the speed with which things happen, Omnichannel (which is different from multi-channel) is here to help you use all the points of contact with your audience in a more strategic and direct way.
Omnichannel has been used for some time now and it won't be any different with mobile. The focus of this strategy is to ensure that the customer is connected to your company at all the points of contact available to them in the same system. After all, if the customer makes a purchase on the website and wants to pick it up in the store, the systems need to talk to each other, right? This is the essence of Omnichannel.
Within mobile, it's essential, especially for apps, which play a key role in this strategy. When your customer looks for your brand, they want to be served in the same way, regardless of the channel, so your strategy must be unified across all your available channels: website, store, app, chatbots etc.
4. RCS (Rich Communication Services)
RCS is a new messaging standard created by the GSMA (World Association of Mobile Operators) with the expertise of Google.
Unlike SMS messages, RCS is here to "push the boundaries". With this technology, you can send text, images, audio, videos, GIFs and location. It's very similar to WhatsApp or Imessage, the difference being that it's a Google standard (available for Android devices).
RCS is a trend, since you can create conversation flows according to the objective of your marketing campaign; in addition, you can create buttons with quick actions and one-click interactions.
5. Social networks
Needless to say, social networks, which are no longer a novelty, play an important role in all stages of the sales funnel and the marketing funnel.
The social isolation we've experienced in 2020 and 2021 has further increased the power of social media, which is now essential to any marketing strategy.
The point is how we focus our mobile marketing strategies on social media. An example of this is optimizing your Google and Facebook campaigns by geographic location (available on smartphones) or, perhaps, targeting campaigns only to mobile devices.
The advantage of social networks is that they are very powerful for interacting with your audience and creating a closer relationship. It's almost like being close to someone, only in the palm of your hand and almost in real time (when we're talking about live content).
You can already see that mobile marketing has come a long way and that, if you really want to be "in the pocket" of your lead or client, you need to adapt your marketing. Don't you?
Well, if you have any doubts about how this marketing works on mobile devices, take the opportunity to check out a post here on the blog that talks about exactly that: How does marketing on mobile apps work?
See you next time,
Portugal