Understand what should be the aim of your marketing strategy
It is common knowledge to every marketer that their website should have a responsive and mobile-friendly design to cater to the ever-increasing audience who use mobile and other personal digital assistant devices. There is a lot of content already available that gives you information on how to build a user-friendly and responsive mobile website.
But what should your mobile marketing strategy include beyond a responsive website, so that you stay ahead in the race to engage with maximum customers?
While planning marketing strategy the first thing to do is to ask the right question in regards to the requirements of your company and the kind of resources you have at your behest to achieve them.
The most common mistake made by most of businesses is that they begin with a common question, like “how do we go about making our campaign mobile targeted?” Such questions evoke answers which relate to what others are doing rather than what is right and wrong for your business. For instance, the above question evokes answers such as: we should have an exclusive mobile website, mobile app, etc.
Such questions do not bring in anything new to your marketing strategy, and you end up following a herd. Instead, questions like “how can we stay ahead in embracing the next big trend in mobile technology?” or a more suitable one for your goal, like “how can technology be leveraged to track our user’s needs?” give you an edge.
Build not only a responsive, but also a consistent website across devices
Having a responsive website is imperative. This has been the most discussed topic, making it worthless to elaborate on the importance of it. But besides this, ensuring a similar compatible mobile website is an indispensable perquisite.
Let us take an example of a company that has built an attractive and great responsive website. But in the smartphone version of the same, one has to scroll to the bottom of the page beyond the reviews, ratings and other dispensable content to find the ‘Buy Now’ button. No prizes for guessing that a prospective buyer has been lost here.
To avoid such hassles, a marketer needs to ensure that a website consistent across varied platforms is built. This can be achieved by using dynamic serving. This allows different HTML to be served across platforms based on the user agent.
Target based on user intent rather than tracking based on the devices used
There are a lot of tools and methods in which a user’s behaviour is tracked, but most of these take the devices used as the identification terminals rather than specific user’s behaviour irrespective of the device.
The success story of a clothing line which utilized weather-based, tool-to-target advertising of their range of woollen jackets and coats to only those people who lived in cold weather areas shows how one should focus on user intent rather than the device.
A few other things to be included
Besides the above-discussed points about personalizing mobile web content, offline integration to online by creating a virtual experience app or QR code that can be scanned, as well as the use of social media to stay connected with your customers, goes a long way in ensuring the success of your mobile marketing strategy.