Updated: Jan 13
With 5.27 billion mobile phone users worldwide today, coherent mobile marketing strategies have become more crucial than ever. While this is a blanket statement for most industries, eCommerce and mobile use deserve special mention because of the nature of an online transaction today. More than 50% of all online shoppers prefer to shop using a mobile device, plus an increasing number of buyers rely on mobile devices to research upcoming purchases. Mobile marketing generates $10 for every $1 invested in your eCommerce marketing campaign when it comes to returns on investment. Brands such as Myntra have made their app their primary channel of sales, thus indicating how important mobile devices are to their sales. The greatest advantage of mobile marketing is that consumers already spend significant amounts of time on smartphones, switching between apps and web browsers. This gives brands a unique opportunity to engage with customers on social media channels, the app, retargeted ads, and email without ever having to switch devices or break a session. With that context in mind, here are six mobile marketing strategies for your brand to stand out in the palm of your customer’s hand.
6 mobile marketing strategies for the new age eCommerce brand
1. Use location-based marketing in interesting ways
80% of digital marketers have seen an 85% increase in their customer base through location-based mobile marketing. eCommerce stores can suggest their best-selling items based on the location of the user. Hyperlocal targeting based on geofencing technology is another use of location-based marketing. Geofencing means marking a particular area with a virtual fence. Whenever a user enters this territory, it will trigger an automated notification or ad. Burger King is famous (or notorious, depending on your perspective) for geofencing the areas surrounding their rival chains. The users would automatically receive a discount coupon or offer whenever they entered this fenced area. For eCommerce brands that have physical experience centers or dedicated shelves in multi-brand stores, location-based advertising using this technology can ensure that consumers recall their brand first when they encounter it in the store. Alternatively, eCommerce brands can use geofenced advertising to go after their rival brands and deliver messaging that suggests the ease and convenience of shopping online from them instead.
2. Calculate and optimize for better returns on ad spend
Social media ads are a great way to generate awareness among your audience, and draw the right people to your website. All major social media platforms like Instagram, Facebook, Twitter, Youtube, and TikTok have billions of users, each spending 145 minutes per day on them. However, if you’re already doing so and still succumbing to low Return on Ad Spend (ROAS), here’s what you should know. You have to ensure that the transition of the user from the social media app to your website is seamless. For this, you must optimize your landing page for mobile devices. You can’t afford to underestimate landing page errors that interrupt the scrolling experience of potential customers. For example, if you run ads that promise a lot but your site isn’t optimized for easy mobile conversions, that’s a recipe for disaster. Examples of this include floating icons (elements that move around as people scroll, making it harder to click on them), lost image resolution on mobile devices, pages that load too slowly, etc. Likewise, if the ads are run for a specific product but the user is redirected to a standard landing page instead, you will have one disgruntled user moving on to other things in life.
3. Grab extra attention with in-game/ in-app marketing
Apart from the app giants - Facebook, WhatsApp, Instagram, YouTube, and TikTok- there are thousands of other apps with high download numbers. Leverage in-app marketing to run your ads as header and footer banners on these apps. With native advertising techniques, you can customize your ads according to the aesthetics of these apps. Mobile Marketing ads on the Inshorts are an excellent example of in-app marketing. The companies that run their ads on Inshorts use a similar app design to incorporate their ads seamlessly and make the content experience smoother for the customer. Likewise, running an ad spot on podcasting/ music apps is another way to engage your consumer’s senses, since people open these apps in a mood to listen. The trick is to make your audio ad engaging and not annoying. Whatever your choice of app and advertising format might be, ensure that your ad tracking is set up correctly. This ensures that you know exactly what you get by spending money on these platforms.
4. Make Voice Search Optimization a priority
Voice searches were previously seen as a gimmick instead of an actual useful tool. With the rise of voice-activated smart home devices, this sentiment is slowly changing. Today, people use the voice search feature to find stores around them or information regarding a particular product while they’re on the go. Voice Search Optimization is a great opportunity for eCommerce brands to leverage in India, as not many eCommerce brands are doing this yet. The basis of Voice Search is the idea that people use different search terms and phrases when they type out their query vs. when they ask their phones for answers. For a robust mobile marketing strategy, use voice search optimization to your advantage by including long-tail keywords in your content marketing strategy. This will make your webpage and content more visible to your potential customer even when they use their voice to search for something on Google.
5. Use SMS marketing as an add-on channel
Contrary to popular belief, SMS marketing is still relevant, and some brands are thriving through their SMS marketing campaigns. SMS has a significantly higher open and click rate as compared to email marketing. People are often known to read their messages through the notification bars. Note that 98% of all text messages are read, and more interestingly, 90% of them are read in the first 3 minutes. People will check their text messages for relevant welcome messages, status updates, sales, and promos, etc. and you need to take hold of this opportunity. You can use digital coupons codes or specialized links that redirect your customer to your webpage in your SMS marketing campaigns. In order to stand out from other brands using the same channel, get creative while crafting content for the messages. While not strictly SMS, Dunzo is a great example of a brand that crafts notifications that people actually want to read. Also, bear in mind that any hint of spammy words in the message will instantly remove you from the safe sender list, as will breaching the rules of DND.
6. Design your content for the mobile device
Incorporating vertical videos and GIFs in mobile marketing is the latest trend, thanks to short video platforms like TikTok, Moj, Instagram’s Reels, and YouTube Shorts. Vertical videos blend with the screen orientation of mobile phone users and allow them to continue enjoying their smooth browsing experience. Similarly, augmented reality is a strong contender when it comes to enhancing the shopping experience of your potential customers. For example, the Lakme online shopping website gives users the option to try out different shades of lipsticks virtually before buying one, thus removing the greatest barrier to online shopping which is the lack of physical experience. Augmented reality on mobile devices can also be used to deliver fun experiences for users. For example, mobile users can experience a virtual showroom, try products on without every needing the trial room, and share these experiences in short video format with friends, all while leveraging the power of the front camera. When it comes to mobile marketing, innovation is key. What is considered trendy today may be outdated tomorrow- and this is simply a reflection of changing customer sentiment. Brands that are quick on their feet and spot new opportunities early will enjoy better reach through mobile devices. Building quality content, running ads with a purpose and measuring the impact of every activity will, in turn, make you a mobile marketing success story.