Mobile marketing has become increasingly popular and effective in maximizing the desired results and targets of many marketing campaigns; but, if you’re not careful you could find yourself at a dead end with techniques that are either performing badly or not performing at all.
To avoid the pitfalls of useless and ineffective mobile marketing strategies, every business needs to incorporate a variety of mobile marketing techniques to boost ROI, increase impressions, leads and conversions, and ultimately maximize sales and subscriptions.
You may be wondering what these alternative mobile marketing strategies are; well, Ben Givon has outlined a quick and easy list of six easy ways to approach mobile marketing that should bring about the results your campaign is looking for.
Virtual and Augmented Reality (AR & VR)
What is augmented reality? According to techopedia.com augmented reality is “a type of interactive, reality-based display environment that takes the capabilities of computer-generated display, sound, text and effects to enhance the user’s real-world experience. Augmented reality combines real and computer-based scenes and images to deliver a unified but enhanced view of the world.”
Augmented and virtual realities are somewhat new technologies and some marketers haven’t fully grasped the concept yet.
The main purpose of augmented reality is to impose virtual images or elements on a real environment through the use of headsets or mobile devices. Pokemon Go would be a famous example of an app that used augmented reality with users travelling up and down the country looking for virtual Pokemon to capture.
Virtual marketing can be time-consuming and expensive; an example of this would be virtual showrooms, however, adding augmented reality elements to your mobile marketing strategy can be easy. Examples of augmented reality tools include Blippar and ZapWorks, which offer great and easy ways of adding AR elements to your mobile marketing campaigns.
Ikea used augmented reality to give its customers the ability to place virtual furniture in their home, giving them an accurate idea of what it would look like before they go ahead with the purchase.
What is Hyperlocal Marketing? Hyperlocal marketing involves targeting potential clients and customers in a geographical area defined by the marketer.
Geofencing is another technique under the umbrella term of hyperlocal marketing. Geofencing is the process of outlining a particular geographic area with a virtual border. Consequently, when a potential customer using your mobile application enters your specified geographic area, a push notification or a SMS message is sent directly and instantly to their mobile device.
Last year in December, Burger King geofenced the locations of its main competition, McDonalds, sending discount vouchers to potential customers as part of its Whopper Detour campaign.
Gabriel Beltrone, an Adweek contributor wrote: ‘From Dec. 4 to 12, the Burger King smartphone app will let anyone within 600 feet of one of 14,000 McDonald’s restaurants around the country order a Whopper for a single cent (as opposed to the $4 to $5 it might run at full price, depending on location), so long as they’re willing to trek to the nearest participating Burger King afterwards to pick up the actual sandwich.’
According to a report by searchenginewatch.com, only 22 percent of companies are making use of hyperlocal advertising techniques. This is a surprisingly low percentage especially after hyperlocal advertising has such an effective outcome. Let’s take for example the fast-food industry; a fast-food chain could implement geofencing targeting potential customers that enter the specified proximity to send them push notifications and information on current promotions and offers.
Hyperlocal marketing is a powerful and effective way of increasing customer engagement.
Vertical vs horizontal animations and videos
ESPN’s director of digital video operations, Steven Braband, said “Vertical video has changed our editing process, Prior to launching SportsCenter on Snapchat, virtually every highlight we created would first use the traditional ‘game angle,’ then go to replay angles on some of the biggest plays. Now, if you look at our SC Snapchat show, we’re often going straight to the replay angle of a big LeBron dunk, for example, and that’s all we need.”
Over 90 percent of mobile device users use their devices in a vertical position. However, the majority of online animations and videos are generated for horizontal positions by default.
By creating vertical videos and animations you can increase user engagement and make your app or website more user-friendly.
A popular example of an online video creation software is Animaker. This app allows users to create an array of videos and animations including vertical landscapes.
According to a report by Buffer entitled Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out: ‘We’re in the midst of a video revolution. The traditional 16:9, landscape format is being replaced by a new, 9:16, vertical format that has fast become the default for video creation and consumption.’
‘Vertical video used to be seen as a mistake —something people do when they forget to turn their phone horizontally while filming — but since the rise of platforms like Instagram Stories, vertical video has taken over and become an innovative way for individuals and businesses to tell stories.’
‘Over one billion people use the vertical video format on Facebook-owned properties like Instagram and WhatsApp alone — and even YouTube has now embraced vertical video on the web and mobile. Vertical video has changed video production. Anyone can now create incredible video content from a smartphone — no need for cameras, expensive editing suites, it can all be done in the palm of your hand.’
Focus on Yahoo and Bing users
96 percent of mobile users use Google’s search engine services; this explains why the vast majority of SEO and paid advertising is centered around Google’s algorithms.
According to Statista.com the global search engine market share in February 2017 for Google was 96 percent, Yahoo was second with 2 percent and Bing was third with 1 percent.
Despite Google’s dominance, more than 30 percent of Bing searches were made on mobile devices which means that the gateway to the hundreds of millions of Bing users is via mobile marketing.
Searching with the power of voice; Voice search
Just 4 percent of US companies are using voice search.
This could be down to the common misconception that voice search is something that will have a short life span and will soon fade away. However there is growing evidence that in the years to come voice search will become a prominent tool in how users search online.
Neil Patel outlines the following statistics when it comes to voice search:
- ‘Voice labs found that there were a total of 33 million voice-first devices in circulation.’
- ‘In a survey of SEO trends for 2017 and beyond, voice search stood at the third spot.’
- ‘In his keynote, Google CEO Sundar Pichai announced that one-fifth of the queries on Google are voice searches.’
What are the best tips for voice search optimization?
You should be incorporating keywords that are commonly associated with everyday phrases. The way we speak differs from the way we write; so, when it comes to voice search, the number and choice of keywords play a huge role in the optimization process.
Leverage the power of user-generated content
So, what is user-generated content? User-generated content is any form of content on the internet that users have contributed towards. Examples of user-generated content include comments on blog posts, comments on social media posts, forums.
The brand GoPro has used user-generated video content as a way of leveraging customer engagement and brand awareness. GoPro gives its users the ability to submit their own videos and the most eye-catching and interesting content is then promoted and advertised on GoPro’s YouTube channel. As a marketing campaign user-generated content is incredibly effective because viewers and other users also want a slice of the GoPro fame, especially as we are social creatures we often seek the approval of our peers.