Smartphone usage has increased phenomenally over the last few decades with both millenials and the baby boomers spending quality hours every day with handheld devices. While it is now child’s play to reach millions of customers by mail, messages and calls, today’s saturated internet marketing environment makes it difficult to build brand loyalty. Smartphone technology has made publicity costs cheaper, but it requires proper research and execution to make the most out of mobile marketing.

  • Creating The Right Kind Of Content For Smartphone Users

Gone are the days when content used to be developed according to the preferences and tastes of the businesses, their missions and goals. The mobile-first age has necessitated the creation of content with the smartphone audience in mind. These users are always on the go, scanning through content and not reading them per se. The internet marketing content must be crisp, to the point and action-provoking. There are multiple distractions on mobiles including competitor ads and push notifications when a user is accessing your website. The content must be powerful enough to keep them away from defection.

  • Apps And Their Challenges

Downloading apps can be time consuming. Novel practices include automatic download of apps right from the QR codes. The principal thing to be borne in mind during app development is user-friendliness. Customers must be able to access your business effortlessly at the click of an app. Give reasons for customers to go ahead and download your apps on the smartphones. Solve customer pain points using the app. It is very difficult to make apps sticky enough for mobile customers since the time available to enhance the FTUE (First Time User Experience) is very limited in mobile apps when compared to mobile web.

  • Overcoming Lack Of Personalization

Mobile marketing cannot afford to ignore the demand for personalized advertising. To pitch to the smartphone users effectively, they need to be persuaded in a  personalized way and mass marketing efforts will not work. Lifestyle, income levels, buying patterns as well as past and current activities with your brand must all be taken into account for creation and delivery of personalized mobile campaigns. According to a benchmark survey on mobile marketing challenges by Marketing Shepra, the lack of ability to track and measure user behaviour for segmenting the mobile audience accounts to over 30% of the challenges in internet marketing over smartphone.

  • Issues Of Navigation And Screen size: Build Responsive Websites

Unlike Laptops and PCs, the Smartphone landscape is more diverse in terms of screen sizes. We have small screens, medium -sized and big screens with varying pixel resolutions. No more can developers invest in making multiple web layouts to suit all these screen sizes. An answer to the challenge is the creation of a responsive website that provides a seamless UX despite the variation between devices and screens. Furthermore, there is no mouse to take you places in the website, like a PC and hence navigation needs to be effortless and easy.

  • Deciding The Frequency Of Mobile Communication

How much is too much is a potential issue in internet marketing in the age of wearable technology. Whether there must be a daily messaging system or a weekly or a monthly follow-up call or a reminder mail, the answer is always challenging. It is also essential to schedule your notifications using discretion, since your calls or messages should not end in the spam folder, interpreted as untimely nuisances.  A dynamic content development strategy appeals to the right people in the right time, especially when catering to different cultures and geographies.

  • Choosing The Right Channel For Mobile Marketing

One of the biggest issues in internet marketing is find out how and when your audience consumes your content. Unlike personal selling, you do not have means of judging the recipient mood and other emotional demographics. There are multiple channels to market through a smart phone – calls, emails, push notifications, apps, messages, mobile ads. Some people love to read, while others just listen or watch. Marketers need to evaluate each channel in arriving at the best or a few good ones that can complement each other.

  • Capturing User Data And Its Limitations Over Smartphones

Mobile users cannot be expected to fill lengthy forms or leave behind their personal details, as in the case of website marketing. There are very few marketers who use technology to measure the user data in mobile marketing. Mobile marketing analytics is grossly underutilized and in the absence of specific information on user activity over mobiles, it is difficult to build personalized mobile marketing strategies. For example, an analysis of past customer behaviour can help in smart timing of mobile messages. Send-time optimization techniques can be used to improve the mileage of mobile marketing campaigns.

  • Mobile DMP And Its Uses

It is a boon for mobile marketing professionals to get deep insights into customer behaviour and responses to marketing campaigns. It can integrate target audience data across multiple mobile platforms. It is a gateway to synthesise and use limitless data on customer usage of mobile. Mobile app and web activity of customers are tracked. It helps in building profiles of high performing customers. It helps in interconnecting Omni-channel marketing practises and can optimize costs of internet marketing. Mobile customer behaviour data is effectively analysed, leading to the creation of customer profiles. Since cookie usage is not possible in mobiles, collecting data on mobile based traffic is an important marketing and analytics issue in the age of smartphone.

The Smartphone user is tech-savvy and is super confident of carrying an entire shopping mall in his handheld device. Internet marketing issues can be ruled out by being there when the customer wants you. It needs a lot of patience and research, but mobile marketing does pay-off, with long-term customer retention and brand loyalty. Choosing the right content, using the right channel and pitching to the right customer segment will result in effortless conversions.

Posted by IT Pathwwway