There are people who create a web page and are surprised because it is not having the expected performance. The reason? Although there may be many, one of the main ones still remains the failure to give the importance it deserves to optimization in the face of new intelligent devices. Who does not consult a review today through their smartphone? Someone who has not made a purchase from the tablet? This is where come into play the important strategies of Mobile Marketing , Mobile Marketing and aimed to increase conversions from these small screens.

The rise of smartphones and tablets

Smart devices have broken into society in a slow way, but nowadays, its use is already a generalized trend that does not even understand ages. In annual study on Mobile Marketing in 2017, it is recorded that, of the total Spanish population of legal age (38.1 million people), they have a smartphone with an Internet connection of 29.4 million. Fixed by age , the bulk of the number of users of these devices is in 25-55 years representing 65% of people. In the following graph collected in the same study, you can see at a glance the rise in the use of this type of device in the market over time, as well as its comparison with Internet users. Amazing, right? 77% of respondents in this study have stated that they make purchases through smart devices and the trend is bullish. The star purchases are those related to leisure, fashion items, travel or electronics. The main motivation is the comfort and ease of making purchases from the palm of your hand. With these figures, it is normal that the introduction of the concept of mobile marketing becomes necessary within the strategies of the companies to achieve an increase in their turnover. Yes it is true that there are certain sectors that are resisted the Mobile Ecommerce by the nature of their product. This happens when the sales cycle of a certain product is much longer than others and the users of smartphones or tablets are dedicated to consuming information and making price comparisons before carrying out the acquisition at a physical point of sale. They are products whose purchases are not made by impulse, but meditated. An example of thoughtful conversions is found in sectors such as automotive, real estate, certain financial products …

What is Mobile Marketing?

Mobile Marketing or Mobile marketing are a series of techniques and strategies focused on new intelligent devices that are aimed at optimizing the promotion and advertising of products or services. The channel that opens between company and user is more personalized and a closer link is created. The main techniques are concerned with the optimization of websites for the search from this type of devices, mobile application development and its own ASO positioning , exclusive advertising for smartphones and tablets with less intrusive adapted formats, SMS campaigns or instant messaging, Social Media Mobile or the always effective email marketing. For the proper functioning of the techniques encompassed within the Mobile Marketing, it is necessary to take into account the characteristics of the navigation that is carried out in this type of intelligent devices.

→ Habits of use: smartphones and tablets are used a lot, more and more, but as a rule, in short sessions. → Adapted content: when not having total attention, the content that is offered should be direct, simple and easy to understand.

→ Load speed: if it is hard for us to wait for a page to load, on the smartphone it is unthinkable that someone waits more than three or four seconds for the site to load completely.

→ Security certificates: making payments online is still a source of distrust among consumers. When we refer to smartphones, it is even greater, since it is seen as a more vulnerable device in terms of security.

Essentials in Mobile Marketing to improve conversion

It seems simple, but for mobile marketing strategies to have the expected success, we must take into account the patterns of use of smart devices. It becomes mandatory to facilitate navigation as much as possible to users to be able to have a good impact on the level of business conversions.

Responsive design

The starting point of any Mobile Marketing action is to have a responsive design. The truth is that, although it seems obvious, we can still find web pages that have not stopped to analyze their responsive version and their poor conversion rate is not explained by this channel. Having a responsive design will provide a positive user experience that will also benefit the positioning within the search engine. Therefore, working with web usability is essential to penetrate the mobile market. A text perfectly adapted to your stipulated space, uncut images, have a specific purchase process for mobile or include simple forms with autocomplete function, are issues that generate an excellent impression and invite navigation facilitating the conversion into the web fruit of the trust that comes from the web portal. Despite having a website highly optimized for mobile browsing, if the company has a high volume of conversions, it will always be more effective to implement another technique of mobile marketing such as the creation and positioning of an app that will provide a faster service that will speed up conversions.

Search factors

Working on the web positioning of a portal is essential to be able to appear in a good position in the ranking and represent a purchase option for users. The techniques of mobile marketing that deal with specifically improve the SEO for mobile are going to have, even more, a special importance since Google announced that the mobile index will be its main, l in view of the trend that these are acquiring. dispositives. One of the things that places the most emphasis on Mobile Marketing is geolocation . When a user makes a query from their smartphone or tablet, it is interpreted that they are looking for a service or product of proximity, so it is more than advisable to introduce themselves in the new advertising techniques that make the devices reach promotions or discounts depending on their Location. The Google My Business tab keeps a close link with geolocation, since these files, in addition to the search engine, are also displayed in Google Maps . Who has not used Maps to locate the nearest bakery or emergency locksmith in the neighborhood? Being part of Google My Business will boost business conversions in addition to the efforts made in mobile marketing in terms of local SEO.

Login from social networks

One of the main uses that are given to smartphones and tablets is to consult or make publications in the different profiles of social networks. Therefore, the most normal thing is that the owners of smartphones have their passwords entered into the device permanently. In recent times, web pages have increased that allow you to register using the data from social networks . At the time of facilitating the navigation and the interaction with the page, it is a success. The conversion rate will be much more likely to increase by allowing certain actions to be carried out with a single click without the need to fill out forms or check emails in the inboxes.

Call To Action powerful

The Call To Action or calls to action are an essential element to encourage conversions, but perhaps moving acquire even greater importance. Written calls to action that encourage the user to perform an action that interests us are very effective, but mobile marketing uses other techniques that help achieve conversions in the simplest way.Widgets or plugins that allow you to make calls or request to be called have become popular . It is one of the most successful methods within Mobile Marketing to improve the conversion rate of a web page. It is about making contact with the client as easy as possible. If they request to be called, by entering the number in the form, a person in charge can contact the user directly to solve any doubts they may have and close the conversion in a more effective way. The direct call button is easier to use yet, since, with a single click, you can directly call the people responsible for the website and even close the conversion via telephone. One of the most used plugins of this type is Call Now Button . These types of instruments also provide valuable statistical data, which must be analyzed to draw conclusions when analyzing the conversions achieved within the Mobile Marketing strategies.

Email marketing campaigns

Sending emails for advertising purposes seems a somewhat old practice that has nothing to do with current mobile marketing. Error. Nowadays the vast majority of people consult their email from a smartphone or tablet or, at least, receive notifications that indicate their arrival and read them when it suits them best. The mailing is one of the channels that must be integrated in the Mobile Marketing to be a perfect means to reach some users. In addition to the creation of a link between subscriber and company, the sending of these newsletters allows to increase conversions in a very simple way, by placing the links that we are interested in strengthening within the newsletter. It is clear that for these links to be effective, it is necessary to identify perfectly in which part of the sales funnel the client is located. Including discount coupons or some type of promotion will also cause web sales to experience a rise. In order to achieve the desired effect of increasing conversions, it is essential that the templates used to send communications are responsive. We return to the first section of this section, if they are not displayed in any of the sizes of the smartphone or tablet screens, the Mobile Marketing tasks carried out will not be worth anything.

Advertising for smart devices

There is a part of Google AdWords campaigns that are included within the Mobile Marketing to offer the functionality of targeting campaigns to mobile. The ads of the search network that are created adapt perfectly showing the specific text part. Since navigation is so booming from the mobile phone, the platform has been able to adapt and so-called “call-only” announcements have gained popularity. With this type of ads, users who are impacted by an AdWords ad that captures their attention can make a call with a single click. This type of advertising is very effective in mobile marketing and conversions experience great growth, as long as the nature of the business allows it. Mobile Marketing works other types of advertising techniques more effective for these devices. Videos have a lot of pull within the scope of smartphones and the banners used are less intrusive and annoying than those of the computer version, improving the user experience and, therefore, the perception of advertising. And you, what else do you do in Mobile Marketing to boost your conversions?

Mobile Marketing and its communication tools

The mobile marketing, mobile marketing in English, is a personal channel between the advertiser and its audience through mobile devices in order to promote products and services. Despite its youth, it differs from traditional marketing for its wide range of tools to communicate with users. The arrival of smartphones, called smartphones, has not only changed our way of accessing information, but also our way of life and our consumption habits. In this way, a new way of understanding marketing has emerged , characterized by the use of mobile phones to communicate messages, services and ideas; it’s about mobile marketing. Probably, if you have a mobile device and you are a regular user of social networks, at some point you will have played with an application created to promote a brand or you will have shared a campaign of a brand through your favorite social networks. These simple objectives, which previously could be achieved with certain limitations through traditional marketing, can be realized more directly and completely thanks to mobile devices. From this point of view, for many authors, mobile marketing represents a paradigm shift within the discipline of marketing, which distinguishes it from traditional marketing in permanent contact with technology and in the use of new tools to reach a target audience. .

Mobile Marketing Tools

Mobile searches

Search engine results for mobile web browsers are different from desktop browsers (non-mobile). In this sense, a specific SEO strategy for mobile devices must be applied, taking into account, among other factors, that a mobile user does not read as much as a user of a desktop browser. Everything changes very quickly and we know the need for immediacy that users demand when surfing the Internet. That is why the speed of loading content is still more essential with mobility. How frustrating it can be to zoom in on the mobile and move along the screen because the contents do not have the right size or because the size of the font is insufficient for good viewing. The touch screens of the phones are small and the user appreciates that the touch buttons have enough size to be able to press them.

Mobile ads (mobile advertising)

Traditional static banners have evolved with mobile marketing towards less intrusive communications and towards a greater presence of new formats ( interactive or expandable ads, animated banners and videos ). This transformation happens to offer a better experience to users who use mobile phones.

Mobile apps

The market for mobile applications is growing rapidly and according to the characteristics of the mobile platform the most suitable alternative for each project is established. We can classify them in:

● Mobile web application. Are those that you access from a mobile browser (chrome, safari, firefox, etc.).

● Native applications They are those downloaded from an application store (Google Play on Android, App Store on Apple, etc.).

● Hybrid applications Halfway between the two previous ones. The characteristics of each type of application and its best alternative will be discussed in greater depth in another article.

GeoLocation

Location-based mobile platforms (such as Yelp , Foursquare or Google + Local ) offer users the opportunity to share information (news, photos, videos, comments, ratings, reviews, etc.), associated with a geographical location where Identifies the geographical location of a person, brand or company. This process in which the concepts of social media, location and mobile are crossedis called SOLOMO .

Mobile technologies

Proximity is a relevant factor in the new technologies that are revolutionizing communication. The NFC allow wireless communication between devices within a few centimeters, codes (QR, Bidi, etc.) store information that can be read with a mobile and virtual reality offers a view of reality that adds virtual elements through of its display on a mobile screen. If you want to learn how to use mobile marketing and localization to reach your customers, identify new mobile marketing technologies (AR, QR, NFC) and take advantage of geolocation tools (Foursquare, Google Plus Local, Yelp, between others), I recommend the IEBS course called SOLOMO: Strategic Opportunity , which I tutor.

Coupons

Traditional discount coupons have been transformed thanks to mobile marketing. Who has not heard of Groupon ?. Why is this transformation ?. The mobile applications to obtain discounts owe their success to the geolocation, which shows you offers according to the locality in which you are, and to the QR codes that are visualized through smartphones and that offer information about discounts, promotional codes or details of the product.

Text and Multimedia Messages (SMS / MMS )

They were the first tools used in mobile marketing to present promotions through text or audiovisual messages. Later, the OTT applications for online chat came out . Also called messaging service “Over-The-Top”, among which highlights whatsapp. We have seen the irruption of a multitude of technological tools that have changed our lives in recent years. Mobile marketing is no exception, although it is still a territory to explore.

Mobile Marketing (or mobile marketing) is a set of techniques and formats to promote products and services using mobile devices as a communication channel. This new aspect of marketing has been the result of the boom in mobile telephony and its great capabilities as a method to attract and retain customers. Therefore, it has become fundamental to redefine and create new relationships with our mobile customers to achieve good results in the final conversion of both the physical and online stores.MEET OUR MOBILE MARKETING PLATFORMIn addition, Smartphones have added many advantages that have boosted the possibilities of Mobile Marketing; geolocation, personalization, internet access, email marketing, mobile applications, Passbook coupon storage, geolocated Push notifications, etc.

Types of Mobile Marketing campaigns

There are many Mobile Marketing actions and with this a doubt arises. What is the best Mobile Marketing method for my company? Let’s analyze some of the most used:

● Passbook . It is quite new and increasingly used in United States. It is a mobile application to store discount coupons, tickets to events, travel tickets, etc. It is originally from Apple for iPhone but also has its counterpart in Android (Passwallet, Pass2U, etc). The advantages? You do not need to print any document, it is always available on your mobile and it has geolocation. That is, when you pass by the vicinity of the establishment where you have a coupon, a notification will be sent to the mobile lock screen to remind you that you have that coupon. A revolutionary method that encourages sales. You can try it atwww.ubicual.com, create your Passbook, insert the geolocation and send it by SMS or Email. Registration is free and has a welcome promotion that will allow you to use all available services without obligation.

● SMS . The advantage is its immediacy and impact due to its high percentage of reading. No need internet connection or have a smartphone. Therefore, it is a very efficient method.

● QR . It connects the offline environment with the online one, but it does not quite take off. Only 18% is used according to the latest Ydoxy US study. It is used as a complement to other media because its interaction index places it in the queue in terms of effective methods in Mobile Marketing.

● As for the e-mail , it has increased its opening from the mobile by 78%. There are many platforms to send bulk but to be really useful in a marketing campaign we must know the impact of the shipment, so it is necessary to use platforms that provide an analysis of the percentage of openings, no clicks on the links available , etc.

● Mobile applications . They favor the image of innovation of the company. They also improve efficiency, reduce costs, favor sales and bring visibility. Example: Vegenat digital catalog

Mobile Marketing in figures

The latest study published by Ydoxy US offers very interesting data about Mobile Marketing and reveals the great consumption of Internet from mobile devices in the last year.

● 78% of users consult their email from their mobile device.

● The Smarttphones market share has gone from 58% to 80% in 2013.

● 58% of users consult their mobile to expand information before proceeding with the purchase in the physical establishment.

● 35% visit the web after seeing an interesting ad on television to find more information.

● 32% visit the web with outdoor ads.

Some examples of Mobile Marketing campaigns

Shephora, the multinational of perfumeries and cosmetics, registered more than twenty thousand uses during the first hours of global availability of the Passbook application. Peugeot promoted its RCZ model in France with Location Point, the hyperlocal mobile advertising network of Navteq (the world’s leading provider of navigation maps and location-based services). When users went to one of the 428 Peugeot dealers in the country, they received an SMS with information about the new RCZ. Diageo’s IDrinks created a mobile coupon campaign to increase both the number of visitors to certain bars in Salamanca and the consumer’s loyalty in the consumption of Diageo drinks (Smirnoff, Johnnie Walker, etc.). The potential consumers who registered on the iDrinks website received weekly coupons to their mobile to exchange at several locations. By validating it, they would get one would be points they could accumulate to exchange for gifts. With this campaign, 40% of registered users were active consumers, who validated 7 out of 10 coupons received. IKEA, for its part, carried out a pilot project in its Barakaldo establishment. The idea was to attract customers through the sending of promotional coupons via SMS, MMS and email as well as the creation of a mobile website to communicate promotions. The customer obtained a coupon, validated it in the store and redeemed it in a box. The result: 9% of the 45,000 customers contacted validated their code. 86% positively rated the campaign. With all this, we can see how the penetration of Smartphone has changed the way we buy, even in an offline environment. Taking advantage of its potential is no longer a thing of the future, it is a reality that companies must analyze and study to improve their capabilities and adapt to the new needs of the current consumer.