The Mobile Target Audience: Using Mobile Marketing for Business

Mobile usage continues to grow this year, as many technology analysts predicted. Smartphones are becoming more popular, as many users recognize the benefits of browsing while on the go. They can update their bank information, buy products and services, and check their mail while commuting. This opens up many opportunities for businesses to make their mark.

Mary Meeker, a venture capitalist who offered an in-depth analysis on the mobile market, made interesting observations in 2008. She put forward the idea that the number of cell phones on the market will eclipse the sales growth of PCs. Her statement is right, as there now millions of smartphone users in the United States alone.

Many entrepreneurs include planning mobile site designs in creating a digital marketing strategy. The ongoing trend these days is to use a responsive design that adjusts easily to the screen they’re using. They use them to make browsing easier for customers with mobile phones. Some companies use applications, however. This enables them to achieve better reach, as users will just need to open the app for transactions.

Shopping with the Smartphone: The Mobile Customer’s Behavior

Smartphones are useful in shopping. 70% of customers, in fact, use their phones while inside the store to compare prices from different retailers. They also look for coupons and vouchers to get discounts on the items they want to buy. Consulting product reviews is also another habit of the smartphone-toting customers.

These gadgets allow customers to make quick shopping decisions. 88% of customers who look for local information about the goods they want to buy take action immediately. They call businesses that sell the products they need, which opens up lead generation possibilities.

There’s an App for That: Using Mobile Applications for Business

Mobile apps help business owners in different ways. They can provide customer service, as an FAQ and help guide on the app can answer some questions about the product or the business. Some apps also include games that add to the value they provide to their customers. A restaurant app that includes a basic cooking game can engage your customers. You can also put an online ordering system on the app. This makes transactions easier to manage, especially for customers who transact with you regularly.

Optimize for Customer Use: Developing Mobile Apps

When developing a business app, you need to know the answers to the following details:

• What do you want to achieve?
• What type of audience are you targeting?
• What do you want your app users to do?
• How will make you make them perform preferred actions?
• How will you know if your app is working to meet your goals?

You want your travel agency, for example, to sign up more customers and book trips with you. You’ll need to find ways to make your target market want to download your app to plan their beach trip. Launch user-friendly pop-up ads on your website featuring the app. Social media is also a useful campaign tool, as you can invite your fan base to download your app on their phones.

You need to make your app accessible to different platforms and devices. Digital marketing services can make your app load on the operating systems of Apple, Android, BlackBerry, and other systems. This also helps you integrate your other campaigns with mobile marketing. Combining mobile and social, for example, can ramp up your marketing campaigns, especially when targeting the 18-34 year old market. It can encourage them to use the app.

About the Author

James Maxwell, a Media Buyer at a media buying agency in New York. He was a former media ethics professor at a university in Los Angeles.