You cannot rush into creating, developing and implementing a mobile strategy without prior criteria or analysis. You must establish some basic points from which your entire campaign will start.
1.- What is your goal?
Set measurable goals, or KPIs, for your campaign. Once you know where you want to be or what you want to achieve, you can set the appropriate steps to reach that goal. Goals should be in two different metrics: they should be quantitative and qualitative.
Remember that these must be realistic objectives and that they must always be in line with the brand values, the rest of the online and offline campaigns, and the company's mission and vision. When all these points go in the same direction, they can be achieved more effectively.
The most commonly established objectives are direct or indirect visits to the landing page, SEO positioning achieved in different search engines, sales or ROI achieved, or interactions on social networks. Among the data collection and analysis tools, Google Analytics is one of the best and most complete.
2.- What is your user like?
Many brands collect data on visits or leads, but do not obtain taiwan phone number any further information. This way you will not get the most out of what you can learn about your users. Tools like Google Analytics help you to obtain the basic quantitative data that will help you, but there is much more.
Social media is a great channel to get to know your users, you must create a community and be attentive. Knowing the interests, motivations and doubts of your users will help you to get insights into targets, essential to be able to grow with them. The social media world is a good place to pre-test your Mobile Marketing campaign . Try to discover the form and the substance of how they would prefer to communicate with your brand through their smartphone.
This way you will have the keys to whether they would interact with you through their smartphone, tablet or phablet. Or something as important as whether they prefer a mobile-friendly website or an App.
Regarding this last point, you should consider that many users use different browsers on their smartphones and different screen sizes and resolutions (not to mention the quality of their connection), so your website may be less responsive than you think. For all these reasons, many brands prefer to develop an App that avoids all these potential problems and also makes navigation easier. On the other hand, an App is also a barrier to entry for many users.
I invite you to read: Consumer experience and its change with technology .
3.- What about the others?
It's always good to learn from your mistakes, but it's better to learn from the mistakes of others. So take a look at what your competition is doing.
It is possible that many competitors, direct or indirect, are carrying out Mobile Marketing actions. Pay attention to their responses, their campaigns, how they relate to their users. In this way, you will be able to test which formulas are more effective, what points of improvement they have and what your differential values may be compared to them. And, do not forget that it is possible to find a potential market niche that they may have overlooked. Being a direct channel with the user, you can find new situations that can be very interesting.
4.- Mobile Marketing Time
If you have worked well on the previous points, you will know where you want to be and what you want to achieve in the medium and long term. You will also know who your audience is, their motivations, interests, doubts and how they want to relate to you, without forgetting what is being done around your sector.
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