Are you reading this from your mobile phone? The odds are very high. According to statistics, 62% of people who are on the internet, do it from mobile devices. Besides, every time the human being becomes more addicted: Approximately one person checks his smartphone about 150 times a day, dedicating about 3 hours a day to the device. This is what mobile marketing is about.

With the growing number of people with access to an intelligent device, mobile marketing is becoming something indispensable to take into consideration if you want to reach the audience and, above all, innovate.

Companies, seeking to deepen the loyalty of their customers, have taken into consideration the data previously mentioned and enhance mobile marketing, as it is very attractive to be overlooked. Consumers hope to participate with brands on their mobile devices. Your company must offer a good experience to the consumer through mobile.

Although not all companies need a mobile application to meet consumer demand, it is good to consider and make the correct adjustments to be able to connect easily and quickly with your customers, because today, people are going to access more information, messages and advertising content of your company through the smartphone.

Mobile marketing as a tool for innovation

We understand the basics of mobile marketing, such as text messages, ads within applications, store, restaurant and even coupon applications, and ads through the mail, but what should not be missed view to understand the full spectrum of new mobile marketing trends?

As in real estate, everything is location, location, location. Currently, those who try to take the lead in mobile marketing are making a strong commitment to geolocation services, in order to have a closer approach to their audience. In other words, they are based on where they are.

Meat Pack case: in the search for conversion

An example of this is Meat Pack, a Guatemalan store whose mobile marketing service sends a message to users who are in a shopping plaza. Through this message, they start a timer with 100% discount in the store, which goes down until they arrive at the place.

The less late a person arrived at the store, the greater the discount obtained. This commitment to localization has the strong support of the rapid conversion of mobile access to local access. With more and more access points such as Wi-Fi hotspots, it is easier to know where the audience you want to reach is, and thus, to offer something more specific.

As if this were not enough, a greater amount of products from day to day are incorporating mobile utilities, from helmets to skis. If, currently, more than 40% of emails are opened on mobile devices, the fact that more teams with these capabilities reach the market will engender the need for mobile marketing to evolve and seek to approach, so that one does not Move without the other. The important thing is to know the needs of the audience and to know the way in which they are communicating, in order to attack them in that way and arrive not only as background noise, but as an authentic complement to the shopping experience.

How to achieve a mobile marketing strategy according to your business?

The mobile marketing strategy takes advantage of the unique opportunity offered by a mobile device: the channels it provides, as well as immediacy and the most customized experience and interaction.

Here we have 3 fundamentals that will help you build a solid mobile marketing strategy:

1. Understand your audience: Base your mobile marketing strategy on the commitment to serve the user.
2. Define how your mobile marketing strategy will help you achieve your business objectives.
3. Explore the channels for your mobile marketing.

• Friendly mobile website The mobile website offers a coherent brand experience accessible to all smartphone users. The mobile search and display function can help support the discovery of your mobile site.
  

• Mobile application No other mobile channel allows as much customization as mobile applications. It is an easier method, offering a better user experience. Those who download the application are your most loyal customers and will have an affinity with your brand because you are opening doors to a deeper level of commitment. The applications serve to have customed interactions, relevant information and notifications adapted to the interests of the users.
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• SMS Reaches all mobile users and offers immediacy via text message. The potential for perception of the user and the brand is more limited in SMS, than other mobile channels, but it is still feasible for alerts that are used more frequently to drive discount strategies.
• Mobile advertising This tool continues to be an important complement to other channels more oriented to participation. Try to avoid relying solely on this channel, as this can potentially create a cycle of constantly paying for a single transaction.

Consumers today are much more digital; the use of the smaller screen for daily activities becomes more familiar and habitual. Google revealed that the number of mobile search queries has exceeded those of desktop computers. Therefore, making proper use of mobile marketing tools, will allow you to reach where your customer is and offer them your product or service at the right time and place.