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How is your audience using mobile devices?

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When creating amobile plan for marketing it is important to ask yourself one question above all others, and have a really thorough understanding of the answer. The question is: How is your audience using mobile devices? It is not going to do you any good to get in a mobile marketing campaign if your audience is not using mobile devices in the way you are marketing to them. Consider the following:

What are your potential consumers using their mobile devices for? Various age groups and audiences use mobile devices for various things. Most teenagers do not even talk on mobile phones anymore, they use their mobile devices for texting and social media. The uses are so varied, from everything from directions (GPS) to checking stock exchanges. If you understand how your audience is using their mobile device you can align your mobile marketing with these uses to provide more value to them, and see more success. A little research and consumer insight can go a long way to helping you create a successful mobile marketing plan.

What devices are they most likely to use? There are a number of mobile devices available, Android based, Apple based, not smartphones, smartphones, iPods and other mp3 devices that also do more, tablets, and more. Thus, understanding what devices they are using, and most likely to use can help you focus your resources on creating things to work with those devices. It can also help you create mobile sites and landing pages that will load quickly on the devices being used.

Are your target audience members using texting, pictures, search, playing games, using social media? Are they reading news, surfing the web, looking into businesses, scanning QR codes or barcodes. Downloading apps? The uses are varied, and this means there is a wide range of ways you can make a mobile impact, but it also means you could waste your time creating QR codes, and see no results from them, or some other approach. Understanding how your mobile audience uses their mobile devices helps you create a plan that addresses those uses, and maximizes the efficiency of your resources.

What other media does your target audience use? Mobile marketing is important, but it should be integrated with your other marketing. Knowing how your target audience uses other media will help you weigh the significance of various options for marketing, and integrating the different forms of marketing.

When creating a marketing plan it is important to know your audience and how they use their mobile devices so that you can create a plan that utilizes this. It is equally important to understand what it is your audience hopes to gain with their mobile use, as this will help you provide value to them. A value based marketing approach will engage the customers, and help you see greater results with each interaction.

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