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How is your audience using mobile devices?
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. 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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