Of course, there are many ways to approach marketing within the e-commerce industry. Although one of the most effective is that it comes from an aspect as relevant as mobile marketing. But do we really know what this term consists of? Well, it should be clarified because it can be great utility for users from now on and for various reasons that we will clarify.
Mobile marketing is a set of techniques and formats to promote products and services using mobile devices as a communication channel. It is also known as mobile marketing and this term clarifies what your true intentions are in this branch of production that is represented by the virtual stores or shops. From this point of view, there will be many contributions that this very special direct marketing system will offer us.
To achieve our objectives within the so-called mobile marketing it will be very important that from the beginning we are clear about some basic approaches. One of them is that it will be practically essential to redefine and create new relationships with our mobile clients. So that you can go from a conversion from the physical store to the online one. In a tight and balanced way that can benefit the interests of both parties who are part of this special process.
Mobile marketing: market situation
The latest study published by IAB Spain offers data that can be very interesting about Mobile Marketing in Spain and reveals the great consumption of the internet from mobile devices in the last year. Not only from the mobile phone, if not from other more advanced technologies, such as the tablet or other technological devices with similar characteristics.
These show that 78% of Spanish users check their email from their mobile device. But what is even more important, 58% of users consult their mobile for more information before proceeding with the purchase in the physical establishment. That is to say, its influence in deciding the purchase format is increasing its implementation in this class of channels for the commercialization of our products, services or articles.
On the other hand, it is also very important to value the fact that taking advantage of online channels can no longer be considered channels for the future, but instead is the present of digital or online sales. From this approach, it is very relevant to adapt to the new current consumer needs. And what is most important at this time: optimize your capabilities to develop it little by little and over the last few years.
Like the latent reality of the appearance of mobile applications in this class of businesses. In this sense, it cannot be forgotten that these applications favor the company's image of innovation or, in other words, enhance the development of the commercial brand. With several effects that can be noticed in your electronic commerce from now on, such as the ones that we are going to expose below:
- Optimizes the efficiency of the brand or commercial firm.
- It helps reduce the costs of the infrastructures of these digital companies.
- They promote sales through a number of substantially different business strategies.
- And as a final point, it cannot be forgotten that the presence of these companies is given greater visibility.
Advantages to companies from this commercial strategy
Mobile marketing is an innovative way of modifying the relationships between digital media and customers or users. To the point that it provides new guidelines for actions that can be very favorable for all the agents involved in this commercial process. In this sense, it cannot be forgotten at this time that mobile penetration has changed the hábitos de consumo, not nationally but globally. With contributions as relevant as the following:
Once the global marketing strategy is created, you can segment your audience and create a campaign for any of the phases, from attraction to conversion.
If you have a good database, you can better customize relationships. To the point that in the end you can increase the number of sales of your products, services or items, even from levels not imagined in a few years.
Of course, you must analyze that it is a less expensive system than mass marketing and therefore it can be an improvement compared to better return on investment. That is, and so that you understand it better, it is a system that is more profitable from an economic point of view.
If this marketer system is characterized by something, it is by its greater reach, or what is the same, it can reach more people and of course more than through traditional or conventional models.
Within the innovation of information technology media, another of its most relevant features is that it entails a greater and higher scope and a high viral potential. This is a factor that differentiates Mobile marketing from other models with similar characteristics.
And finally, as a great novelty, it allows those interested the so-called geolocation. This in practice is something as positive as offering more detailed and individualized information to customers or users.
Channels to introduce Mobile marketing
Another of the most important aspects within this topic is the reference to how to implement this new marketing system. In this sense, as you are going to see, the channels that you can use from now on are different. Some more innovative and others more traditional, but that in all cases fulfill one objective: they serve to introduce this commercial marketing channel. For example, through the following instruments that we expose you below:
The simplest and least innovative of all are text messages and from this you can channel this strategy into digital commerce. It is open to all user profiles and this is its great advantage over other more advanced formats.
Email: of similar characteristics to the previous one, although presenting some other conceptual difference. It has in its favor that the majority of users read their emails through mobile devices. This makes it easier for messages to reach their recipients, although with the application of some filters to be sure of their true purpose.
Social Media: it is the latest trend to achieve the best results through this system. Not surprisingly, the presence of users in this kind of social forums is growing and is in progress year after year. To the point that you can create content tailored to each digital platform and therefore are messages tailored to the other part of the process. With many more possibilities of interacting with higher expectations of success in the goals that you pursue from now on.
More advanced devices- It is in vogue with the latest trends in modern marketing and they have seldom burst through with such force. Of course, it is another option that is available to digital companies to achieve their most immediate objectives. Therefore, you no longer have excuses not to limit yourself to thinking about mobile devices exclusively. There is life beyond them.
Geolocation: this other alternative allows entrepreneurs in the sector to skip some rules that restrict the sending of relevant messages at the right time and in the most appropriate place. Where you can even send your clients information about products or services, offers thereof or any aspect that affects the activity of your business project. From an approach significantly different from the rest.
Applications: You may not know it at this precise moment, but this technological operation has many more advantages than you initially think. To the point that they allow you to maintain an estimated level of interaction with the other party that is part of this process.
Rules for using this trading strategy
As you may have seen, its utilities are many and they will be based on your own professional interests. Where a true mobile marketing must be part of the marketing plan marketing traditional overall. In order to achieve minimum objectives through the creation of a perfect strategy that affects your online store.
Another of its most relevant features resides in the fact that you will be in perfect condition to segment your customers or users. With the launch of a campaign that will have the purpose of attracting towards the conversion. It will not be an easy task, but with a little effort and a high dose of discipline you will get the results, at least in the medium and long term. Because it is at the end of the day what it is all about.