In downtown Fort Lauderdale this past weekend, there was a block party with about 20 food trucks from various locales in South Florida all lined up with a variety of food options ranging from hamburgers, vegan food, sandwiches, and desserts.
Although not a new concept anymore, the mobile food business is still very competitive and a unique way to market a brand. Not only can these businesses pick up and go to their clientele in multiple locations but they can advertise at upcoming special events, such as a block party or festival, for new business as well.
In addition, all these businesses were able to promote their online presence with social media symbols such as Facebook, Twitter, YouTube, and QR Codes on their food trucks. Many also provide mobile apps, which allow their clientele to order in advance using their mobile devices. Search engines can and do use all of these data sources to surface the most relevant information about local businesses.
The concept of a mobile food truck can be extended to the way a business conducts their online mobile marketing.
The convenience of a business coming to you is a brilliant way to market a product or service. A business needs to cater to the person on the go, and within the world of mobile phones, coming to your customer instead of them coming to you is easier than ever! However, businesses not only need to incorporate online mobile marketing in their marketing mix but need to know how to utilize it properly. The realm of online mobile marketing is advancing quickly, and businesses need to take note on how to move forward with it.
Here are 5 ways you can improve your online mobile marketing efforts:
Many businesses know that online mobile marketing is the new way to engage current customers and create new ones along the way.
To be successful at digital marketing, you need a comprehensive analytics approach. That means you need all of your online properties, including your website, mobile applications and if your business also depends on foot traffic, a Google Analytics implementation that supports cross-domain, cross-device and in-store brand lift measurement capabilities.
With your Google Analytics tracking code setup, and the integration between Google Adwords configured properly, you can now run Google Ads that target people at very specific locations using location data, right down to specific building.
You don't need high-level technology or significant technical experience to get started. It's also easier to measure the success of mobile marketing campaigns. 89% Percentage of marketers that reported an increase in sales after utilizing location data to increase ad campaign effectiveness.
Known as geo-fencing or location targeting, you can use this very same digital analytics infrastructure to send out special offers via SMS text messages.
One area where we see outstanding results using location data is within our Shopify ecommerce practice. By capturing abandoned shopping carts and using location data, as well as a multi-channel messaging approach, we can dramatically improve the shopping cart conversion rate.
You can take this location based digital marketing strategy to a whole new level by integrating it with your backend systems, which provide powerful inventory management capabilities.
Did you know that almost half of searches are done using voice search? It's true, and if you doubt whether this affects your business, just look around you; how many have a mobile phone? All of them, basically. And when they are out and about, driving, they often will just 'ask Siri' or whichever Artificial Intelligence (AI) assistant they use, 'How do I find a place to eat' or 'Where can I...' and not only will Siri provide a list of the nearest anything they asked for, it will conveniently provide directions, with step-by-step driving instructions. These are perfect times for those who showed up in that voice search results page to send a coupon. We make this happen all the time.
One of the keys to success with mobile marketing is to ensure that your phone number is both prominent on your website and that it is easily clicked. They call this 'Click-to-Call' and involves a simple piece of code being added to your phone number.
Platforms like Facebook, Instagram, Whatsapp, Twitter, and Pinterest all have the ability to send targeted messages based on a user's location. To use this advanced audience targeting capability requires inserting tracking code from each social media platform on your website and mobile app. This means you can set up campaigns that not only take into account a users current interest, but their current location as well.
Another tool in the digital marketers tool bag are location aware push notifications. Most people who download an app will enable push notifications, and these notifications let you display messages at the top of a user's screen. Push notifications are a simple and effective tool that you can use in combination with application development to communicate with smartphone users.
Google's Webmaster Guidelines say that Pop Ups must be unobtrusive. That means you can use them, but that they must not get in the user's way nor degrade the customer experience. There are many ways to accomplish this, and the Hubspot Marketing Suite provides very powerful features that allow the mobile marketing to use these proven tools, which have proven to have very high conversion rates.
Implementing these five suggestions to your online mobile marketing efforts will put you in the right direction in establishing and improving your current mobile presence. If you're not implementing some kind of mobile marketing strategy, you're already trailing behind!
Digital devices, both iOS and Android, allow clever marketers to design and deploy highly interactive promotional marketing tactics. These can range from interactive games, with in-game purchases and choose your own journey type videos, to name just a couple.
By developing a mobile marketing strategy that customers can intuitively interact with on their smartphones, you can connect with them in real time throughout their day. A solid mobile marketing campaign improves the customer experience and builds customer loyalty. Using mobile marketing, you can engage with your customers across the platforms they use most, whether that's email, SMS, push, or in-app notifications.
Whether thinking about mobile marketing, in-store physical face-to-face marketing or desktop, the key to success is developing a comprehensive buyer persona that addresses a pain point that you solve. For example, the mobile food truck solves the 'I am hungry' and 'I need it now' pain point. But every business is different and needs to really understand their target audience if they want to launch successful mobile marketing campaigns.
If this all sounds a bit overwhelming, we have you covered. You can start learning how to do this for free! Just take a look at our comprehensive look at our guide to improving your overall internet marketing, which you can download here by clicking the button below.
Until next time…
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