Your Guide to Relevant Mobile Marketing

If you want your emails read and marketing messages viewed, then they must be relevant. People are turned off by general broadcasts and will quickly delete or ignore them. Instead, it is imperative to carefully craft your marketing messages to appeal to a specified target market. This is especially true of mobile marketing where mobile usage has already overtaken desktop Internet usage. Mobile usage changes the way you do business. Customers and prospects want information updated and available in real time, not when you get back into the office. As a result, you’ll need a mobile customer relationship management system (Mobile CRM). Continue reading to learn more.


What is mobile CRM?

If you want to understand the mobile CRM meaning, it helps to take a look at it from a big-picture viewpoint. If you have marketing campaigns, then you probably already have a CRM system. Well, mobile CRM is a tool designed with the same features as a desktop CRM, except it can be used on mobile devices–from anywhere. This means you can update available information even when you’re not in the office, as mobile CRM apps are often cloud-based.

Customers don’t have time to wait for answers and data. Otherwise, they will just head over to your competitor. Yet, mobile CRM isn’t just about immediate access to the latest business information from around the world. Your customers also expect a mobile-first experience. You can use your mobile CRM as the platform for building your entire mobile strategy from customer service and support to customer-facing apps.




A mobile marketing strategy is no longer optional

People love the convenience of having the web in the palm of their hands. No one wants to take the time to open up their laptops just to lookup “local ice cream shops” or “nearby spray tan salons.”

Other questions come to mind, which only require a mobile device, such as “cast of 13 Reasons Why”, “how to get Brad Pitt to notice me” or “is the government hiding information on time travel?” Simple searches like these don’t require a laptop. Yet, people are searching for more on their mobile devices than random questions that pop in their heads.

This is why your site needs to be optimized for mobile, as do your ads. If you don’t take this into consideration, then you’re just giving your competitors free customers.


Understand your mobile audience

Your mobile CRM app can help you to create mobile buyer personas. These are representations of your target audience. Profiles should be used to describe your prospects in terms of their:

  • Goals
  • Preferred content types
  • Roles in the purchasing process
  • Challenges
  • Background
  • Location
  • Job description
  • Mobile habits (how much time do they spend on their mobile devices?)

According to a DemandGen report, 56% of B2B buyers use their mobile devices to search for vendors’ content. In addition, Salesandmarketing.com has found that 95% of adults use their smartphones to get information.

One way to help glean useful insights around your target market is through implementing Google Analytics to manage your site’s mobile traffic statistics. Then, input this data into your mobile CRM. As you get to know your target audience, you can tailor mobile marketing messages which are relevant to their interests.



Emphasize emotions

Customers don’t want to be a number. They want you to know their names. It makes business sense to help your customers feel more valued. Since you’ve created your mobile buyer personas, you can now hone your message to appeal directly to their emotions. As a result, you’ll immediately be perceived as more relevant.

Take a look at the most popular viral campaigns. What is it that they all have in common? For the most part, they pull on people’s heartstrings. They are usually sentimental. Sometimes, they are humorous. As you can see, pure information is not always enough.

You need to grab your prospects’ attention by becoming emotional. Play on their hopes and dreams. Add some wit to your campaigns. You may find your messages are now becoming more likely to go viral.


Watch your mobile metrics

One of the best uses for a mobile CRM is to monitor your mobile metrics. Of course, you must have some goals which define your metrics. They may include these:

  • Increasing conversions from email messages
  • Generating better leads
  • Improving traffic to sales pages

Now, review how well your mobile content is engaging your audience. Are they browsing your landing pages? Are they opening your text and email messages? What are the page view numbers? What is the bounce rate? What content receives the most interest from your mobile audience? When you have the metrics, you can better understand which strategies are working and which ones need tweaking or replacing.

A mobile marketing strategy needs to be long-term and monitored using your mobile CRM. The good news is there are many mobile marketing channels available for reaching every facet of your targeted audience.

Ryan Stewart

Ryan Stewart is a digital marketing consultant with over 8 years of experience working to help Fortune 500 brands grow their online presence. He currently resides in Miami, where he owns boutique creative agency WEBRIS. You can find Ryan on Twitter or LinkedIn.