Mobile Marketing: How to Target Your Local Audience Using Mobile Marketing
More people than ever are using mobile devices on a daily basis. This type of behavior presents a significant opportunity for businesses. Thanks to the type of marketing that can be done via mobile, it’s possible for businesses to interact with prospects and customers at the perfect time. That type of mobile marketing utilizes location data. Since this is a specific type of mobile marketing with its own set of challenges and best practices, that’s what we’re going to focus on with the mobile marketing tips we share today: Be Strategic About Using Location Data When used wisely, location data can provide a very compelling way for businesses to connect with a local audience. On the other hand, if the use of this type of data is abused or utilized in a way that consumers don’t like, it can create negative experiences. So while your business should be open to taking advantage of the latest
mobile marketing opportunities, be sure to fully think through them prior to implementation. Always Provide Value This is the best litmus test for the issue discussed in the previous section. When you’re thinking about using location data, stop and evaluate if doing so will provide value for prospects or customers. If the answer is yes, chances are this method of targeting is one worth pursuing. But if the answer is no, you should put that specific idea on hold and continue looking into other mobile marketing options. Don’t Forget About Your Mobile Website Businesses often focus solely on an app or SMS when they think about targeting a local audience through mobile marketing. While those channels can drive significant results, it’s important to also keep your website in mind. A significant percentage of prospects will have their first interaction with your business through its website. Many of those interactions will take place on a mobile phone, which is why you want to fully optimize your website’s mobile experience. And if your ultimate goal is to get someone to download an app or give you their phone number, you can make that call to action very prominent on your mobile website. Close the Loop with Mobile Payments In almost all cases, the ultimate goal of targeting a local audience via mobile marketing is to drive purchases. You can optimize the buying experience by exploring different mobile payment options and supporting the ones that make sense for your specific business. Integrating mobile payments into your business also opens up interesting retention opportunities like loyalty programs. Published by: Michelle Hummel Founder of WebMediaUniversity