Today, people rely on their mobile devices to do online shopping, connect with friends and family, find places, and a lot more. As people continue to use their smartphones and other mobile devices for almost everything, marketers and business owners need to re-adjust their thinking when it comes to marketing. 

There is an urgent need to integrate mobile marketing into their overall marketing strategy. Recent US data shows that over 61% of website traffic in 2020 was from mobile devices. This indicates that more people are now accessing the internet using mobile devices than those using computers. 

The question you might be asking yourself right now is how best can you integrate mobile marketing into your overall marketing strategy? Well, there are quite a number of ways you can do this. Let’s share with you the five most tested mobile marketing strategies that actually work. 

• Get deeper insights about customers. 

Knowing the age and gender of your customers alone may not help you a lot in terms of getting traffic and conversions from mobile device users. You need to get the more detailed info to help you tailor your marketing campaigns that speak to each of these customers in the “language” they understand best.

Some of these insights may include the customer's language, their favorite restaurant around town, the time they are likely to open push notifications, and a lot more. Such insights will help you create profiles for both previous and potential customers. With these profiles, you can easily segment your market and create personalized campaigns for each segment. 

• Use a cross-channel mobile-centric approach.

While using our mobile devices, we interact with different apps, including social media, email, SMS, and many more. As a marketer or business owner, you need to create a mobile marketing strategy that takes advantage of all the possible channels your target customers will likely find your campaigns engaging. 

For instance, relying on email marketing alone may not bring you the best results. However, integrating SMS and social media marketing on mobile-first platforms like Instagram and TikTok will likely get you more traffic and conversions. You may have to first try out different channels and then figure out which ones bring you the best results.

• Use data to determine your target market.

While integrating mobile marketing into your overall marketing strategy, don’t rely on your assumptions while determining whom to target. Just ten years back, social media platforms such as Instagram were looked at as platforms for the kids and the youth. However, things have changed in the past years; we now have 50 and 60-year-olds using Instagram. 

If you are creating a mobile marketing strategy, don’t be biased against a specific demographic. User current data to determine whom to target and who not to target. And if the available data is not enough, you may have to do your testing to determine the group of people that engage with your brand the most and the platforms they use. These details will help you refine your future campaigns. 

• Make smart use of first-party information. 

Yes, personalized marketing campaigns have a good history when it comes to generating more engagement and conversions. However, customers get a little curious and sensitive when they realize a brand knows a lot about them. This could lead to less engagement and, in some cases, unsubscribes. 

That is why it is best to rely more on first-party information to create your personalized campaigns. When customers know they provided to you the data themselves or you acquired it with their consent, it is much easier for them to engage with your Ads without being worried about anything. You should also ensure your customers know how you intend to use their personal information while collecting it.  

• Use mobile marketing automation. 

There are a set of tools that are designed to automate most of the mobile marketing tasks we have just shared with you. These tools will help you profile customers and execute a messaging strategy that reaches them in the right place at the right time and does so effectively. 

Trying to do these tasks manually will affect the accuracy of your campaigns and waste a lot of time. So, take off some money and invest in mobile marketing automation tools if you would like to get a lot done, more accurately, and in less time. Automation will also allow your team to focus on tasks that require human judgment and critical thinking. 

Final thoughts 

The above are some of the tested mobile marketing strategies that any business in this era needs to utilize to get better results from their marketing campaigns. Like any other strategy, they require investing in your time and money, which some markers and business owners may be hesitant to do. However, the fruits you’ll get when you implement these strategies make the investment worth it.