Listening to Strategic Steps when Doing "Mobile Marketing"

In its definition, mobile marketing can be interpreted as an activity multi-channel on smartphones, tablets and mobile device others that are carried out targeting the target user. The platforms used are also diverse, ranging from using applications, social media, email and SMS. The increasing penetration of smartphones today has changed conventional and general marketing activities.

Now, use mobile marketing has been increasingly massively carried out to promote products, increase the number of users, and increase engagement with customers. The decline in desktop usage is also the reason why startups have started to take advantage of mobile marketing activities.

In a survey conducted Marketo As mentioned, as many as 80% of internet users have more than one smartphone. Meanwhile, mobile platforms such as smartphones and tablets have controlled 60% of the total digital media. Another survey that was successfully summarized was that 48% of respondents said the first thing users do when opening their smartphone is to look at the search page and 95% of adults use their smartphones to view interesting content and news content. Meanwhile, 65% of smartphone users open email from their smartphone.

The large number of mobile or smartphone users creates opportunities for startups to launch marketing and marketing activities Branding. Here are tips to do mobile marketing which we have collected.

Do A/B testing

Before marketing activities will be focused on mobile, it is better to make preparations and strategic steps first. Among them is doing A/B testing to find out which content is the most effective in achieving goals.

A/B testing is able to compare two versions of a marketing campaign in channel and provide accurate information about performance to potential customers. From these activities, you will also be able to see the most favorite platform, the ideal time that the target user sees a lot of, up to the number of times view obtained.

"Another thing to think about is to always create content that is relevant and useful to users. Also do a lot of testing channel at the same time to know channel which one is most effective in achieving the marketing objectives [objectives]," said VP of Enterprise Business Agate Shieny Aprilia.

The same thing was also expressed by Key Account Specialist HELPTASK Seino Prasetyo. Interesting and useful content can create customer layoty and engagement.

"The most important thing or we must apply when carrying out mobile marketing activities is, of course, regarding target product segmentation we alone. Even from the start of the company, we must know very well who our target market is. Second, we just move on and focus on the content we want to convey. Don't let the content that we convey seem cheap and even worsen the company's own image," said Seino.

Seino added, special attention to display ads This is very crucial, especially for startups who want to market applications. Have you user friendly, efficient payment methods and more.

Retention versus engagement

Another important thing that needs to be considered before carrying out marketing activities on a mobile platform is determining priorities, whether to prioritize the retention or engagement According to Seino, customer satisfaction is the most appropriate way to create brand loyalty and the retention will product. Other focus depends on the principles of each company.

"When we talk about HELPTASK products, we always grow the retention it comes from the roots, namely by prioritizing delivering quality service what is done by the HELPTASK helper supported by SOPs to customer as an evaluation material that we always do regularly and continuously."

Meanwhile, according to Shieny, it all depends on the objective of the company's marketing activities. For Agate who develops paid game applications, engagement more important than the retention, because the longer the user spends in the game, it means that the user really enjoys the game that he has purchased.

"For free game apps with in-app purchase, the retention a little more important than commitment, because the more the user returns to the game, the more loyal he is and the more likely he is to buy in-app purchase, said Shenny.

Ideal content and platform

So what kind of content is ideal to display when doing activities? mobile marketing? Besides being useful for users, content that is interesting and liked by users can also be a great way to recruit new users. The formats can also vary, it can be in the form of infographics or videos.

"Visual interaction will increase your engagement. Of course this can provide more knowledge to consumers about the product at once brand calling to existing products," said Seino.

Of the many platforms available to do mobile marketing Currently, both Seino and Shieny mention social media as the most favorite platform. Besides being free, social media is also able to create a viral effect and reach a wider market.

"However, again, it all depends on the product and who is the target customer our. For products game, apart from social media, we also take advantage of the application to mobile marketing, said Shenny.

Train mobile marketing

In the future, it is estimated that there will be many new ways and technologies that will be applied when conducting mobile marketing activities. Among them, according to Shieny, is that there will be more augmented reality ads. User can get experience about products more immersively.

"Then Gamification where users can try products or get information about products through games. And machine learning where ad platform can perform content optimization and channel marketing automatically."

This was also expressed by Seino, who saw the trend mobile marketing in the future will refer to digital.

"It can be seen from around us. People now see news no longer through newspapers, but through their smartphones. Because smartphones and social media have become a lifestyle for all of us, everyday, and digital marketing will not decline in the future."