MARKETING STRATEGY

Mobile Marketing Strategy to Attract Your Audience

Sagar Srivastav | December 24, 2021

Mobile Marketing Strategy

The trend has been that mobile was winning. It's now won."

Eric Schmidt, former CEO of Google

Have you included mobile marketing in your B2B marketing strategy and not yet experiencing profits? Let us guide you on the appropriate ways of implementing mobile marketing that are guaranteed to widen your horizon of knowledge and scale your business.

Why is Mobile Marketing Vital?

The pandemic pushed marketers to re-think their marketing plans. An increase in mobile users indicates that it is easy for businesses to reach their target audience. Mobile marketing is highly advantageous in attracting users, getting a maximum audience through various channels, automating the marketing process, making users approach efficient, and assisting businesses to reach their potential customers easily.
  

Statistics on Mobile Marketing


  • According to Semrush, by the end of 2024, there will be over 290 million smartphone users.
  • According to a report by Datareportal, the number of mobile users is drastically increasing globally at a rate of 1.8 percent every year.
  • Global advertising will hit $280 billion by 2022, as stated by Statista.
  • According to Mailchimp, utilizing a mobile-responsive email design can increase unique mobile clicks by 15%.
  • According to Semrush, nearly 46% of Americans search for more information about a product or service on a mobile app.


Build a Mobile Marketing Strategy

Nearly every industry is investing in mobile marketing as it benefits them in various ways, such as enhancing sales, conversions, and driving ROI, etc. Follow these unique mobile marketing strategies to scale your B2B marketing.

Location-based Approach

Location-based marketing is vital marketing that increases sales and creates awareness of a particular product or service rapidly. The main target is to build up customers in a specific area with the help of geofencing mobile applications.

Voice Search Optimization

The voice search optimization will increase in the world by 42% more than the current statistics. Using voice search optimization has driven users to visit a nearby store to purchase a service or land on business websites, thereby boosting sales.

Mobile-friendly Designs

A mobile-friendly design is a must in today's world as it is more likely for a customer to stay on a website or look at a mobile-friendly design if the website or blog is interactive and aesthetically attractive. Adding videos to your website is one of the easiest ways to keep a user engaged. You can also add captions to the video, as Facebook suggests 85% of people watch Facebook videos without sound.

Video Clips

Social media ROI suggests that over 75% of people engage with a brand when they dive deep into a brand's video as it shoots customer engagement and enable them to go through videos rather than read text, as visuals are more impactful and less tedious.

Opt-in Forms

Getting customer details is considered one of the most important things for a business or service. It is a touchpoint that the brand can use to advertise or inform the customers about their new product or service launch. It is also considered a round-robin concept that leads to the highest conversion rate.

SMS Marketing

This service can start once the customers fill in the opt-in form and subscribe to the brand for future updates. The SMS service can be used to provide coupons to customers. The study suggests that 90% of people read SMS within three minutes of receiving them. These coupons are used ten times more than the coupons received on any other platform. This makes SMS marketing one of the best and most accessible ways to implement a mobile marketing strategy.

Personalization

Personalization is one of the best marketing methods that helps businesses attract an audience and convert them into long-term customers. You can woo them by creating engaging videos, offering discounts, curating content according to the sales funnel, among more.

QR Codes

OR code is an effective way to transmit a lot of data through the mobile browser. It helps audiences easily access the site. It gives a quick response and makes your customers' research process efficient and easier.

IKEA - Catalog App for Mobile

Catalog collaborates with items and help in experiencing an interactive platform. IKEA decided to trick the users by allowing scanning to learn more about an item and add any catalog item to their room, consequently, the IKEA app became the No. 1 marketing app for the year 2016. On an average, a user spent at least 8 minutes interacting with the application.

Final Thoughts


If your plans don't include mobile, your plans are not finished."

Wendy Clark, Coca-Cola’s Global CEO at Dentsu International

Mobile marketing is an excellent marketing method that has been booming since 2021 and is helping businesses achieve sustainable growth. The abovementioned mobile marketing strategy can take your business to the next level.

Frequently Asked Questions


What exactly is mobile marketing?

Mobile marketing is the process of advertising your products or services through mobile phones by persuading your audience to learn more about your brand.

Which technology makes mobile marketing more influential?

Mobile marketing is becoming more influential thanks to artificial intelligence, 3D effects, and responsive designs.

What is mobile marketing automation?

Mobile marketing automation elaborates on managing your mobile tasks and processes by utilizing powerful software.

Spotlight

Cheil Worldwide

The Cheil Global Network is “The Network Built for Now”, a collection of specialisms unified by the entrepreneurial spirit of Cheil’s HQ in Seoul, which grew out of the technology revolution in Asia. The Cheil Global Network unites specialisms in brand communications, retail, innovation, social and design. It includes Cheil, The Barbarian Group, BMB, Bravo Asia, iris, McKinney, and One Agency. Our clients include Samsung, Absolut, Adidas, Etihad, GE, Google, Hyundai, Lego, Microsoft, Mini, Nestle and Shell. The Cheil Global Network is purpose built to help clients navigate the changes challenging all businesses, by creating ideas that move – move people, move brands and move business.

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CRM

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Cross-department Data Accessibility CRM data can be accessed across departments that may not necessarily be in the same location. This kind of accessibility makes it easier for all departments to optimize their processes. Provides Business Insights Companies easily track business intelligence metrics that help them understand which campaigns are generating leads and how much time it takes to follow up with leads. They can also gauge salesperson performance, business KPIs (closed cases, average call time, average user rating), customer sales, and product sales, up-selling and cross-selling data. Aligns Core Teams All the teams that come into contact with customers are used to working in silos. That doesn't mean that CRM data won't help them. It can show them how to focus their goals and efforts on getting, nurturing, and converting leads, as well as giving customers a great experience. Creating an Effective CRM Strategy To create an effective CRM strategy, follow these steps: Identify your position in the market Know your product or service Define goals and vision Determine the ICP and target audience Map the customer’s journey Create a 360° CX experience Choose a good CRM software Sync everything with your CRM software Measure the performance of your strategy using KPIs British Airways’ Volume Requests Increased after Using CRM British Airways set a great example of a CRM strategy using Teradata CRM. Their volume requests increased by 150%. They automated campaigns and customer communications for their integrated warehouse through Teradata and saw amazing results. Conclusion The role of CRM is crucial in your business strategy. Adopting the best CRM strategy can bring you outstanding results and help you focus on your customers closely. FAQ Which companies offer CRM software solutions? 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MARKETING STRATEGY

7 Crucial Channel Marketing Strategy Best Practices

Article | February 28, 2022

Tracey Noonan and Danielle Vilagie started Wicked Good Cupcakes after taking a cake-decorating class together and enjoying it immensely. Wicked Good Cupcakes wanted to serve customers out of town. They came up with the ‘portable cupcake in a jar’ concept to safely ship their cupcakes. They hired C Squared Social, a digital agency, to run their online campaigns so they could generate new leads and increase their reach. C Squared, in turn, partnered with Facebook Business Partner Zapier. Zapier used Facebook’s innovative lead ad functions to stitch together CRM, email marketing, and team messaging tools. This was done to capture every opportunity for Wicked Good Cupcakes. Through its channel partner Zapier, Facebook facilitated an end customer with a 94% lower average cost per lead, a 24% contact response rate from leads, and a 48x increase in leads in just 3.5 months from the launch of the campaign. This is the power of channel partnership. But how did Zapier know what features from Facebook’s marketing offerings it could use to deliver amazing results for Wicked Good Cupcakes? It’s because Facebook has vetted Zapier to advertise, sell, and engage end customers with Facebook’s offerings. Facebook did this by using effective to-partner marketing. Let us now explore channel partner marketing in detail. What is Channel Partner Marketing? Channel partners are intermediaries between your product and the end customer. Channel partner marketing uses methods to promote products or services to channel partners or to end customers through channel partners. This kind of marketing considers the manufacturer’s expectations, requirements, and goals, channel partners, and their audiences. In a recent interview with Media 7, Sam O’Brien, CMO at Affise, talked about partner marketing. Partner market has huge growth at the moment. It's really taken off, and still, it seems quite complex to people. 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Marketing technology has also evolved dramatically. It is a dynamic mix of thought leadership, search authority, and expert lead generation to create measurable results. Channel partners need to focus on marketing and invest effort, resources, and time to keep up with the changing trends, or fall short in the market. Benefits of an Effective Channel Marketing Strategy Let us look at what an effective channel marketing strategy can do for your business: Gain access to your partners’ audiences. Channel partner marketing is affordable as compared to other forms of marketing. Present value-added offerings (your partner’s) to your existing audience. Access a bigger team that works for your success. Use the unique resources that your partners have. Increase trust in your brand by collaborating with the right partners. Enhance your distribution channels with the help of your partners. Look into These Factors Before Creating a Channel Marketing Strategy A good channel partnership can help you scale your business. To enhance the results of your partnership, creating an effective channel marketing strategy is crucial. Here are things you should take into consideration before you create a strategy: Solid C-Suite Commitment Help your channel partners grow their businesses! There is no better way to form long-lasting partnerships. To make this happen, you need to invest your time in getting C-Suite buy-in in advance so that you can secure their commitment and resources to develop and implement your partner marketing strategy. Smooth On-boarding Welcome your partners to your channel program with proactive communication and engagement. Creating a welcome kit as your first touchpoint could be a great idea. The contents of this kit can be based on the solutions you provide and your business model. Be a no-hassle channel partner. Identify Pain Points For existing partners, identify their pain points like low partner engagement, abandoned campaigns, unutilized market development fund (MDF), ineffective campaigns, and metric measurement challenges. Other difficulties may arise, such as communication, effective lead scoring, and qualifying them. Your partner marketing strategy should offer solutions to these problems. Focus on Your Content Amplify your brand with high-quality content. Generate interest and maintain mindshare using content marketing pieces like blogs, flyers, data sheets, case studies, e-books, whitepapers, videos, webinars and more. Automate your social and digital campaigns using content platforms, and create a content factory that can be managed using channel marketing management software. Help partners by providing them with marketing agency assistance so they can use good content to market your products. Partner Marketing Strategy: 7 Crucial Channel Marketing Strategy Best Practices Now that we have established what goes into a partner marketing plan, let us look at seven best practices that can make your channel marketing strategy successful: Align Marketing and Channel Objectives You can define the success of your partnership using factors like active, new, engaged partners, and channel revenue. They should be the foundation of your partner marketing plan. This way, you can align your marketing and channel goals and invest in your partnership resources better. Tracking the dollars invested in marketing and enhancing partner production gives an insight into where to invest. When there are partnerships that go across countries, working together well with the local channel manager and big business sellers is the key to success and output. Decide Baselines & Metrics For your channel marketing campaign, establish appropriate baselines and chase improvements in relative performance because campaign-level ROI measurements can be challenging. Metrics like partner adoption of created assets and content, and partner metrics in lead generation can be tracked using PRM tools. Email metrics and leads generated are other metrics that can help you measure the success of your partner marketing plan. The ultimate metric should be the end-user satisfaction rate because it directly translates to a low churn rate. Become a Revenue Marketer Invest your time in customizing and spinning your high-quality, professional-level content assets for your sales organization and channel partners. This can help you tap into the potential ROI of each of your content pieces. Over time, it can add up significantly to your marketing performance. Impactful content is greatly enhanced by channel marketing. If you use it to target partners, you can gain partner mind share and create revenue opportunities that you might have otherwise missed. You can pair this type of soft marketing with the hard marketing that the C-Suite prefers. Map Partner Performance Ensure that you map individual partner performance in your assessments to get insights into what is working in your partner program and which partner strengths you can bank on and focus. Check how many deals are closing through the channel, and how many new opportunities are coming through your partners. If a partner isn’t doing much for the program, that partner is probably draining your resources. Take notice of your new partners’ performance in your channel marketing campaign over a set period to see what they are doing for you and the partner revenue. Keep Your ‘To’ and ‘Through’ Sorted When you look at your to-partners’ side, you aim to drive leads, and market qualified leads from a marketing and sales angle. You are also considering the cost per lead, what the partner did convert or lose, and why the partner came to you or why they didn’t. As for the through angle, your only point of analysis is the customer engagement and the satisfaction the partner has achieved through the partnership. Ensure you know why some partners are more successful than others, how many campaigns run through your platform, and how many of your partners are active on your PRM platform. Once you know what you need to look at from both angles, you are sorted and can run your marketing strategy effectively. Embed Engagement into Your Program Engagement is key to any partner alliance. Embedding engagement through to-partner marketing can enhance the channel partnership program. You need to plan, train, and gather feedback on your ‘to’ and ‘through’ channel marketing tactics. Some ways to embed engagement into the channel partnership programs are: Creating bundled marketing campaigns with product training to improve lead follow-up Co-partner marketing to drive thought leadership Transparent to-partner communications Partner advisory councils that focus on sales and marketing Quarterly feedback surveys to enhance partner marketing processes Executive sponsorship for key partners. Constantly Enhance Your Strategy Seek improvement in your channel marketing strategy by referring to your baselines and other KPIs. Measuring the baseline engagements will not only help you improve your strategy but it will also shed light on potential issues that may impede progress and growth. Keep an eye on what the partner revenue numbers look like, what kind of demand generation content they are leveraging, the webinars or events they are attending, and if they are mentioning you on their social media. Any big dips in numbers or engagement will help you redirect your efforts to what is causing the sudden shift. Wrapping It Up A channel partnership is a give and get kind of association. To get the most out of it, you need to focus on marketing strategies that target your partners and your end customers. Enhance your partnership by planning, reaffirming partnership goals, revamping your marketing strategy from time to time, and earning partner mindshare. FAQ What is channel marketing? Channel marketing includes to-channel marketing and through-channel marketing. To-channel marketing means recruiting and engaging sales partners, distributors, and their networks. Through-channel marketing means you market your products and services to end customers through your sales channel. What factors should you consider before creating a partner marketing strategy? Consider factors like abandoned campaigns, under-utilized MDF, ineffective campaigns, low partner engagement, and lack of visibility, measurement issues, lead qualifying and scoring, effective communication with end customers, and delivering professional marketing information to end customers. How can you improve your channel marketing strategy? Establish baselines to measure the success, look at partner revenue, demand generation content downloads, and partner social media mentions and find out the areas that need your attention. Revamp your strategy based on these insights.

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MARKETING ANALYTICS

Hyper-personalization ROI and Digital Marketing

Article | February 24, 2022

Organizations talk a lot about their offerings and how their products are better than their competitors. The companies and service providers keep talking about their business models to promote themselves everywhere possible. "All noise," nothing tangible! We start approaching our prospects from every channel we possess in this process. Ever thought how boring it could be for your prospects to see the same jargon everywhere? Trust me, if your competitors see your branding campaigns for three months, they surely know you as a company. So now it's time to take it to the next level. And here's where marketing needs to think of ROI. What is ROI? Return Rate on Investment (ROI) measures the total monetary value of its investment versus its cost. Client acquisition strategies enable brands to quantify the worth of each customer by calculating the return on investment (ROI) each customer generates for the business. 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No matter which business, the playbook needs to be set upright. In today's game, we have tools that tell us what the prime need of our customers is and being a marketer of that specific domain, and one must identify the best options to make their playbook efficient and ROI driven. Hyper-personalization is the latest and advanced method in the world of marketing will soon be a new normal, and the one who adapts it first will turn out to enjoy the larger share of the pie. The term "hyper-personalization" refers to the process of customizing product offerings and digital information on an individual basis. Hyper-personalization, which is tailored to a customer's tastes, requirements, and expectations, combines big data and artificial intelligence technologies to create customized experiences. This is accomplished by using data, analytics, artificial intelligence, and automation to provide customized and targeted experiences. How Hyper-personalization ROI Helps Business Businesses can use hyper-personalization to send highly contextualized communications to specific customers at the proper time and place and via the appropriate channel. As digital marketing becomes more competitive, hyper-personalized marketing enables firms to engage customers meaningfully, strengthen existing relationships, develop new ones, and enhance customer experience. With highly tailored marketing messages and service offerings, hyper-personalization helps the organization maintain a smooth outflow of business. When brands are able to implement an analytics-driven hyper-personalization strategy, their outsourcing of business becomes highly efficient, and the customer relationship develops to be sealed over time. Hyper customization utilizes automation and intelligent insights to provide customized content to each unique user. Times change, and the modus operandi for each aspect of life needs some shapeshift. A personalized approach is not an invention. It has been happening since ancient times and the reign of kings. But since every customer has now become a king, marketers need to rethink modes and methods to maximize ROI. "As we live in a world where only the strongest survive." Businesses must embrace a hyper-personalized marketing approach that includes data, advanced analytics, and artificial intelligence technologies across the customer journey and generates unprecedented levels of industry-specific customer insights and action to compete effectively in today's economy. In the case of a B2B setup, the process begins with a basic progress chart that allows you to see your accounts and the stages they are in in real time, which really aids your sales staff in driving higher conversions. In an online setting, on the other hand, you can construct loyalty buckets and treat your consumers the way they want to be treated. In a D2C scenario, for example, you must provide better discounts and higher loyalty points to your frequent buyers so that they never consider leaving you. Regardless of the industry, the playbook must be properly set up. We now have technologies that inform us what our customers' primary needs are, and as a marketer in that domain, one must discover the best solutions to make their playbook efficient and ROI-driven.

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Spotlight

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The Cheil Global Network is “The Network Built for Now”, a collection of specialisms unified by the entrepreneurial spirit of Cheil’s HQ in Seoul, which grew out of the technology revolution in Asia. The Cheil Global Network unites specialisms in brand communications, retail, innovation, social and design. It includes Cheil, The Barbarian Group, BMB, Bravo Asia, iris, McKinney, and One Agency. Our clients include Samsung, Absolut, Adidas, Etihad, GE, Google, Hyundai, Lego, Microsoft, Mini, Nestle and Shell. The Cheil Global Network is purpose built to help clients navigate the changes challenging all businesses, by creating ideas that move – move people, move brands and move business.

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