With the increase in the use of mobile devices and the increase in the penetration of connectivity in different parts of the world, is practically a reality the fact that mobile marketing is receiving more and more attention. It is estimated that for 2019, 72% of investment in marketing is for efforts on mobile platforms and apps, according to the website Forbes.com. So how to create a mobile marketing campaign?

No goal, no fixed course
In any marketing campaign you have to raise objectives, how else would we know if the campaign was successful or not? The objectives must be achievable and measurable. Achievable, for as long as there is a desire to reach the larger numbers, there must be a realistic scenario. On the other hand, sometimes we doubt about the measurable nature of certain objectives, and the truth is that in some way we have to raise measurements like ROI.

Who are we talking to?
Defining the public of the campaign is important because this is what will define the tone of the message, the frequency of the message, schedules, locations, etc. When it comes to mobile marketing the constant and most frequent revision of the target definition is more necessary. This is because the mobile has a characteristic of «variable», tends to be very changeable according to the speed with which new digital trends arise, technological advances and social values in these times.

The channels they tune in
The next step is to analyze the channels available to communicate with the target of the campaign. In this case the possible mobile channels are: apps, email, social networks, SMS. The use of one of these channels or several at the same time must be strategically established, based on the objectives, the target and the resources available.

For example, it may happen that in a 3 month mobile marketing campaign it is only a matter of using SMS as part of an invitation to the user to accept an offer or discount, increasing the sales and knowledge of the product.

The message

The message that you want to transmit with the marketing actions is important. Here is defined if there will be a call to action and how it will communicate, what tone, in short, what exactly is the message.

When it comes to mobile marketing, we’re talking about a more dynamic marketing process due to trends and all the changes that come up every day. The important thing is to create campaigns that are successful for both the brand and the customer. Do you have an opinion or something you want to contribute? Write us in the comments below.

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