Mobile Marketing is an extremely important strategy for businesses seeking to gain customers. Data collected by GlobalWebIndex shows that half of the time people spend online is via cell phone.
This means that brands need to constantly devise plans to reach their target audiences through these devices, as more and more people make purchases via mobile.
According to a report by Webshoppers, mobile device sales made up 42.8% of all e-commerce orders placed in January 2019 in Brazil. This trend looks set to increase, especially as many people start purchasing products without visiting physical stores as a result of the pandemic.
Advantages of Mobile Marketing
Communication is faster thanks to mobile. In the past, contact was only possible through calls or via email. Today, a customer can contact a brand over social networks or WhatsApp, and ask questions about a product or service with ease.
To reach customers through mobile, a wide range of resources can be used, including: SMS, WhatsApp, Bluetooth and QR Codes. Understanding user preferences and behaviour is vital when choosing the best way to contact customers.
What I Learned About Mobile Marketing
At the Mobile Marketing com a Afiliados Brasil event, which I attended some time ago, we discussed – among other things – how RecargaPay achieved such rapid success in Latin America. After analyzing the data, it became obvious, and I’ll talk more about it below.
But first, I would like to highlight some important marketing tips:
- Attract customers to your brand;
- Maintain a good relationship with your users;
- Monitor your customers’ activity;
- Know what is relevant to your brand and your audience;
- Measure acquisition campaigns.
That last tip is crucial, and is linked to the lessons I drew from the Mobile Marketing event. One of the reasons for RecargaPay’s rapid growth has to do with our change in strategy around campaigns. We stopped using CPI, and started to focus on CPA. The first acronym stands for “cost per installation” and the second for “cost per acquisition”.
One mobile strategy which companies often use is to pay for sponsored ads to gain new users. The brand uses its financial resources to attract people. This is cost per installation – the company only pays for each download of its app or software. But this no longer made sense for us, for one simple reason: just because someone downloads an app, doesn’t mean that they will engage with it. In other words, the quantity of installations is less important than the quality of these users.
The key to any business’s success is a combination of user acquisition and user engagement. That’s what drives real financial results. We then began focusing on CPA, which is the average cost per sale or transaction. This indicator covers all campaigns, not just isolated actions. It encompasses the entire strategy and analyzes the consumer’s journey to their purchase.
And why is analyzing these metrics so important for mobile marketing?
These metrics are the ones that will help to define more efficient strategies for winning and retaining customers. They make it easier to define which resources are useful for your business, to achieve the results you are looking for.
Mobile Marketing: concepts and trends