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How to build effective mobile marketing campaigns

Several types of mobile marketing can serve a retailer well. Knowing how to utilize the techniques associated with these marketing types effectively is an important factor in business success and growth. A strong marketing campaign will help your business grow and thrive; taking a multi-pronged approach ensures that you will reach all available markets that are relevant to your product or service.

There are a few steps involved in creating a winning marketing campaign. Here are the first questions you should answer before beginning any marketing campaign:

This will enable you to choose options based on a realistic picture of your company for the most successful marketing platform possible. Here is a closer look at each component.

Know Your Company's Current Situation

What are your key products or services? These are the focus of your marketing campaign, and knowing which goods or services to promote will determine the next steps in building a successful campaign

Who is Your Target Audience?

Who is most likely to buy or use your products and/or services? Conducting market research may be an important step in planning your campaign if you cannot readily answer that question. This is especially important if you plan to use targeted advertising techniques, as you will be gearing your marketing campaign toward these individuals or groups.

Choosing the target audience for your products or services is one of the most important factors in an effective marketing campaign. Deploying a mobile campaign for a group that doesn't use technology as much, for example, would not be an effective campaign. Knowing your target audience and catering to their preferences, locations, and activities will help you receive the largest return on your marketing campaign investment.

What You Hope to Accomplish

Are you looking to generate additional foot traffic? Higher sales volume? Brand recognition? Knowing your primary marketing goals, aside from just sales, is a factor that many forget when building a marketing campaign. This step also helps you determine how you will measure success.

Be specific. Instead of saying, "I want to make more money", use concrete figures, such as, "I want to increase the revenue of product X by Y amount in Z months." Knowing how to track your acquisitions in a campaign manager will help you determine whether or not you're meeting your goals and will allow you to revisit successful campaigns so you can revise and utilize those strategies in new ways.

Marketing Strategies and Tactics

What marketing strategies and tactics do you plan to use? How well do you understand how each type works and what it entails?

Spreading yourself too thin over a variety of advertising types or targeting demographics that are unlikely to use your products or services can be a mistake. Focus on what is most realistically going to provide a return on investment. Will you choose proximity marketing, targeted marketing, or a blended approach?

Internal or External Management

Will you handle the responsibilities for developing and deploying marketing campaigns within the company, or will you outsource them to a company that specializes in marketing?

Set a Budget

How much money can you realistically spend on marketing? The answer to this question may impact how you handle the campaign and what steps are feasible for your company. There are options for all budget levels, so don't let a small budget discourage you!

Monitor Your Campaign

Check in on your goals frequently, and don't be afraid to reevaluate if something isn't working.

Understanding what types of marketing are used by your type of business will help you decide which type is right for your needs, what fits within your budget, and what is likely to be most effective based on the individuals or groups you are targeting.

With these questions answered, focusing on pursuing specific marketing types will be advantageous. For retailers, two of the most successful types of advertising campaigns are based on proximity marketing and targeted marketing. Location-based mobile marketing is a type of proximity marketing that is becoming more popular with retailers as technology advances and makes it easier and more cost-effective.

There are different marketing strategies that will be effective based on the product or service that you are selling. These strategies allow you to tailor your marketing to the appropriate groups. Proximity marketing, targeted marketing, and location-based mobile marketing are all types of marketing strategies that are used by retailers to attract customers that are likely to buy their products or services.