Why is it worthwhile to invest in mobile marketing campaigns?

Mobile gadgets provide smartphone and tablet users access to a vast assortment of information. People commonly use these devices to access the internet, play music, watch videos and much more, and business leaders can invest in mobile marketing strategies to reach their target audiences.

Gartner reports that global mobile advertising revenue is expected to reach $11.4 billion in 2013. Additionally, Gartner experts noted that international mobile marketing revenue could increase by 400 percent between 2011 and 2016.

“The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices,” said Stephanie Baghdassarian, research director at Gartner. “Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives.”

With mobile advertising campaigns, companies can effectively interact with a wide range of consumers. Clients will appreciate messages that they can view at any time on their handheld devices, and firms could significantly extend their reach by investing in innovative advertising initiatives.

Businesses could enjoy multiple benefits from mobile marketing plans, including:

1. Enhanced brand recognition
Your company wants instant recognition in its respective industry, but a tight marketing budget can hamstring your plans.

However, mobile advertising plans help your business improve its brand recognition instantly. Companies can maximize their operating expenses by investing in strategies that will help them connect with large groups of people quickly.

Building brand awareness helps your company share vital information with its target audience. When consumers can review information about your business on their smartphones and tablets, they can learn about your firm and fully understand your goals and values.

Developing a first-rate blog or website provides a great starting point to enhance your company’s brand recognition. Company leaders also can use social networks such as Facebook and Twitter to share important announcements about their products and services.

2. improved client retention
Creating long-term partnerships with clients is crucial, particularly in a competitive market. Thankfully, mobile marketing strategies can help your business improve its client retention rates in short periods of time.

The Godwin Group reports that customers are five times more likely to respond to mobile advertisements than print campaigns. Businesses that create clear, concise messages can bolster their marketing initiatives and promote their brands efficiently.

Employees from several departments can provide support to develop mobile marketing campaign messages that are direct and easy to understand. Business officials should ensure that all content is accurate and positively reflects a firm’s mission to clients before it is released to consumers.

Trust is a critical aspect in a business partnership. Customers will support firms that provide quality information about their products and services, and your firm can use a direct approach to enhance its client satisfaction levels. Retaining customers for extended periods of time enables your company to build its brand and become one of the top firms in its industry.

3. A faster way to reach consumers
The news source notes that 80 percent of Americans carry a cell phone everywhere they go. As new smartphones and tablets are introduced by brand-name manufacturers, more consumers could invest in top-notch devices, which would provide unique marketing opportunities to businesses around the world.

“Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices,” said Andrew Frank, research vice president at Gartner.

Optimizing your firm’s interactions with customers is essential, and mobile marketing strategies can help your business streamline its advertising campaigns. Business officials will appreciate mobile opportunities to connect with consumers from multiple destinations without delays or interference.

Mobile advertising initiatives also allow firms to improve their customer response rates to marketing initiatives. The news source reports that up to 18 percent on consumers will notice mobile ads, and companies that develop quality messages can successfully interact with their target audiences.

Consider audience members’ perspectives to create effective mobile advertising strategies. Business officials likely want to connect with specific groups of people, and research could help these administrators learn about their clientele.

Developing an effective mobile marketing campaign delivers immediate and long-term benefits for companies. Clients can rely on information about your firm that they can view on their smartphones and tablets, and your business can reap the rewards of world-class marketing efforts.

After introducing a mobile marketing strategy, companies should not become complacent. Instead, review the progress of your firm’s initiatives and consider ways to improve your outreach plans. By regularly evaluating your business’ advertising campaigns, your company can stay ahead of the competition and enjoy long-term success.

Adam Naide

Adam Naide is Executive Director of Marketing for Social Media at Cox Communications, where he leads overall strategy and execution for all of the company’s social media activities including audience engagement, campaigns, demand creation and retention. Every week, over six million consumers and small businesses engage with Cox Communications on Facebook, Twitter, You Tube, Pinterest, Google Plus, and Linked In. Cox Business connects online with small & mid-size businesses from its small business blog, Cox Blue.

In 2012, Adam was named a “Top Ten Social Media Maven” by Multichannel News and to Cable Fax’s Digital Hot List.

You can follow Adam on Twitter at @adamnaide where he tweets about social media, and his other passion, cereal.

Adam holds a bachelor’s degree from Emory University and an MBA from the University of Georgia.Naide lives in Alpharetta, Ga., with his wife, Karen, and two teenage children.