In 2016, the number of mobile internet users exceeded the ones who use desktop computers for browsing. The popularity of mobile internet is followed by the rise of the completely new form of digital marketing. Mobile marketing communicates with consumers through mobile apps, which enable marketers to target them anywhere and at any time. This marketing strategy also provides more detailed behavioral data than any other form of marketing analytics. That is why mobile marketing is slowly taking the market and becoming the number one branding tool.
In this article, we will explore how mobile marketing influences the standard branding process. We’d read the Fresh Spark’s 11 Step Branding Guide and decided to check how mobile marketing can be implemented in some of the steps they defined.
- 1 Determining a brand’s target audience
- 2 Creating a brand’s logo, tagline and a mission statement
- 3 Competitive research and a brand’s ‘purple cow’
- 4 Creating a brand’s message, business voice, and elevator pitch
- 5 Brand integration and consistency
- 6 Employees should be the brand’s best advocates
Determining a brand’s target audience
Creating a perfect buyer persona is a very important task for successful branding. Mobile marketing provides us with more information about the app users. With adequate permissions, apps can pull users’ Facebook interests, mobile purchases, GPS data, etc. By generating and analyzing more consumers’ behavioral data, marketers will be able to make more accurate buyer personas and adapt their brand to the tastes of their perfect audience.
Creating a brand’s logo, tagline and a mission statement
Creating a company’s corporate identity is the most creative part of the marketing process, and it’s exceptionally important for building an appealing and successful brand. Mobile marketing strategies won’t help companies to create a unique and effective logo design, but they’ll help target consumers to remember it. Most apps come with desktop shortcuts that keep a company logo in consumers’ sight, all the time. They also convey a brand’s message and enable marketers to target consumers with only one click.
Competitive research and a brand’s ‘purple cow’
A mobile marketing strategy and a commercial app can serve as powerful brand differentiators. Although this marketing field is developing very fast, many companies still don’t offer any mobile functionality. A mobile app makes products and services instantly available. It also helps consumers to reach the free content that the company is sharing. Enabling consumers to reach a company’s offer with only one click is an important customer service improvement, which can easily win them over.
Creating a brand’s message, business voice, and elevator pitch
More information about the target audience allows marketers to create more effective messages and sales pitches. It’s as simple as that. An app also allows them to share these messages far and wide.
Building a brand’s personality
Companies need to promote their brand’s personality across all channels and points of contact if they want to build genuine interactions with consumers. Mobile apps allow marketers to contact customers through push notifications and personal in-app messages. There are also platforms like leanplum.com, which can synchronize multi-channel customer communication and allow marketers to easily reach their audience, connect with them one-on-one and share highly personalized content.
Brand integration and consistency
Branding is an ongoing process that should be integrated into every aspect of business. Consistency is the key to successful branding and companies can achieve it by continually upgrading their business. A brand’s mission should be both the company’s prime goal and the main method of doing business. Starbucks is a great example how mobile marketing can integrate branding into the work process.
The Starbucks’ mission is: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. They’ve recently started a new mobile marketing campaign that has deeply integrated the Starbucks brand into the company’s work routine. Starbucks is the first corporate coffee shop that has introduced geo-fencing technology.
Their customers are now able to order their coffee before they arrive by connecting to the local geo-fencing network through their smartphone. This way, Starbucks’ customers receive top-notch customer service and a cup of hot coffee the moment they step into the store. This case study shows how mobile marketing can uplift the branding process by improving the company’s communication, customer service, and PR.
Employees should be the brand’s best advocates
Mobile technologies have drastically improved the communication between companies and consumers. They allow every employee to take part in the company’s customer service. Apps like Twitter are often used for customer support because they offer real-time news feeds and high response rates. Many companies target customers through messaging apps. This is a very good practice because one-on-one conversations between consumers and employees are much more effective than PR statements and other marketing methods that target large consumer groups.
Mobile marketing is a very dynamic field. It’s constantly growing and adapting to the latest trends in the mobile app industry. One of the most futuristic trends that have been recently adopted by many companies is a chatbot feature, which allows entrepreneurs to automate a large portion of their customer service through mobile apps and machine learning implementation. In the next couple of years, we can expect a huge shift in the marketing niche that will be initiated by the wide adoption of mobile marketing and fast data generation that will enable marketers to study consumers’ daily habits and create highly personalized products, services, and ads.