- [Narrator] Guess what?
I know what you're thinking,
what mobile marketing channel should I choose?
Well, not to worry.
We'll review the various tactics and channels
that can be included in a mobile marketing plan.
I'll also share with you a few simple questions
to ask yourself to evaluate and prioritize
the channel and tactics you may want to implement.
There are four primary mobile channels.
First, there's a mobile website.
Some businesses create a separate website
that's formatted for mobile devices.
Some businesses have updated their company site to be
responsive to the device that's being used to view the site.
Next, there's a mobile app.
Third, SMS text messaging.
And finally, email.
Each of these channels should align
with your business objectives.
Refer to the mobile marketing planning worksheet,
where you can document your goals and objectives.
To determine which channel is best for you, ask yourself,
"Am I planning to use the mobile marketing strategy
to acquire new customers?"
If so you may want to create a mobile app.
Is it my goal to sell more products or services
to existing customers?
If so, consider SMS text messaging or email.
Refer to the different chapters of this course
to get more details on each channel.
I know you're probably thinking, "Is it that easy".
Selecting the channel is the easy part.
The next step involves choosing the marketing tactics.
The marketing tactics will be tailored to the mobile
channel selected and will be a mix of traditional,
digital, and mobile marketing tactics.
Social media and blogging are two tactics that can be
incorporated into your mobile marketing plan.
Whatever tactic you choose, the first step is
to create awareness.
How will people know that you have a mobile app or that you
want them to opt in for SMS text message?
For mobile apps, your marketing plan will be centered
around app store optimization or ASO.
Here's a tip, include a call to action button
to download your app on various marketing communications.
For SMS text marketing, include in-store signage or offer
a discount or a coupon code for people
who opt into your mobile list.
Invitations to join your mobile lists can be included on
purchase receipts or included as part of a sales script.
And for email, make sure the email marketing message
can be easily read on a mobile device
that leverages responsive design.
Standard email practices for list-building would apply.
The key is to make sure the text, images,
downloadable assets if applicable,
and call to action links or buttons are mobile friendly.
As with any marketing effort,
the marketing channel and tactic should align
with your business goals.
If you're new to mobile marketing,
I suggest starting out with one channel and become
proficient in that channel before executing other tactics.
Each tactic has a specific purpose, so that should help you
prioritize which tactic and channel to focus on first.
Take note of your choice on your mobile marketing
planning worksheet.
Keep in mind the mobile marketing channel or tactics are
part of the customer's journey and not the destination
of the journey.