Today, 71% of all social media traffic comes from mobile devices . The increase in social-ad spending is driven by mobile’s expanding reach, better analytics, targeting and performance. Therefore today it is vital for brands to rethink their marketing strategy and spends and gear them towards mobile and social. Here are some of the top ways in which a brand can build a truly effective social media campaign via mobile:
- Permission marketing rather than push marketing: According to surveys, 4 out of 5 consumers see conventional mobile banner ads as spam  and thus find them intrusive. By making your campaigns permission-based, you are working with your consumer and not against. The very personal nature of the mobile device makes it necessary for marketers to look at their overall strategy through a different lens. Think opt-in services, opt-in content push, and opt-in brand messaging – for instance, a consumer who would like more information on a new hair care product could opt to receive hair care tips, product information and advice from experts on a toll-free mobile interface. As opposed to simply ‘spamming’ via ads and SMS, this is a marketing tactic that provides value.
- Use data attribution: When conceptualizing a mobile campaign on social media ensure that you make maximum use of the data on your followers on social media channels. Create content based on user demographics, interests, location and other important data points. Build rich media and other content for users keeping in mind the things that interest them, so that they would want to opt-in for useful brand content.
- Make social interaction available on feature phones: The next generation of consumers resides in emerging markets, with a 3 billion-strong population that is constantly connected on non smartphones or feature phones. Facebook has shifted its focus in the past year to this potential market teaming with potential consumers. Making it possible for people to follow brands even on feature phones, by receiving updates in realtime on SMS is a wonderful innovation. Social brands like Facebook and Twitter are working on this to reduce friction and increase adoption both by brands and consumers.
- Use the power of analytics: The key to keep track of a mobile-social campaign is to have proper data in place – to track opt-in, opt-out, and response rates in order to be able to build insights and add on to our campaign. Conduct deep research into your consumer group and invest a part of your budget in experiments and A/B Testing. Leverage the power of data and analytics to learn what is working and what needs to be improved upon, and rely on metrics that measure customer drop-off as much as customer engagement and conversion.
- The rise of m-commerce: Customers increasingly prefer to shop online via the mobile apps of e-commerce brands. This is mainly due to the ease of use of the app interface. Brands that have realized this potential are investing heavily to increase adoption and retention. Leading e-commerce companies in India see 50% of their traffic come from mobile. Marketers need to think one step further by integrating mobile into other aspects of m-commerce such as being able to share deals or products with friends, or verifying cash-on-delivery purchases and use push notifications and SMS to keep consumers engaged.
- Integrate your marketing efforts: When approaching a social media campaign on mobile, think beyond just these two media and assume a 360 degree approach by using offline, search marketing, and traditional media as well. Cross-channel efforts will have a higher impact and will also engage many consumers simultaneously, to get their attention both online and offline for better brand recall.
Building a social media strategy on mobile requires in-depth understanding of how these platforms can be effectively merged or inter-related in order to achieve the maximum results for your brand. Mobile is the future, mainly for its ability as an all-reaching medium where one can integrate traditional media actions as well as social through videos, apps and mobile ads. The core however is to start somewhere. The time is here and now – tomorrow might be too late!