As I look back on my experiences in our courses, Digital marketing I and Digital Marketing II, I find myself continually looking through two different lenses, one as a marketer and one as a consumer. I have learned so much in digital marketing where I’ve learned the trends and importance of reaching consumers digitally, keeping up with how quickly the trends change marketing today. Today we can identify how much of an impact our mobile device has had on not only us individually but as an economy and as consumers. One of the most critical factors in marketing is understanding and keeping up with your audience, knowing how we can reach them effectively, learning their trends, and their technical habits.
So what is mobile marketing?
Mobile marketing is a multi-channel digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.https://www.marketo.com/mobile-marketing/
So knowing this, what does that mean for me as a marketer in the current position that I’m in? As I’ve taken on this marketing role, I’ve been led down a digital marketing journey where I’ve learned to incorporate more than just traditional channels into our marketing plan. After this course, I am getting that not only is digital marketing evolving, but it’s developing in the way we access these channels. Yes, people are looking at our website, checking us out on Facebook and enabling email campaigns, but how are they looking at these channels? I guarantee you it’s not specifically through desktop, it’s on their mobile phone. So herein lies the opportunity, how can we market in a mobile setting, and what would that mean for our more traditional marketing plan that we have initiated. And with that being said, what would that plan look like if we included in mobile strategy?
With mobile marketing, if done right, we can provide customers with personalized time and location sensitive information that they can get whatever they might need when they need it and on the go. With our recent addition of digital ads, new web pages, and landing pages, we needed to ensure that they were customizable and formatted for mobile. We know social media platforms and applications are already mobile accessible, and marketing on those platforms is a given. We’ve increased our advertising on social media platforms because of this reason. While our company is not equipped to necessarily require a mobile app but we also cannot discard that possibility. With new services, products, and information that we are continually adding, I feel that there may be a need for our customers to have access to this information on the go. Whether to make a schedule for a pick-up or access to a technical data sheet of one of our products, a lot of our customers are already on the go since they are majority farmers, nutritionists, agronomists, and/or consultants. I feel that having this ability to access a lot of our information on-the-go would be significant. Due to the essence of our business, location-based marketing would be something that we should consider because of the areas that we primarily sell to are geographically significant. Having location-based marketing or having ads that appear in specific areas would be extremely beneficial. We are already doing mobile search ads promoting our new agronomy landing page, which also includes new mobile digital ads.
The number of smartphone users worldwide today surpasses three billion and is forecast to further grow by several hundred million in the next few years.https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/
One of the things that we learned in creating our landing page is making sure they were mobile-friendly. We needed to make sure that the content correctly got to the customer, meaning that the customer journey was relevant an well thought through. Making sure that our message was clear and concise, understanding that we optimize for local experience and make sure we understood our audience. For example, we know that a majority of our forms on our new agronomy landing page were going to be filled out by farmers primarily while they’re in the fields or their farms, not having a desktop available. So we needed to make sure that our forms were clear and concise and easy to use on a mobile platform. I feel like we have a long way to go when it comes to becoming mobile conscious, but I like where we’ve gone so far and how we’ve started our marketing process in our mobile world has been a great advantage to the company. As I mentioned, I’ve looked at these courses Digital Marketing I and Digital Marketing II from two different lenses, understanding that I, as a consumer and my habits have helped me tremendously in my current role as a marketer. This has made me very proactive and also reactive when I create our mobile marketing campaign going forward.