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Targeting Your Marketing Message for a Mobile Audience

Phillip Reinhardt

The way the world accesses the World Wide Web is evolving at the speed of technology. Screens are getting smaller and more people are taking their Internet on the go.

That means you need a marketing message for your organization that travels well. These tips will help you transform your marketing message from one designed for larger, static screens, to one that rolls with your customers who are constantly on the move.

Don’t Overlook the Obvious

One of the most dangerous things you can do in business is to overlook obvious avenues onto the screens of your target audience. If you’re attempting to attract a mobile audience, you must go where they live.

For instance, did you know that there are three billion mobile phones in use around the world? When compared to the fact that there are only approximately 1.5 billion televisions and 1.1 billion personal computers globally, that means you have double the opportunity to reach audiences if your target mobile phones than by advertising on television and even greater reach than traditional computer-targeted advertising.

Which brings text message, or SMS, marketing to the table. Mobile Marketer reports that in 2007 alone, there were more than 350 billion text messages sent. More importantly, people pay attention to their text messages. They stop what they’re doing to read them. They get noticed.

Imagine what that kind of attention can mean for your marketing message? Of course, you must go about it the right way to avoid turning off customers or breaking laws, but the power SMS marketing represents is enormous for businesses enterprising enough to embrace it.

These numbers were not just with millennials and youth either. According to the report on those 2007 text messages, more than two-thirds of them were sent by people over the age of 25 in 2007.

Mobile audiences may leave tired marketing messages behind.

Make Your Messages Appropriate

The appropriateness of the message is as important as the medium through which it is transmitted in today’s marketplace. Simply sending a message that says, “Buy my stuff!!” Isn’t going to do the trick.

Businesses have an enormous opportunity in SMS marketing for mobile audiences. Don’t squander it by sending messages that are not targeted to your ideal market or the devices upon which they are viewing the message.

In other words, you need to do the following with your mobile marketing messages:

  • Scale down your message for smaller screens.
  • Keep your marketing message on point.
  • Avoid unnecessary information that detracts from your mobile marketing goals.
  • Make sure your message loads quickly on mobile devices regardless of download speeds.
  • Have a purpose for every message you send.

Mobile users represent nearly 45 percent of the Internet marketplace in the United States, accounting for roughly $284 billion in sales annually. They represent an audience that businesses today can’t afford to dismiss.