Creating a Mobile Marketing Campaign From Scratch

Although it might seem like it, we’re not at our computers 24/7. This is the foundation of why we need to make marketing campaigns accessible for mobile devices, as we can see them while on the move and potentially in a position to make a purchasing decision (such as being at the business’ physical location). Since mobile usage is growing (especially in emerging markets, if your business has a global presence), you will want to make a mobile marketing campaign to ensure that you have leads and conversions going at all times of the day.

A Different Point Of View

First of all, you will need to know your audience. Most smartphone users are between the ages of 18 to 29. That means you’ll have to get into social media to get your products and services out. Even though there’s no right way to do a Facebook ad, the one thing you absolutely need to do is make sure that your marketing materials are easily viewable on mobile devices. How do you do this? Try reducing the size of file images, resize images by proportion and make use of those clickable CTA buttons. Everything on mobile is meant to be smaller.

Objective Complete

You will need to set some objectives—target a certain number of registrations, distribute a number of coupons, and generate a certain number of likes/retweets (if you’re running the campaign on social media). You should also consider offering giveaways so that a lucky someone can try your products and services for free, and generate interest in your brand. Many smaller businesses do giveaways as a marketing campaign and it can give you a chance to promote your latest product or service.

Tracking Your Leads

There are two ways to do this: unique identifier matching and device fingerprinting. Unique identifier matching matches every install to a click. These can be passed from app to app. Device fingerprinting pulls information from a user’s device to connect a user from a click to app install of event. This is generally used for web to app tracking.

Let’s Get Physical

If you have a physical location, you might want to try to install QR codes in your store. You will want to integrate it in your non-mobile marketing campaigns as well if you have the budget for it and/or have cross-channel components like desktop, in-store and print. Your audience’s purchasing behaviors are rather unpredictable, so it’s best to stick to multiple channels.

Attention Grabber

On the note of not being able to predict what your audience will do next, there is a way to at least try to. You should analyze the important flows and goals you want your users to follow, wonder if they behave similarly while together, how long they engage with your brand, how frequently they return, and whether or not engaging this audience will contribute to your bottom line.

For example, 18-29 year olds, who spend the most time on mobile devices, say that brands that don’t advertise on mobile, smartphones, and tablets aren’t even worth looking at. In addition, 62% of 18-29 year olds also said that value and price would cause them to switch brands, even over friend recommendations (55%) and brand reputation (47%).

Customer Service With A Smile

The most important thing to consider when you are conducting your mobile marketing campaign is the practice of quality customer service. You need to always follow up with your customers and address their concerns. This will show that you are a brand that cares about your customers and view them as more than numbers.


Mobile marketing is essential to capturing leads and conversions. A well-run mobile marketing campaign can contribute heavily to your bottom line, and businesses should have a strategy in place to conduct mobile marketing campaigns as mobile use increases not only in their own market but in international markets as well.

Guest Post by Dave Landry Jr. Mr. Landry is a marketing and finance expert from Southern California. He hopes you enjoy this article, and he encourages you to connect with him on G+ or LinkedIn.