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<p>Mobile phone, a device will move around within our pocket to communicate with friends &amp; family but majorly to know about news/trends happening around the world. According to <a href="https://www.bankmycell.com/blog/how-many-phones-are-in-the-world">Statista</a>, 35.13% of the population in the world use a smartphone, with Nigeria, being the fifteenth on the list, 18.50% of her population already using a smart phone and that statistic is projected to shoot up in five years time.</p>
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<div class="wp-block-image"><figure class="aligncenter"><img src="https://damidols.com/wp-content/uploads/2019/09/Mobile-Global-1.png" alt="" class="wp-image-4668"/><figcaption> Data  showing Smartphone penetration ranking. <strong>Source</strong>: NewZoo </figcaption></figure></div>
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<p>From these, we can all acknowledge that targeting smartphone/tablet users is the best way to get your Target Audience (People you want to sell or tell about your business). Mobile is the <s>future</s>, it's already here in the developed countries but soon to take over our continent "Africa". It will be the best form of advertising, you will ever see.</p>
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<p>Before we drill down, let's define what mobile marketing is? <a rel="noreferrer noopener" href="https://searchmobilecomputing.techtarget.com/definition/mobile-marketing" target="_blank">Margaret Rouse</a>&nbsp;defines it as a <em> </em>promotional activity designed for delivery to cell phones,  smartphones, and other handheld devices, usually as a component of a  multi-channel campaign.</p>
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<p> My definitation of Mobile Marketing simply means the act of selling your products or services to your audience by targeting them through their smartphone or tablet.</p>
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<p>Mobile phones have changed the way the target audience relates to brands.  In Nigeria presently, people sit at the comfort of their homes and do virtually everything through their phones. Booking of hotels, making a reservation at a restaurant, buying grocery from the <g class="gr_ gr_6 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace" id="6" data-gr-id="6">next door</g> store and having it delivered to them without breaking a sweat, that's what mobile gives you, all in a small screen. That's the new normal.</p>
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<p>As an Entrepreneur, positioning and making sure your business is seen by your potential customers is what mobile marketing is all about and planning a marketing strategy without considering mobile marketing is a failed plan even before you start.</p>
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<div class="wp-block-image"><figure class="aligncenter"><img src="https://damidols.com/wp-content/uploads/2019/09/Nigeria-Mobile-e1569141853881.png" alt="" class="wp-image-4665"/><figcaption>Data above shows 76% of Internet Usage in Nigeria is from Mobile.</figcaption></figure></div>
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<h2>Why Mobile Marketing?</h2>
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<p>What makes this medium so important today? Here are the factors I have considered important that makes mobile marketing important to advertising. So folks, let explore.</p>
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<p> <strong>Reach </strong>-  If reach ( the number of people that can see your advert ) is a concern for you but want to spend less and get your business out there to a lot of audiences, then MM is your go-to route.</p>
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<p><a href="https://www.mobilestatistics.com/mobile-news/23-days-a-year-spent-on-your-phone.aspx">Mobile Statistics</a> recently released a report that an average person spends 90 minutes a day on their phone, while a survey by <a href="https://www.salmat.com.au/blog/why-mobile-marketing-is-more-important-now">Salmat</a> shows that 79% of smartphones users reported that the first thing their do in the morning is to check their phone.</p>
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<p>With Mobile Marketing, not only do you have a large audience at your disposal to see your advert, you can as well send your advert to these audiences at a time you are sure they would see it.</p>
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<div class="wp-block-image"><figure class="aligncenter"><img src="https://damidols.com/wp-content/uploads/2019/09/Smartphone-usage.png" alt="" class="wp-image-4675"/><figcaption>Survey shows that 79% check their phones in the morning. </figcaption></figure></div>
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<p><strong>Cu<g class="gr_ gr_12 gr-alert gr_spell gr_inline_cards gr_disable_anim_appear ContextualSpelling ins-del multiReplace gr-progress sel" id="12" data-gr-id="12">s</g>tomer Engagement-</strong>  Do you know a good experience with your brand asset (website for example) can potentially give you a loyal customer? </p>
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<p>Imagine this, you are interested in getting a new shoe for yourself and you saw a website from Google that has exactly the product you want but on getting to the website, you found out the website was not optimised for mobile. Would you go to a desktop computer to buy the shoe or would you look for another website to get the product? Am pretty sure a lot of people would pick their comfort over money.</p>
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<p>Research shows 61% of audiences develop nice opinions on a brand which result later into customer loyalty when they have no issue while visiting the brand's digital asset, while 30% of audiences abandon the transaction or visit when a digital asset is not mobile optimised. </p>
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<p><strong>Cost-effective:</strong> Digital Marketing, am certain you have seen or heard those words recently, the truth is that's where the world is moving to in terms of advertisement. A medium where you spend less and get more coverage.</p>
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<p>With mobile marketing, you get a number of reach than that of a TV ad and the cost at which you get the reach is 10 times lesser than that of the amount spent on a TV ad.</p>
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<div class="wp-block-image"><figure class="aligncenter"><img src="https://damidols.com/wp-content/uploads/2019/09/SMS-Rate.png" alt="" class="wp-image-4681"/><figcaption>Mobile Marketing is personal, with a response rate of 45%</figcaption></figure></div>
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<p><strong>Instant</strong>: Think mobile marketing, think personal. The same way, we think email marketing is personal to each customer, so is mobile marketing but what makes it exceptional and more better than email marketing is its response rate.</p>
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<p>Email marketing is said to have a response rate of 6%, while text messages are delivered and read instantly to an audience with a response rate of 45%.</p>
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<h2>How Does Mobile Marketing Work?</h2>
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<p>We have been talking about the "Why" of mobile marketing and I am sure you will want to know how this medium works. Spoiler alert, it's not rocket science, I assure you it works similarly to other types of marketing. There's only one difference - your customers use their mobile to find and connect to your business.</p>
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<p>In order words, <g class="gr_ gr_7 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar multiReplace" id="7" data-gr-id="7">you</g> target, connect and communication to your target audience through mobile devices. Right now Nigerians majorly connect to the internet through the use of smartphones, tablets, game console taking a major portion of the internet user. Please see Mobile statistics above.</p>
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<h4>Here's How Mobile Marketing Works,</h4>
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<p><strong>Develop a Mobile Marketing Strategy: </strong>I think before we dive into this, it should be pointed out that mobile marketing does not work the same way for all businesses. You will have to come up with a strategy that fits your business.</p>
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<div class="wp-block-image"><figure class="aligncenter"><img src="https://damidols.com/wp-content/uploads/2019/09/Mobile-Marketing-Strategy.png" alt="" class="wp-image-4685"/></figure></div>
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<p>With that said, there are few things you must define before you start your mobile marketing strategy, this is to ensure its effective for your brand:</p>
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<ul><li>What's your objective </li><li> Who is your Target Audience</li><li> Are they Mobile?</li><li> Integrat</li></ul>
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<p> What's Your Objective:  What's your objective is simply straight forward, what do you want to achieve when the audience has seen your advert, Do you want them to do something like give you their numbers or email (Lead Generation) or Let them know there is a store close by that sells XYZ (Awareness) or better still give them a coupon for their next purchase when they come to your store (Coversion). </p>
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<p>You have to define your goal, this is the most important factor of all.</p>
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