There are many mobile marketing tactics to apply in the business. However, the success of a strategy is determined by factors such as budget, industry, customer segment. Concerning a local book, comic, and video store, the financial resources are limited; the target audience is youth between 13 and 30, with slightly more boys than girls. Books, comics, and videos are a narrow category of goods, so the target audience remains small. As it is a small organization, most customers learned about the store from social networks and friends.
The principal component to guide the client through all sales funnel stages, the site’s availability on a smartphone, and its fast-loading and user-friendliness remain critical. For the user, a mobile phone is a means of quickly obtaining information: from the weather forecast and news bulletins to a city map or a description of the characteristics of a car (Tong, Luo and Xu, 2020). The visitor is highly likely to leave the site if it is not optimized for mobile devices (Tong, Luo and Xu, 2020). Therefore, a business that does not want to lose customers is obliged to optimize its web resources.
There are three options for optimization: the mobile version of the site, the mobile application, and the progressive application. For the local book, comic, and video store, the choice is a mobile website. The focus should allow users to complete a task or find the information quickly and easily (Hua, 2019). Unlike a traditional website, a mobile website makes it easier for users to quickly complete tasks such as placing a purchase order and finding directions to a store (Tong, Luo and Xu, 2020). The site title should be clearly labeled and have a short page title. Important content and a call to action should be positioned high on the page so it can be seen the first time. Other essential design elements are a straightforward search function, easy-to-click dropdown menus, and navigation links.
Another way is to promote the store on social media, as most of the traffic on social media comes from mobile devices. According to Tong, Luo and Xu (2020, p. 63), “the business potential of mobile marketing will exceed $183 billion within the next five years.” In mobile marketing, it is crucial to attract new customers and keep in touch with clientele. According to Carlson et al. (2019, p. 149), customers interpret the personalized ad as a valuable experience, positively affecting the customer perceptions of ‘Value-In-The-Brand-Page-Experience’ (VIBE).
Many brands are now actively integrating the Stories feature into their apps. After Stories went viral on Instagram, it became clear that audiences are now interested in fast content. The store can communicate with customers on social media, promote a product, and increase brand awareness. The key to the success of such promotions is, first of all, an interesting, non-trivial scenario and correspondence with the target audience since young people and teenagers are the most loyal to mobile marketing promotions.
Carlson, J., Rahman, M. M., Taylor, A. and Voola, R. (2019) ‘Feel the VIBE: Examining Value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media’, Journal of Retailing and Consumer Services, 46, pp. 149-162.
Hua, H. (2019). Mobile marketing management: Case studies from successful practices. New York: CRC Press.
Tong, S., Luo, X. and Xu, B. (2020) ‘Personalized mobile marketing strategies’, Journal of the Academy of Marketing Science, 48(1), pp. 64-78.