The digital era has brought a massive media consumption shift. Majority of people are spending time on the internet through mobile devices, research conducted in 2018 has revealed that approximately twenty percent of worldwide media consumption is from the use of mobile internet. This is about five billion mobile users, and this number is expected to increase tremendously in 2019.
Singapore has similarly developed in the field of digital marketing with a higher percentage of business being conducted through the mobile internet. Recent research statistics in Singapore showed that about fifty-five percent of the population accessing the internet use their devices to search or purchase products. This proves the need to get into mobile marketing to try and sell your business brand to the demographic market. This article discusses how to reach your Singapore audience via mobile marketing.
If you want to conveniently and effectively reach your audiences via mobile marketing, you must change your marketing strategies.
Here are the five top most influential trends driving the adoption of mobile marketing.
Use of Mobile App
Research shows that about fifty-two percent of the total time online users spend on the internet is on mobile applications. This resulted to $88.3 billion revenue from app stores global mobile app and in-app advertising last year.
The current trend predicts that the revenue will rise through the years. More significantly, ninety percent of the digital media is consumed through mobile apps rather than mobile websites. Creating mobile-friendly websites is hence not enough to reach out to your audience. You need to target your audience where they spend more time, and that’s in mobile apps.
Integrated customer experiences and online purchases have risen to become game changers for marketers. According to research statistics, about eighty percent of people use their in-store smartphone as part of the purchase. This s a perfect opportunity for you to reach out to influence your target audience purchases.
Location Services and Geotargeting
Digital marketing encompasses delivery of right messages to the appropriate audience. Location services and geotargeting are gradually increasing as people adopt mobile marketing. They are essential in developing timely and more personal marketing in achieving a collect audience targeting. Most marketers are using geotargeting in unlocking amazing mobile marketing opportunities and giving high personalized shopping experiences to the consumers.
Augmented Reality and Virtual Reality
Augmented reality brings many applications on the table including social media platforms, location-based apps, mobile games, and online media streaming. Snapchat’s location-based augmented reality features hit the headlines in 2016 for its impact on consumer brand interactions. Marketers are adapting visual reality and augmented reality technology in a move to create massive audience engagement opportunities.
Video Streaming and Online Media Services
Video streaming and online TV through online platforms such as Amazon, Netflix, Hulu, and Apple TV are consistently becoming popular. Video streaming takes about an hour of online user’s time daily while broadcast TV captures about two hours. Users are adopting the use of mobile technology, and with time online media and video streaming will become a regular daily activity.
Here Is An Infographic To Explain Why Mobile Marketing Is Vital To Your Business
How to Reach Your Singapore Audience Via Mobile Devices
Have A Mobile Friendly Website
It is vital for your business website to be efficiently responsive and suitable to mobile device different screen sizes. For your business to be competitive in Singapore, you should at least have an accessible and useful website. A mobile-friendly site ranks your business higher on the search engine ranking and improves your lead conversions. You should make sure that your site has an excellent interface and load fasts. Online visitors will leave your site if it takes more than ten seconds to load.
Mobile Email Marketing Optimisation
Email marketing is of much significance in reaching out for mobile audiences as most professionals and internet users have email addresses by which they communicate. The ROI of email marketing has the highest return of about $38 per $1 spent. Statistics indicate that an estimate of fifty-seven percent email accounts are opened through mobile devices while seventy percent of non-mobile optimised emails are deleted. Make sure that your business website is well optimised for mobile users for more subscriptions.
Mobile App Investment
Mobile apps give access to full branding, personalization, customization, data insights, and branding. This is the reason that big brand businesses are investing in mobile commerce sites. To enhance your move to reach out to Singaporean mobile users, you should develop a user-friendly mobile app. The app will be useful in communicating personalized content about your business to your customers in a bid to build a strong relationship and loyal customers.
Use of SMS Marketing
Over 3.6 billion mobile users around the world can be able to receive text messages. This makes SMS the most reliable messaging system. Additionally, about ninety-eight percent of all the SMS are opened within three minutes upon reaching the user. This ranks it as the most efficient way to engage your customers who comply. Use of an SMS branded text will enable you to easily reach your customers in a more direct and personal manner.
Being Reachable and Visible on Social Media
Social media has the most substantial online media time consumption. Majority of Singaporeans spend their online time on social media platforms. It is hence vital for you to invest in social media marketing as your target audience is more likely to be available on them. You should establish your business brand on Twitter, Facebook, Instagram, and LinkedIn. Work towards personalising your customer experience and implement a social media strategy that will promote your efforts of reaching your Singapore audience via mobile devices.
5 Mobile Marketing Metrics that Matter the Most to your Brand
Mobile Marketing has proven to be one of the powerful ways of increasing sales. Just like other Singapore digital marketing strategies, you need to monitor the success that each campaign continuously gets to know if you are headed in the right direction. Changes in the digital marketing realm have rendered app downloads and ratings ineffective metrics of determining the success of an app.
These five mobile marketing metrics will help you to keep track of your Singapore mobile marketing campaigns as well as ensure that you make informed decisions every step of the way. For example, they will prevent you from investing thousands of dollars in a campaign that does not yield any results.
Average Revenue per User (ARPU)
Average revenue per user is the revenue that every active customer in your pool contributes to your company over a given period. It is calculated by dividing the total revenue generated within a given span of time (maybe one month) over the total active users within the same period.
Monitoring this metric on a monthly or weekly basis will help you to know if certain aspects of the app need to be tweaked. The data will also help you make better digital marketing decisions.
Cost per Install
Cost per Install will help you to know the amount of money that you spend to convince one prospect to download and install your application. This could be the cost of a customer who installed the mobile app after seeing a paid ad on Facebook or any other social networking site.
You can use CPI alongside ARPU to know the return on investment for your Singapore digital marketing campaigns. Ideally, for your digital marketing campaign to be effective, ARPU should be greater than your CPI
Unlike the two other mobile marketing metrics that we have discussed above, there is no definite formula for calculating engagement. In fact, engagement can only be quantified within the context of the mobile marketing strategy and the individual app.
In most cases, engagement is evaluated based on the phenomena of the target users using the app more frequently and for longer periods. Because this is a really tangible metric, you should consider other factors that are linked to it such as:
- Session length: The amount of time a customer spends on the app per session
- Session Interval: How frequently do customers launch the app?
- App Screen per session: How many sections of the app do the customer open per session?
- Interactions: Percentage of users who are prompted/messaged; percentage of customers who respond to the prompt
- Events Conversion Rates: Number of customers who take the desired action within the application
- Opt-ins: Number of customers for register to get additional notifications, features, and alerts
- Opt-outs: Number of customers who request for lesser notifications or alerts
Engaged customers have a direct impact on the success of your mobile application, as they are more likely to bring in more referrals by discussing your app with their friends and colleagues.
The data used to calculate this metric is collected by asking the users a direct question such as “Do you love this app? Customers can either say Yes, No or dismiss the prompt outright. It is calculated by dividing the number of people who are polled and responded “YES” with the total number of users who received and opened the engagement prompt.
Love Ratio is one of the most accurate ways of determining customer experience. Compare the results with app store ratings to know if the app is in line with the needs and expectations of the target customers. You can also track it over time, that is, you can use to determine how app updates influence the customer experience. It is also possible to use this metric as a segmentation tool to target different market segments with different ads.
Retention is the number of customers who continue to use the app actively after a given period. Aggregated retention is calculated as # of monthly active users/# of installs.
You can also calculate retention for a particular period as # of users retained at the end of one month/ # of installs at the start of the month.
The results will give you a clear perspective of your brand’s current customer base and app success. For example, your application may have accrued 50,000 downloads, but do you know the number of people who actually use the app?
9 Mobile Marketing Hacks to Increase Revenue While on a Shoestring Budget
Mobile marketing is one of the surest ways of connecting with customers personally and more profoundly. Already, we have discussed how to reach potential customers in Singapore using this form of marketing. We also discussed the critical metrics you should monitor to get the best results possible.
Let us shift gears and look at nine crucial mobile marketing hacks to increase sales and revenue while on a shoestring budget. Be sure to read to the last bit of this article for a bonus tip J
1. Invest in a Mobile-Friendly Website
The number of mobile internet-enabled devices surpassed the 46 billion mark this year. They offer an efficient and fast way of not only communicating but also surfing the web. Connect with them by investing in a website or online store that is responsive and mobile-friendly.
This entails ensuring that a potential customer can browse the product catalogue seamlessly, add products to the cart, and purchase in as few clicks as possible. In addition, access the site on multiple devices to ensure that it automatically fits on various screens.
Photo Credit: Evolve Systems
If the design doesn’t look great on a particular design, contact the website designers for a quick fix. Otherwise, the engagement levels will dip and hurt your business growth. Pinch in, zoom out and rotate the smartphone to gauge user experience.
Consider taking HTLM or CSS courses to learn how to code and optimise the website design yourself. Alternatively, you can install one of the many pre-made website templates offered by WordPress, Drupal, Joomla, Wix, and other open-source website builders/CMS.
During the first phase of mobile marketing, use the basic plans but transition to the premium plans to offer the best user experience to the target audience. You may have to experiment with two or more web designs to identify one that matches your needs best.
2. Include Social Media Platforms in the Campaigns
By 2025, Singapore will have more than 5 million social media users. There were 3.96 billion social media users globally, and this figure is expected to increase by 92.76% by 2025. Boost brand awareness by including social media marketing in the mobile marketing campaign.
It should not be an afterthought but one of the pillars of the campaign. However, finding the right platform can be a challenge. Here a few questions to help you identify the best channels to use.
- What are the objectives of your social media strategy?
- What are the target audiences?
- Which social media platforms does the audience use most?
- What kind of content do you intend to create?
- How many platforms can you manage without strain your team?
Note that the platforms differ in user engagement potential, users’ average demographic, appearance, and popularity in different parts of the world. Consult widely and look at what the competitors are doing to generate sales. Don’t copy their strategies; instead, create custom strategies that are better and more customer-oriented.
One of the guaranteed ways of spurring engagement on social media platforms is by sharing a generous amount of visual content. This type of content is effective in eliciting strong positive emotions. It also helps discuss complex topics better than text. Be sure to include links and call-to-action buttons to direct the audience to the landing pages.
Facebook is one of the platforms that work well with different mobile marketing campaign strategies. It gives brands the freedom to post more comprehensive images and videos as opposed to links. However, post a high-quality picture is the bare minimum and will not generate sales.
Go the extra mile to write a compelling description to enhance the image’s ability to encourage a potential customer to visit the main website. For example, overlay text that describes the offers, such as discounts, effectively stimulates the audiences to take the desired action.
Like meta description, a Facebook post with a description with not more than 40 characters gets 86% more engagement than a long description. If you decide to use Instagram, make sure that the thumbnails have 161 x 161 pixels. Photo uploads should be 1080 x 1080 pixels, while the main profile picture should be 110 x 110 pixels.
Every week check the social media analytics page to gauge the performance of your channel. The analytics reports will help you identify post formats and content that garners the highest engagement and conversions. Ideally, you should post high-performing content more and get rid of the boring content.
3. Optimise Emails for Mobile
In 2018, the average conversion rate from email marketing was 18.49%. However, it dropped to 15.11% between 2019 and 2020. Nonetheless, it still offers the highest ROI compared to other digital marketing strategies.
One mistake that businesses make when doing mobile marketing in Singapore is not optimising the emails for mobile. As mentioned earlier, most of your ideal customers use a mobile device to access information online and open emails.
Therefore, improve the emails to increase the open rate and conversion rate. Like the online store or website, the email design should adapt to different device screen sizes. Consider doing the following to supercharge your emails:
- Use more images, videos, and infographics
- Resize images
- Leave enough space for CTA buttons
- Stack modules
Be different by embedding videos in some emails, especially when introducing a new product or service. Make sure that the video is expertly filmed and short enough to make the audience tick. User-generated videos can also crank up sales since online customers trust reviews from other customers than the information posted by the company’s in-house marketing team.
4. Leverage Local Business Listing
14.86% of online customers rely on the internet to find local businesses, and 80% of local searches convert. Some of the essential information that they look out for when deciding whether to do business with a particular enterprise include:
- Location of the business
- Operating hours
- Online reviews
- Product information
Get your business listed online by using Google My Business (GMB). Here is an article that we recently wrote on making full use of this feature by Google. Ideally, GMB is tailored to display businesses in local search results for specific products and services.
Make sure that the information you input is accurate to avoid misleading prospects. In addition, make sure that the link to your website is active and work on getting as many positive reviews as possible to boost click-through-rate on search engine results pages.
If your budget allows, use local inventory ads to get even better results. Whenever an online shopper clicks on an ad, they will be redirected to a dedicated page hosted by Google dubbed local storefront. On this page, the customer gets valuable information such as directions to the brick-and-mortar store.
5. Send More Text Messages
58% of smartphone users cannot go for one hour without checking their device for notifications. Complement online mobile marketing campaigns by sending personalised messages to the clients. Address them by their official names and offer discounts that match their purchasing trends.
Be vigilant not to bombard them with too many messages to avoid compromising your image and credibility. Too many text messages will make them feel as though your brand is trying to scam them. The messages should not only be personalised but also short, sweet, and captivating. They should be able to understand the offer or the intended message by glancing at the text.
The myth that mobile texting messaging is too regulated by governments than email marketing deters many online entrepreneurs from generating sales. This is a myth that Forbes recently deciphered.
41% of smartphone users use their smartphone to communicate via text messages than calls. That said, SMS marketing has a potent ability to scale up your business by giving you a direct connection to customers (both existing and new ones).
Let us dive in and look at some of the benefits of mobile text messaging.
- Personal Touch: Text messages give marketers an informal way to personalise the message to match the recipient’s needs and expectations from the brand. You can share links to landing pages or a brief story of your brand.
- Guaranteed Immediate Delivery: Compared to search engine optimisation that takes even months to increase traffic and sales, mobile marketing guarantees an immediate delivery. By just clicking on “send,” the message is broadcasted to all the recipients instantly if all systems are working optimally. It is possible to get thousands of clicks and impressions within 10 minutes after sending out the message.
- Interactivity: When doing digital marketing, it is imperative to collect as much feedback as possible. This information will help to fine-tune the campaigns for different audiences. By embracing mobile marketing via text messages, you can get responses from the recipients quickly as all they have to do is click on “reply” to send you a message.
- Easy to Track: Platforms supporting text marketing have inbuilt analytics to track recipients who open and read the message. The reports generated will help you know which type of content gets the highest open rate and ignore the most.
6. Create QR Codes
The Japanese invented Quick Response (QR) codes to make it easy for people to access websites easily. So borrow a leaf from them by including them on your website to enable smartphone users to access it seamlessly.
Photo Credit: Neil Patel
Remember, the goal is to offer the best user experience to mobile phone users. QR codes will get the job done without costing you an arm and a leg. Check out this list of the best tools for generating QR codes.
7. Work on Site Navigation
Site navigation can either make or break the quality of the user experience that your site offers. On the other hand, a good user experience will increase the conversion rate, and the opposite is true. So stop losing customers to your competitors even though you have a stellar mobile marketing campaign by working on-site navigation.
Photo Credit: Neil Patel
Elements such as the footer bar and menu should be navigable and responsive to be displayed optimally on multiple devices – don’t assume that all the customers browse the site on a desktop. WordPress plugins such as WPTouch will help you to optimise each section of the menu without overlapping.
As you do that, make sure that all call-to-action buttons, as well as links, are mobile-friendly. Like most website navigation strategies, there is no one-size-fits-all model. Instead, you have to experiment with different menu options to find one that matches your business interests and needs.
On the same point, the A/B tests should not only focus on the menu but also the colours, fonts, and even the call-to-action buttons. Also, check out this article by Neil Patel on 50 best split testing ideas for online businesses that want to get ahead of the competition.
8. Run Multi-Channel Campaigns
For the best results, it is recommendable to use multi-channels instead of one. This strategy will help you to connect with a broader clientele base without stretching your budget. The beauty of mobile marketing is that you can run multi-channel campaigns through social media platforms, mobile apps, chat platforms such as WhatsApp, and mobile display advertising.
Consider writing and publishing more blogs to drive sales and leads. Make sure that the text and visuals in the articles are optimised for mobile readers. Don’t shy away from sharing links to new articles via text messages.
Smart Passive Income is an excellent example of a company that leverages multi-channel campaigns to increase user engagement. By just clicking on the menu icon, you will see all the channels that Pat Flynn uses to connect with mobile users. They include blogs, videos, ebooks, podcasts, and online courses.
Photo Credit: Neil Patel
9. Track Mobile Apps Usage in Real-Time
The success of mobile marketing is dependent on how well you track user engagement. If you have mobile apps, tracking how users use the app is instrumental to the campaign’s success.
Photo Credit: Neil Patel
MobileApp Tracking is one of the best tools you can use to collect data in real-time. The generated reports also include keywords that you can use to optimise on-site content to increase conversion rate.
Crazy Egg mobile heat maps will help you know the specific areas that potential customers click on when they land on your mobile websites. Knowing the particular actions they take will save time that you would have spent optimising the wrong sections of the website.
Familiarise yourself with the tracking tool to get the most results. Be sure to contact the support team if any details contained in the report are unclear to avoid making wrong decisions.
Mistakes to Avoid When Doing Mobile Marketing in Singapore
In the current fast-paced digital world, consumers gravitate towards brands that they can connect with via mobile. Don’t get it twisted, though – having a highly ranked website by Google and other search engines is excellent, but you need to have a mobile marketing strategy to realize its full potential.
Already, we have discussed how to do mobile marketing while on a tight budget. Now, it’s time to look at the little-known and often overlooked mistakes that make this form of marketing ineffective in generating leads.
Mistake 1# Website Not Mobile-Friendly
It breaks our heart to see so many websites and online stores that are not mobile-friendly. As a result, they waste thousands of organic traffic from mobile devices. Research shows that mobile devices such as smartphones and tablets are responsible for 50% of the global website traffic.
Photo Credit: eMarketer.com
The myth and perception that making a site mobile-friendly is expensive and time-consuming mislead millions of entrepreneurs. The benefits of having a responsive and futuristic site outweigh the cost and time. Otherwise, you will be sending out marketing text messages and getting no results since the leads cannot browse the site and place orders.
Mistake 2# Not Place the CTA Button Above the Fold
When creating a digital marketing campaign, you need CTA buttons to guide the prospects to the next step. Failing to insert a CTA button above the mobile landing page above the fold section could be why you are yet to generate any sales.
Photo Credit: CM.COM
Make sure that the button has bold colours that elicit positive emotions to get clicks. Ideally, the button should be strategically placed such that the user does not have to scroll to see it. Use Crazy Egg to identify the spots with the highest conversion potential for placement of the button.
Mistake 3# Not Having a Customer Data Platform (CDP)
As a mobile marketer with an inherent desire to rise to the top of the food chain, you should strive to learn as much about your ideal customers as possible. Segmenting the customers into groups based on age, location, interests, and past purchases is great.
Failing to plan is equivalent to planning to fail. Without a CDP, you won’t market effectively since you cannot anticipate how the clients will respond to the messages. In the worst-case scenario, you will target them with the wrong ad copy.
Photo Credit: CM.COM
Regardless of your business niche, you should always have unified customer data to support mobile marketing and any other strategy to implement to get sales. The market is dynamic – make sure that you update the buyer profiles to continue targeting them with the right marketing messages and ads.
Mistake 4# Not Optimising Payment Methods for Mobile
Avoid the three mistakes discussed above will ensure that you convey the intended message in the best way possible. The customers are already convinced that your product can resolve the challenges they are currently facing. Unfortunately, the price is just right, but unfortunately, they cannot complete the purchase because the payment methods are not optimised for mobile.
As a result, the cart abandonment rate will blow the roof off and hamper business growth. It gets even worse if the payments are not processed through secure servers that encrypt the data.
As you continue to improve your mobile marketing campaigns, make sure that you provide convenient payment methods for mobile users such as Zapper and SnapScan. Also, credible mobile wallets that are secure such as Apple Pay, will enhance the mobile shopping experience.
Photo Credit: Statistica.com
Confirm that the payment methods and mobile wallets are available in the clients’ locations. For example, between 2018 and 2020, Apple Pay gained 62% more users globally.
Mistake 5: Only Using Text
Gone are the days when brands would generate sales by using plain text. With technological advancements, the types of content you can use for mobile marketing are unlimited. Spice up the campaign by using:
- Rich media
- Powerful landing pages
- Include videos
You will be surprised that most of your competitors are not using them to engage with customers. So jump on this bandwagon to speed past them with custom text messages with links to the landing pages.
Mistake 6: Not Paying Attention to Conversational Commerce
In 2021, no business will get away with a traditional sales process or buying funnel that redirects customers from one page or site to another for the transaction to be marked as complete.
Simply put, conversational commerce enables brands to kick-start a conversation with a customer and complete the transaction using one messaging channel. Your online store should use one chat conversation to recommend products to customers and facilitate the transaction.
Photo Credit: CM.COM
Implementing the above strategies will position your business for success. Today, the majority of the online consumers are empowered. They can independently choose the products to purchase, where to buy and how to do it. They expect the business brands to have effective and convenient communications with them. Your business hence needs to adapt to these media change to establish a strong relationship with these prospective customers. Digital mobile use in Singapore has been incorporated in all social media and internet platforms. You must adopt the high rate mobile shift to reach your Singapore audience via mobile marketing and remain competitive in the market.
Since we have discussed everything you need to generate leads through mobile marketing, how about a free and non-obligatory consultation session today. Get in touch with our team today for custom digital marketing services and insights.