IndexHow to create a mobile marketing strategyStep 1: Create mobile buyer personasMobile marketing A/B testingStep 2: Set goalsStep 3: Set KPIsStep 4: Track mobile metricsMobile marketing is a promotional activity designed for delivery to cell phones, smartphones and other portable devices. Typically, mobile marketing is used as a component of a multi-channel campaign. Additionally, mobile advertising is a form of advertising via cell phones (wireless) or other mobile devices. It is a subset of mobile marketing. Mobile app install ads are estimated to have accounted for 30% of all mobile advertising revenue in 2014 and will exceed $4.6 billion in 2015. Additionally, they will exceed $6.8 billion by the end of 2019. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Additionally, mobile marketing is a multi-channel digital marketing strategy. Mobile Marketing aimed at reaching a target audience on their smartphones, tablets and/or other mobile devices, via websites, emails, SMS and MMS, social media and apps. From opening an email to visiting your website to reading your content, everything is accessible via a small mobile screen. Consider: 80% of Internet users own a smartphone. Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the United States. Google predicts that mobile search queries will surpass desktop searches by the end of 2015. Effective mobile advertising means understanding your mobile audience. Further design content with mobile platforms in mind. Hence, making strategic use of SMS/MMS marketing and mobile apps. How to Create a Mobile Marketing Strategy As with any marketing activity, every brand and organization will develop a unique mobile marketing strategy. This strategy is based on the industry and target audience. Mobile technology is all about personalization. Step 1: Create mobile buyer personas Understanding your audience is the first step in any marketing strategy. Buyer personas are a valuable tool to aid in this understanding. Buyer personas are simply fictional representations of various types of customers. Create a profile describing each person's background, job description, key sources of information, goals, challenges, preferred type of content, objections, and/or role in the buying process. It's easier to determine a channel and voice for your marketing messages when you have a clear picture of your target audience. Make a specific point to also detail the mobile habits of your target audience. How much of their web usage occurs on mobile devices? Are they comfortable completing a purchase on a smartphone? An easy way to get started is to research big data reports on mobile device usage. Some interesting observations include: 65% of all emails are opened for the first time on a mobile device. 48% of users start mobile Internet sessions on a search engine. B2B buyers often use smartphones to access supplier content. 95% of adults use their smartphones primarily to access content/information. To better understand your specific target market, monitor Google Analytics for your site's mobile traffic numbers. You can also ask or survey customers and prospects about their use of the mobile web. Mobile Marketing A/B TestingCompare two.