Knowing your consumer's mobile persona

One marketing best practice that is universal, whether used for web marketing, mobile marketing, or traditional marketing is knowing your audience. It is hard to engage and connect with a mobile audience, or any audience, if you do not know who they are, what they value, what they want, etc. Thus, when creating a mobile marketing strategy, it is important to take this into consideration. You will want to know your consumer's mobile persona, and market to them accordingly. Here's how you can identify your mobile audience's persona:

Who is your mobile audience?
1. What is the size and composition? Your mobile audience is likely to be wider than your audience for other marketing strategies. Knowing how big it is, and how it is composed (age, gender, economic status, etc.) will help you gain insight to what and who your audience is, and what their needs are. Meeting these needs, and providing value to your audience is going to help you engage them better, and create loyal fans and followers.

2. How many consumers can you reach in your target demographic? How many of them use mobile devices? How many of them use mobile devices in the way you want to market? (Text, games, apps, social media, search, mobile pages, etc.) How can you broaden your reach? Research is key to a good mobile marketing strategy as it will help you identify who your audience is, how they use their mobile devices, and what they are looking for.

3. What are trends for how your target audience indexes with mobile usage? Paying attention to the trends, and understanding how your target market is using their mobile devices is going to help you make your campaign far more effective. The way your audience indexes is big because it tells you what is going to help you be most effective, and how to create mobile pages that load fast and provide value.

4. What operating system and handset does your target audience use? iPhone, Blackberry, or Android? This is important as you have to customize your marketing to the operating system of the handset. To be safe, it is best to design a strategy for the Android based phones as well as the Apple phones, as this will encompass the majority of your users. This of course requires time and resources, so doing the research to determine the best places to put your resources is key.

5. How are adoption rates trending for each? Again, doing some research is going to make a big difference in how you marketing to mobile users. The mobile market is growing, and understanding the trends and growth rates, and applying them to your plans for growth and expansion is an important aspect of mobile marketing.

Knowing your consumer's mobile persona helps you to better cater to their needs. Mobile marketing is extremely personal, so you have to make it as personal as possible by identifying and catering to the mobile persona of your target audience.