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Mobile Marketing – Effectively Analyzing Your Marketing Plan



What is the Ideal Web Development Team Structure?

You can’t ignore mobile. Smartphones haven’t been a fringe luxury for years. According to Pew Research Center, 85% of Americans own a smartphone, which is more than the 75% who own a desktop or laptop computer. This means a lot of people are looking for your product on a very small screen. It means you have to have a mobile marketing strategy.

What are the Challenges of Mobile Marketing?

Mobile marketing brings with it a variety of challenges. The most obvious is ensuring that your website looks good on mobile devices, but this is far from the only issue.

The fact is that supporting the mobile experience goes far beyond that.

Mobile marketing is not a channel but is rather a set of marketing channels that deploy to your customers’ and prospective customers’ devices.

So, the first part of an effective mobile marketing strategy is to work out which of these channels are going to be most effective for accessing your target audience.

You need to make sure that your marketing efforts are properly targeted and coordinated across some or all of the mobile channels for the best effect.

What are These Channels and Techniques?

Mobile marketing consists of a variety of channels and marketing techniques. Some of these are shared with desktop and other digital marketing, while others are unique to the mobile world. They include:

  • Content marketing
  • App marketing
  • Push notifications
  • ​Mobile advertising
  • Search engine optimization (SEO), including voice search
  • ​SMS marketing
  • Social media

Each of these can reach a slightly different demographic and has to be handled differently.

For example, SMS marketing is easy to overdo, resulting in somebody being put off your company rather than seeking you out. In fact, you should generally reserve it for further down the funnel.

So, what is your top to bottom strategy? Obviously, this depends on your industry, target audience, and overall goals, but here is a run-through.

Brand Awareness

​Obtaining brand awareness through mobile is relatively easy. People, these days, spend a lot of time on their phones. There are some things you can consider, depending on your needs.

Google Maps/Apple Maps is vital for businesses with a brick-and-mortar presence, especially ones people tend to visit spontaneously, such as restaurants.

Make sure to claim your Google My Business listing so that the majority of smartphone owners (who use android phones) will see your business’ accurate information, such as phone number, when they do a search.

This can get you both awareness and if you are lucky, immediate conversion.

Ideas for Your Brand Awareness

Hyperlocal marketing, where push notifications are sent to mobile phones when people are right outside your business is a new thing that is starting to take off, although it does bring with it certain privacy concerns.

Geofencing can also save you money on mobile advertising by only sending your ad to people to whom your business is convenient.

App marketing is also a good idea for brand awareness. As long as it is done with an awareness of targeting, video ads included within smartphone apps can attract a large number of potential customers.

These ads are typically not skippable and are included with free applications. While they can be expensive to produce for small businesses, short video ads on mobile are highly noticeable.

They are most likely included with games, which does not necessarily mean targeting younger people. The kind of games that contain these ads are casual ones, often played by people during a brief break from work.

Social media ads are often sent to phones, but the two biggest phone-specific channels are Instagram and TikTok. Younger consumers tend to use TikTok.

You can manage Instagram ads through Facebook, while TikTok requires a different interface. This gives you similar advantages in targeting using social media ads on Facebook.

Finally, make sure that your overall digital marketing strategy is fully mobile-friendly. Choose advertising networks that also send to mobile and make sure they do it properly.

As with other channels, brand awareness is about reaching your potential customers where they already are and that means doing the research to know which demographics use which apps and which social media networks.


What happens when somebody clicks on your mobile ad? First of all, you need a mobile-specific landing page.

This page needs optimization to look good on both smartphones and tablets. It will also help with your analysis by recording how many people come to your website from your mobile advertising.

Smartphone users will then expect a good experience on your website. One key factor is page load speed. Google recommends ensuring that your page load speed is no more than 5 seconds on devices using 3G.

If they have a bad experience, 62% of them won’t come back. You will lose a lot of prospects at the consideration phase.

If they find themselves on a desktop site, then…you’ve pretty much lost them. Make sure you take them to a mobile-friendly site with a responsive design that adapts to their device.

Another thing that can happen at this stage is that they will follow your social media. This is when Instagram or TikTok become very valuable.

It requires a certain amount of special skill to fully leverage these highly-visual platforms. You need to take a lot of pictures and record a lot of videos. However, it’s well worth it.

At this point, you are in the content marketing phase. Make your feed interesting and fun.

Most people are not going to read your blog on their phones, so you need striking images that contain information. You need videos. Long-form content is best kept for sites intended to be accessed from desktops.

Positive interactions with customers through these sites and through Facebook can also help at the consideration stage.


Conversion depends a lot on your business type. For example, we already used the example of a restaurant.

When people search on mobile for a restaurant they are typically looking for someplace to eat right now. So the process tends to use the Maps app, look at reviews, read the menu, choose a restaurant.

For our hypothetical restaurant, in fact, the most important thing for both consideration and conversion is to make sure that your menu can easily be read on a phone. It’s a quick process.

For other businesses, the conversion will still happen after a lengthy series of interactions. However, people on mobile are more likely to be in a place where they will impulse buy. So this tends to shorten the funnel.

One basic thing to check and ensure is that your e-commerce store works on mobile. Not everyone checks this.

Taking Google Pay and Apple Pay can also help, allowing people to order and pay right then and there. Make sure that your site gives a good mobile experience when selecting and purchasing products.

Again, this can’t be just making sure your desktop site looks okay on mobile. You need a mobile site that has less text, fewer steps during checkout, a top navigation menu, etc.

Also, if you use video and animations, consider doing them vertically (portrait mode) when you can so people don’t have to turn their phones to watch them. It’s a little thing that can make people feel much more catered to.

Using Augmented Reality

The next level is the potential use of augmented reality. For example, a clothing store might have the ability for somebody to take a photo of themselves and then see how they will look in the outfit or item they are considering buying.

Augmented reality is relatively new. But it is starting to take off and is very much in a watch this space mode right now.


At the loyalty phase, mobile continues to play a role. This is one place where SMS marketing can come in.

People will get annoyed with a lot of text messages. But an occasional one or two informing them of a deal or a new product will not turn off a satisfied customer.

Make sure that you have a very clear CTA on your mobile site to encourage them to sign up for your email marketing list. Keep marketing emails short and highly visual, which will work well on both desktop and mobile.

While expensive, having your own mobile app can make a difference. Some companies, for example, have started to put their loyalty programs in apps that then generate a QR code that the cashier can scan to verify eligibility for the reward.

If you do use an app, make sure it is lightweight and won’t take up a lot of room on their phone and that it adds something of value. Have it made for both of the major operating systems and test it on both tablets and phones.

Communication through your social media channels remains a key component of loyalty, but don’t forget those mobile-focused channels.

Your loyal customers are the ones who need to see the pictures of your new or limited-time product. They’re the ones who need to know about a discount.

At the speed of mobile, flash sales, which are advertised for a short period of time on social media, can be particularly effective.

They are more likely to attract existing customers than new ones, and the fact that your loyal customers will see them first makes them feel appreciated. Rewarding loyalty always improves retention and can lead people to advocacy in a natural way.


This all leads into the advocacy phase. You want your advocates to share your stuff on mobile, which is where those social media platforms come in.

Make a particularly entertaining Instagram post or TikTok video and you may find you get advocacy from people who aren’t even your customers. However, you can never plan on something going viral.

Instead, make sure you create content that your loyal customers will want to share. Whether it’s a picture of your cat or a funny video in the store, make sure it is things that they will pass around.

A common mistake is to only post stuff that is very serious. Mobile marketing works better when it is a little bit tongue in cheek and is trying to be fun. Remember that advocacy feeds back into brand awareness.

You just want people to tell you are there and you are great, not necessarily spread a lot of information about you.

However, do remember the importance of reviews and make sure that you steer your mobile customers to review places where people will see them. Google reviews are particularly helpful here as the overall rating shows up right when they search for your location in Google Maps.

Mobile marketing aside, the thing which leads to the most loyalty and advocacy, however, is still providing a good customer experience. You can have the best mobile-friendly website in the world, but if you don’t give people a great experience?

If you don’t give people a great experience, they will never advocate for you.

Analyzing Your Mobile Marketing Plan

​All of this is great, but how do you know it’s working? The metrics for mobile marketing are much the same as for other marketing strategies.

You need a good marketing tool that can help you ensure that your carefully worked out mobile marketing campaign is in fact doing what you need it to do.

Your mobile-specific landing page is a big part of this, helping make sure that you track the effectiveness of your ads. You can then follow them through to the conversion, although bear in mind that most people will check out a site more than once before committing.

Keep your mobile advertising campaigns separate and make sure to track them as separate parts of your overall strategy so you can better compare mobile with a desktop with other advertising methods such as radio or print.

Designing and analyzing your mobile marketing requires real-time data and monitoring open rates, conversion rates, etc. For this, you need the right marketing platform.

Welcome supports multi-channel digital marketing, including mobile. Our campaign planning & execution capabilities are exactly what you need to create, share, and organize your plan.

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The keys to digital marketing transformation



The keys to digital marketing transformation

As digital marketers face a rapidly growing market and higher competition, the structure and effectiveness of paid advertising campaigns become more complex. Optimization, visibility and improving processes matter now more than ever.

But, it can be easy to lose visibility over what needs to be done and how those campaigns perform. This can lead to subpar results and a lack of understanding of how to improve your next campaigns. 

In this informative SMX Advanced session, Nadiia Sharipova from Wrike, now part of Citrix, addresses three keys to digital marketing transformation:

  1. Why optimization and visibility matter
  2. How to reduce your competition in key areas
  3. Critical processes that help improve CRO

Join the session to learn better visibility and workflow for your search engine initiatives, how companies like Hootsuite optimized their workflows to reduce complexity and the essential tools and strategies you need to do your best work. 

After watching the presentation, you’ll be able to:

  • Identify pitfalls negatively impacting your search campaigns 
  • Discover solutions for establishing better visibility over assets and results 
  • Streamline SEM/PPC campaign workflows and optimize collaboration

About The Author

Wrike, the world’s most versatile collaborative work management solution, has transformed the way marketing teams work together. Bringing everyone into a single digital workspace makes it easy to monitor progress, identify dependencies, and keep collaboration and projects on track. With Wrike, marketers can increase agility and velocity by automating workflows to achieve aggressive growth goals. Create and launch complex, integrated campaigns at scale across multiple channels and geographies knowing you’re maintaining visual brand consistency and quality. Improve external and internal customer experience no matter how complex your campaigns are or how many marketing channels you’re operating. Wrike accelerates creative production, increases on-time delivery, and makes maintaining brand consistency easier. 

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Turn Dry Data Into Rich, Relatable Stories With These Tips



Turn Dry Data Into Rich, Relatable Stories With These Tips

One of the best things about being a content writer is that no matter the topic, we have a lot of insights at our fingertips. You can use it to provide perspective, validate ideas, give more context, etc.

Of course, all that data also is one of the worst things for a content writer. How do you dig out the story behind the numbers without getting buried under the mountains of facts and stats?

At Stacker, we shape our newswire stories around data and use it to drive all our storytelling. We’ve found the best-performing articles – regardless of topic – share similar strategic data-centered approaches. Here’s some of what we learned by creating data-driven content that engages audiences and earns links from other sites.

Go local and meet readers where they are

A story tailored to a region, state, or city feels instantly relatable and captures the attention of readers’ living in that geographic area. In fact, 71% of our publishing partners say their most-prioritized stories have local news angles.

Narrowing data-driven stories to a state or metro level may seem limiting. Content writers think the more hyper-focused a story, the smaller the reach. But presenting localized data doesn’t have to be an either-or choice.

#Content writers can use data to give stories both a hyper-local and national appeal, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

CNBC didn’t make a choice in their story about how much the top 1% of U.S. households earn each year. It mentioned the broadest geographic figure – the national number ($597,815 a year on average). Then it detailed the average for each state, from West Virginia’s $350,000 to Connecticut’s $896,490.

CNBC gives its data-driven story national and hyper-local appeal.

One of our top-performing stories for a brand partner looked at the rural hospitals most at risk of closing. It broke down the status of rural hospitals over 43 states, then distilled local versions that would feel most meaningful for targeted audiences from California to New York.

Takeaway: Data at a state- or city-level can have local appeal while still connecting to a newsy national trend. It also opens up your content’s promotion potential to national and local news sites.


Host a hometown showdown by comparing data

People love comparing their corner of the world with others. A recent Redfin report found an unprecedented 8% of U.S. homes are now worth at least $1 million. The story didn’t just reveal the top five or 10 cities but ranked 99 so readers can see how million-dollar neighborhoods compare to other million-dollar neighborhoods.

In this snippet of the comparison content, six of the cities are in California – half of which have a 50% or greater share of homes worth at least $1 million in 2022. Other cities at the top of the list include Honolulu, Seattle, and New York City.

A snippet from Redfin’s story that ranks home price data by state.

When people can see their cities’ results juxtaposed with others, it puts the information into a more powerful context. Ranking stories, such as states with the lowest income taxes or the cities with the highest rent, often perform well.

Ranking stories – where readers can see how their locale compares to others – perform well, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

Writing headlines with phrases like “highest-to-lowest,” “biggest increase,” and “lowest-priced” also signals to readers the underlying numbers-driven methodology used in the content. They not only reinforce the data-first approach, but they build confidence in the prospective reader that the content is powered by data, not opinion.

Takeaway: Use data-driven rankings to tap into readers’ curiosity by showing how their region compares with others in timely trends.

Let time tell the story by thinking past the latest data

Many content creators understandably focus on building a story around the latest numbers or study results to be relevant and trendy.

But pulling in a bit of history through older data sets can add a richer dimension to the storytelling. Not only does historic information add more context to the latest data or breaking news, but it helps the piece become more evergreen. Long after a news headline fades, readers may be still interested in the richly layered content.

Historical data can lead to a more relevant story today, says @Stacker’s Elisa Huang via @CMIContent. #ContentMarketing Click To Tweet

We did this with a story about how commuting in America changed over the past 50 years.

Stacker used historical data to highlight how the American commute has changed over time.

Without adding historical data, it would have been impossible to highlight that the average length of work commutes has increased 10% since 2006. This contextualization offers a perspective that wouldn’t be possible by only detailing the current average commute time.

Self, a credit-building app, mapped poverty levels state by state using data from the U.S. Census Bureau. Instead of just mapping the country with the latest poverty rates for each state, the story also charted the rates over time. With this valuable context, readers could see how states’ poverty rates rose and sank after natural disasters, financial booms and busts, and ultimately COVID-19, giving a more thoughtful story that identified contributors to those poverty rate changes.

Georgetown University’s Center on Education and the Workforce tackled the value of higher education with another data-centered approach: It looked at the salaries of college graduates in 10-year increments since their enrollment. The findings, picked up by Yahoo! Finance and others, assessed how many decades it took for a student to earn a return on investment on the cost of their college.

Takeaway: Using data over time can add richer context to what numbers mean today – and make the content feel more evergreen.

Liven up humdrum stories with different data filters

Data-driven stories emphasize relatability – they can connect better with your audience and often present a new angle that stands out from your same old story approaches. You can find local angles, make a comparison, and use historical data to provide unique context.

Unsure what data to start with? Poke around government sites like the U.S. Bureau of Labor Statistics and the Department of Education. They can be great places to dig into and see how national-level data looks when filtered across industries, career fields, household incomes, metropolitan areas, and more. By adding focused data to your content, you can tell stories that feel more personalized – and meaningful – to your readers.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

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How to turn the great buyer resignation into B2B career opportunities



Create a B2B GTM strategy that buyers, execs and revenue teams love

Marketers play a large, proactive role in the buying-selling process to generate revenue across the entire buyer lifecycle – from generating a new customer, to contract renewal, to solution expansion and cross-sell/upsell.

This is no small task, especially when B2B buyers, barraged by untimely automated messages, random cold calls and lackluster outreach from both sales and marketing, are opting out of vendor conversations. B2B marketing expert Tony Zambito calls this the “Great Buyer Resignation.” This phenomenon has progressively intensified over the last five years and is both a challenge and an opportunity for B2B marketers.

A reality check

Let’s tackle the B2B challenge first by capturing today’s reality. The B2B buying process has gone primarily digital; most B2B sellers and teams have not. Sales has limited access to prospects and customers. We know the facts. According to Gartner, more than two-thirds of the buying process is complete before buyers engage directly with a brand rep. Only 17% of the B2B buying process time is spent with a salesperson across all suppliers. And this scenario is only accelerating as digital native professionals become influencers and decision-makers.

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To contribute to revenue and customer generation, B2B marketers are cranking out “leads” to help sales generate revenue. Marketers are often using legacy marketing automation-centric practices developed during the first wave of marketing technology and lead generation. The teams are pushing out random campaigns in a world where prospects and buyers already know what’s coming when they download a white paper or attend a webinar. Cringe — here come the automated nurture and cadenced phone calls.

Compounding the challenge, prospect and customer outreach happens in silos via one-off campaigns, isolated channels and focused functional teams. And data is being used to justify spending rather than apply buyer and account intelligence to deliver more timely information, better buyer engagement experiences, and more creative outreach.

The change and challenge revenue teams face are real.

Marketing’s impact opportunity in the buyer and customer generation lifecycle

With change comes opportunities for B2B marketers who understand, embrace and develop a smarter approach to identify, engage and delight buyers. And it should be emphasized that B2B teams and marketers have begun their transformation as marketing works across their entire company to play a more proactive role in all revenue and customer generation aspects.

From talking with progressive B2B go-to-market (GTM) leaders, here are strategies to stop mass buyer resignation, advance your career and have a much more significant impact on revenue growth.

1. Drive the shift from push to pull marketing

We often focus our effort on pushing email, cranking out business development representative calls, blasting ads and putting up forms to engage B2B pros. The breakthrough strategies are built around moving from pushing stuff at prospects and customers to pulling buyers through their process. Give them control. Provide options and let them guide their own journey, based on their needs, with value-added assistance. This is an art and science to master. This playbook and skill-set is, and will continue to be, highly coveted.

2. Focus on moments we create, not just those touchpoints we capture

Capture” is primarily what we do today in the form of paid media engagement to generate leads, drive web traffic and white paper downloads, and sponsor events to scan and swipe badges. The best marketers are flipping this model and asking, “How can we create moments for the buyer?”

Moment creation requires a proactive, experiential mindset putting ourselves in the shoes of our most coveted buyers and accounts. Breakthrough moments and experiences can be done through:

  • Product-led growth (PLG).
  • Interactive and self-guided applications and videos.
  • Personalized workshops for prospective buying teams at your target accounts.
  • Curated web pages that feature topical and popular content aligning with themes your buyer has been researching or engaging with over the last quarter.

It doesn’t have to be over complicated.

3. Master the full customer lifecycle

Today’s market realities and company growth mandates underline the need to build GTM models, strategies and resources around the entire customer lifecycle. With today’s prevailing Annual Recurring Revenue (ARR), Software-as-a-Service (SaaS) and cloud subscription customer financial models, 50 to 70% of the profit comes from existing customers.

For a deeper perspective, a five percent increase in retention results in an estimated 25 to 95% increase in revenue.

4. Embrace data intelligence and science

We will not be effective marketing leaders or pros without the ability to access, use and interpret data. At a minimum, we must be proactive in using data to understand markets, customers, accounts and market trends. The ideal case is to be confident in turning data into insights and actions and applying data science to help guide investments, programs and experiences. Data cannot be used simply to justify or defend marketing spend.

The most in-demand marketing skills in a B2B buyer-driven world

Let’s look at a few past examples of marketing career breakthroughs to plot the future. Ironically, the emergence and mastery of marketing automation tools, data and campaigns created a generation of what turned out to be the marketing operations (MOps) profession. It’s become a well-compensated, highly respected and in-demand role. In another example, the rise of account-based marketing (ABM) created a shift of sales support-focused field marketers to revenue generation-focused members of the GTM team.

Based on the Great Buyer Resignation reality and market shifts, here are a few high-impact career opportunities for talented pros who want to up-level their professional world while positively impacting their company’s growth. It is important to point out these re-imagined roles all focus across the customer lifecycle and obliterate internal silos whenever and wherever possible.

  • Growth marketing: This high-impact role is the next level of demand marketing, which today has largely been focused on digital and paid media spend to generate qualified leads or pipelines. Growth encompasses the full customer/buyer lifecycle of revenue generation in today’s Annual Recurring Revenue (ARR) and Software-as-a-Service (SaaS) subscription world. It also focuses on identifying and activating the markets, drivers and industries to grow revenue and expand the company’s total available market (TAM).
  • Journey architects: To align with best-fit buyers and accounts, this craft is an ability to use buyer and account intelligence to create experiences to more naturally pull a buyer or buying group through their journey. With a full view across buyer channels and company touchpoints, this role expands beyond marketing to ensure more timely information. For perspective, this is the buyer-driven outgrowth of what was integrated marketing.
  • Revenue ops: It is very difficult to identify and engage buyers and target accounts if your view is only on sales, marketing, customer success or finance. This progressive function demands a full view of buyer and customer lifecycles. It unifies and analyzes data to empower the rest of the front-line, customer-facing players to act on intelligence and insights.

The bottom line on what buyer resignation means for our marketing careers

Now is an opportunistic time to capitalize on market and marketing shifts and commit to buyer-centric GTM strategies and tactics. If you see a new role or transformation opportunity inside your organization or at a new company, raise your hand and dive in. These are the times when careers are made and energized.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, Founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world.

His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.

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