“If your plans don’t include mobile, your plans are not finished”
Wendy Clark (SVP Coca-Cola)
In order to keep the competition behind your digital marketin needs to take a mobile first approach. Why?
Google, in their continued effort to improve user experience (UX) and search relevance, penalizes not mobile friendly websites. Although this may appear to be a little Draconian, it’s actually a good thing for businesses in general.
With smartphone usage surpassing desktop and laptop, entreprises and brands shall connect with their potential customer on a device with which they have a deep emotional connection. If in doubt, find an iPhone/Android user and ask them to swap phones.
In addition, to wisely following Google’s ‘advice’, there are other strategic reasons for adopting an internet mobile first approach when drafting your marketing strategy including a mobile website and mobile commerce.
Mobile marketing strategy
Mobile marketing is significantly underutilized, so your marketing investment will stretch a lot further and usually convert at a higher rate. This is naturally influenced by product, industry and conversion objectives.
Secondly, companies like Facebook have taken a mobile first approach which provides unique opportunities for mobile marketers and mobile advertising.
On a side note, it will be very difficult to find a platform that has the targeting capabilities of Facebook. Don’t forget to include Facebook in your strategy.
Finally, you can reach new audiences in new markets multiple times throughout the customer journey (see micro-moments) with a good mobile marketing strategy. This can be done very cost-effectively and efficiently using state-of-the-art marketing technology that any good agency will have access to.
Developing a mobile marketing strategy will help with your business’ online success. It is important when doing so to start with a mobile-first approach, it will save you time in the long run. Keep your content simple and engaging without overwhelming the audience and you will drive higher website traffic and increase your conversion rates. Leads and sales will follow quickly.
Mobile marketing allows you to reach your customers the moment they’re searching for you and it also allows you to contact them (via SMS’s and MMS’s) in a non-intrusive way. Not only should your website be designed to assist mobile conversion (by making sure your mobile site is easy to navigate), but you also need to start thinking out of the box so that you can target the billions of people who own smartphones.
Content on mobile devices differs from desktop. It shall be short and to the point while still conveying a powerful marketing message. When developing content, calls-to-action (CTA) need to be done early, efficiently and need to be easy. Don’t feel like you need to cram everything onto one page, it’s better to have secondary pages and make your pages streamlined and less cluttered.
Use big fonts that are easy to read and colors that really pop.
Visual elements are just as important on a mobile site as the bigger site. Use visual content and videos wherever possible, especially the micro-video.
Developing an App
There are millions of mobile applications (apps) available for anything you’re interested in. Many businesses are developing their own apps to make shopping easier for their mobile users. Target, for example, uses location-based marketing as a way to reach their customers. When their app is downloaded onto a person’s phone, it knows when they have entered a store and sends a notification of coupons and deals available. Customers show their phone and checkout to receive discounts. Starbucks also has an app that lets their customers pay for their coffee and track their purchases, they have a loyalty program where customers can earn rewards for purchases with their phone and then redeem for more Starbucks. Apps can be a powerful tool when done right. How many apps have you downloaded to only use once or twice? Make it beneficial and they’ll use it every time they shop with you.
If you have questions about how to create your mobile strategy, Contact Us, for you mobile marketing needs.
Warning: take advantage of the low-cost investment opportunities in mobile marketing as today’s bargain prices will increase in the next few months.