Mobile marketing is a digital marketing strategy that targets audiences across multiple channels, and it takes advantage of the mobile technologies that have disrupted the way shoppers interact with brands. What digital marketing that traditionally had been done only on a desktop is now effortlessly available on the go, including tablets, smartphones, and/or other mobile devices that access websites, email, text messaging, apps and social media. To adapt, businesses need to familiarize themselves with best practices when it comes to mobile marketing in order to maximize audience exposure and engagement.
Every company needs to develop a unique mobile strategy dependent on its products, services, and audience demographics. Mobile technology focuses on customization and personalization, which means mobile marketing should as well.
Optimize For Mobile
Optimizing your web pages for mobile devices means creating specialized content and layout for phones and smaller screens. This allows prospective customers to browse the content just like they would on a desktop version. Not all tabs and/or pages are as relevant on a mobile platform. Because most mobile users are using their devices in short bursts, content should be as succinct as possible. Users value being able to clearly and quickly absorb your information and find what they came for with minimal effort.
Although using well placed, relevant visuals can be helpful, some devices may take more time to load pages overloaded with images. The Aberdeen Group discovered that it only takes a one-second loading delay for customer satisfaction to decrease by as much as 16 percent and can cause up to a 7 percent loss in conversion. Making sure your site is navigable on all platforms is vital to retaining high conversion rates. Menus, footers and any other features like payment systems and contact forms need to be easily navigable and consistent no matter the mobile device.
Create a Mobile App
There is nearly an app for any and everything these days. Mobile apps are downloaded from the Google Play Store or Apple Store and are designed to run on smartphones and other handheld devices. Having a high-functioning app for your website or business helps drive leads and conversion because you can tailor its functions to your shoppers’ and customers’ needs. Your app should be designed with a clear goal and with the rest of your marketing strategies in mind in order to result in a real return on investment.
Include Actionable and Accessible Calls to Action
An integral part of any marketing strategy includes calls-to-action (CTAs) throughout your content. You want to avoid overcrowding and losing your CTA in a page cluttered with text or other design elements. Just like with the rest of your content, focus on appropriate sizing, clear direction and spartan use of color and white space to draw the viewer’s attention where you want it. Consider making actionable content “stick” to the side or bottom of the screen. This way the call to action is always clearly visible regardless of where they scroll on your site.
Calls-to-action encourage viewers to logically make the next step in a way that feels natural to them, ideally ending in conversions for your business. When on mobile devices, these short bursts of information can’t require too many steps. Make sure that any links with your brand can be clicked on, and any contact forms will prompt an email box to open, a phone call to begin, or a text to be sent.
In 2013, UX designer Steven Hoober discovered hotbeds of “touch” activity depending on how users hold their devices. When placing your CTAs consider the “thumb zone.” Making the next steps as smooth and customizable as possible is just as important as designing an eye-catching call to action.
Establish and Monitor Key Performance Indicators
Experimenting is important, but if you are not benchmarking your results and keeping track of new techniques, then you won’t be able to see what’s working. Just like your other marketing efforts, mobile marketing practices should be tested and optimized. Determine which realistic, and measurable key performance indicators (KPIs) will best define your mobile campaign’s success.
Monitoring mobile behavior data will show you how well your content engages your desired audiences. Email, SMS, social media and mobile apps will have different KPIs depending on your long- and short-term goals and where your efforts are focused. Some important KPIs that should always be noted are engagement, target acquisition and customer service levels.
To determine which KPIs to focus on, ask yourself where you want to see improvement. Are you most interested in boosting email conversion? Or, are you keen on increasing followers and building your social media audience?
Going mobile is no longer talk of the future, for it has already revolutionized the way the marketing industry develops and implements campaigns. From email to pay-per-click (PPC), search engine optimization (SEO) to content and social media marketing, there is a mobile marketing channel able to reach any segment of your audience wherever they are most comfortable. The range of available devices and platforms continues to advance and take on more prominent roles in the daily life of your shoppers and customers, so it’s important to know how to strategize and adapt to the growing power of mobile technology.
About the writer: Nick Rojas combines 20 years of experience working with and consulting for small to medium business and a passion for journalism to help readers grow. He writes about technology, marketing, and social media for the aspiring entrepreneur. When Nick is not sharing his expertise, he can be found spending time at the beach with his dog Presto.
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