Mobile marketing is massive and every business needs to have a strong mobile presence. The convenience of mobile devices has made them a primary avenue for all communication. Many of you are probably reading this from a mobile device. You want to reach your prospects and customers when, where and how they want to interact with you. Check out these mobile marketing statistics:
- Mobile digital media time in the US is now significantly higher at 51% compared to desktop at 42%
- There will be 156.4 million mobile phone search users in the US, representing 49.0% of the population
- eMarketer expects mobile to overtake desktop for US search ad dollars this year, rising from $8.72 billion to $12.85 billion—just slightly above desktop’s $12.82 billion
- 65% of US smartphone users check their phones within 15 minutes of rising. 64% check their phones within 15 minutes of going to bed
The consequences are pretty obvious - if you're not able to reach your target audience through mobile search or display, or you're not providing an acceptable mobile experience you’re going to miss out.
Develop a Mobile Marketing Strategy
Develop your mobile strategy according to your objectives, not technology. A successful mobile strategy should include answers to questions such as: Who is your audience? What is your goal? What outcome do you expect? Users expect real-time news/updates and personalization. Your mobile strategy should address these consumer expectations.
Consider the Range of Devices
When developing content, remember that mobile occupies a multi-device landscape. Your customer might be using a smartphone, tablet or e-reader. This is particularly important as it is not only the younger, tech-savvy consumer who access content across a range of devices, but over 60% of adults own over two devices. Each of these devices merits its own personalized user experience.
Optimize the User’s Experience
Providing an enjoyable customer experience is very important. People no longer have to sit in front of their computer as smartphones are always within reach. Take a look at your site design, structure, page speed and more to make sure you’re not turning mobile visitors away. Remember to design your touch screen navigation to ensure your buttons are not too big or too small. This can lead to accidental clicks. If applicable, don’t forget to optimize your mobile content for local search. This should include standardizing your name, address and phone number in your site’s metadata.
You May Want to Consider Using a Mobile App
A mobile-optimized site will meet most requirements, but you may want to also consider using a mobile app. These are software applications specifically designed to be used on smartphones, tablets, or other small wireless computing devices. They allow for more creativity and better interaction with your targeted users. According to Janna Badalian, Director of Marketing at MobileSmith, “When it comes to customer engagement, native mobile apps can give your website a run for its money. You can engage various groups of customers and offer them a superior user experience – even without a reliable Internet connection.”
Evaluate your mobile marketing strategy for its effectiveness. If needed, enlist the help of a digital marketing agency to get your mobile marketing strategy up to par.
_1.png)
