Now that mobile usage accounts for the majority of time consumers spend online, not having a mobile marketing strategy is no longer an option.
Many struggle to get along with, and manage, their own smartphones. Now they are expected to figure out how to reach a market that can scroll screens, download apps, and text message faster than Quick Draw McGraw.
(Half of you know who Quick Draw McGraw is, the other half will Google him)
Mobile can be intimidating to some. It doesn’t need to be, and it isn’t as difficult as you think. Here are some basic tips by the Mobile & Digital Community that can help you reach your customers and prospects across mobile.
Optimize for Mobile: Speed, Agility, Functionality, Fun, and Addictive
The first step is recognizing the capabilities of a mobile device: screen size, operating system, scroll time, dwell time and latency issues. You want speedy load times, minimal scrolling, and as few click throughs as possible required from capture to conversion. Fun and addictive are the entertainment and social media sharing or viral components. It is wonderful that you provide a smooth mobile experience, but don’t forget to engage your customers with the fun and addictive content.
Social Media Advertising to Mobile Users Can Earn Quick Wins
80% of social media time is spent on a mobile device. Social networks offer robust advertising options, and marketers can quickly test new channels to reach consumers. Businesses looking to advertise on social media need to understand which platform(s) are the most popular for their target audience for the greatest chance of success.
Make Mobile a Part of Your Offline Marketing
The combination of a strong and targeted mobile campaign with any offline campaign can yield incredible results. You might consider adding a mobile call-to-action on one of your print pieces, encouraging consumers to join your email, promote a mobile loyalty club, or download your app with a discount. Consumers who interact with your brand across multiple channels are known to be more loyal.
Text Messaging: Essential Strategy to Engage the “Mobile-First Consumer”
It is predicted that by 2020, 48.7 million consumers will opt-in to receive business SMS. At the end of 2016, that number had reached 37.2 million. "These numbers make SMS the fastest growing marketing channel." (textlocal)
SMS & MMS provide marketers with a preferred channel to reaching a mobile-first or, more appropriately, mobile-only consumer by pushing content directly to their phone’s native inbox, thereby maximizing engagement. And the level of engagement with messaging remains unparalleled, achieving 98% open-rates often within the first several minutes a message arrives.
No apps, no downloads. Just built-in functionality.
Be Mindful of Mobile Messaging Rules & Regulations
Mobile messaging (SMS / MMS) provides marketers with the broadest reach and the highest level of engagement compared to all other channels within the mobile ecosystem. This is because nearly 100% of all wireless devices have SMS & MMS functionality as a native capability (no download required).
The industry is highly regulated by the FCC through a set of rules found within the “Telephone Consumer Protection Act.” These rules have been further interpreted by the CTIA and the MMA, who have outlined best practices for the industry to follow. While the rules are specific, they are not complicated. A good resource for understanding the TCPA can be found and downloaded from the Mobile Marketing Association.
Mobile Commerce Shows No Sign of Stopping
62% of smartphone users have made a purchase online using their mobile device in the last 6 months. Conversions for mobile can be a challenge due to consumer trust and ease of use when completing a purchase on a mobile device. The biggest challenge will be understanding consumer behavior across devices to provide a secure and confident purchase by the consumer.
Mobile is About Reaching and Understanding the On-the-Go Consumer
Location-based advertising is the fastest growing mobile strategy. There are multiple tools to reach the on-the-go-consumer. These tools include local SEO strategies for top placement in local searches, in-app geo fencing, and text messaging. More people are performing local searches on their smartphones than on desktop computers, and this number is growing. In-app geo fencing allows businesses to push notifications to consumers within a certain distance from their business location with timely offers and promotions. Text messaging doesn’t require a search or an app and allows you to reach your clients directly, with higher open rates.
Don’t Underestimate the Power of Mobile Email Marketing
About 3 in 5 consumers check their email on the go (mobile) and 75% of say they use their smartphones most often to check email.
Due to this trend, marketers need to be conscious of the behaviors of mobile users and ensure that their emails fit the mobile experience. More than ever, it’s important that email content is more personalized to the receiver in both the offer and design.
Don’t Be Afraid to Fail
As you start to work on your mobile marketing program – whether you’re starting from scratch or making enhancements – don’t be afraid to fail. In fact, expect that you will fail… more than once. Remember that any digital interaction is much more elastic than a traditional customer engagement. Mobile is just one facet of the brand relationship you have with your customers, and it is constantly improving. Actively listen to the feedback you receive from your customers and learn from your mistakes.
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