Mobile marketing is a multi-channel, digital marketing strategy, which aims to reach the target audience on your smartphone, tablet, and/or other mobile devices through websites, email, SMS, social media, and apps.
In 2016, the inevitable happened, and mobile overtook the desktop as the primary device for accessing websites. This was not a big surprise because as of 2015, Google reported that more searches were done on mobile than any other device category.
People are disrupting the way they engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it is all accessible through a small mobile screen.
Consider these figures:
- Mobile now accounts for about 70% of digital media time [source: comScore]
- Up to 60% of searches are from mobile devices (Source: Hitwise)
- US consumers spend 87 hours/month browsing on smartphones (Source: Smart Insights)
- 53% of American consumers use their smartphones to access search engines at least once a day (Source: Google and Mobile Marketing Association Survey)
What do top marketers think of mobile? The survey from Salesforce, V12data, and Adestra:
- 68% of companies have integrated mobile marketing into their overall strategy
- 79% of marketers believe that mobile is essential for their business
- 77% of marketers say that mobile generates a return on investment
- 71% of marketers believe that mobile marketing is key to their business
- The two most popular ways companies are optimizing for mobile is (1) using a simple template that works for all devices (52%) and (2) creating a mobile-responsive email template (39%) Used to be
I think we need to pay attention to it!
... and if we do not adapt to mobiles?
- Google states that 61% of users are unlikely to return to a mobile site, which makes it difficult to access, and 40% visit a competitor's site. (Michency & Company)
- 57% of consumers say they would not recommend businesses with poor mobile site design. (Source: socialPub)
Here's what to keep in mind to optimize mobile:
Your company's website or blog should be "RESPONSIVE": If you use WordPress, WIx, SquareSpace, Weebly or Shopify, make sure the template or theme is the "answer" for the device screen size: desktop, tablet, or mobiles. Give
Nevertheless, while the responsive design has been around for some time and is fairly well established, the majority of sites fall down on usability. That is, most sites are still built for desktop and then dialed back to mobile. The form-fill that was mildly annoying on the desktop is an absolute pig on mobile. Even if he is liable.
Tip: Produce your pictures with mobile in your mind. Testing on mobile. Turn it off
Avoid Flash or Java: Apple products do not support Flash and have announced that they have no intention of doing so in the future. Many phones do not support Java, and even if they do, using Java can be a huge drag on load time.
Optimize your images for mobile devices: Do not use images of large file sizes that will cause your page to slow down or visitors will leave for another site! You can use WP Smush to locate and compress large images files on your site.
Google Analytics: Make sure that the Google Analytics code is installed on your website so that you can see mobile activity. You will be amazed.
Writing for mobile devices:
- The phone screens are small. Write in a way that is easily readable
- Use bullet points
- Write short, punchy headlines
- Keep paragraphs short
- Use readable size
- Short email subject line
- Use a mobile-responsive email design template
- Headline Analyzer is a great tool for previewing subject lines.
Test your mobile site with Google
If your pages are not optimized for smartphones, they will not rank at all in mobile search. With more than half of Google's queries coming from mobile devices, this is not something you can complete in 2017. The focus on mobile will likely continue with Google's commitment to switch to mobile-first indexing.
There are three great tools by Google to test your website:
- Test your mobile speed: If loading is slow, most sites lose their visitors.
- Analyze website performance with PageSpeed Insights so you can identify ways to make your site faster and more mobile-friendly.
- Is your website mobile-friendly: Test how easily a visitor can access your page on a mobile device.
Mobile Marketing with SMS (Short Message Service)
SMS or short messaging service is undoubtedly an excellent strategy for businesses that want to connect with more customers.
If boosting sales and improving communication with customers is on your list this year, but you don't have huge budgets and hours of free time; SMS is a small, yet powerful, marketing tool that should not be ignored:
90% of SMS messages are opened within 3 minutes (compared to 90 minutes for email)
SMS has an open rate of 98% compared to 22% for email
Text messages are 8x more effective to attract customers
About 50% of consumers in the US make direct purchases after receiving SMS branded text
Marketing directly from mobile devices is more personalized than targeting audiences through other channels.
When you reach a mobile device through SMS, you are sending that person in his pocket or purse.
Be personal, respectful and clear
Put the text under 140 characters
Do not use slang or abbreviation
Provide some value to the recipient
Explain who is sending the message
Craft clear call-to-action
Start collecting mobile numbers from your customers to create your SMS list!
You can check out this complete list of third-party vendors - here are the top ones:
Is your business ready for mobile? If you are not there, you are nowhere!
Don't wait Go mobile today!
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