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In short, mobile marketing is the sharing of a brand or business in a way that is optimized for smartphones and other mobile devices throughout apps, social media channels, and websites.
As a marketing strategy, mobile marketing allows a business to reach a larger audience than they would by focusing solely on desktop digital marketing processes. According to SiriusDecisons, 67% of the buying process now takes place digitally. In addition, Flurry reported that the average American spends around 5 hours per day on their mobile device.
Marketing teams are taking advantage of the amount of time the average person spends on a mobile device. Because we’re on our phones every single day, it only makes sense that marketing campaigns be specialized for mobile viewers across various digital platforms.
Why mobile marketing strategies matters
From a business perspective, it’s important to realize that the way in which their customers are consuming digital content has changed from desktop-based to mobile-based. In 2015, mobile use surpassed desktop use, with 51% of internet time being spent on mobile and smartphone devices.
For marketers, online marketing skills that complement mobile marketing strategy optimization are an actively sought after skill for businesses around the world. No matter the size of your organization, it’s time to level-up your mobile marketing strategy by being a digital marketer with high-value mobile marketing skills.
Top 5 tips for Mobile Marketing
Consumers are increasingly using their mobile devices to connect to businesses of all shapes and sizes. From optimizing your website to capturing holiday sales on mobile devices, these tips will help improve your mobile marketing strategy.
1. Launch a Mobile-friendly Version of Your Website “Your new mobile site should be built to keep up with constantly changing mobile technology (phones and tablets), be designed for a hurried and distracted user, limit the amount of data entry required and also have very fast page load times,” he says. Incorporating sign-up forms to receive text messages is a very effective way to communicate with on-the-go visitors, too.
2. Use Responsive Design for All Pages Great and Small “Responsive design absolutely essential for Web design today, and may even end up saving time for marketers, as you’re able to cater to a mobile audience without building a completely separate mobile website or app,” he says.
3. Keep Your Mobile Site Simple, Easy to Navigate Mobile users are best targeted with simple apps and calls to action that are easy to navigate. “If your mobile marketing efforts direct users to an app, keep the app simple,” says Matthew David, chief digital strategist of Compuware’s Mobile Solutions Group, adding that the most functional apps, such as Instagram, are task-driven and straightforward. “Not only can simple apps be built quicker, they are easier to navigate … [and] load faster. If your content takes more than three seconds to download, you increase the risk of losing your potential customer.”
Strecker reminds mobile marketers to make sure creative assets are mobile-friendly. “A few simple additions can engage users,” he says. “Always include mobile-friendly calls to action, such as ‘Tap to Explore’ and ‘Download Now.’ If the call to action is ‘Tap to Download,’ include the Apple Store icon or Google Play icon in the mobile ad.”
4. Take Advantage of Mobile Social Media Don’t discount social media in your mobile marketing strategy, says Compuware’s David. “Today, more than two-thirds of Facebook users access the service via mobile at least some of the time, and more than one in six people exclusively use mobile phones to access Facebook.” Boost your mobile marketing strategy by complementing it with the real-time aspect of social media, he says.
5. To Succeed, You Must Test, Test and Test Some More When testing, it’s important to isolate one variable to test at a time. Your tests could include the color palette, the words in your headline, the placement of your forms or different images. “Big changes to the design and content of your pages can be beneficial to attracting and converting mobile users, but you may also find that the smaller, simple tweaks to your pages can have a big effect as well,” Shearer says.