It would be hard to find another historical phenomena that compares to mobile usage.
In the course of one decade, mobile engagement has become the main source of information-acquisition for over 50% of adults in the developed world.
Marketing experts agree that, in today’s dynamic marketplace, it’s vital to have a strong presence for mobile access. Being prominent on mobile allows you to reach more people, get your message across quickly and easily and allow potential clients and customers to make their purchases immediately.
So how do you incorporate mobile marketing into your marketing plan?
What is Mobile Marketing
Mobile marketing is a digital marketing strategy that focuses on reaching people on their smartphones or tablet devices. Marketing via mobile involves multi-channel engagement via websites, messaging, social media, direct emailing and apps.
Marketers use mobile to get people to think about brands in new ways by interacting with them as they go about their daily lives. People walk around with their mobile devices next to them throughout the day. Most people react instantly to check their device at every sound of a beep. Mobile marketers optimize this habit in an attempt to catch users at the exact moment that they’re ready to engage with the message.
Marketers are well-aware of the statistics that point to the importance of a business’s mobile presence.
- 60% of Internet time is spent on mobile in developed countries
- 80% of Internet users use a mobile device, with most relying on a smartphone for the majority of their Internet engagement.
- According to Google, mobile searches have surpassed searches done on PCs
- 65% of emails are first opened on a mobile device
- 56% of Internet users use their mobile devices to review potential purchases
What is “Mobile Enabled”?
Everyone is talking about mobile marketing, but what does mobile marketing really mean?
A mobile marketing plan takes into account three main principles:
- Your site’s content fits on the mobile screen without the need for the user to scroll or zoom
- There are no mobile-specific errors when the site is loaded
- Content loads quickly (remember — 64% of mobile users leave the site if the page doesn’t load within 10 seconds)
Google now provides a mobile-friendliness tool that helps marketers determine how well their site does on mobile.
Your primary marketing goal should be to make sure your mobile user experience is as easy and seamless as possible.
For marketers, this means that it’s important to understand the mobile audience It’s vital to design marketing content with mobile platforms in mind. This includes making strategic use of mobile apps, MMS marketing and maximizing social media marketing tools.
Your mobile marketing strategy will depend on your company’s product or services, your target audience and your projected goals. One of the reasons that so many people have “gone mobile” is because the mobile platform allows for customization, personalization and convenience.
Understanding your audience should be any marketer’s first step. Doing market research to determine who is using your services or buying your products. That will give you the information that you need to increase sales to other like-minded individuals. You need to know about projected clients’:
- Goals and Challenges
- Information sources
- Preferred type of content
- Mobile habits
- Role in the purchasing process
One of the best tools to check your site’s traffic is Google Analytics. You can also survey clients and other potential contacts about their Internet/mobile usage. This gives you the tools to determine a voice and channel for your marketing messages.
The Mobile Site
Once you set up your mobile site you’ll want to make sure that it provides mobile-friendly content for potential clients and customers. You want to make it as easy as possible for people to find you when they search for information about your product or service.
You should combine your mobile-enabled site with additional marketing tools including directed emails and a strong social media presence. You should also make it easy for potential clients to find reviews that demonstrate that your product or service offers a quality experience.
Examples of Great Mobile Sites
Millions of mobile sites are online today. Some are difficult to navigate and aesthetically unappealing but others display all of the elements of the best in online marketing
Some examples of high-quality mobile sites include:
- Mobile sites that place a premium on mobile functionality. You want your viewer to be able to access the most important information when they first open the site. This means that you should remove unnecessary or extraneous elements in order to lighten the browsing experience.
Look at the Abercrombie and Fitch mobile site to get some ideas on how to make your pages engaging and offer your viewers the friendliest possible browsing experience. Some highlights of the Abercrombie and Fitch mobile site include:
- A basic color palette that combines with beautiful photographic images. This combination draws the user’s eye to the products, rather than other elements of the site
- A simple homepage layout that gives the visitor clear choices so he can shop easily. There’s an additional call to action at the top of the page vi the advertisement/bar
- Navigation is clear and concise. Each item is displayed individually on its own page. The “Add to Bag” is the most prominent text on each page.
- Information sites may sometimes seem overwhelming when they present browsers with thousands of pieces of information. If the mobile site offers good search and sorting options it can encourage people to stay on the site and identify the item that they wish to purchase.
Booking.com is such a site. Booking is a conduit for tens of thousands of hotels and guesthouses around the world. The site has created a strong search function that allows users to narrow down their search by location, price, number of guests, requested dates, type of accommodations and other options
Those elements combine with a strong Google ads campaign to place Booking at the #1 online booking site in the world
- Mobile Casino sites want to create a genuine casino experience online so their sites generally emulate the look and feel of a land-based casino. Mobile casino sites present the online casino in a way that shows potential gamers that they’ll enjoy an authentic casino event while playing on their mobile device.
These online casino sites use rich reds and blues to generate an atmosphere of luxury and wealth. The sites’ text focuses on the benefits that the casino offers including great games and lucrative bonuses.
Additional site elements such as online banking options, tournaments, progressive online games and security details are visible but muted – either on the sidebar or in the footer.