Research shows that over 2/3rd of smartphone users or 68 per cent of mobile device owners check their phone within just fifteen minutes of waking up in the morning. An additional 30 per cent get anxious when they don’t have their phone on them. Close to 87 percent of the users have smartphones at the side, night and day. Digital marketing experts are increasingly focusing on making the mobile retail experience online exceptional. So, how do digital marketers utilise mobile marketing strategies? Read on to know more:
- Know Your Audience
It is critical to understand who the audience is and what type of activities take place when online. Regardless of the type of company, mobile audiences have become a valuable source of traffic and building a solid sales pipeline. Customers are increasingly more savvy online and access websites on different devices. It is critical to have optimised, and fluid mobile experiences to engage with customers. At the present time, online marketing experts focus on mobile apps and websites. Defining the mobile target audience’s goals while developing a mobile strategy is important. Mobile target audiences are likely to have different goals compared to desktop users.
Clearly, mobile-friendly websites are critical for responsive web presence. Creating a mobile-first website is the way forward to access mobile phones and the tremendous marketing potential they hold. A mobile-based website can also use AMP or accelerated mobile pages to blog pages to increase site speeds for smartphone users.
- Mobile Analytics for Tracking Metrics
Once the digital marketing strategy is in place, it is critical to track mobile metrics. Much like any marketing decision, updates to mobile strategies need to have data in place to support decisions. Analysing mobile analytics is a crucial step forward in the mobile strategy, while developing as well as monitoring metrics. Mobile marketing is all about making the informed decisions to delight consumers.
The best metrics for in-depth analysis are the engagement metrics. Most websites have mobile users compared to desktop users. While a majority of the traffic stems from mobile, bounce rates and adjusted rates, pages per session, soft or hard conversions, site speed on mobile and the page path are important factors to consider. Also part of the picture are landing pages.
- How Online Marketing is Increasingly Mobile
Mobile-optimised websites and marketing methods are an essential part of business success in the modern markets. Whether you seek to improve business bottom-lines or improve customer engagement at numerous touchpoints, digital marketing needs to focus on smartphone users to be of strategic value. Mobile marketing is at the heart of sharing a brand or business in a way that is optimised for mobile devices and other smart devices across apps, websites and social media channels.
Mobile marketing also permits the business to reach larger audiences than otherwise focused solely on desktop processes. According to research, close to 67 per cent of the buying process now takes place through digital. Flurry has further reported average online shoppers in the US spend five hours per day on smartphone devices.
- Why Mobile Marketing Strategies Matter
Marketing teams are increasingly benefiting from a mobile focus, given the amount of time an average person budgets for mobile devices. Internet marketing campaigns also need to be customised for viewers across digital platforms, as consumers are increasingly making the switch from desktop to mobile-based browsing and shopping online. Since 2015, mobile usage has been surpassing desktop use, with 51 per cent of web time online spent on smartphone and mobile devices.
For marketers, digital marketing skills are essential for leveraging the power of the smartphone audience. As with all marketing initiatives, campaigns need to be client-centric. Traditional marketing methods are no match for consumers looking for real solutions that work. A mobile marketing strategy is a must for making customers aware about investing in your service or product. Content shown to customers on mobile builds their brand awareness and pulls individuals into sales funnels. For digital marketers, it is crucial to optimise web pages through a specialised design for smaller screen sizes and tablets. This lets prospects browse easily on the site.
- How It Works
Highly converting landing pages use mobile marketing in a way that adds value to the user experience. This could range across well-positioned visuals to disseminate the message quickly with the audience. The focus should be on utilising SEO tactics for higher page views and more conversions.
For keeping websites mobile-friendly, it is also important to ensure videos and photos are streamlined in line with online marketing strategies. Most effective mobile strategies are targeted to drive connections with the target audience. The brand or business also needs to focus on building buyer personas. Social media channels such as Instagram are most effective on mobile devices, so detailed research is a must for creating high levels of engagement using these platforms.
An integral part of the marketing strategies are calls-to-action across the content. This is an essential for effective mobile marketing. On mobile devices, it is vital that digital marketers create uncomplicated calls to action. Any link to the brand should also be clicked on, easily. Top brands like automotive giant Ford have enabled texting capabilities for connecting with audiences and raising conversion rates.
Opting in for text subscriptions, product or service promotions can reach the customer quickly. The average SMS marketing CTR or click through rate is higher than even email. Brands can also create codes and coupons that permit quick customer access on smartphones. QR codes can also be scanned at PoS to access discounts.
With users connecting through their smartphones, more than even desktop PCs, the advantage of this type of digital marketing are the quick and easy conversions. As per research by Google, around 50 per cent of the smartphone users performing a search acted upon this. Traditional advertisements and banners are now met with scepticism.
Using geo-targeting and formats that are less intrusive offer a better user experience, such as videos , interactive ads and animated banners. In fact, geolocation is one of the reasons mobile marketing has revolutionised brand building. Location-linked mobile platforms offer a chance for users to share content based on location or space and that is one of the many undeniable advantages of targeting mobile phones, for digital marketers.