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Developing a Mobile Marketing Strategy

Developing a Mobile Marketing Strategy

Mobile-first is a term that has been thrown around the digital marketing world for several years. With the massive increase in mobile usage, marketers need to think of mobile as a requirement and not an option. According to Forrester Research, 89% of consumers use their mobile devices for Internet searches. That is a staggering number and sure to rise as we head into 2015. If you’re business aren’t mobile ready, potential customers will move onto the next one. In order to maximize online success, a mobile marketing strategy is crucial.

Know Your Audience’s Mobile Habits

The better you know and understand your audience’s mobile habits the more focused your content. Questions you should ask include:

  • 1. What percentage use mobile devices
  • 2. What activities do they do on your site? Browse, comparison-shopping, purchase
  • 3. When do they go on-line? While relaxing at home or during commuting hours?
  • 4. What content do they view the most?

Really knowing how mobile fits into your customer’s lives will help you tailor content that is the most beneficial and compelling.

Mobile-Friendly Content

Mobile content differs from desktop in that it needs to be short and to the point while still conveying a powerful marketing message. When developing content, calls-to-action need to be done early and efficiently and need to be easy. Don’t feel like you need to cram everything onto one page, it’s better to have secondary pages and make your pages streamlined and less cluttered. Use big fonts that are easy to read and colors that really pop. Visual elements are just as important on a mobile site as the bigger site. Use visual content and videos wherever possible, especially the micro-video.

Developing an App

There are millions of apps available for anything you’re interested in. Many businesses are developing their own apps to make shopping easier for their customers. Target, for example, uses location-based marketing as a way to reach their customers. When their app is downloaded onto a person’s phone, it knows when they have entered a store and sends a notification of coupons and deals available. Customers show their phone and checkout to receive discounts. Starbucks also has an app that lets their customers pay for their coffee and track their purchases, they have a loyalty program where customers can earn rewards for purchases with their phone and then redeem for more Starbucks. Apps can be a powerful tool when done right. How many apps have you downloaded to only use once or twice? Make it beneficial and they’ll use it every time they shop with you.

Mobile-First Approach

Creating a mobile marketing strategy will help with your business’ online success. It is important when doing so to start with a mobile-first approach, it will save you time in the long run. Keep your content simple and engaging without overwhelming the audience and you will drive higher website traffic, leads and sales. If you have questions about how to create your mobile strategy, Contact Us, for you mobile marketing needs.

 

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