Mobility reigns supreme in marketing nowadays. While social platforms may be where you’ll be doing most of your marketing, the overarching idea that you’ll be using most often is “mobile, mobile, mobile.”
Why? Most Internet consumers in this modern age look at their phone in order to browse the web. You’re more likely to see someone going to Twitter using a mobile app than typing in the URL on their desktop, and some social apps like Snapchat are essentially phone exclusive. While you can browse Instagram on a computer, you can’t actually use the site’s main functions without the app installed.
The moral of the story is how you appeal to cellphone and tablet users matters a lot more than the laptop-loyal crowd. Luckily most mobile marketing methods can kill two birds with one stone — in fact, a good marketing method is one that reaches out to anyone, no matter what kind of device they’re using. However, many marketing strategies don’t actually take mobile users into consideration.
Just to put things into perspective, here are a few mobile marketing statistics as compiled by Impact:
- Over 36% of mobile users rely on iDevices to read emails.
- 80% of Internet users own a smartphone.
- 89% of mobile media time is devoted to apps and 11% is devoted to web browsing.
- Over half of all smartphone users grab their phone immediately upon waking up in the morning.
- Smartphones made up over 33% of all online traffic in 2014.
- Mobile advertising will represent 72% of all US digital ad spending by 2019.
These four strategies put mobile users at the forefront, and they should be heavily considered for your 2017 marketing schema.
1. Take mindset into consideration.
Desktop browsing is essentially all about sitting down and scrolling through webpages. Can you browse quickly? Yes — but the design isn’t exactly built for speed the way smartphones are. When you see someone using a smartphone to browse the web, they’re going a mile a minute. Flipping through apps, flicking over their timelines. It’s all about speed.
This is where the phrase “micro-moment” comes in, and mobile marketers suggest that you bank on these. The phrase was originally championed by Google and is now simply part of the marketing lexicon. What does this term mean exactly? It refers to how we want our information quick and easy. When we do a search for “How far away is Austin, Texas?” we want that information in as minute a form as possible.
Thus, content creators have to shorten the size of their content. It has to be quick and easily consumed for smartphone users who want to Google something and get the answer immediately.
2. Focus on optimization experience.
One of the easiest mobile marketing strategies to accomplish is to simply optimize your marketing for mobile use. Email marketing is one area where many businesses fall off the map with this concept. Not all email marketing templates are perfectly in sync with a smartphone or tablet’s ability to browse media, thus the email looks broken or coded improperly.
Websites also fall into this trap frequently. It’s easier than ever to mobile-optimize your website, so go do so right now if you haven’t already.
3. Something only phones can do…
Because phones have the ability to text, this obvious asset shouldn’t be overlooked. While there are texting apps for computers and tablets, most people think of smartphones when they think of texting. Thus, more and more businesses are looking to SMS messaging services to deliver mobile marketing content to consumers.
Obvious instances of SMS marketing include coupon rewards programs and text alerts. Businesses will ask for a person’s phone number and offer them exclusive deals via text. This keeps the business in the front of a consumer’s mind and gives them an incentive to come back time and time again.
Plus, text open rates are higher than email open rates, coming in at 98%.
4. Make things location-specific.
Most of the time a person is searching something on their smartphone, it’s not just banal information. Consumers want information that’s relevant to them, and this means making things hyperlocal. When someone searches “nearby Mexican restaurants,” a listing for a taco truck in NYC means nothing to them when they live in Miami.
More often than not, the opposite problem occurs — a local business isn’t making their online content hyperlocal so they don’t show up in local search results. Google and phone developers have already done the hard job of sorting through information and creating location services. All you have to do is focus on local advertising and hyperlocal SEO.
Looking for more ideas? If you’re up to speed with mobile marketing, check out the potential live video has as a marketing strategy, and how you can apply it to your business.