More than half of traffic to online websites occurs through mobile devices now. Using mobile technology to promote marketing campaigns is no longer a supplement to a campaign; it is part of a core marketing effort most companies cannot afford to ignore.
Consider these reasons why mobile targeting is an essential part of marketing today:
- Location is key. Mobile targeting allows businesses to hone in on people in proximal areas to products and services. Immediate exposure increases the chance a mobile user will visit a physical destination.
- Young adults spend more time using mobile devices than any other demographic does. Any marketing effort that seeks to target young adults needs to incorporate a mobile strategy.
- It’s accessible. Most adults keep a mobile device within reach.
- Mobile searches lead to conversion. Most searches made on mobile devices progress to further action on the site, and roughly half will lead to sales.
- It is becoming more common to see consumers who only use mobile devices. If this trend continues, mobile marketing will become even bigger.
- There are far more mobile phones in use than there are computers.
- Upwards of 80% of consumers use phones to assist with their shopping.
- CMOs of large companies have started dedicating large portions of their marketing budgets to mobile marketing technology, expertise, and campaigns.
- Online coupons are more likely to be redeemed than even the best-placed banner ad.
- There’s huge potential for viral trends. Considering the billions of people worldwide who are active on mobile devices, the chances of a marketing idea spreading like wildfire increases with every exposure.
To successfully implement mobile strategies, make sure any information on your site accessible by mobile devices is user friendly. Use tools to preview what a site or application will look like on a variety of mobile devices. Always try to incorporate the swiping or tapping commands users are accustomed to following for applications.
All email blasts should be created with mobile users in mind. Short headings and tapping-sized buttons will make moving from an email to a website on a mobile device easier. All links should also be mobile friendly. If an email is optimized for mobile use but leads to a traditional website, it’s not user friendly. Carefully consider whether your business would benefit from a mobile application. If there is not a clear purpose for your company to create an app, it is probably not a good strategy.
Mobile marketing strategies must be creative and intuitive. Mobile users generally have attention spans of 3 seconds or less, which means your company has exactly that amount of time to deliver digestible, rich content that will engage the user. Video, infographics, and other visual cues are successful in hooking the user before they leave a site, app, or email.
For questions about mobile targeting and implementing a mobile strategy into your marketing campaign, contact The Social Firm. We provide services for the full marketing spectrum. In addition to optimizing your mobile campaign, we can assist with SEO, social media, reputation management, and web design and development.