Today’s average consumer checks their phone about 80 times a day and millenials double that. It comes to no surprise that mobile use is becoming more and more prevalent, even overtaking desktop use in some areas. Understanding the fundamentals of mobile marketing can be useful but the full range of what mobile marketing can offer is shown when you focus your marketing strategy on it. Of course, when talking about focusing marketing strategy you can’t forget about focusing marketing budget and making it more effective. There are many good reasons why focusing your marketing strategy and budget on mobile marketing will be beneficial in the short and long-term run. 1. People spend more time on mobile
The increased usage and time spent on mobile is a huge shift that we ourselves have helped contribute to. As this shift has gradually created adjustments in our personal life, it is only accurate for this to reflect in the business sector as well. It is time to focus in the marketing budget on where time spent has been rediverted to focus on. A study shared their results from what people thought was the function of a modern phone. Results were split pretty much down the middle with 51% saying making calls was the main purpose of a phone and 49% saying phones are no longer primarily for calls. If calls are not the primary priority, then what else occupies those priorities? Contact lists, calendars, photo hubs, bluetooth systems, smart home device connections, and more. With all this increased attention and priority on mobiles, the potential for great marketing strategies increase as well. 2. Shaking up the ways of brand engagement Mobile is changing the way people engage with brands, which means that brand marketing is important, but performance marketing even more so. You can open and check email, shop and buy products, and do research all on mobile. In fact, let the stats speak for themselves. 65% of the time, an email is first opened on a mobile device, 56% of B2B buyers frequently use smartphones to access vendors’ content, and 48% of users start their mobile internet sessions on a search engine From this data we can learn the importance of mobile marketing done right. If mobile brings such a high engagement rate with email, then focus more priority on email and the post-email insights. If people are engaging more with vendor content and following through with purchasing a product, develop a mobile application. Brand marketing helps to provide the initial awareness and the top of funnel audiences, but mobile marketing proves so much more engagement and conversions applicable to the middle of funnel. 3. Mobile-friendly websites increase Mobile SEO The mobile-friendly website is readable and usable. Google analyzes the SEO for mobile devices differently than on desktops. There’s even a mobile-friendly test that you can use to check your site with. Alternatively, you can use Google Search Console to check your desktop site ranking position compared to mobile. One thing to consider when optimizing the mobile ranking is the mobile load time. This can be a result of pictures that are too big or Metadata being too long. Optimizing the mobile site will help not just increase the search engine ranking but also the click through rate. When paired hand in hand with performance marketing, you can scale reach and create lasting engagement. 4. Google favors AMP AMP is one format of the marketing strategy that affects SEO. AMP stands for Accelerated Mobile Pages which is a reduced page version allowing a faster load time and Google is pushing this new content format. Since Google favors this content format, pages that use AMP are ranked higher. Furthermore, there appears a little badge next to the search engine results which ideally improves the click-through rate. Branding becomes limited in AMP but if you’re using AMP it is assumed that you have focused on branding in the past or in other areas already. AMP brings with it speed and that in itself can yield a lot of other positive side effects such as increasing product awareness or reaching higher engagement. 5. Voice Search Yields Different SEO Results Listen, you want to stay on top of the SEO ranks in all areas, whether it be a desktop search result or a voice search. With 40% of adults depending on voice search daily, you cannot deny the growing prevalence of voice search. It calls for adaptation and optimization of your mobile-website for more conversation-friendly words. You may want to create a mobile user persona to get a good understanding of the reasons why this person is using mobile or voice search. Your mobile marketing strategy will start to transform when you think through the user’s intent, turning form queries into question phrases, providing concise answers, or tightening up your local SEO schema. 6. Social Media Ads Thrive in Mobile First Youtube, then Instagram, and now TikTok; social media platforms are a huge advertising opportunity and social media ads thrive in mobile. However, just because it is a big pond of opportunity doesn’t mean you can just cast a wide net and expect to reel in big catches. No, you still need a clear mobile strategy. Keep in mind the best social media ads are the ones that are synonymous with the best social media posts. John Wanamaker has a great famous quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Fortunately for performance marketing, you can know exactly how many leads you generate out of your ads. It is important to focus the social media ads on the target audience and relevancy; this builds up trust and exposure to a larger audience for longer. 7. Social Media Posts Boost Engagement with Customers Social media paid ads are a great environment for performance marketing but what about factoring in the limits of a budget? A great way to engage with customers is through social media posts. This falls into content marketing as a strategic approach since it focuses on creating content for the purpose of attracting and retaining an audience. For example Instagram IGTV or Instagram stories with video are good ways to reach out for engagement. Your customers will be using social media for their personal lives and when your company’s posts pop up, they should seem like normal posts that integrate seamlessly. Mobile marketing helps these posts integrate more naturally and ultimately helps to drive profitable customer action. 8. Location-based Campaigns One big advantage to using mobile marketing is being able to access location data to create location-based campaigns. It is best tailored to certain situations, especially if you’re looking to expand and target your reach. A location-based campaign is essentially geo-targeting an ad more specifically. Combined with demographics or customer behavior information, you could have a recipe for high success. This is quite similar to narrowing down your demographic from social media, it’s just done physically in real life based on which location your audience last visited. 9. Local Content Marketing Look back at your mobile user persona and ask yourself what is your audience using mobile for specifically? Common mobile users are on the go and are looking for localized content, or even if they are at home, the information they’re looking for is still that of a localized one. While localized content may make sense for smaller companies that implement location-based campaigns as well, larger companies can also benefit off of this. For example, AirBnB uses local content marketing to gather interest to visit specific areas. Optimizing local content could even be for company branches or divisions. This builds the brand awareness, but also enhances the opportunity for performance marketing growth, knowing you can convert customers based on location. 10. Rethink your content choices and formats Making mobile content requires a narrowing-down of information and concise wording. Pictures are smaller, headlines are shorter, and design implementation is responsive. This allows you to really choose what content you want to include and in what format. In the process you may realize certain pieces are unnecessary and the result is cleaner and less-jumbled. Put simply, mobile marketing and mobile content forces you to strictly edit down your content, analysing your previous techniques while building off your accomplishments and learning from your failures. Even with all the best tools and reasons in the world, it is still your response that will determine your success. Here you have 10 great reasons to focus on mobile marketing, so what are you waiting for? Mobile marketing is a great addition to be layered on top of other marketing strategies. Now is the time to invest more into performance and mobile marketing.
0 Comments
Leave a Reply. |
Categories
All
|