Unfortunately, it’s not a priority for some businesses in a modern digital marketing company. They mention content marketing, SEO, SEM, SMM, and e-mail marketing, but rarely focus on text messaging. The company prefers and relies on the best apps for salespeople to access the market and provide value to customers.

It is essential to find the pros between text message marketing and e-mail marketing to see which is the best to implement in the business.

What is Text Message Marketing?

Photo taken from Thought Catalog

Text message marketing becomes increasingly popular with marketers because of the increasing demand for it. Smartphones are continuously evolving and becoming smarter with the help of technology. Access to information and communication tool have never been easier.

Text message marketing has two forms – SMS and MMS marketing. SMS or short message service allows 160 characters of plain text. A Multimedia Messaging Service (MMS) message has a subject line, a media file, and over 500 characters. Both types of messages support link insertion as smartphones become developed.

Both types of text message marketing ensure immediate delivery. Upon hitting “send,” the message transmits to the recipients. It only falters when there’s a technical error.

Setting a campaign for this type of marketing is easy. It can garner impressions and clicks less than five minutes because users and recipients can send their feedback with a tap on the “reply” button.

What is E-mail Marketing?

Photo taken from rawpixel

When compared with social media platforms, e-mail is more efficient at acquiring audiences and transforming them into customers. It’s because e-mail is both a personal and professional account. It also enables the business and users to develop their relationship based on storytelling and extended communication.

E-mails are longer than text messages. They can carry large media files and attach different file formats. Most of all, they can have videos and embedded links. These links push users towards a definite action that generates traffic to your site.

There are millions of people with email accounts and use them daily. E-mail marketing is one the digital marketing strategies with high return on investment. It generates a lot of money when it includes brands, products, services, and business news.

Influential e-mail marketing tactic requires investment. The business must have a professional email address. It also must be creative. It must have a catchy and enticing subject line to increase its open rate. The best subject lines have fifty characters at most.

The brand must think of its audience when crafting a subject line. The same goes for the whole e-mail construction. The message must function on mobile and include a clear call-to-action (CTA).

The Pros of Text Message and E-mail Marketing

Both text message and e-mail are traceable platforms. Tools are available to see if telecommunication subscribers and users open the message and clicked on the link. They also show data who ignore the messages.

Both are also highly regulated, which is good news for users, brand enthusiasts, and product subscribers. E-mail providers and the Telephone Consumer Protection Act (TCPA) of the United States and the National Telecommunications Commission in the Philippines place regulations to protect consumers and marketers.

Their laws and filter prevent spamming. It also prevents brands and businesses to send messages to customers without their consent. Violating the act or memo subjects a fine to the company.

Most of all, both communication tools offer personalization. It provides an opportunity to connect with a client thru a personalized SMS, MMS, or e-mail. You can include the link in the text.

A Closer Look on Text Messages

However, text messaging continues to provide a better experience for its users. As technology develops and adds features to smartphones, text message links and linking out enables users to answer polls, respond to quizzes through their mobile web. The links also connect videos and other content quickly with a higher open rate than e-mails.

There’s also the rise of text messaging chatbot. Chatbots use artificial intelligence (AI) to maintain conversations with humans. As AI improves and gets smarter, so does chatbots. The continuous advancement of AI provides a better experience to users. Chatbots become human-like and hold real and evolving conversations.

Rich Communication Services (RCS) messaging, a new protocol or the future of text message marketing, is already in Android messages chat apps. It’s development and added features changes the mobile messaging industry as a whole.

The Stand on E-mail Marketing

Nowadays, people communicate differently. They use text messages, chat apps, and video calls instead of exchanges through e-mail. Hence, several people think e-mail marketing starts to be ineffective to the masses.

Fortunately, it generates a high ROI when applied to the right niche. Almost everyone has an e-mail account, so it pays to pool resources to provide information, news, and services using the right CTA and subject line.

E-mail deliverability is crucial for this type of marketing. Select the best email service provider offering the right tools to create enticing e-mails. It’s best to test e-mails first before handing them out. Ensure they are readable on several devices, especially on mobile. Failing on mobile means losing half of the market.

Which type of marketing is worth the traffic?

Both text message and e-mail marketing are useful for traffic generation. The high open rate of text messages is perfect for targeting the masses while the exclusivity and creativity of e-mails make it perfect for business. The best type of marketing is the combination of techniques to know which tactic makes users and customers respond to the brand.

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Why Focus on Mobile Marketing Tactics

Mobile marketing opens several opportunities to expand a brand. Phones are part of people’s daily routines. They are personal, powerful, and disruptive even if they provide choices and information on the user’s hand. Hence, the mobile experience must be personalized similar to choosing the right smartphone that will change a life. Using mobile marketing creates meaningful connections with users. It makes your branding, products, and services accessible and available to the market. The marketing techniques will attract prospects as it aims to influence decision-making subconsciously. Mobile marketing tactics go beyond the communication aspect for consumers. It covers user interface, search engine, and social media marketing. It utilizes apps and data to find the best combination to transform visitors into loyal customers.

Mobile Marketing Strategies

To integrate an online marketing strategy for the business, here are five mobile marketing strategies to try.

1. Develop an app.

An app makes the customer’s life easier. It has less response time, more interactive, and serves as a two-way communications channel. It can also access the smartphone’s features like the camera, phone book, and other installed apps to provide supply tailor-fit information and data. It enables businesses to come up with a personalized offer, loyalty programs, and exclusive content. When designing an app, ensure it is navigable. Make a compact and straightforward user interface to increase conversion rate. The menu, footer bar, and call-to-action buttons must be where they should be, so the app leads customers to commit or do an action.

2. Improve your mobile site.

Aim for mobile friendliness. Follow the practices by experienced designers on creating a responsive web design. Prioritize the importance of navigation, so users stay and spend their time in your site. The menu must be easy to locate. Use the right theme to complement the elements in your site. The right background, buttons, fonts, and colors come together during an A/B test. Content is crucial for any website. Without the right mobile web design, users aren’t likely to recognize great content. The unappealing design pushes them to look at information somewhere else.

3. Create content based on device.

Content is part of a great mobile marketing strategy. Users use different methods to read or take-in their information, so writing for a desktop site is different for a mobile blog or an app. Some users skim while others read word per word. Creating a mobile-friendly content begins with the headline. The headline must be short, compelling, and persuasive. A tiny and straightforward headline fits small screens and piques the interest of users on the run. Besides the title, it’s also a must to inform readers what is in the discussion. The opening paragraph or conclusion must cover the basics of the idea behind the written content. It helps readers decide if the work is worth their time. Don’t forget to utilize white space. It reduces eye strain and makes it easy to separate the thoughts on each paragraph.

4. Think of Mobile SEO.

Optimize your website for search engines. Keywords are powerful in desktop and mobile organic searches. However, users react differently on each platform. Mobile users tend to type in specific and branded keywords because of their prior knowledge of their query. Some users use a desktop for generic searches on a topic, product, event, or industry. They shift to a smartphone or similar device once they are sure or at least have an idea additional queries. Other than keywords, page loading time is a ranking factor in several search engines. It’s best to optimize the site in these areas to increase ranking. Get the business listed on local maps. Use local SEO so users can find the company. Google My Business creates an online listing for the firm with relevant, useful information such as the address, contact number, and business hours.

5. Personalize your marketing approach.

An effective mobile marketing technique targets users. The app or website provides value through content that emotionally connects with its readers. The marketing tactics are also empathic as the business surveys its products and services through the customer’s lenses. There are several ways to personalize marketing strategies. The company can identify the consumer need. Solving a customer’s concern can target thousands of people who are also facing the same questions. Sharing a story is always a personal attack. A video or a testament from a customer or a successful campaign highlights the excellence and deeds of the brand. Use photos to elicit reactions from the people who visit the site. Creating a mascot or a distinct character separates your brand from others. A mascot for the blog makes it stand out from its niche. It also becomes easy to recognize as the character becomes the essential part of the site and mobile marketing strategy. Last but not the least, combine mobile marketing methods for user engagement. Don’t be satisfied with local and search engine optimization. Target social media marketing. Generate useful content on blogs, make podcasts, e-books, and (if possible) online courses. When you identify your core audience and target market, it becomes easier to personalize a marketing approach.

Mobile as a Sales Leverage

Apps and information on available on mobile enables users to shop and subscribe on services in the comfort of their homes. Businesses who use marketing strategies for smartphones are likely to get these customers through their efforts. Apps and users mobile data help companies as it does to the user. Smartphones are part of life, so mobile marketing techniques for customers and business are part of digital marketing this 2018.

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The challenge nowadays is widening the customer base especially now that communicating and interacting with them transcends across different platforms. Smartphones and tablets are part of these platforms.

Businesses can benefit from mobile applications. From the productivity app for salespeople to the CRM and other attribution platforms, they are various ways to integrate mobile apps into the business process. Here are some benefits of having an app or two in the business.

Mobile apps for businesses speak simplicity.

After the mobile business app is configured and ready to download on mobile phones, existing customers will have have a chance to gain news, updates, and company policy. They also have access to exclusive products and services because the brand uses the app to have a deeper connection with its customers.

Having an app is a form of marketing as it lures prospective clients. Downloading the app entails interaction. The apps allow new customers and consumers to explore what the business can offer.

Hence, the app must be easy to navigate. Prospects must be able to have a full experience on the site or app without too many distractions. It’s easy for any person to discard the app if it isn’t user-friendly. It only takes five seconds for an individual to veer away from the screen.

Mobile business apps convey convenience.

Convenience works in both ways, that is, for the business and the customers. Business apps become a lucrative profit stream when those who download it conduct their affairs on it.

On the other end, prospects will only download the app if they think it contains the information that he or she needs. Content is still king even on the mobile platform. Therefore, businesses have to be very particular with the information presented on the apps.

Mobile apps manifests directness.

A business mobile app will tell you what to do, how to do it, and why you should do it. Okay, these may be common sense, but it is always a welcome idea that a business mobile application can actually remind the customers of the newest items in the store, retail branches, sale dates, etc. These are all possible with just a tap on the screen. Can you imagine how many people will come rushing to your store when your business mobile application reminds them of a ‘buy one pair of shoes and take 1 for free in 12 hours?’

Mobile apps for businesses display diversity.

A mobile application proves to be an effective marketing avenue. Based on a recent study, mobile messages are more successful than email messages regarding open rate. The latter has 22% success rate while the former has 98% success rate, which means that mobile platform can grow the business faster than email platform. Not to mention, companies can take advantage of such by sending promotions-based mobile messages. For instance, the message may contain information on a recent promotion with downloadable voucher or gift certificate redeemable at the physical store.

Mobile apps for businesses can attract, convert and retain customers. The benefits above are proof to the value-added of mobile applications. As more people are tuning into their smartphones for their social activities, mobile apps become a profitable venture for companies.

These apps must have clarity, simplicity, and convenience. They must provide ease to end users and information to its stakeholders. When all of these are present in the app, the only thing left to do is to wait for prospective clients and customers to get attached to the bait.

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1) Mobile focus

Image source

Apparently, this year is all about mobile-friendliness. And why not? Google required that all websites must be mobile-friendly by April. Even without mandating it, the number of mobile users is growing by the day. In fact, some people are using a minimum of 2 to 3 mobile devices cause you never know when any of such devices will be handy. Not to mention, what you can do on a laptop computer, you can now do on a mobile device.

So, if your website is not yet mobile-friendly, then you are lagging behind the industry. Did you know that 67% of the consumers would purchase on a mobile-friendly site than on a non-mobile-friendly website? When it comes to mobile usage, there are 90% of people who uses multiple device screens subsequently.

2) Interactive scrolling

We’ve also seen web designs that consider having fun and interdependent features. One of these features that users can’t get enough of is parallax scrolling. It is originally a 2D video game technique that shows the depths of movements of the background images to emphasize the foreground images. Visually appealing as it is, it engages users through the use of layers of images for creating a 3D effect.

Parallax design allows developers to show a particular product or trails of products in 3D, which captures every single detail of the product. It is done meticulously by following a well-thought-out and carefully charted process. With this kind of technique, it automatically catches the eye of a website visitor that will most likely lead them and engage in a call to action on your website.

3) Flat design

Minimalist web design still works in 2015. Flat design, or the interface design without any stylistic elements such as the use of drop shadows, gradients or any other textures, is one of the lingering trends. The design focuses merely on simple elements, typographies, and flat colors, leading to a clean, polished look website that works seamlessly with responsive designs. The best part is it loads faster than websites with 3D effects, and it can be resized easily without compromising its high-definition screens.

On the other hand, a survey of web designers reveals that 68% of them believes that flat design is here to stay so we can expect more of such in the coming year. Only 9% said that flat design is only a fad that will pass anytime soon.

4) Single page

From the name itself, a single page website displays all the elements and contents in just one page. It is composed of a condensed and scannable content with all the necessary information on the same page, which can easily be navigated by the users. We’ve seen several websites embraced such a trend especially those sites that prioritize storytelling through visuals. Some websites use one-pages for product promotions, portfolios, brief announcements, etc. because they do not have much content.

What drives the brands and thus, the web developers to implement a single page website is the short attention span of the users. An adult user has an attention span of 8 seconds, and if you fail to capture his or her attention within that period, that’s an opportunity you lost to your competitor. Concise and objective contents yield better usability by up to 124%.

Evidently, the emphasis of these trends has a clean and straightforward layout that puts high-quality at the core while dismissing unprofessional-looking websites. When we say high-quality, it pertains to a user-friendly experience that the users deserved. Strategically, each web design has its own purpose and function. One might need to use a particular design to fit perfectly to the brand.

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Hey, it’s already April 21st! It is time to test how mobile-friendly your website is through a mobile-friendly test tool provided by Google. Identifying your site’s mobile-friendliness is easy. However, it still requires checking the status of your website manually to determine its mobile-readiness.

For clarification purposes, a mobile-ready website can potentially serve the mobile audience. A mobile-friendly website works on mobile devices while a mobile-optimized website is designed specifically for mobile devices.

So, if you haven’t done anything to your site in lieu with the Mobilegeddon (where have you been), now is the perfect time to check your site’s mobile health! Like basic SEO checking, you also have to make sure that every feature of the website functions according to its purpose, whether the site is viewed on smartphones, tablets or in any other mobile devices.

Here are some things you need to remember before testing your site on a mobile-friendliness testing tool. By yourself, you can tell whether your website will pass Google’s standards or not.

Customization

This is one of the important things to do if you want your website to be mobile-friendly. You have the need to customize the features in your website. You also have to make sure that the features function differently according to what is asked. That means when you customize your site, you are actually making it more accessible to your visitors.

Customization doesn’t just end up with making your site’s features user-friendly, but this also means customizing contents for your visitors. In this way, your contents will better resonate with their preferences, needs, desires, lifestyles, etc.

Design

The design of your website, that is how it will look or appear on mobile devices also matters. The same goes with how the layout of your website fits on the screen, depending on the device used. You have to make sure that the size and the resolution of your website will scale properly based on the specs of the mobile device used.

Another thing, when you have a nice design, your visitors would definitely love to stay on your site. A visually appealing website makes the features and functionalities of your site more prominent and accessible. Not to mention, it will look more organized and thus more convenient to use.

Content

The contents that are included on your site also play a big role on the mobile-friendliness of your website. The most important content is the homepage’s above-the-fold content. This is what initially visible to your visitors upon arriving at your landing page. Most probably, this is also the content that will be shown on your site’s mobile version.

Mobile users need to find the information that they are looking for quickly. You need to make the most important information available so that your visitors will not bounce in favor of other mobile-friendly sites.

Consistency

Being consistent with your brand will also boost views of your mobile-friendly site. So as not to confuse your visitors about what your brand is really all about, the desktop and the mobile versions of your site should be synergized. What they see on the desktop site must be observable on the mobile site as well.

Consistency in all features, functionalities and contents will help visitors easily noticed your website. Guide the expectations of your users especially when they are very familiar with your desktop site.

These are just some tips on how you can prepare your site into becoming a mobile-friendly site. When you observe the proper implementation of mobile-friendliness as per Google’s requirements, it is easier for you to reap the rewards that Google promised those who will update their sites, that is gain higher rankings on mobile search results.

Image credit: BlackMonk.com

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Generally, there are millions of people who use their mobile devices more than their desktop computers. In the last quarter of 2014, mobile search volume rose to 120% from the same period in the previous year.

Heads up to all website owners and developers! To intensify user experience, Google decided and announced that on April 21, 2015, all websites must be updated to become mobile-friendly sites. Any web design company in the Philippines must comply with this, or else Google may penalize sites that will not be. Such a gigantic leap in digital marketing doesn’t only impact the web owners themselves, but more the users now that digital usage is becoming more mobile-first.

What mobile-friendly means

On April 21st, Google will start labeling and identifying websites that are already mobile-optimized. If you passed Google’s mobile-friendliness test, chances are, the search giant will increase your website’s ranking in the mobile searches. Congratulations! Google has just rewarded you for updating. If your site is not yet mobile-friendly, you still have a few days to convert it into one.

So, what is a mobile-friendly website anyway? Well, it means all important features and elements of a website is viewable on various mobile devices. Each feature functions differently depending on the device that is used in browsing. The same goes with the layout that must look nicely fit on any devices as well – be it on smartphones or tablets. Thus, the desktop version of your website must scale and respond to the specs of a mobile device before you can call it mobile-friendly. In this way, mobile users may access your site easily and quickly.

The impact of a mobile-friendly website to SEO

Undeniably, such an update will dramatically change the digital marketing landscape not just on the website level alone. Every aspect will be affected, and SEO will not be an exemption. This applies in particular because Google blatantly emphasized the reward to becoming mobile-responsive – better mobile search results.

Basically, a mobile-friendly website can be personalized as well in terms of contents, calls to actions and other elements. The goal is to make it accessible, so the visitors will engage more deeply with your website.

Mobile SEO, anyone?

How to know your site passes the mobile-friendly standards

Passing Google’s standards is easy, that is, if you know if your website is mobile-friendly or not to begin with. You can test your website’s mobile-friendliness that Google also provides. Testing is free. You simply need to supply your URL on the field. Click ‘Analyze’ and from there, you will know whether your site has a mobile-friendly design or not. While the testing tool can only say if your website is mobile-friendly or not, it will tell you the reasons Google deemed your website as not mobile-friendly, for instance. If it is not, it will offer suggestions on how to make your site mobile-friendly. You can also check Google Webmaster Tools to determine the mobile usability of your website.

While the testing tool can only say if your site is mobile-friendly or not, it will tell you the reasons Google deemed your website as not mobile-friendly, for instance. If it is not, it will offer suggestions on how to make your site mobile-friendly. You can also check Google Webmaster Tools to determine the mobile usability of your website.

What you must do if your website is not mobile-friendly

For non-mobile-friendly websites, you have to apply some adjustments. These could be minor, major changes or both, depending on the mobile-readiness of your site. From the layout to the elements, you have to be attentive to every detail of your website to make it mobile-friendly.

For instance, you may add a meta tag (<meta name=”viewport” content=”width=device-width, initial-scale=1.0″>) to signal browsers that your website adapts to various devices. Google also publishes other responsive web design configuration guidelines.

Websites who can’t update within April 21st

For those sites who can’t the reach the deadline, fret not. Google’s algorithm acts in real time, which means, it will still accept updates beyond the given deadline. Google only said that there would be rewards, but no punishments. However, the fact remains that your website will be on the losing end wherein your spot on the search engine results pages (SERPs) will be awarded to mobile-friendly websites.

Any wise digital marketer would be doing a disservice to your own website and thus, brand, products, and users. A lost opportunity on your end will be another site’s gain.

Applying the mobile-friendly update on your site gives you the benefit of extending your niche in the mobile landscape. Not to mention, the other benefits that Google mentioned. However, this might require a few meetings with your web designers and developers if your site is not yet mobile-friendly. The premise is either you adapt to the changes, or you lag behind the competition. The ball’s on your court.

Image credit: Search Engine Land

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