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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Essentially, the ever-growing mobile environment can no longer be ignored. Such an environment gives birth to other worth-exploring sub-environments such as mobile PPC. There are still many areas that an online marketing agency must explore.

Nonetheless, brand owners should also familiarize themselves with the process to determine whether to jump into the mobile PPC bandwagon or wait for a few months before finally deciding.

Read on before you decide.

The  mobile users

In understanding the overall context of mobile usage, it is vital to understand the behaviors that drive mobile users. That is, one must have a good grasp of how people searches and what they are searching for using their mobile phones.

1) Information researchers

Majority of the people use their mobile phones to look for information. Examples of the most commonly searched information are directions, name of establishments, opening hours of the establishment and contact details of the business.

2) Product buyers

Plenty of users also buy using their mobile devices. Bing noted that the majority of the users who buy through these devices are impulsive buyers. An example of items that convert pretty well on mobile is housewares.

3) Multi-screen viewers

More and more users are also into multi-screening. These people use their mobile phones in researching for information perhaps while watching TV. In most cases, they research about a product that they’ve seen on the television.

4) Searchers then buyers

Consumers who initiate a search using their mobile phones or tablets often completed the transaction through a PC or laptop. In May 2013, Google reported that about 77% people searched for a particular product or service on mobile, but converted through another channel. Approximately 40% made a purchase through a PC and 38% purchase the item offline.

The growth of the mobile environment

Evidently, mobile usage is in full upswing up to this very minute. Even Google predicted that, at the end of this year, the mantra will be mobile-first. There is also a study that estimated that mobile will account for 50% of Google’s paid search clicks by the end of 2015.

In 2013, the mobile click share in January was 21.8%, but by December, it was 34.2%. This makes mobile accounted for 1/3 of the paid clicks on that year.

An0ther study also solidified the importance of mobile in paid advertising. It claims that in March 2013, 73% of all mobile searches triggered follow-up actions. About 28% of these searches also resulted in conversions.

Reasonably, we can expect the growth of conversions through mobile PPC. Those brands and agencies who will fail to capture its essence and benefits will lose out big time!

The mobile PCC strategies

Mobile ad copy

When creating an ad in AdWords, consider opting into mobile. Mobile preferred ads are not needed so Google can display the ad on mobile devices. Since the ad is opted into mobile, the ad will be optimized for multi-screens.

This is more so when you make wording mobile-specific. So, include the word ‘mobile’ if possible. Simply, the technique taps into the expectation of the users that this particular ad gives users a good mobile experience. Did you know that ads mentioning the word ‘mobile’ receives twice as many clicks as those that don’t include the word?

Further, emphasize immediacy. Aside from the word ‘mobile,’ you can also include ‘Buy NO,’ ‘Ships TODAY,’ ‘24/7 SUPPORT’, etc.

Mobile ad extensions

Ad extensions also contribute greatly when targeting the mobile audience. The most important ad extensions are:

• Site link. Highlight ‘Call Us’ as well as the driving directions. AdWords allows designating the extension as mobile.
• Location extension. Show the opening and closing hours.
• Call extension. Put the contact details. However, make sure that there is someone to answer the phone. AdWords allows scheduling so call extensions can only be shown during office hours.

With the growing importance of mobile for modern businesses and customers, it is crucial to do mobile better and do better mobile! The goal is to do mobile and drive traffic to the store or to call. It is either you take the plunge or be left behind.

Image credits: SearchLaboratory.com | Wordstream.com | HireaMarketer.co.uk

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