When we talk about marketing, we often focus too much on just “appealing” to every customer possible that we often forget to be more precise in targeting them. Remember, if we make campaigns for the right audiences, the likelier they are to be loyal customers. And with the case of more than 3.5-billion (!) mobile users around the globe right now, knowing how to market your brand to the mobile customer can almost guarantee you a sale. That’s right – instead of making a general marketing strategy, it might be more effective to make sure your campaigns are tailored for a mobile audience. Why, though?
It’s important to remember that the huge number of mobile device users the world has means there’s likely one person that can view our content at any given time. If we plan our campaigns to appeal to these individuals – catering specifically with elements such as time and geography, niche and industry, and even age groups – the likelier we are to expect good returns. Here are some of the best reasons your marketing campaigns should focus more on mobile devices and readership:
- Optimized, responsive, and engaging mobile experiences can generate a lot more interaction with your assets. When we talk about “mobile optimization,” we don’t necessarily just mean your website. We’re talking everything you release on mobile platforms – including blogs, graphics, and video, social media posts and messaging, as well as advertisements. Engaging and responsive mobile content can motivate readers to do more actions with your marketing collaterals, further increasing the chances of lead conversion and, eventually, sales.
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- When you offer mobile-optimized marketing collaterals, the likelier mobile users will be responding to them. In fact, 73-per cent of mobile search devices can trigger conversion and additional actions. If you have an appealing mobile ad or an engaging website copy, you can motivate users to do the following: do more research (36-per cent), visit your site (25-per cent), share your content (18-per cent) and make a purchase (17-per cent).
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- This can be much more effective if you plan your marketing releases for precisely a particular kind of audience. For instance, 52-per cent of tablet users prefer to use their tablet to shop, and they’re thrice as likely to make a purchase versus mobile phone users. If you use this information to your advantage, making ads that promote products specifically for tablet viewing may increase your purchase numbers.
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- In the above example, Netflix and Dungeons & Dragons: Warriors of Waterdeep have calls-to-actions in their advertisements, encouraging people to watch and play (respectively). Interestingly, in the case of Netflix, their call to action teaser also indicates a benefit – where users can watch all they want for just around USD 3 monthly.
- Responsive, engaging, and mobile-optimized marketing can nurture great SEO and link building. When you make mobile optimization a priority for your marketing, you actually do more than just “adjusting” to user preferences. Mobile-optimized websites and marketing collaterals may help you drastically improve your SEO opportunities as well. This makes your marketing campaigns have better potential to be more responsive and generate better results with search engines.
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- Mobile websites become more optimized thanks to structured data, where special rich snippets (via Schema markups) help search engines like Google present your website and your ads more properly. This, added with little tweaks such as compressed image files and accelerated mobile pages, can help speed up loading times, improve the overall appearance of your website, and make your collaterals easier to view on mobile platforms.
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- Mobile optimization for your collaterals, website, and ecommerce lets you maximize speed without having to sacrifice functionality. Optimizing all your collaterals and brand offerings allow you to save both desktop and mobile CPU, thus speeding up loading times, and can make your overall user interface more interactive. When search engines crawl your website and your collaterals scattered over the internet, they may increase your search engine score.
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- This is also why marketing teams like OrganicLinkBuilders.com make it a point to suggest brands fix the “endpoint” of your marketing process (e.g., seeing your website or your mobile ecommerce store) first. The logic here is that having a mobile-optimized website to pair with your mobile marketing campaigns can streamline your marketing strategy, and make sure everything in your strategy is optimized for mobile consumption. On their end, they’ve optimized their website to include enticing calls-to-action, as well as integrating chatbots that can be handy in making their website friendly to readers.
- Mobile optimization makes it easier to implement future trends. One of the most important lifelines any brand should consider for long-term survival would be following the latest trends. And in the case of mobile platforms, there are actually quite a few new rising trends that brands can take advantage of and maximize with mobile optimization. These tools, when used with a mobile-optimized marketing campaign, can boost your potential of acquiring new leads and conversions.
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- Voice search and chatbots can run much smoothly in mobile-optimized websites, making it much easier for users to navigate your website after seeing your marketing collaterals. Implementing these early on in a mobile-optimized site can drastically improve user experience, and may lead to successful purchases when paired with effective ads and collaterals.
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- If you have apps or know of related industry brands with apps, you can utilize in-app marketing to your advantage. Having a mobile-optimized site and mobile-optimized ads and multimedia content can make it much easier to negotiate with other brands for ad space and ad opportunities. Partnerships with related industry apps may also give you an edge with establishing potential leads and conversions as well – and proposing a strategy that takes advantage of mobile-optimized campaign collaterals can definitely boost appeal with users.
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- In the above examples, games now use multimedia ads to add a bit of “spice” to their advertisements, making it more enticing for players to participate by showing them a bit of gameplay or flashy graphics.
- Ecommerce has been expanding its mobile options for the busy consumer on-the-go. Not a lot of us realize it, but we already do a lot of our shopping on our mobile devices. Be it a smartphone or a tablet, we can buy almost anything with just a push of an app – there’s fast food apps, online shopping apps, and even quirky services such as deliveries and even people who shop for you. And with mobile commerce accounting for 23-per cent of online sales, we should be optimizing our marketing campaign to encourage leads to shop in our online store as soon as they see our ads.
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- If you don’t have a mobile-optimized site for your campaigns, you should probably take this chance. Studies show that only 35-percent of businesses have mobile-optimized sites, and those sites also triple their opportunities of increasing mobile conversion at a rate of at least 5-percent. Simple tweaks such as responsive design, mobile-specific platforms, and even adaptive design can make a huge difference to increasing the appeal of your mobile website once your audiences get there via your marketing collaterals. Not only that but having a mobile ecommerce platform can also increase the chances of completing a sale.
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- We emphasize the need to have a mobile ecommerce service, as 55-percent of purchase conversions occur as soon as an hour after the first mobile search. If your website isn’t optimized for mobile, or if your ecommerce service isn’t fit for mobile, they won’t likely return to your site (43-per cent of consumers have been observed to do this).
Mobile-Focused Marketing: Make Way for a Mobile Future
Like it or not, there’s one tech trend today that seems to be prevalent regardless of the industry: everything is transitioning into mobile. As active mobile device users, we’re always looking forward to two things – that we are updated with the latest news and trends, and that everything we want in life should be accessible via mobile. As brands, capturing the interest of our clients with mobile-focused services, content, and marketing can become a huge advantage. And leveraging these points with the above can help your campaigns become more successful.
If you have any ideas and suggestions as to why mobile should be the next focus of marketing campaigns, do share them with our readers below. And if you want to expand and discuss some of the topics we’ve mentioned here, feel free to share your thoughts in the comments!
