Mobile marketing is soaring. Smartphones. iPads. Tablets. Laptops and computers are quickly being set aside for smaller, more convenient, easy-to-take-with you devices. Even the Kindle downloads apps for games, shopping and managing your stocks. Being connected throughout the day has become a way of society — an expectation, an addiction, a need. The convenience is personalized. What more perfect forum to incorporate into your marketing campaign?
I receive text messages from my favorite clothing stores — a quick reminder to me of their weekly sale. Groupon and Living Social entice with coupons and daily deals that take just one click. When accessing TripAdvisor on the iPad, the option to download their newest app version is presented, where I can input my most recent destinations of choice. All this is provided for the convenience of the consumer. It can also serve as a beneficial tool for businesses.
Mobile marketing is quickly becoming one of retail’s most valued strategies. According to a 2010 Nielson study, by 2015, more Americans will access the Web via mobile than by desktop. Surveys show more than 50% of mobile devices are used for shopping, with a relatively similar percentage of mobile and tablet users accessing apps for local business searches. Even more convincing, DudaMobile research showed that one in every five visits to mobile-optimized small business sites lead to an immediate call or visit.
Optimized mobile sites: Strategies to consider for mobile marketing
Mobile matters – for those on the go and those at home. Optimized websites and apps immediately engage customers through easy click-to-call and click-to-map features. Engagement is key to any marketing strategy – connecting with the customer. Text messaging, email notifications and applications hit targeted audiences, create prompt awareness and entice customers on immediate purchase.
The key: do it right. Perceptions create loyalty – and they can also be costly. Compuware research showed that 46% of mobile users will not return to a website they had difficulty accessing in the past. Forty percent of consumers will in fact visit competitor’s mobile sites. Ask yourself the following questions when considering the move to mobile media experiences:
- Does your audience embrace the online world? Maintaining your client database for mobile use takes consistent effort. Will your clients participate in online sign-up forms, surveys, sweepstakes, text offers and coupon codes? These tools assist in keeping databases current and relevant.
- How often will you be reaching out to your audiences? Billboards, TV ads, print media hit mass markets numerous times a day or week. Low consumer interaction is expected while creating brand recognition. Mobile media strategies seek customer interaction and loyalty. They also allow for the ‘opt out’ option. Once a client opts-out, regaining that trust will be challenging.
- Is your website easily convertible to mobile-friendly? Key features: Keep it quick, simple to navigate, easy to read and accessible. And, remember the thumbs – spacious sites to allow for large hands to scroll and click without mistake.
The trend of mobile marketing is on the rise. It’s simply another way of remaining ‘plugged in’ to today’s society.