Whether we like it or not, our mobile devices are becoming a bigger and bigger part of our everyday lives. Some studies have even predicted that by 2018 there will be about one billion people on the planet using smartphones.
Marketers should see this as a great opportunity to come up with unique, personalized, and real-time ways to connect and engage with customers.
But what exactly are the must know things about mobile marketing?
Here we’ll highlight some of the most important ones to keep in mind for 2016:
1. There’s More to Mobile Than Phones
Mobile marketing doesn’t just mean reaching people on their smartphones, it encompasses a myriad of different devices and technologies that you should
consider. You need to think about the size of the device, operating system and what kinds of activities people are actually doing on various phones or tablets. For example, according to a recent Forrester study, 66% of smartphone users utilize their devices while in a store, compared to only 9% of tablet users.
2. Basic Marketing Principles Still Apply
Regardless of whether you’re engaging in radio, print, or mobile advertising, the time-held truths of marketing still apply. In the end, it’s all about getting the right message to the right customer at the right time. Operate under the assumption that mobile is the first way that customers experience your brand, and use tools like Google Analytics to learn as much as possible about their location, device, and behavior.
3. Change Is Constant in Mobile Marketing
While it’s always great to have a plan, one of the must-knows of mobile marketing is that your marketing plan should reflect the rate of change in the industry. New devices, apps, and operating systems will come and go, all impacting your mobile marketing efforts in one way or another. Building periodic reviews into your mobile marketing plan will help you assess what changes are taking place and make the appropriate adjustments.
4. Focus on Responsive Design
Having a responsive website means that your web content is always optimized for viewing on a multitude of devices. Aside from ensuring a positive user experience regardless of the device visitors are using, responsive design is important because Google’s latest algorithm change ranks pages by their mobile-friendliness. Those who haven’t made the effort to optimize will be penalized with a lower search ranking.
5. Don’t Rush Into App Development
Developing your own app is often time-consuming and costly, and might not even be necessary depending upon your business. If you can achieve the functionality you’re looking for with your website, why spend the time and effort of app development? The key to this working is to understand what your visitors most need from your business (hours, location, phone number, promotions, etc.) and deliver that to them on your recently optimized, responsive website.
6. Video Is Trending
Social media platforms like Facebook and Twitter have seamlessly integrated easy to watch video content into their mobile experience. Using video to advertise on mobile is still in it’s infancy, but it’s one of the fastest growing areas. A recent Google study suggests that people who view videos on their phones are 1.4 times as likely to watch ads as those who view videos on desktop computers or televisions. Smartphone viewers are also 1.8 times more likely to share videos than those on personal computers.
7. Listen to Your Customers
While you may be eager to get the word out to your subscribers via mobile, keep in mind that mobile is a very personal form of communication. A “batch and blast” approach is likely to yield negative results, so it’s important to listen to your customers and read their “digital body language” in order to communicate the right message at the right time. A recent PWC survey found that most users indicate that they approve of a more conversational approach to mobile advertising, rather than one that is impersonal.
By keeping these must-know mobile marketing trends in mind when formulating your mobile strategy, you’ll be able to attract more customers and engage them long-term. Mobile marketing is constantly evolving, and by staying abreast of new techniques and technologies, you’ll be able to successfully leverage mobile as a key part of building your brand.
Can you think of any other mobile marketing must-knows? If so, feel free to share them below in the comments.