Why Mobile Strategy Is No Longer Optional

Throughout history, there have been many examples of communication mediums rising and falling. In the 20’s it was radio, in the 50’s TV, and now, mobile rising faster than ever before.

With the dominance of mobile, we are in the midst of experiencing yet another platform shift. Mobile internet usage, representing 51%, recently surpassed desktop internet usage. Next time you are watching TV with a group, observe what everyone does the second a traditional TV advertisement airs. Most of them will immediately grab their phone and divert attention to mobile content. While traditional advertising mediums are important components of the media mix, brands are realizing that advertising on mobile platforms can be more effective – with reach, engagement and cost.

Here’s a Quick Checklist for a Strong Mobile Strategy:

  • Ensure your website is optimized for mobile: A simple step to ensure you have a mobile friendly site is to incorporate a responsive design:
    • Use smaller image sizes so that your site loads in three seconds or less. Mobile website users want their content to load fast or they will go elsewhere to find what they are looking for.
    • Calls-to-action need to be friendly to the touch of a finger, not a mouse click.
    • Make sure your navigation is easily viewable on a mobile device and makes sense on a small screen.
  • Define specific Key Performance Indicators, or KPIs: Identify which KPIs are important for you to monitor traction towards your marketing goals. User behavior analysis is a great source of data to assess current user experience and inform future content and design adjustments that need to be made to achieve the goals you’ve established. Keep in mind, your mobile marketing performance indicators are likely slightly different than your other marketing performance indicators – because consumers interact with brands differently on mobile than on the street or on their desktop.
  • Build a mobile-optimized email marketing strategy: Services such as Constant Contact and MailChimp provide many options to ensure your emails are optimized for mobile. Remember to test all variables including user flow, load time etc.
  • Invest in a social marketing strategy: With 79% of social media consumption happening on mobile, it’s imperative for marketers to optimize their social media content for a mobile experience. One way to do this is by delivering social messaging that targets mobile device users based on the social media platform they are using.
  • Incorporate mobile-specific paid search campaigns: A simple way to do this would be by utilizing the callout extensions Google provides. Two of the callout options, call extensions and message extensions, allow for an advertiser to encourage their target audience to either call or text a company directly within a Google ad from their mobile device.
  • Create video content: With over half of video content being viewed on mobile, it’s no wonder 87% of marketers are incorporating video into their marketing strategy. Before you make a video, consider the specs (size, frame, length, etc.) for all your social media channels. Also, consider if the video can be understood without sound, as 85% of Facebook videos are watched without sound.
  • Consider a mobile app: Mobile apps are not for every brand or vertical, but they are worth a conversation. You might find this channel is a way to acquire and engage your target market. More to come about mobile app development considerations in a future blog post!

We’d love to help your business with its mobile marketing strategy and execution. If you have questions about mobile marketing, contact us to start the conversation.

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