While internet marketing and mobile marketing have some overlapping similarities, there are also some striking differences that need to be considered when moving from PC internet marketing to mobile online marketing. For instance, the problem with mobile marketing is that mobile now comes in all shapes and sizes. Each device and mobile operating system often has its own unique features and requirements to consider. What works perfectly for one device may crash in another.
Research also shows mobile users to be more impatient and distracted than PC users. One study revealed that mobile users would leave a site that takes over 3 seconds to load on their mobile device. Now more than ever, businesses have to address the need to create mobile-friendly sites or applications that are more engaging and relevant for consumers.
To help you evaluate your readiness for mobile marketing, we’ve created a simple checklist for you below. It’s important to assess clearly what you hope to get out of mobile marketing and your preparedness for it , as it’s a waste of everyone’s time and efforts unless you can guarantee to offer superior mobile experience:
Establish an overall business marketing plan and tie this up with your mobile marketing objectives
Don’t make the mistake of pushing out varied mobile campaigns that are separate or inconsistent with your overall strategy. Aligning your mobile marketing plans with your overall marketing efforts first can give you more focus, purpose and direction.
Launch a mobile-friendly version of your site
Mobile users who find the landing page of your site hard to navigate on their devices can easily leave and never come back. Being mobile-friendly includes keeping your site simple even if this means stripping off some animations or content from your current website. Not only will this limit loading and processing time but this can likewise engage users for longer periods. Remember, mobile users easily get impatient and distracted so you need to make date entry simpler and faster than its web counterpart.
Consider screen size
To effectively conduct mobile marketing, it’s imperative to conquer the limitations of smaller screen size on mobile devices. Ensure your marketing materials still look clean, readable and clear on any phone or tablet. For instance, you can have your blogs optimized for mobile use by enlisting the help of a developer to install responsive themes that guarantee your blog is properly formatted across all platforms.
Apart from screen size, consider the compatibility of your ad or site with various OS and resolutions. To help you do this, keep testing and re-testing. Experiment how applying simple tweaks from your current site design can be made more effective for mobile users. Send out a beta version to limited test users to ensure you can offer something seamless, satisfying and quick for your consumers. And once your mobile marketing campaign is out there, invest in analytics reports to monitor progress and identify areas for improvements.
Maximize other functionalities and features of mobile devices
Avoid seeing mobile devices as simply “smaller” extensions of PC’s for putting up your site or ad. Rather, you need to harness their other features to market your brand like their GPS tracking, music playing and photo taking applications. For instance, because smartphones can quickly identify user’s locations, you can maximize this by creating localized ad copies or customizing content according to location. Likewise, you can incorporate QR codes in your ads that allow people on-the-go to quickly access your listing.
Make content still your king
Regardless of technology, your priority should still be to deliver relevant, quality content. Make your headlines direct, concise and compelling; your landing page optimized for mobile use; include a clear, specific call to action with your contact information.
Invest in building a mobile application
While not everyone has this yet, this can help your business in the long-run to make the mobile experience more engaging for your users. Investing in your own mobile application can boost brand recall and increase usage as long as your application is user-friendly, helpful and inexpensive (if not free).
With the mobile e-commerce industry poised to exceed beyond $50 billion in sales annually, it’s more crucial than ever to start thinking about building your mobile marketing strategies. By combining insights about consumer behavior with technological advances in mobile devices, you can better ensure a seamless mobile experience across platforms and devices.
What other ways can you prepare your business for mobile marketing? Let us know through your comments below.