Odds are you are reading this blog post on your phone and if not then your device is no more than an arm’s length away and the sheer mention of that makes your fingers reflectively twitch and creep towards it. In the UK, the average time spent on a mobile device reaches almost three and a half hours a day with the time rising to four hours for those in the 16-24 age bracket.
Whether someone is reading a novel, or a news article, answering emails, sending a text or updating social media, there is a wealth of opportunity to reach a potential consumer via their phone.
Targeting users while they are on a digital device is not a solitary marketing technique, but one that is used in conjunction with other efforts, and as such, as a brand, you needs to consider what you are getting out of using mobile marketing. Whilst videos, infographics and blog posts do well on a handheld device, when it comes to closing a sale, especially if you have an eCommerce business, statistics show that finalised purchases drastically outperform on a desktop.
This method of multiple channel marketing means you are more likely to reach the two different personalities of a consumer when you consider what they need in given circumstances.
The first being when they are consuming via desktop where they typically are less hurried, and more likely to take in larger amounts of information. It is the reverse on a mobile phone where people are quick to swipe, jump in and out of apps to answer messages and want access to knowledge that is easy to digest on the go.
When thinking about your marketing approach for mobile, you need to remember that simplicity is crucial as people cruise through content with a flick of the thumb. What you bring to the table needs to be both engaging, visual and interesting if you want a potential buyer or follower to pause, when they are so used to moving at a mile a minute.
Your business may have a searchable landing page, a .com web address to validate the brand, but have you optimized this for those viewing via various mobile makes and tablets too?
Most hosting sites have the ability to tweak your website so that it is user friendly across multiple devices. If you haven’t adjusted the necessary images, copy, and column widths to decrease left to right scrolling, you could find you lose customers who don’t have the patience to navigate a page that wasn’t designed with their immediate, impatient needs in mind.
Want to quickly check if your website passes the test for mobile optimization? Mobile-Friendly Test from Google will have the answer for you in a less than a minute.
In regards to campaigns themselves, be as bold as you need to generate user interest. National Geographic created a campaign aimed solely at tablet users in order to drive co-viewing in 2016. Aimed only at those who used their tablets at home, National Geographic created exclusive features, behind the scenes factoids and advertisements that fluctuated depending on what they were seeing live on television.
Scaling it back and keeping it simple, when Ford released their new Escape and Taurus models they asked anyone who was interested to text Ford to 63611. The result was they were able to directly communicate with interested consumers to tailor information, book test drivers at local dealerships. By the end of the campaign, Ford had a high conversion rate for something that felt like very little effort was made to make it happen. However, Ford’s methods allowed their customers to feel like getting a new car was as easy as texting a friend.
There are so many new technologies being released to keep mobile users engaged, and most of them can be turned around and used to your brand’s marketing advantages.
QR Codes were first popularized in 2002 but their potential has only been unlocked in more recent years. With their phone’s camera, people can quickly snap or scan the unique code whether it’s on a print advertisement or screen. This then gives immediate access to exclusive discounts, videos or whatever treasure you leave them on the other side.
Another way to incentivise consumers is by creating a mobile app landing page. Essentially it is your website - but instead of someone having to key in your web address they download an app and can access your services with a single tap. It’s very similar to the likes of many clothing retailers such as Boohoo and ASOS who then create special discounts for those who buy via the app thus incentivising others to follow suit.
Mobile marketing, in general, is not to replace conventional methods such as print and media, but as previously mentioned, to work with them so brands can solve specific problems with efficient and targeted solutions leaving no stone unturned. Like this post, the idea behind utilising a device to get your message across is to keep services and details short, sweet, and user friendly.