The Mobile Marketing Revolution has Already Started- How to prepare your business

The revolution will not be televised…it will be on our phones. Mobile isn’t the future of marketing, it’s already having a huge impact on how brands and companies are reaching new customers here and now. Here’s a few stats to give you an idea of how important mobile is becoming in the world of digital marketing:

• In 2014, for the first time ever, mobile web traffic is predicted to surpass desktop web traffic. Users are no longer tethered to their desks in order to surf the web. And this year mobile users will be doing so in record numbers. Is your website optimized for mobile devices?
• 4 out of 5 consumers use smartphones to shop. Online shopping isn’t just something that happens at home. People are browsing e-commerce websites when they’re on the train to work, or during their lunch breaks. And if they aren’t able to easily find what they’re looking for on your mobile site, they’re moving on to one of your competitors.
• 70% of mobile searches lead to a conversion within 1 hour. Not only are mobile users 3 times more likely to convert when searching on a mobile compared to a desktop computer,  but they’re doing so much faster. While there’s no definitive answer as to why mobile users are more likely to convert,  some experts believe desktop internet behavior tends to be more research oriented, whereas mobile users have specific intent in mind when they pick up their phones.
• 40% of users will choose another result if a website is not mobile friendly. Responsive website design that is capable of adapting to mobile, desktop and tablet devices is essential in succeeding in digital marketing. If your website isn’t mobile friendly, you could be losing nearly half your audience.

Needless to say, we are now living in a mobile marketing world.  We are beyond the point of asking the question “should we consider mobile when building a marketing plan?”, as it should be assumed that mobile marketing will be a huge piece in how you try to reach your audience. Now, don’t let the stats above scare you if your business has been slow to hop aboard the mobile gravy train.  There is still time to get your business up to speed, but you absolutely need to do it sooner than later. Here’s 5 ways you can get your business mobile-ready:

Start with your website:  Responsive web design provides an optimal viewing experience across all devices, ensuring your content can be consumed in the manner it was intended whether it be on a desktop, tablet or mobile device. First, take a look at your website on a mobile device. Is everything readable? How easy is it for users to perform an action? You should also go to into your analytics software and compare conversions on desktop vs. mobile. If there’s a huge discrepancy in conversions, it may be due to a website that is not optimized for all devices.

Create Mobile-Specific Paid Search Campaigns:  Google Adwords “Enhanced Campaigns” allow you to automatically increase your bids depending on time, location and device.  Knowing that mobile users are more likely to convert, you should try experimenting with bid adjustments. You should also write ad copy that is specific to mobile, and make sure that your destination URL is optimized for a mobile device.

Testing, Testing, Testing: If you’re already optimizing your website, you’re aware that it’s a never ending process. Same goes with creating a mobile ready website.  While some best practices apply to your mobile site that also apply to your desktop site, the only way to really know for sure what’s going to work is through testing. Pay close attention to your analytics software and consider performing A/B tests as well.

Make your mobile marketing social: The advantage of mobile social media marketing is that you have an opportunity to post social media update in real-time. Many companies have used this new found mobility to keep their fans informed during industry events, or even to simply comment on pop culture happenings like award shows. Try planning out a calendar of all the different events related to your industry and consider posting real time updates.  Bonus points if you can post updates live from the event.

Consider text message marketing…but do so wisely:  Text message marketing can be either a godsend for your customers or an annoyance that will create some very angry people who will never buy from you again.  Like with any marketing tactic there’s a right and a wrong way to do it. If you’re planning on texting your audience, make sure everyone on the list has opted in for texts. Also, make sure that you only text them when it’s worthwhile. Messages like appointment reminders are a great way to use text message marketing, just don’t abuse it.

Click the link to learn more about how MediaMark Spotlight can help you with your mobile marketing.