It’s no secret that mobile marketing is where the industry is heading. With everyone constantly glued to their smartphones, it only makes sense for brands to extend to mobile devices and meet their audience where they spend most of their time. While those in digital marketing jobs may have already adopted some effective mobile strategies, there’s still a great deal of information you need to grasp so you can truly master your mobile marketing.
1. Design responsively
It’s not enough to simply have a website that is accessible on a smartphone or tablet. According to Forbes, if your site isn’t mobile friendly, you’re sure to miss out on customers. Text should fit the screen and be big enough to read comfortably without any real adjustment. Calls to action should be prominent and large enough to click with a thumb. As a mobile user, you know how annoying it can be to tap a button, only to discover that you accidentally hit it slightly to the right or left, opening a different page. Also, if you’re optimizing an eCommerce site, it’s especially important that the checkout process is just as smooth and simple as it is on a desktop. Once users decide purchases would be easier on a desktop, their likelihood of returning at a later time to buy a product diminishes. Optimize your website to make sure there’s nothing holding back a potential customer from making a purchase right then and there.
2. Take advantage of technical features
A smartphone has the ability to take pictures, download music, and scan QR codes with just a few touches. CIO magazine advised taking full advantage of these features to provide users with a unique, interactive format that can’t necessarily be duplicated on a desktop. This could provide prospective and returning customers with an engaging experience that encourages them to trust and enjoy your brand. If utilizing all of the features of a smartphone or tablet seems like too big of a project, try starting small. Even something as basic as optimizing contact information to allow users to call customer service with the tap of a button rather than punching in the full phone number is a great start to an effective mobile marketing campaign.
3. Optimize email
While you’re optimizing your websites for mobile, it’s important to make sure email is also high on the list. A Custora eCommerce Pulse Mobile Report, which gathered responses from more than 100 online retailers and 70 million consumers, cited email as the main generator of sales on smartphones. According to the data, email marketing brought in 26.7 percent of sales via mobile phones, whereas desktops and tablets came in at 20.9 and 23.1 percent, respectively. When properly optimized, emails can encourage users to make a purchase with a few taps of their finger. It’s crucial to include email as a top priority in your mobile optimization plan to help drive sales.
4. Test more than you’ve ever tested
With so many different types of mobile devices, there’s much more potential for design issues. A design that works well on one smartphone may not render properly on a large tablet. As a result, testing is crucial to an effective mobile campaign, noted Business 2 Community. Recruit the help of all of your colleagues, from the marketing assistant on your team to the IT director of another business unit within your company. Getting feedback from a variety of professionals with different backgrounds can help ensure that your functionality holds up and makes sense to all of your users.
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