By now, it’s safe to say that mobile is not a fad or just a trend. Access to mobile devices has changed the way we live, play, work and communicate. You need a mobile marketing strategy for the same reason you need a computer and Wi-Fi access – this is the age in which we live.
In early 2014, the landscape in which businesses operate changed forever when Internet usage on mobile devices exceeded PC usage. According to comScore, smartphones and tablets account for a whopping 60% of digital media time spent in the United States. Here a few additional mobile marketing statistics:
- 80% of Internet users own a smartphone
- 57% of consumers are accessing websites on both desktop and mobile, highlighting the need for consistent experiences across devices
- 48% of mobile users use search engines as a starting point for doing research
- 71% of marketers believe that mobile marketing is core to their business
- 57% of marketers view the effectiveness of mobile applications as being absolutely critical to creating a cohesive customer journey
Despite the numerous statistics supporting a focus on mobile, businesses are not putting enough emphasis on integrating mobile into their comprehensive marketing strategy. How you approach your strategy will depend on factors such as industry, target audience and budget. Here are a few concepts to keep in mind as you craft your strategy.
Downsize
When it comes to mobile marketing, think small. Mobile websites must be formatted in an aesthetically pleasing, functional way so that people on mobile devices can use the website easily. For example, list your most important pages first and keep your navigation short and sweet. Make sure that you focus on what needs to be there and keep it simple.
Advertise
You don’t need to create your own mobile app to get in front of potential clients. Services like Google AdMob will help advertisers post mobile ads that appear in third-party mobile apps. Facebook and LinkedIn are offering mobile advertising options as well. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that many users don’t even realize that they are looking at ads. LinkedIn’s Sponsored InMail and Sponsored Updates provide contact with your target audiences on their mobile devices as well as desktop computers. Consider your audience and decide on the appropriate mediums for your strategy.
Optimize
According to a study conducted by Google, one in three mobile searches have local intent. Where is the nearest restaurant with Wi-Fi access? Is there a marketing services firm in Austin that can assist with product launches? Optimize your local mobile marketing to ensure you are aligning with users’ inquiries.
Benchmark
There is a lot of opportunity for experimentation when it comes to mobile marketing. This includes everything from website design to social media and advertising. Don’t be afraid to tweak elements of your mobile marketing strategy. While experimenting is great for testing new ideas, there’s no point in trying new things if you’re not tracking your results to see what is working and what isn’t.
B2B interactions with mobile devices have come a long way in a short period of time. Businesses that can align their mobile strategy with their business objectives while understanding that mobile is a vital customer channel will have a distinct advantage over their competitors. Your clients and prospects are mobile. Your efforts should be as well. Start building your mobile strategy today.
Need help creating your mobile strategy? Contact Launch Marketing today! Keep up with the latest B2B marketing tips and trends by following us on Twitter and Facebook.
Sources:
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html
http://blogs.salesforce.com/company/2015/01/2015-state-of-marketing.html
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