People are becoming more dependent on their mobile devices as time goes on, creating a huge opportunity for marketers everywhere. Because the market is continuously changing, it’s important to be well-researched regarding current trends and analytics in order to keep up with user demands.
"More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer’s path to purchase."1 -Jerry Dischler, the Vice President of Product Management for Google AdWords
Optimize site content
Desktop and mobile devices run on different operating systems - therefore, content that works like a charm on one system may not necessarily have the same impact on another. Sites that are not built with responsive design will prove to be frustrating to some users, mainly those on mobile devices. The subsequent bounce rate will upset the Panda, Penguin and Hummingbird of Google’s Algorithm.
Optimize your website using the following tips:
- Make sure your website code follows HTML5 syntax to ensure optimal functionality across multiple browsers and operating systems.
- Use relevant and high-quality images that are formatted correctly, have a small file size, and follow modern design standards.
- Update your website to ensure it is responsive for multiple devices and layouts. A good tool for testing your website is Device Mode in the Google Developers Console.
- Make sure all buttons, links and clickable elements are optimized for touch screens. Your CTA (Call to Action) elements should be highly visible and easy to interact with across every layout.
- Utilize Schema.org structured data standards to ensure you are following the best practices and as a reference for double-checking your work.
Leverage customer response tools
Mobile apps and cloud systems have eased the process of conducting a poll and can give you instant customer feedback by tracking responses and creating reports. This makes it easier and faster for users to interact with you, which means they are more likely to respond to you. By using the tools mentioned below, you can collect information from customers in a way that’s convenient for them.
Cloudvote: Engage with the mobile users by making your slideshow presentations interactive with cloud storage. It is a Do-It-Yourself (DIY) solution which enables users to ask questions, generate feedback forms, conduct polls and surveys, and measure participation with analytics tools.
MailChimp: This system is known for its usability, insertable questions and ratings, scale with poll merge tags, and additional options like the survey merge tag. It enables you to activate campaigns for mobile users via email or QR codes and record responses electronically.
Meridiaars: They provide multiple Audience Response Systems (ARS) to gather responses from a crowd. Apart from various off-the-shelf mobile apps and softwares, you can also rent keypads, dedicated staff, and custom solutions for enterprise, educational or training purposes. Data is stored on a cloud and integrated with analytics to report events in real time.
Push Notifications and In-app messages
Push notifications and in-app campaigns are the most popular strategies for conducting marketing communications on mobile devices. Both can be highly personalized and are extremely effective. However, it is advisable to use these tools not only as an advertising method, but also to make lasting connections by using these as Public Relations (PR) outreach.
Public relations is about creating a mutually beneficial relationship between your company and the rest of the world. There are endless opportunities for customers to choose any platform, service or company that they want to suite their needs, so it’s more important than ever to reach out to customers and give them a positive and lasting impression about your company. Building relationships with people is the key to keeping them around and maintaining a consistently growing customer base.
Push notifications are great for promoting instant interaction with users who are not currently engaged with your app. Using Chrome web apps, you can reach out to mobile users without the need of a native app. When done right, push messages can remarket or attract a user to your website. However, they can be ineffective or irritating to people if they aren’t created and marketed carefully. Effective campaigns are created with the user in mind, target a specific demographic, and contain relevant content.
When the user is engaged with your app, an in-app message can nurture interaction and conversions, while prolonging session time. These messages are driven by user behavior and coincide with their interests. They should seem like native content of the app, not an advertisement.
Push and in-app messaging are more successful when used together as part of a wider marketing strategy.
Boost conversions with coupons and deals
Discounts are a great way to boost business sales because they generate substantial buzz about your products and services. While paper coupons and codes are effective methods of advertising, offering deals for mobile users have added advantages:
Track your engagement: When a customer visits your site after clicking on a coupon, banner or other promotion, their URL is changed to include your campaign information. This makes it so they can be tracked, sorted, and remarketed to. Details of the page they landed on (referrer) are included and can be tracked by various tools. One tool I highly recommend for this is Mouseflow, an analytics tool. Not only will you be able to search through recorded sessions by referrer, but Mouseflow allows you to see the whole journey and make key observations to improve your user experience.
Automate campaigns based on activity: Coupons can be generated based on the interaction in real-time. This means that customers are getting offers they are most attracted to at the time they are interested in learning more, increasing the chance that they will take the bait.
Increase your conversion rate: Encourage users to install your application by rewarding them with an offer that they can only get from downloading your native app. A subsequent discount or reward can be given on the basis of invites and shares, improving your click through rate (CTR) and conversion rate.
Target users on entry
Geofencing uses GPS (Global Positioning System) or RFID (Radio Frequency Identification) to build a virtual fence around a particular area for marketing purposes. Once a customer enters the boundary that you have set, they are now within range to receive ads targeted to their location.
To illustrate its advantage, imagine that you have a car wash shop and wish to attract taxi drivers. Geofencing will allow you to set geographical boundaries around a taxi stand. When a driver searches for "car wash," your ad will get featured in their search results.
Mobiles have become one of the most important and personal belongings that people have. They serve multiple functions and are extremely easy to carry. If your brand has not yet tapped into the mobile marketing domain, it is time to create a strategy. Mobile marketing is going to become more dominant as people depend on their mobile devices more over time.
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This is a guest post by Amy Porras, a lead Digital Marketing Strategist, who has led online marketing programs in web design, web development, search engine optimization, pay per click advertising, online marketing campaigns, social media marketing strategy and online press releases (PR) for business to business (B2B) professional service companies.