Business growth and development has acquired a very strong dependence on mobile integration, creating a demand for strong mobile marketing campaigns. This is essential for any business with an online presence.
As we are approaching the end of the year, marketing trends that will make a big impact in 2017 are becoming more apparent. For example, personalized content and in-app behavioral analysis will provide an unbeatable experience that marketers can capitalize on by collecting data for user analytics. This will pave the way to creating conversions by learning about and connecting to mobile users on a personal level.
1. Personalize your user experience
Personalized content creates the opportunity for a higher engagement and interaction rate than a typical 'one size fits all' approach. If you analyze the content and advertisements for any major website, such as Google, Facebook, Amazon, or Twitter, you are bound to notice how they address users with a personalized approach. Follow their lead, and you’ll experience more success with your campaigns.
Developing a website that features user-responsive content is a necessary tactic that you’ll need to deploy in order to maintain a successful market presence. In order to do this, you’ll need to collect information about your users and create content that is as specific as possible.
First, you’ll need to analyze the demographics of your target market, as well as your current audience. Collecting the data and preparing a detailed report that feeds directly into your marketing strategy is essential. Once you have this information, you’ll be able to create a wide-range of responsive content that is fed to specific users.
2. Integrate with Life 3.0
The daily lives of people everywhere are fully integrated with multiple forms of technology. From their smartphones to their smartwatches and bluetooths with voice activation installed in their cars, technology is the focal point of many people’s lives. Your presence needs to be as available to these people as possible in order to make the biggest impact.
Although having a presence on every type of device may not be necessary, start thinking about what makes sense to your company, your end goals, and consider what would make the biggest impact on your Return on Investment (ROI). Put together a strategy with your team to delve into the world of gadgets and make sure your company’s website is compatible with the devices that will bring you closer to the customers who will convert for you.
3. Design with the user’s thumbs in mind
Most users find it natural to navigate and tap with thumb gestures while holding their mobile device in their hand. Because of this, a larger stress point (or click area) is needed to accommodate for an approximate location of a click so that the user can more easily navigate.
While developing a mobile responsive site, keep in mind that scroll sensitivity needs to be taken into account so that the user isn’t accidentally misdirected multiple times while trying to browse on a single page. Your User Experience (UX) designers will have the expertise to know how to implement this for mobile responsive design.
To optimize your campaigns for user’s thumbs, make sure your elements are noticeable and large enough to be clicked on. Also, get straight to the point. Mobile users have a much smaller surface area to view ads, photos, and text, so your content needs to be as concise and as interesting as possible in order to encourage them to click on ads and interact with your pages.
You’ll want to A/B test your pages to make sure your layout is getting as much engagement as possible. If elements aren’t being interacted with or found, consider sizing, placement, and design changes that may help and test again.
You can use Mouseflow’s heatmaps to analyze your pages in order to optimize them most appropriately. The Click Heatmap will give you data about how users are interacting with each element by giving you detailed link analytics. A couple of the most valuable data points are the click count and stats for the average time it takes users to find and actually click on elements.
Read more about how to interpret Heatmap Link Analytics.
4. SEO for mobile users
Search Engine Optimization is an extremely important part of making sure you are reaching your target audience – this can be an effective tool when it comes to attracting mobile users. Developing content that specifically targets mobile users can encourage them to visit your site or download your company’s mobile app.
To do this, make sure your mobile site and app contains relevant and optimized content. When developing your content, keep keywords in mind. These are things that mobile users may search for and if your site contains matching content, mobile users will be directed to it and will be more likely to interact with it.
5. Put automation tools to work for you
While personalization is an important aspect of mobile marketing campaigns, the ability to automate content, ads, and interaction is also extremely valuable. There are many tools and methods of designing mobile campaigns that do the work for you, leaving your team to be able to accomplish more in a shorter period of time.
Automating your marketing efforts, by utilizing tools that reach out to your mobile users for you, such as push notifications and in-app messaging, has the potential to reach out to many people, without requiring much effort on your end.
6. Paid versus organic marketing
If you are paying for a marketing campaign, it’s reasonable that you expect it to yield results. You would expect it to not only generate paid conversions, but it’s intuitive that your brand awareness should also bring you an increase in organic traffic. Unfortunately, this isn’t the case for many campaigns.
Paid marketing can be very effective, and actually offers a reliable lifetime-value (LTV) estimation so you can coordinate your efforts. What will actually work best, however, is a combination of organic and paid marketing efforts. This will yield a great mix of organic and paid traffic that will pave the way to increasing brand awareness. Over time, shifting to more organic approaches will make sense, but initially, it’s important to get your name out there. The more popular your brand becomes, the more effective organic marketing efforts will be. Both are necessary.
7. Social media marketing becomes personal
Social media marketing is a vital core to any successful mobile marketing campaign. The sheer amount of people that are dependent on mobile phone use to live their daily lives is staggering! This audience is ready, available, and can be reached out to with a little effort from you.
There are both paid and organic methods of developing a social media presence and attracting people from social platforms. Paid ads can encourage users to click through and visit your site, while content marketing will showcase relevant information that will bring in users who are looking for your products and services.
It’s important to know what social media platforms will be the most effective for your company. The power players like Facebook, LinkedIn, and Twitter, are most likely all necessary for your company to develop a presence with for the greatest impact. But you should also consider other platforms and assess whether or not it makes sense to reach out on those networks. Do you have a website that offers a subscription to recipes and cooking gadgets? Pinterest might be great for you! Make sure you test out different platforms and monitor the results.
8. Geolocation and smart remarketing
Geolocation targeting is used to attract mobile users to local businesses that are offering deals, such as products and services of interest, based on the current location of the user. This could be a local coffee shop that is pushing notifications on GPS apps for a free pastry with the purchase of a coffee, an oil change shop offering a discount, or any other limitless possibility. Using this technique, you can broadcast your business to users who come within a certain area or range of your business, and push notifications and messages with an intent to attract locals to your business.
What about customers who visit your website and then leave? We’ve all heard about remarketing, but smart remarketing takes the playing field to a new level. You can use tools and analytics that grab data detailing user behavior, telling you what page your user was on, if they had anything in their cart, the last product or service they were spending time looking at, and more. Once you have this data, you can use remarketing tools, such as Google AdWords, to show customers ads that feature products they were looking at on your website, in an attempt to redirect them to your site again and encourage a conversion. The odds are, if a customer revisits your site, they are much more likely to make a purchase.
Analyze behavior to continue optimizing campaigns
After you collect this information, make sure you are watching your analytics and continuing to optimize your campaigns. Software, like Mouseflow, will show you who your customers are, what they’re doing on your site, and will provide you with much more information so you can continue to attract and maintain customers.
Check out users who visited popular landing pages, for example, and see if they are following through your checkout process with their funnel feature. This shows you what your conversion rate is through your checkout process and you can actually set filters that segment the data for specific users (such as Android versus iPhone users). This tool will also show you users who drop out of your checkout process. You can analyze this data to find patterns and make changes that will make a big impact.
Make it work for you
2017 is a promising year for marketers everywhere, with many new and advanced techniques, designed to reach and attract customers in a way like never before. By personalizing your user’s experience and optimizing your campaigns, you can effectively reach customers based on their behavior to attract the most interested prospects, who are also most likely to generate conversions. If done correctly and intelligently, your team can develop campaigns that steadily increase your conversion rate, and ultimately, your ROI.
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Juned Ghanchi co-founder of Indian App Developers, leading mobile app development company that offers Android and iOS platform based application development services. Juned is responsible for creating and implementing marketing strategies which generate leads and brand promotion of the company.