There’s no speculation needed when it comes to the marketing importance of mobile reach in a modern business: it’s vital, plain and simple. Tapping into the communication, researching and attention-getting power of mobile devices should be a bold bullet point on your to-do list; mobile strategies are quickly reaching the point where they can make or break emerging companies. Here’s how to get yours started:
Figure Out Where Your Customers Are
Much like traditional marketing, successful mobile strategies start with understanding your demographics. Are they older, and more likely to have cell phones a year behind the “latest and greatest?” Or are they younger, and accessing your messages on cutting-edge tablets? Formatting your message to fit smoothly into your customer base’s most popular OS and device types will ensure what you’re trying to say actually reaches listening ears. This technological targeting helps elevate your ROI into more comfortable levels and helps you harness the 80% of internet users that own a smartphone.
Determine If Concurrent or Blended Campaigns Work Best
There are a lot of benefits to reusing images, templates and even ad copy across both traditional advertising and digital campaigns within your mobile strategies – less overhead, a cohesive brand voice and familiarity. Unfortunately, there are a lot of drawbacks to this approach – no noteworthy departures from ‘regular’ ad messages, high bounce rate and a steep drop in engagement, if it isn’t leveraged properly. Figure out if your customers need a separate message or simply a reminder of your offerings – if you’re enriching an existing relationship or trying to build a new one. Cementing the tack you’ll take will help keep your message focused and get it live on an efficient timetable that follows your mobile strategies’.
Avoid the Ad Hoc Shortcuts
If you’re going to incorporate mobile strategies, make sure you go all the way. Just designing a specialized app when your mobile website is a shambles won’t produce the ROI that you’re hoping for. You should be confident in your customers’ full mobile experience, rather than trying to show off bits and pieces and hope they add up to a whole image.
Your mobile strategies will vary depending on your industry and sales volumes, of course, but these tips are an excellent place to start beginning your framework. Making your business mobile-friendly is an excellent investment in a world where smartphones rule.