5 Steps to a Successful Mobile Marketing Strategy
Have you heard the one about the mobile phones and the toothbrushes?
This often repeated statistic goes like this: The Mobile Marketing Association of Asia reported that out of the 6 billion people on the planet, 4.8 billion have a mobile phone while only 4.2 billion own a toothbrush. While this sensational headline has been picked apart and mostly relegated to the annals of Urban Legend, one element of the story remains irrefutable: A whole bunch of people own cell phones.
Add to this the fact that the number of tablet computers in use in the U.S. is expected to reach 108 million by 2015 and you see why mobile marketing is a must for businesses. Here are 5 tips to help marketers take advantage of this growing mobile opportunity:
Use QR Codes – QR Codes are those funny, pixelated square boxes you see on everything from posters to cereal boxes. The box contains code that an app on your smart phone can scan and then direct you to anything from a simple text message, to a website address, to a social media account. QR codes work well for business that have assets in the physical world such as:
- Print advertising
- Brick-and-mortar retail destination
QR codes can help you drive customers from these to your online assets where they are more likely to convert into leads and advocates.
Optimize Landing Pages for Mobile – Especially if you are referring leads from a QR code or an email link, your landing page must look good on a mobile device or you risk losing them before you even have a chance to convert them. This means your page should:
- Load quickly and pre-load as much personalized information as you have available to reduce user typing (user’s location, user & account name, email address, etc.)
- Use large buttons and fonts for readability
- Make sure your Call To Action is prominent and above the fold
Avoid Unsupported Technologies – Embedded software such as Flash and custom multimedia players won’t work on mobile devices or tablets. Don’t use them on webpages where you expect any mobile visitors.
Convert your Website to an App – If you have a very interactive website, offer a very personalized experience, or are expecting a lot of mobile users, you may want to consider building an app. Designing a mobile app can be more expensive and harder to maintain, but the benefits may include:
- Better user experience than on a mobile web browser
- More marketing opportunities through 3rd party app sites that create new channels for distribution and beneficial SEO link building
- Adding “cool” to your brand
Optimize Emails for Mobile – Forrester Research reports that by 2017, 78% of email users in the U.S. will also access their emails on a mobile device. If your business depends on email marketing, it is more important than ever to make your emails effective for mobile readers:
- Use text as opposed to call to action buttons- as some devices don’t load images
- Subject lines should be short and informative. Readers won’t open a message unless they know what it’s about. Some experts recommend sticking to less than 35 characters.
- Time your email distribution. Research when your audience is active, but avoid those times when they may be swamped with other messages (like Monday mornings!)
B2B Marketing Magazine reports that, while three-quarters of marketers surveyed acknowledge the growing importance of mobile devices, only 16% include mobile-specific content in their content marketing
While the list above offers only a brief introduction of mobile marketing opportunities, the most important tip is: Get started!
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