Why mobile strategies need to be improved
[By Jason Mollica]
It wasn’t that long ago that mobile technology was limited to getting barebones news and sports updates on a flip phone. We’ve come a long way in a short amount of time. Now, if your website isn’t mobile ready or if the video that is being shared isn’t set at the right resolution, you will lose potential business.
Yes, brands and PR professionals have gone to many lengths to stress mobile, but success is lacking for many. According to eMarketer, 53% say a lack of internal content-creation resources presents a challenge. Budget constraints come in at 40%.
Despite the dearth of understanding by some, you can find ways to improve what you are doing with mobile. Any successful marketing campaign should have a real-time component. It is integral to adjust the message content based on users’ most recent behavior or engagement.
It’s important to have an understanding of what the motivation of your audience is, as well. Most users who open an email or visit a landing page on mobile devices do so because they are researching a purchase and want to learn more. When they’re ready, they’ll most likely head to their laptops to complete the circle. This doesn’t mean you should overload your mobile marketing materials with little information. Instead, make it easy for people to learn more about your product or service quickly. Users want easy and digestible information. Don’t make it hard.
Calls to action are also effective. Yes, this does include text messages. If you keep them jovial, you can then capitalize on the involved nature of text messaging by asking customers to perform something, like respond to the text, in exchange for freebies, rewards or special deals. Keep it simple by telling the user exactly what you need them to do to get that benefit.
Mobile platforms combined to account for 60% of digital media usage; that’s up 10% from a year ago. Moving forward, you need to take a seriously look at your marketing campaigns within the mobile mind frame.
Global sales on mobile devices almost doubled in 2015. Brands not incorporating mobile into their overall brand strategy – not just the digital strategy – will miss out on significant revenue. These same brands will also lack the incredibly valuable first-party data smartphones provide about customers. Without the data found with a mobile-first approach, you can’t deliver real-time content or relevant offers. If you don’t provide that vibrant, personalized experience consumers have come to expect, they’ll go where they can find it: your competition.
Don’t get left behind with a dated or weak strategy. Start 2016 with a plan that brings you results.
What are your mobile strategy ideas? Let us know in the comments!