How to Make the Most of Mobile Marketing
Mobile isn’t the way of the future. It’s already here.
It’s no longer accurate to separate traditional marketing and mobile marketing – mobile marketing is marketing. Period. But how do you engage your audience on a different platform without overwhelming them with annoying popups or intrusive advertisements? Is it through entertaining content? Or a useful app?
To be successful, you should strive to make your target audience question how they ever lived without your content. You can accomplish this by meeting their need in a “micro-moment.”
What is a Micro-Moment?
Mobile users keep their phones with them at all times. 62% of smartphone users are more likely to take immediate action towards solving a problem simply because they have a smartphone1. Users know they have the world at their fingertips and can access immediate solutions to problems as they arise. Sometimes they’re searching for help making a decision or getting more information before making a purchase. Imagine an individual searching for reviews on the best microwaves. Other times they’re working towards a larger goal while waiting or running other errands. This could be someone transferring money from their checking account to savings while waiting in line for groceries. Google calls these “micro-moments.”
These are the instances when users are most open to marketing and brand engagement. They’re searching for answers, and if you have them, you’re welcomed.
This gives you access to the consumer like never before. People and their mobile devices are inseparable for the majority of the day. Use this to your advantage.
How do you do this?
Utilize Mobile Advantages
Your website, content, and apps need to be created with the end-user in mind. Completely redesign your ads for mobile. Do more than shrink the desktop ads and remove some text. Make them native to the platform. Make sure the ads are responsive to different sized screens. Think of someone navigating it with a touchscreen rather than a mouse.
82% of smartphone users check their phone in the store to influence and confirm their decision before making a purchase1. Imagine you’re that individual. Are you going to waste time on a slow site that doesn’t offer – in a glance – the information you’re looking for?
Of course not.
Now, imagine your part of a company that sells computers. When someone searches for “best budget laptops,” they come across your site and an article about what things to look for in a budget computer and why they’re important. Conveniently enough, you list a number of your products that meet these requirements.
The consumer is going to be more likely to purchase your product if your message is clear, helpful, and authentic. Even if you’re just able to point them in the right direction, or make one part of their search easier, you’re well on your way to an engaged customer.
1“Consumers in the Micro-Moment”, Google/Ipsos, US, March 2015
