Key takeaways
- Optimize your site with responsive web design so users can access products on desktop and mobile.
- Use mobile-specific display ads with clear imagery, concise copy and easy-to-click buttons, leverage geotargeting and budget controls.
- Prioritize social platforms (Twitter, Instagram) with mobile-first features: Instagram sponsored posts integrate into users’ feeds and target by interests.
- Make all email campaigns mobile-friendly, if recipients can’t read messages on smartphones or tablets they’ll delete them.
- Create scannable, “snackable” content for micro-moments to deliver quick, actionable answers.
- When implemented together, mobile strategies expand reach and can produce a measurable improvement in ROI.
Introduction
More and more individuals depend on their smartphones as their go-to resource in today’s market, rather than their desktop. Therefore, it makes sense for brands to place some of their marketing efforts and budget on mobile audiences. According to Gabriel Shaoolian in an article with Forbes, “Ultimately, the ability to capture the interest of potential customers on mobile and then turn them into valuable repeat customers is critical to building a successful brand.” When you build your brand with these mobile marketing strategies, you’ll find you’re able to connect with more users online.
Optimize for Mobile: Responsive Web Design
When your e-commerce website is already incorporating optimization for mobile, you’re one step ahead because you’re incorporating responsive web design. This means that mobile users can check out your products and services either from their desktop or their mobile device. Therefore, you can then utilize mobile-friendly email marketing campaigns and further extend your reach. Be sure your site has optimization for as many devices as possible, so you’re reaching as many targets as possible
Develop Mobile Advertising Strategies
Display advertisements are one of the most powerful ways to reach customers and build brand awareness. Many opportunities exist for mobile specific display advertising and make it worth your time and effort. By far, the most popular is Google because it offers the ability to optimize for mobile through the use of clear imagery, clear copy, and easy to click buttons. These advertisements allow for geotargeting general locations, zip codes, and other demographic information for your targeting purposes. Sites like Google allow you to manage your budget seamlessly, thus enabling you to allocate your funds better.
Social Media Marketing
Mobile marketing takes on a whole new level of importance when it comes to social media marketing. The majority of social media users are using mobile devices and, with platforms like Twitter and Instagram, each packed with mobile-only capabilities, social media marketing is critical if you’re an e-commerce brand seeking a mobile audience.
When looking specifically at Instagram, for example, sponsored advertising is an excellent option because it feeds in with the user’s regular timeline. The featured advertisements are based on their interests, what they click on the most, and other criteria. Therefore, their feed doesn’t appear as spam, and it offers advertisers and opportunity to reach and engage with more potential users.
Email Marketing: Keep it Mobile-Friendly
Your website and social media are both exciting opportunities to compel newsletter sign-ups through the use of exclusive deals, discounts, or incentives. As soon as you capture email addresses, begin developing a creative email marketing campaign to drive website traffic and generate revenue. First, you must optimize your emails for mobile devices. Remember, your targets are going to be checking their email from their smartphone or tablets and not from desktops. If they can’t read what they’re opening, it’ll wind up in their trash. These efforts will wind up being a waste of your time and budget.
Develop Scannable Content
Another point to keep in mind is your readers are scanning content quickly. Therefore, your content must be tailored for micro-moments. These pieces of information are for users to dive into immediately, get the most information to fulfill their needs or goals, and walk away from feeling they’ve found the most relevance. Most often referred to as “snackable” content, these quick tips provide users with answers to questions, “I want to buy” action pieces, or information directly speaking to their unique needs.
Mobile marketing is going to be with us for the interim, so it’s critical you learn to build your brand with these mobile strategies. Once you do, you’ll see an incredible difference in your ROI.
FAQ
Responsive web design lets users view and purchase your products from both desktop and mobile devices. Optimizing for as many devices as possible increases your reach and enables you to run mobile-friendly email campaigns and other mobile marketing tactics.
Create ads with clear imagery, clear copy and easy‑to‑click buttons. Use platforms that let you optimize for mobile and apply geotargeting (general locations, postal codes) and demographic filters. Choose services that let you manage budget easily so you can allocate funds where they perform best.
Focus on platforms where most users are on mobile, such as Twitter and Instagram. Use mobile-only features and sponsored Instagram posts that blend into users’ timelines, these ads target users by interests and behaviour so they feel less like spam and more like relevant content.
Optimize every email for smartphones and tablets so recipients can read and act on them. Capture email addresses via exclusive deals or incentives, then build creative campaigns that drive website traffic. If emails aren’t readable on mobile devices, they’re likely to be deleted and your budget wasted.
“Snackable” content is scannable, bite-sized information tailored to micro-moments, quick answers, “I want to buy” action items or content that directly addresses a user’s immediate need. It helps users get value fast and improves engagement on mobile.
Use your website and social media to prompt newsletter sign-ups with exclusive deals, discounts or other incentives. Once you capture addresses, use mobile-optimized emails to drive traffic and revenue.
Yes. Building your brand with mobile strategies helps you connect with more users online and you’ll see an incredible difference in your ROI when these strategies are implemented.
