Key takeaways
- Mobile devices are effectively constant companions, design marketing for mobile first.
- Make social media a core part of your mobile plan: most social users are on mobile and platforms like Instagram and Snapchat offer full features only on mobile.
- Provide an optimized mobile site (scaled-down for iPads, iPhones and Androids) to ensure easy navigation and enable purchases at the touch of a button.
- Offer texting features to increase engagement, texts generate much faster responses than email and work well for coupons and deals.
- Create mobile-specific, interactive newsletters (geared to recipients’ devices) so users can try or buy directly from their phones.
Introduction
It doesn’t take extraordinary powers of perception to realize that mobile devices have essentially become removable appendages of the ones using them. The vast majority of people living in the developed world have their devices well within reach throughout every single moment of their day. Knowing that, it’s easy to see why businesses use every tool in their kit to take full advantage of mobile technologies’ omnipresence. To all entrepreneurs who have not yet hopped onto the mobile marketing train, here are a few things to think about before getting started.
Establish a Social Media Marketing Plan
People’s obsession with and hunger for social media is growing every day, which provides entrepreneurs an open channel for reaching out to them. Instead of viewing social media a platform designed exclusively to link you with those in your personal network, think of how you can use it to expand your business. “While social media marketing is always an important aspect of any digital marketing campaign, when speaking specifically about mobile marketing, its importance is heightened,” offers Gabriel Shaoolian of Forbes. “The majority of social media users are on their mobile devices, and with platforms like Instagram or Snapchat, where full capabilities are only possible while on mobile, if you’re an ecommerce brand looking to reach your mobile audience, social media marketing is a must.”
Provide an Optimized Mobile Version of Your Website
Considering where we currently are in terms of practical technological advancement, there’s really no excuse for businesses not to have a mobile option of their website. Provide your consumers with a mobile platform to scroll through, and you can be sure that they won’t be raising their eyebrows at the lack, thereof. “Scaled down version of websites for handheld mobile devices ensure ease of navigation and use. Websites can be optimized for a variety of popular devices like iPads, iPhones, and Androids,” writes Forbes contributor Patrick Hull. “Designed correctly, these mobile sites make the sale of goods and/or services available at the touch of a button. They also provide a simple way to get information across to prospective customers.”
Offer Customers Texting Features
According to a study carried out by CTIA.org, it takes the average person 90 minutes to respond by e-mail but only 90 seconds for the average person to respond by text. “Texting features are a great way to stay engaged with customers and to provide them with useful information,” writes Hull. “A lot of retail stores are using this tactic to supply loyal customers with coupons and deals instead of the traditional e-mail or newspaper method. The great thing about this feature is that you have an active audience who is willing to engage.”
Take Advantage of Mobile Newsletter Interactivity
Newsletters can take on a whole new function in the mobile market, especially if the product you’re offering is optimized for mobile. Think about how you can make a mobile interaction fun for your consumers by giving them options they can visit right from their phones. “However, newsletters are more effective when they are geared towards a particular mobile device. That allows them to be interactive and fun. For example, gaming company Big Fish sends out newsletters with samples of their games in the format of the recipients’ mobile device. That gives them the opportunity to play the sample of the game right away and, most importantly, provides a simple way to buy it if they like it.”
FAQ
The majority of social media users access platforms on their mobile devices and apps like Instagram or Snapchat provide full capabilities only on mobile. For eCommerce brands aiming at a mobile audience, social media marketing is therefore a must.
Provide a scaled-down mobile version designed for common devices (iPads, iPhones and Androids). Optimized mobile sites should ensure ease of navigation and use, make goods or services available at the touch of a button and present information simply to prospective customers.
Offer SMS features to stay engaged and deliver useful information such as coupons and deals. Retailers use texting instead of email or newspapers because recipients respond far faster by text (average response times of about 90 seconds for text versus 90 minutes for email) creating a more active, willing audience.
Gear newsletters toward the recipient’s specific mobile device so they can be interactive and fun. Include in-phone options users can visit immediately. For example, a gaming company that sends playable samples formatted for the recipient’s device, letting them try and buy right away.
Optimize for popular handheld devices such as iPads, iPhones and Androids to ensure broad mobile compatibility and usability.
Because Instagram and Snapchat offer full capabilities only on mobile and most social users are on mobile, eCommerce brands should include these social platforms in their mobile marketing to reach mobile audiences effectively.
