Mobile marketing is one of the biggest trends that is transforming the digital marketing landscape. Here are five of the most important mobile marketing trends that you as a marketer should be aware of and how to incorporate them into your digital marketing strategy and implement effectively to achieve objectives.
Email Marketing for mobiles
About 3 out of 6 Internet users globally check their email from their mobile device. Email is still a popular and effective marketing tactic for many businesses to communicate with consumers. Further a recent study found that email marketing generated more than a 25 percent of retail purchases made on mobile phones world wide .Considering the growing adoption of mobile devices, marketers should make it a priority to optimize their email content for mobile. Mobile-optimized emails should have an attractive design and functionality that makes it easy for users to click on links. Having short email subject lines are also important. Make sure the first 4-5 words of the subject line clearly convey the message of the email and encourage the user to read it.
New Mobile Ad Formats/Videos optimized for mobile
New formats of mobile ads are emerging as a result of the mobile-takeover. Brands are already replacing mobile banner ads with more creative and innovative rich media formats like videos. An effective mobile advertising strategy should be optimized for specific devices. For example, a traditional 30-second video ad that is usually viewed on a desktop will not be successful on a mobile device, as they are used to quickly share content. Instead, a 5-10 second video ad would be effective for a smartphone, and a 15-second video ad would work for a tablet, which is used for longer form video content. We are already seeing brands use the short-form video content on social media platforms like Vine and Instagram and on Facebook .Some even use share of voice banners on 3rd party websites.
Mobile responsive website
A website with a simple and functional design will improve the user experience and engagement. Companies should analyze the current pages on their website to see which have the highest mobile bounce rate or exit percentage. This will help them improve the overall mobile user experience, ensure that their message is conveyed to a mobile audience, boost mobile sales, and improve the overall bottom line.Landing pages should also be optimized for mobile along with contact us or lead forms.
Local Search & Location-Based Mobile Ads
In today’s fast-paced world, mobile devices make it easy for consumers to find information on the go. A recent study by Google found that 88 percent of consumers use their smartphone to conduct local searches to find business hours, an address or directions to a local store, and product availability. The survey also looked at users’ interactions with location-based mobile pay-per-click (PPC) ads. Smartphone users said that the phone number and directions were important information to include in an ad. Four out of five consumers want search ads to be customized to their city, or immediate surroundings, according toGoogle. Location-based ads can encourage mobile users to visit stores or make purchases.A local strategy can help businesses adapt to a consumer’s constantly changing location. Optimize PPC ads for the consumer’s location by using location bid adjustments to modify bids for specific geographic areas. Adding local extensions – a phone number or “click to call” button within the ad – makes it easy for consumers to find the information they need right away. Finally, use radius bidding to reach and engage consumers near your store and build an attribution model for local searches.
MMS /SMS Marketing
Text messaging is everywhere today, so it should come as no surprise that companies are now using SMS practices as another marketing tactic to reach their target audience. Compared to email marketing, SMS can be up to eight times more effective at driving engagement, according to Mobile Commerce Daily. Business use SMS to expand their databases, retain loyal customers and boost sales. SMS marketing is an efficient and relevant technique to reach consumers, increase engagement, drive sales, and build brand loyalty and trust.Winning Mobile Strategies for BusinessMobile marketing trends continue to evolve and drive digital marketing initiatives for all types of businesses.
(Article By: Dinesh Godfrey Jebamani)