Today, the world has become a global village. A vast majority of consumers constantly use their mobile phones for logging into their social media sites, shopping, making payments etc. The PayPal m-commerce trends index shows that the younger shoppers – the Gen Y and Gen Z prefer to shop online using their mobiles rather than desktops or laptops. They depend on their mobiles to juggle their various interests and tasks. Hence, businesses have to connect with consumers through mobile devices in order to succeed. In other words, businesses have to be mobile. Being mobile means enabling consumers to find you and interact with you easily. You need to be available for your consumers whenever and wherever they might need you.
Mobile marketing is no longer ‘an option’ but a ‘necessity’. To build a good relationship with your customers, you have to closely monitor emerging mobile marketing trends. This helps to increase website traffic, overall sales and profit. While there is no dearth of mobile channels, strategies and tactics the ideal mobile marketing strategy would be different for different companies based on their unique situation and objectives. Still, marketers can agree that whatever be the strategy that they follow, they should have solid results with minimum expenditure of time and resources. Following are a few tips to improve the effectiveness and ensure the success of your mobile marketing strategy:
1) Know your customer:
Your mobile marketing campaign may look great on paper, but may actually be ineffective. Before spending money, you should ensure that your strategy considers the characteristics of your target consumers. What demographic do they belong to? What are their likes? Do they prefer to download apps or are they more comfortable with mobile websites?
Finding answers to these questions will help you to create effective ads which can attract more viewers. You may also conduct a market survey or study app reviews and feedback to gain information about your customer’s preferences.
2) Optimise your website for mobile:
Mobile users are less patient than desktop users. Hence creating a mobile-friendly experience for consumers is of utmost importance. Nothing snipes out conversion rates than a slow-loading website. You can take steps to decrease the length of your bandwidth as much as possible. Since people are more judicious with their mobile data and storage space, most customers will avoid downloading an app. They rely on your website for information or making a purchase. So, you need to think ‘mobile-first’.
3) UTILIZE BEACON TECHNOLOGY:
Beacons are small devices that use Bluetooth Low Energy (BLE) signals to communicate with users’ smartphones through WiFi or Bluetooth. These beacons allow retailers to deliver hyper-localized communication to consumers. The physical beacons can be placed in various locations in your store, venue or event. They can be programmed to identify and track people, trigger targeted notifications, promote offers or reminders. This can improve customer experience and create moment-specific brand touchpoints that are extremely valuable for retailers.
4) USE VIDEO CONTENT:
Most marketers are of the opinion that the importance of video content as a marketing tool cannot be stressed enough. Video content gives the best ROI making it the most viable method of content marketing. Most of the videos are viewed on mobiles. So, investing in video content can give you better mobile engagement. If asked to choose between reading a block of text and viewing a video, people often choose videos. Thus videos can make people visit your website, stay longer and even make purchases.
5) Speed counts:
Mobile page speed is one of the biggest factors that users rely on to decide whether to stick around, continue reading or whether to come back to your website. This is because mobile page speed has a great effect on UX. According to Google, people expect a mobile web page to load fully within 3 seconds. This is the benchmark for positive UX and such pages perform well on SERPs. According to Google’s data – a whopping 53% of visits are abandoned if the mobile site takes more than 3 seconds to load. Avoiding landing page redirection, reducing the page size, using a content distribution network (CDN), optimising images are some ways to improve mobile page speed.
6) Cash in on sales:
Australians love a good sale and 7 out of 10 people are always on the lookout for discounts. Businesses can utilize the most popular shopping events like Boxing day, End of the Financial year (EOFY), Black Friday as a high concentration of customers shop during these times. Sales also drive impulse purchases by increasing FOMO especially in younger shoppers. Since a majority of the youth prefer to shop using their mobiles you’ll need to be mobile-optimised. Focusing on the right demographic can help you decide your online sales strategies. Clear objectives and effective promotion on social platforms where the customers are already present (for eg: Instagram) will help you to attract new customers and increase revenue.
7) Integrate social media into your website:
Having a social presence on popular platforms like Facebook, Instagram, Snapchat and Twitter is not only helpful but is vital. When customers share your posts, your credibility and popularity increases, bringing in more sales and more profit for your brand. Hence it is advisable to integrate these social media apps into your website to maintain audience support.
Whatever strategy you choose, your success will largely depend upon execution. Adapting to alternate platforms while maintaining your brand’s appeal and keep a close eye on your SEO will keep you ahead of the competition.
Have any other tips and trivia to share? We’d love to hear from you! Save the Robots is the leading digital marketing and web development company in Adelaide, Australia. Contact us to know more.