As the use of smartphones becomes more and more widespread, so does the need for companies to know how to use these mobile devices to impact their customers. More than 50% of cellphone users have smartphones, and more than 25% use tablets. With those kinds of numbers, internet use of mobile devices is quickly overtaking that of PC’s. And because more searches are being done using smartphones, business owners need to consider how to make information about their company more readily available and easy to navigate.
An effective mobile marketing strategy will not consider just the size of the screens and the iPhone, Android, and Windows’ Phone interfaces, but how specifically people think when they use these smaller screens. Research shows that the way people interact with these kinds of devices is very different from the way they interact with their desktop computers. Studies show, for example, that 79% of users supplement their shopping with mobile searches.
So how are most companies responding to this upward trend of mobile use? Facebook and Twitter are both heavily saturated with the updates of companies striving for new customers. And these are effective avenues. They are already well formatted for devices, and provide great customizability. Sending emails to current customers with printable or online coupons is a great way a lot of companies are generating repeat business.
Personalization is another terrific way businesses are specifically targeting the mobile user. Showing that you know what your customer is looking for gives that customer more incentive to use your business. Mobile devices contain and distribute a lot of the users’ personal information, making it easy to see what they have searched for, letting you know what they are more likely to search for in the future. Getting to know your customer in this intimate manner will build brand loyalty, as you are able to offer them more relevant products.
Interactive ads are becoming more popular as well because they give your consumer an immediate action to perform. This gets them involved with your services or products, again, giving them a direct avenue to your business.
Be aware that the same SEO strategies that work for your regular website might not work for your mobile website, or even for mobile devices finding your non-mobilized website through a Google search app. The smartphone and tablet user is more focused on productivity and simplicity, and what they search will reflect that.
Overall, simplicity is the most important aspect of mobile advertisements. Screens worked with the thumbs are more difficult to navigate than traditional screens. They need to be easily interactive, and offer the user something immediate. Adding “work” to their day, however, is not necessarily the best avenue. Having to fill out a form or scan a QR code may deter some customers because of the effort involved.
PayPal has helped conquer this problem. Consumers only need to put in their information once, and they can just tap-tap in order to pay for something. The simplicity of this action has upped sales for all websites that implement PayPal.
In the end, mobile marketing isn’t just about making your existing advertisements smaller. You also need to understand the behaviors that these kinds of devices encourage. The key is to provide engaging experiences that are immediately relevant to the user.