Where is your cell phone? Chances are that it's in your pocket, purse, within an arm's length. Chances are that you have used it to browse the Internet today, too. It’s a fair assumption because mobile Internet usage is projected to overtake desktop Internet usage by 2014 (Microsoft Tag). In this new mobile world, consumers are using their phones to shop on the go. You can order a pizza or buy movie tickets on your phone without any human interaction. With nine out of 10 mobile phone searches resulting in a purchase or visit, it's crucial for your business to tap into this gold mine and develop an effective mobile website (Nielsen).
In this new mobile world, consumers are using their phones to shop on the go. You can order a pizza or buy movie tickets on your phone without any human interaction. With nine out of 10 mobile phone searches resulting in a purchase or visit, it's crucial for your business to tap into this gold mine and develop an effective mobile website (Nielsen).
Diving into this marketing strategy can help you keep your competitive edge and promote your brand even further. However, developing a mobile strategy is not an easy task. This strategy shouldn’t be lazily tacked onto your existing strategy. Your business’s mobile marketing strategy needs to be as versatile and quick as the devices and their users.
Define Your Marketing Goals
Before diving into the Internet’s mobile market, make sure to identify your goals. Think about what your business wants to achieve with your mobile presence. Next, define the message and purpose of your mobile website. What type of approach or tone do you want to have? Make sure to offer something new and different than your already established website.
Know Your Consumer
To have a successful mobile website approach you must understand the behavior of your customers. What do your consumers want from you? Are your customers using smartphones or tablets? How do your customers go about purchasing your product? Is there a need for many links, pictures, or videos? You must know how your users think and act on each device. Once you understand the thought and purchase processes of your customers, then you can start to think about which design will work best.
Decide on your Design
First impressions are everything. The design and functionality of your site must be flawless. From smartphones to tablets, using Android or Apple, creating a design that can work on all platforms can make your head spin. With all of these different factors, it is best to aim for a responsive design that works with them all.
Besides working well, your website needs to look sharp. Do not try to squeeze a ton of information into this small outlet. You want your mobile website to be easy to maneuver and purchase from. If it is anything less, the consumer will go to a site that is easier to navigate. If this technology seems overwhelming, consider hiring a consultant to help put your marketing strategy into action.
Get the most out of your mobile website
There are so many things you can do with your consumers once you have gone mobile.
- Take advantage of the enormous social media aspect that you now possess. Try to include a comment, like, and share button to encourage customers to give feedback about your site and products.
- Benefit from geo-location technologies. The geolocation technologies on phones allow businesses to engage with customers nearby. Geo-aware and geo-fenced ads are the most effective mobile-local targeting strategies. These strategies use the consumers’ positioning to personalize ads and offer deals like discount codes. This is a priceless technique for advertising.
- Don’t forget to use your existing social media outlets like Facebook and Twitter to fuel your new mobile site. Using incentives like promotional codes, texting, and coupons can also boost activity.
- Reap the Benefits.
Mobile marketing is an outstanding statistics collector. Your mobile site will be able to provide a lot of data on your consumers’ behaviors once you piece the data together. Don’t be alarmed if you have a high bounce rate (only visiting one page) for a mobile site. The user is usually comparing prices or waiting to buy your product at a later time. You will be able to see patterns of behaviors that will help you improve your site. A successful mobile marketing website will promote your brand, customer loyalty, and stay on the competitive edge of things.