Size matters: tips to enhance your mobile marketing strategy
Today’s mobile world has dramatically changed the commerce landscape with figures hard to ignore. Nine out of ten people on the planet own a mobile smart phone — a higher percentage than cars, radios, or television sets. Statistics like this definitely make attractive the mobile platform for the brands.
According to estimated figures, by 2014 more users will be accessing the internet from mobile devices than from computers, which mean that building a mobile presence for your business is critical nowadays.
However, many companies have not taken the right approach to build this presence based on their own customers’ experience. As a business, you should focus on how your own customers are using mobile devices; select the infrastructure and resources to support a solid marketing strategy and develop it with your goals on mind.
How to achieve a successful mobile marketing strategy? At Swoop Studios, we present you seven tips to make mobile marketing a win.
1. Understanding the context: mobile apps versus mobile websites
We must differentiate the two dimensions of mobile devices: Mobile apps, which require a lot of money, time and infrastructure; and mobile responsive websites, which can definitely minimise long term maintenance of your site. If you have the technical resources and a clear business need, then responsive design is a more advanced way to make your site mobile-friendly.
2. Conduct your research: Know your audience
To achieve a well defined strategy, your will need to conduct a comprehensive research. Aim to find out everything you can about your audience. How many of them have smartphones, how are they using them, if they have ever purchased your service or product from their mobile devices. You can do these by polling, interacting with them on social media or by conducting market research.
Your goal is to reach the right customers in the right ways.
3. Use Google Analytics to understand how many users visit your website via mobile device
You can use the latest Google analytics version, at no cost, to differentiate mobile traffic from desktop users. You will require this data to understand the type of growth and number of users coming to your site through mobile devices.
4. Find out mobile traffic sources
Another essential part of mobile strategy is to analyze how mobile users find or access your website. You can do this through Google Analytics itself. You have to click on ‘traffic sources’ and then select the ‘overview’ menu option. This will provide you with the number of people visiting your site through search engines. In this way, you will understand how mobile users are interacting with your website and where are they coming from.
5. Interacting with mobile visitors
After finding how mobile users are interacting with your website, you will need to discover ways to keep them involved using diverse activities. You can measure the average time they spent on your site through engagement metrics. Social media is one of the most popular things people do in their mobile phone. Using social media to share your mobile content, engaging in conversations and build an online community, will assist and benefit your mobile strategy.
6. Measuring the impact
After collecting all the required data, you should take steps forward to implement your effective mobile strategy. Statistics provide information on how customers interact with your products and brands. Information is power.
7. The medium opens new doors
Take advantage of the new technology: segmented email campaigns in mobile phones, use quick response QR codes in advertising campaigns, send information to customers through text messages… Be techno-creative!
And the last piece of advice: Keep re-evaluating, examining and updating your mobile strategy often to remain competitive!
By Patricia Davilia
