Let’s look at mobile and why should marketers look at mobile as part of the entire digital strategy and not just as a stand-alone?
Although marketers are well aware of the always-on-the-move customers, they still are struggling to create cohesive mobile solutions.
Below I’ll dive into several mobile trends to highlight the need to create cohesive mobile marketing strategies and to craft a friendly mobile advertising experience, successfully increasing brand awareness and conversions.
Mobile search now outnumbers those on tablets and desktops
Google just confirmed that. Mobile should be the primary platform for marketers.
Search engines rank mobile-friendly sites more favourably
Mobile friendly algorithm is now fully rolled out to all Google’s data centres and fully in place. Sites that pass Google’s mobile friendly test will be given preferential search rankings and therefore will have impact on search results.*
*At this point, the rules relate to searches on smartphones, but it’s likely only a matter of time until tablets are added.
Mobile video advertising has much higher viewability rates than video on the PC
Google research shows that video ad viewability on mobile was 83% followed by 81% on tablets and 53% on desktops.
Implement mobile-first approach to integrate online and offline marketing campaigns
In order to catch the attention of always-connected customer be sure to optimise creative and your content to mobile platforms first. Bring promos, discounts and loyalty rewards scheme right to their mobile device. Include QR codes in your offline marketing materials — brochures, print ads, even business cards, and so on. Use your customers’ locations as sent from their mobile devices to create location-based campaigns on social media and your physical office or outlets.
Mobile Apps nurture customers and create brand advocates
Mobile apps help engage customers who are closer to buying, or who have converted once and are now being nurtured.
Customers engaging with brands on mobile apps tend to be the best customers and brand advocates. That is another reason to optimise mobile app experiences.
M-Commerce will come into play generating revenue and marketing ROI
Goldman Sachs, for example, has predicted that the number of people making purchases on smartphones and tablets will grow from an estimated 535 million last year to 1.09 billion in 2018, nearly half of all e-commerce.
So be sure to cover all bases when incorporating mobile into your next digital strategy. Brands that deliver a consistent omni-channel experience; offline, in-app, and online will gain new customers and develop existing ones.
Happy planning your digital marketing strategy!