Mobile marketing has seen exponential growth over the last few years and this is a trend that is predicted to continue. Marketing via mobile devices is the closest you can get to the customer, literally putting your brand in their hands, and you can’t ignore the evidence that proves that mobile is one of the most important things you can incorporate into your digital marketing strategy. So why is this important for you?
With mobile traffic overtaking desktop and 53% of emails opened on a mobile in 2014 (compared to 8% in 2011), it’s clear that the use of mobile phones impacts massively on your digital marketing strategy as a whole. Are your website and emails optimised for mobile? If not, do it, not least because Google prioritises mobile friendly websites in searches made from phones. It could also make you stand out from the competition, as although companies are catching up when it comes to optimising their websites, many are lagging behind when it comes to email, resulting in a customer experience that is not aligned. With 70% of people immediately deleting emails that don’t render well on a mobile device, you can’t afford not to.
The time spent using mobile apps is far greater than for mobile web use (86% compared to 14%) meaning that incorporating apps into your mobile marketing strategy is becoming ever more critical. This doesn’t mean that you have to develop your own app (although you could) but you should at least research the key apps your target market are using and how you can “get in there”. For example, if your research shows that your users are using instagram [link to instagram blog] a lot, you will want to have an instagram strategy for your business.
And you don’t want to ignore the humble text message. More than 98% of SMS messages get opened in the first three minutes and is great for communicating business critical information to your customers to enhance the overall user experience. If you know your customers live in countries where they have regular access to wi-fi or good data plans, links can be embedded, but only if absolutely necessary. With higher open and engagement rates than email, it can work wonders when part of an integrated digital marketing campaign.
If that’s not enough to convince you to integrate mobile marketing into your other digital marketing channels. Here are a few more mindblowing facts:
• 80% of mobile users use their device while watching TV, making the impact of mobile marketing transferrable to non-digital channels (source)
• 90% of shared links to blogs were via mobile (source)
• More than half of all YouTube views are on mobile devices and, once there, mobile viewers spend an average of 40 minutes watching videos (source)
There is so much more but we think you get the gist.
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