Archive for July 7th, 2017

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How mobiles and smartphones have opened up a new avenue of marketing

We are truly in the mobile age now. It has been two years since mobile overtook desktop as the preferred platform for performing internet searches, and even the minority who have yet to come over to that side of technology still use their mobiles and smartphones every day.

The world of marketing has, perhaps, been affected more dramatically than any other business discipline by the technological revolution. Digital marketing is poles apart from offline or traditional marketing from days gone by, and the opportunities presented by mobile technology provide yet another avenue for businesses to get their heads around. Let’s take a look.

 

Mobile phone use in the 21st century

There is a well-known cliché that we all spend most of our lives attached to our smartphones. However, like every cliché, it is based on truth. Just think about it for a moment – how often do you check your phone? Every 30 minutes? 15? 5? According to research, the average person spends five hours of every day attached to their mobile phone.

The fact is that people love their mobiles. Despite mobile overtaking desktop for browsing the web, people still only use their smartphones for that purpose around 11 per cent of the time. The rest is devoted to apps.

Companies in the US have been quick to see that the single best way of reaching customers is via their smartphones, and by 2019, more than 70 per cent of all digital advertising spend will be dedicated to mobile platforms. Organisations in the UK are rapidly following suit.

 

How to approach mobile marketing

Mobile marketing is a discipline that is not so different to other aspects of digital marketing but requires some specific considerations that are unique to the platform. Perhaps the greatest obstacle to overcome is the sheer scale of possibilities. With the vast array of mobile apps where you can utilise popups and banners, plus the opportunities raised by direct SMS to targeted customers, it is all too easy to opt for a scattergun approach, resulting in plenty of spend, but limited returns.

 

That is why it is so important to take a strategic approach and to make use of a specialist consultant such as Veoo in formulating and implementing your mobile marketing strategy to generate the optimum return on your investment. With this in mind, we will look at four areas that need to underpin your mobile marketing efforts.

 

  • Use the micro-moment

The phrase “micro-moment” was actually coined by Google, and refers to the fact that when we look to our phones for information, we want it concise and instant. Mobile marketing is not a time to be going into lengthy detail, so keep the message sharp, snappy and compelling.

 

  • Optimise

Perhaps the simplest way of strengthening your mobile marketing campaign is to ensure your existing content and communications are mobile friendly. That means AMP versions of your web pages and ensuring that direct communications, such as emails, are optimised to read properly on smartphones and tablets.

 

  • Don’t forget SMS

As mentioned earlier, not everyone uses his or her phone for browsing and email. Business SMS is a powerful tool for reaching a wide audience, and even technophobic grandmothers send and receive SMS messages these days. However, it is not just about reach. Open rates for text messages are at some 98 per cent, which is far higher than emails, which makes sense intuitively – after all, how many unopened emails do you have in your inbox compared with unopened SMS messages?

 

  • Keep it locational

If you are looking for a product or service on your phone, the chances are high that you need something close by. If you operate a Manchester minicab firm, then you evidently need to pop up for anyone searching for a cab in Manchester but are wasting marketing efforts if you appear when someone is searching in London. Sounds obvious, but most websites fail to give hyperlocal SEO the attention that they should.

 

Tapping into the smartphone generation

Next time you are sitting on a train or standing in a busy town centre, just look around you and count how many people are looking at their phones. You will be amazed, and possibly a little disturbed, by just how connected we are to our mobiles.

There has never been a better time to put this to business use and tap your company’s marketing strategy into the smartphone generation.

Posted in: Editorial