Most of us spend hours every day on our phones or other mobile devices. With practically the whole world in the palm of our hands, it’s not hard to understand why it’s difficult to switch off, but it does make you wonder why so many businesses treat mobile marketing as an afterthought. Not marketing your business to appeal to mobile device users means you’re losing out on your target audience not getting what they need from you when they need it on the go. When mobile marketing is done right, it will provide your current and potential customers and clients with personalized information about your brand that is sensitive to both time and location.
In today’s digital world, we are all interconnected, all the time. The importance of mobile-friendly marketing efforts can’t be encouraged enough. Consider the following when evaluating your own digital strategy techniques.
We’re spending more time on our mobile devices
In 2017, the average American adult spent between 3 and 4 hours a day online. Not only are we spending more time on digital media overall, we’re spending more of that time on mobile devices. Desktops and laptop computers only account for about 35% of our total digital media input currently. This provides businesses with ample opportunity to capture the attention of mobile users and interact with them on devices they already use so often in their daily routines.
MMobile marketing campaigns give your business an edge
Mobile technology gives consumers the opportunity to “shop” and compare their options no matter where they are. You can take advantage of this by building a website that is easy to navigate and features a mobile-friendly interface. Search engine algorithms will give higher preference to sites that fit these criteria, as well. If you’re unfamiliar with site building and how to improve your web presence for mobile users, a professional marketing company like Neon Canvas can help build your brand from the ground up.
More people read texts than emails
Research shows that texts have an open rate of around 98%, with up to 90% of people who open them reading it within a few seconds. While email is still an incredibly important marketing tool and communication device, the open and read rates of texts are far higher than any email marketing. Creating custom text messages to communicate with your clients gets your promo, product, or offer seen faster and more often. It’s also an extremely popular option for appointment confirmations and reminders.
There are a number of marketing tips to help you get the most out of a target audience that is largely mobile. A few that we find to be most effective are:
Use clear and concise language
Most mobile devices have small screens, and your words should be chosen carefully and used sparingly. Anything cluttered or crowded is uninviting, and will only drive users to keep scrolling past. Whether you’re creating content specifically for mobile or keeping things mobile-friendly across the board, it’s best to keep things as simple and clean as you can.
Remember to optimize for local
About 1 in 3 mobile searches have local intent. How often do you search for the nearest gas station, or best restaurant in the area, or look for a coffee shop close by that offers Wi-Fi? We all use our smartphones and tablets for help navigating the world around us. You’ll want to be sure and optimize all your local mobile marketing to make sure your business is aligning with queries in your area.
Don’t be afraid to experiment, but track your results
There’s a great deal of room for experimentation when it comes to mobile marketing. Even paid advertisements are generally cheap enough that most budgets will allow you to try different strategies from time to time to find what works best for you and your business. App-based marketing, in-game advertising, QR codes, mobile search and image ads, SMS – there’s a whole world of mobile marketing out there waiting for you! As you try out different concepts, remember to track your results with each so that you have solid comparisons of what works and what doesn’t.
Digital marketing and mobile technology are both constantly evolving. These developments give you the opportunity to put your marketing messages quite literally into the hands of your target audience. Having a cohesive mobile marketing plan to connect with digital consumers is nothing more than smart business! Neon Canvas can help you achieve better brand recognition and loyalty using a variety of techniques, including effective mobile marketing. We’re happy to discuss this option with you, as well as any questions or concerns you have about mobile marketing or digital marketing in general. As always, we are appreciative of you and your business, and love working with you to grow your brand!
Kyle Fagala, DDS, MDS
Co-Founder, Neon Canvas