2007 should go down in history as the year that started a technological revolution as well as mindset disruption. With iOS and Android smartphones gaining popularity and entering the mainstream by 2010, a fundamental change has affected the way consumers interact with brands.
Instant responses and immediate solutions at the end of their fingertips have become the norm. If your brand is not yet mobile integrated, you’re missing out on conversion potential or even turning away existing clients.
While smartphones are the top-selling device, Gartner’s prediction indicates 2015 as the year tablet sales will surpass PC:
Over 40% of UK adults will use more than one device to complete an action. When it comes to ecommerce, their smartphones are the designated screen for researching product and pricing information and locating stores. Tablets and desktops are preferred for finding promotions and completing purchases. This year, one in three adults is expected to use their smartphone to complete an online transaction.
According to Latitude, users enjoy the power and benefits of mobile: being informed, money-smart, more efficient, locally aware and more productive. It is no wonder that over 60% of people think positively of brands which offer a good mobile experience.
Mobile social is rapidly gaining importance, with two thirds of users accessing social media platforms via their portable devices.
Mobile marketing strategy
All these changes dynamically impact the way your brand communicates with customers and prospects. Your priority should be to create a seamless brand experience across all devices by blending mobile into your overall strategy. Here are some tips on where to get started:
Use data insights to identify which devices your customers use at various points in the conversion process. Apply this information to improve their experience.
Prospects and customers are surely using your website for research purposes; therefore make sure your key messages are visible and easy to find despite the confinements of a smaller screen.
Avoid designing an app with the sole purpose of reproducing the content available on your website. This will not enhance the mobile experience of the users, but might even put them off.
Instead, identify how your brand can bring value to their lives and offer a solution to their needs on the go. Recognising these mobile moments and acting upon them will give you an advantage over the competition and result in a surge in loyalty from your customers.
Review your communication channels and adapt them to fit your users’ context. For example, checking emails on a smartphone is the second most popular action after texting, done by 68% of UK users. Emails are a crucial touch point often overlooked by most companies who only design their content for larger screens.
Advertising shouldn’t be overlooked from your mobile-centric strategy. In-app and social media advertising can play a decisive role in increasing brand awareness and ultimately, conversions. Design your ads with simplicity in mind, using short and clear messages coupled with persuasive calls-to-action and drive traffic to mobile optimised landing pages.
Mobile has rapidly become an indisputable channel, gaining decisive influence over customer-brand interactions.
By understanding the mobile behavioural pattern of your customers and incorporating this knowledge into your strategy, your brand will benefit from higher engagement and increased ROI.
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