Why Does Mobile Marketing Matter So Much? - Part 3
Why Is Mobile Marketing So Important?
Well, we talked about mobile marketing in depth and discovered what the types of mobile marketing are. In the first part of the article we discovered what the types of mobile marketing are and, further, put forward some statistics proving the importance of incorporating mobile marketing into your brand's digital marketing strategy.
Truthfully, the second part of the article was totally dedicated to exploring Google enhanced campaigns which, undoubtedly, complement a strong brand strategy. Now let's bring forward the exact reasons why we need to pay so much attention to mobile marketing. In fact, there are several reasons for that:
Most of the web traffic is on mobile devices
The day cell phones were only used to make calls are far gone away. Today, people carry mobile devices not only to make calls but to complete their business affairs as well. Even more, an average person spends about 10 hours a day interacting with their phone. Just imagine, 10 hours, approximately half of the day is spent surfing the internet.
Mobile has become an integral part of our lives. The consistent use of mobile devices by individuals pulled forwards the idea of developing a new marketing approach specifically trimmed to mobile requirements. Undoubtedly, mobile devices create a huge opportunity to market your business and attract new customers.
You have all your audience's attention
We all know we are always flooded with marketing messages, which the majority of us successfully tunes out. We might not stand in front of a billboard and read the promotional information on it, or we might throw the flyer out as soon as we see a nearby trash bin, but we will most probably not ignore the text message we receive on our mobile devices. In fact, 82% of consumers read the text message within 5 minutes of receiving it.
Mobile marketing continues to expand its audience
Smartphones and tablets have become the most popular tools for communication across all demographics. As they are smaller, lighter and easily portable compared to computers, people are more willing to carry these devices with them wherever they go. Manufacturers are also playing their role, as by not missing the chance of increasing sales, they develop faster and more powerful mobile devices to satisfy consumer demand. Such developments create a golden opportunity for you to not only put your marketing messages right into the hands of your consumers but to reach a wider audience as well.
Mobile marketing and mobile commerce are closely interconnected
It is common knowledge that nowadays we use our smartphones to make purchases from eBay, Amazon and other e-commerce platforms. This trend is getting "contagious” that not only large businesses, such as Walmart, but mom and pop shops also develop user-friendly websites to increase sales. In fact, companies that develop an integrated mobile campaign that guides consumers from product introduction to sale will definitely experience a substantial revenue boost.
Tips for a Successful Mobile Marketing Strategy
Well, mobile marketing might seem quite a complicated procedure demanding special attention to detail and strict organization. In fact, it might seem too complicated from the first sight, but in case of having a precise plan you will reap the benefit of mobile marketing for sure. Additionally, here are some tips for you:
Be clear and concise
As mobile devices have small screens, you need to be very careful with the wording of your ad text. You better use words sparingly, as cluttered ads will drive your potential customers away right from the first glance.
Remember: in case of mobile marketing, it is better to keep things simple.
Optimize for local
Always remember that 1 in 3 mobile searches have local intent. Make sure not to ignore this fact. People always use mobile devices to satisfy their immediate information needs: where is the nearest pharmacy? Where is the nearest coffee shop?
To benefit from these kinds of if searches make sure to optimize for local searches by aligning your keywords with your customers’ possible queries.
Consider your audience
In fact, there is a close interconnection between the audience you are trying to reach and the types of mobile ads you use. For example, if most of your audience are gamers then you should use in-game ads.
Experience with different strategies
It's a common truth that no specific strategy works for all businesses, so you better experiment and find the one best fitting your needs. Fortunately, Google Ads Enhanced Campaigns offer multiple different mobile marketing options you can experiment with.
An important note: experimenting does not mean tying everything all at the same time. Choose between an option one at a time and measure results to identify the right strategy for your brand.
Benchmark your results
Benchmarking goes hand in hand with experimenting. Just think: is there a need to try different advertising options without measuring and comparing results. This doesn't make sense, right? You can even use AdWords Grader to see how your mobile PPC ads are performing.
Even more, do not only benchmark the results of different strategies you have implemented, but practice industry benchmarking as well. Industry benchmarking is the process of comparing your brand's performance metrics to the metrics of the leading brands' in the industry. Such a comparison would help you improve your business operations and streamline its development.
All in all, mobile marketing is quite a vast branch of digital marketing. Although it might seem too cumbersome you might easily succeed as you follow the above mentioned tips. Mobile usage has become the leading force in people's lives. People do not only use their mobile devices to keep contact with their friends and relatives, but they also use phones to acquire information, make purchases or just relax. I'm sure you agree that mobile marketing provides you with a great chance to spread awareness about your brand, attract new customers and improve its positioning in the market.