Mobile marketing is part of a multi-channel, digital marketing strategy. In particular, aimed at reaching a target audience. Especially, on their smartphones, tablets, and/or other mobile devices. Such as, via websites, email, SMS and MMS, social media, and apps.
As a matter of fact, mobile marketing is disrupting the way people engage with brands.
April 21st is a very important day. It’s the day that Google launched mobile changes to their ranking algorithm for searches on mobile devices.
According to Google, you are either mobile-friendly or not and those websites that are not mobile-friendly by the deadline could suffer a ranking decrease.
How Does Mobile Marketing Work?
To enumerate, Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Further, Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile Ad-options.
In addition, Mobile Marketing generally refers to marketing on or with mobile devices. It can include any marketing activities through mobile. Whether it is online shopping or SMS notification for a product advertisement.
According to Andreas Kaplan, a professor and specialist of marketing define mobile marketing as the following. And I quote – “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”.
Therefore, it is similar to internet marketing where marketers need a user in order to provide services and advertising their products.
Not forgetting, Mobile Marketing includes research to understand mobile user’s nature, designing according to the mobile platform, and adopting various techniques of mobile marketing strategies.
With this in mind, make sure that people are continuously getting emails, SMS, MMS, and other means of advertisement. Especially, in order to get connected with you.
Is Mobile Marketing Important?
As can be seen, from the above definition, Mobile marketing is a new definition of Digital Marketing. Mobile has become an integral part of our life and the consistent use of smartphones in daily life brings forward an idea for the development of this technique.
And of course, Mobile-First Index experiment of Google may affect your online business. For one thing, this technology is going to change your business. And give you access to more customers and exposure to market trends. Helping you grow accordingly.
Today, a large fraction of population access the internet through mobile rather than a laptop or desktop. Mobile’s portability feature enables a user to get in touch with the world through the internet from anywhere and anytime.
Equally important, the increasing number of internet and the mobile user drags a revolutionary trend in the marketing sector called Mobile marketing. Here are some reasons which can explain mobile marketing importance in these days:
» Availability of quick services anytime
People want good, easy and quick services. They are looking for a service provider which can fulfill their requirements anytime, anywhere, and can be easily reached. A company can contact a user via mobile marketing techniques. A customer can also send feedback easily.
» Mobile has become an undetachable part of life
Mobile is a necessary part of daily life. It can easily be carried to anywhere and that’s why becomes a favorite device for e-shopping in leisure time.
» Mobile is not only used for e-shopping but also used in a physical store
A physical store also uses mobile services for providing services and advertising. Many stores will save your number to notify you about special products and discounts offers.
» SMS in Mobile Marketing
SMS and MMS marketing bring a tremendous change in marketing. Now users are getting offers and discounts or get notified for sale via SMS or MMS.
» Mobile search index becomes primary contents for ranking
Google is going to make a search index based on mobile search ranking rather than desktop search ranking. So your website search ranking will be based on mobile searching rather than desktop searching.
» The Basic Importance of Mobile Marketing & Advertisement
Advertising on mobile sites or directly to mobile seems more effective in marketing.
Improving Your Content on Mobile Marketing
We love our smartphones and tablets. Usage of both devices has grown rapidly with people using their mobile devices more than their laptops.
Given the fact that people are finding and consuming more content on tablets and smartphones, our inbound marketing tactics, specifically content marketing, and Search Engine Optimization, must support those devices seamlessly.
According to Google, if someone has a positive mobile experience when interacting with your brand, 89% of people are likely to recommend a brand. But if the experience is negative, 46% say they would not purchase from a brand again.
Seems rather harsh. But mobile users have expectations about the experience that should be delivered when viewing a web property from their mobile device.
What do you do when:
- Web pages are slow to load
- Website is not designed for smartphones
- Navigation is difficult to use
- Content is difficult to read
You probably go elsewhere to find what you are looking for.
Given that an increasing number of visitors are accessing your website from a mobile device. Therefore, how do you give them a great experience so they stay? Or even, consume your content and build trust in your brand?
Implementing content marketing that effectively supports mobile can help you increase your conversions of visitors to leads.
Consider implementing the mobile content marketing tips to ensure mobile users can easily find and consume your content.
Is Your Website Mobile-Friendly?
Website owners have also been receiving messages through Google’s Webmaster Tools about mobile usability issues. If you have received one of these messages, you should be solving these usability errors before the new algorithm goes into effect.
Google is also reportedly working on a mobile-only version of the search index, which would separate the search results for people searching on smartphones from those searching on a desktop browser.
Mobile has caused a major shift in buyer behavior. Regardless of whether the buyer is searching for a new set of headphones or a new product for their business, they are utilizing their mobile devices to search, learn about and buy these products and services.
So the bottom line is if your website isn’t mobile-friendly, your business may not be visible to those searching on their smartphone. And according to Google, mobile pages that provide a poor searcher experience can be demoted in rankings or displayed with a warning in mobile search results.
Impact of Mobile Search Results
Searching the web from mobile devices is projected to overtake desktop search by 2015. That fact doesn’t seem surprising as it appears that people are tethered to their smartphones as if it is an extra appendage.
But there is no doubt that mobile search will impact your business and your marketing activities. What are you doing now to prevent visitors from clicking away to your competition because your site is not the user experience they have come to expect?
In a research study conducted by Google in partnership with Nielsen which analyzed over 6000 mobile searches, they discovered that mobile search is goal-oriented. And conducted to help make a decision.
Is Your Mobile Marketing Ready?
Whether people are at home, at work, on the go or in a store, web search from a mobile device is not a frivolous activity. In addition, 81% of mobile searches are driven by speed and convenience because a mobile device is always on, always accessible.
And the outcome of a mobile search is valuable to all businesses, not just business to consumer, as 73% of mobile searches trigger additional action. And conversions such as additional research or contacting a vendor.
Plus mobile searches trigger quick follow-ups. 63% of mobile search triggered actions within 1 hour of the initial search. And 55% of purchase-related conversions occur within 1 hour of initial mobile search.
Of course, don’t think that because someone is home or at work with a desktop available, they are not using mobile search. Notably, 77% of mobile searches are either from home or at work.
Mobile has a revolutionary marketing tact in the business world. For one thing, it introduces an easier and better way to communicate directly with customers and advertise products.
In other words, Ecommerce Business can be easily enhanced. Marketers now contact users according to their natures and requirements. They can research and find what kind of services or products are being searched by customers and notify them based on this research.
Customers can easily get what they are looking for because marketers notify them with the best deals and services. Customers can buy and enjoy services with feedback and reviews. This feedback and reviews also seem helpful to other customers as well.
Of course, I know what is going inside your head. Perhaps, you are thinking about what mobile marketing is, how is it significant to my business and lots of other questions. But, first, you must be aware of how mobile-first index experiment affect your marketing strategy.
Below are more useful and related topic links.
- jmexclusives: Online Advertising and Marketing Strategies
- Mobi Marketing Importance: Technians
- Masterful Marketing: Impact of Mobile Search – Is Your Marketing Ready?
- Code95: 4 Basic Tips To Promote Mobile Application
- Mobile Marketing: Insider Secrets for Increasing Business on Slow Days!