Mobile functionality has become an essential part of the online world, bringing with it new strategies for marketing that can set you apart from the rest.
Mobile technology is fast becoming the way of the future, with consumer habits reflecting this trend. Consider the following: how many devices in the history of modern technology have been so ubiquitously embraced by such a large amount of the population as mobile phones?
It’s hard to find a single person who doesn’t own a mobile device. Smart businesses will take advantage of this by planning effective strategies for their mobile marketing efforts.
Successful Marketing on Mobile Devices
When you consider how young mobile technology is, it becomes clear how important it is to stay contemporary with your marketing techniques. New trends are being developed constantly to improve mobile functionality, and businesses unable to effectively adapt to this fact are likely to fall into obscurity. Some marketing basics that are essential for mobile use include:
- Knowing your market and target demographics
- Ensuring functionality across different types of devices
- Engaging your audience quickly and effectively
Mobile Internet use isn’t leaving any time soon. As of May 2013, 60 percent of mobile users access the Internet with their phones, according to the Pew Research Center. In fact, mobile use has become so commonplace that website gurus are beginning to design their platforms for mobile devices first and desktop computers second, a stunning reversal from the traditional format.
Application use offers new types of data to be gathered for mobile marketers. The preferences and information collected by applications can allow marketers to gain insight into what their customers are looking for, and there is plenty of data to be found. According to app analytics provider Flurry,86 percent of time spent on mobile devices is on applications instead of the web.
By knowing what your customers are viewing, you can create a customized viewing experience that shows them more of what they want to see. This can save you time by only needing to provide content that is relevant to them, and you’ll find that they’ll thank you for the privilege.
This is an essential strategy for increasing conversions as well. People aren’t likely to jump on board with content that has no significance to them, but offering ads and promotions that you know they’re already looking for can give a boost to your click-through rates.
The Google Influence
Any online marketer must acknowledge Google’s impact on SEO rankings. Two of their previous algorithm updates, Penguin and Panda, affected 4 percent and 12 percent of English online searches, respectively. Always the first to outdo itself, Google’s next update will impact searches even more and will include the mobile-friendliness of a website as a primary influencing factor.
This news is sending shockwaves throughout the Internet, and is causing countless websites who haven’t optimized their content for mobile devices to scramble back to the drawing boards. Knowing how to tailor your content for mobile viewing is well worth the trouble.
Keys to a Mobile Friendly Site
Are your users having to scroll from side to side when viewing your site? Do they need to zoom in to click links and read text? Now that we know that being mobile friendly isn’t optional for sites looking to stay on top, there are several key points to include that will guarantee your site is effective on mobile devices.
- Scannability: Provide simple content that is easy to read on the go, as your readers likely won’t have time to sit down and read lengthy text.
- Ease of Use: Use images and links that are noticeable and easy to click on a mobile screen, making good use of the touch screen when applicable.
- Knowing Your Users: Have an idea of how your customers are using your site. Do they search for specific items? Include a search option. Do they like to browse? Make browsing simple.
- Simplify: Having extensive functionality is important, but remember that mobile sites serve a different function than desktop sites. The goal of a mobile site is to nail down the essential functions in a simple, streamlined manner.
While having mobile functionality may have been optional in the early days of smartphone use, nearly all sites that will top Google search rankings will include mobile functionality in the near future. Therefore, it’s all the more important to know how to tailor your content to those viewing it on their devices.
Knowing your audience, streamlining your content and ensuring that your site is prepared for mobile viewing will keep the wealth of users who primarily browse on the go impressed with your content and revisiting your pages time after time.
How will you improve your marketing strategies for the mobile world? Let us know in the comments!