With new tablets and smart phones being released at break-neck speed, it may not seem like a huge priority to focus on mobile quite as much as in the past. After all, the new devices render your website and marketing basically the same as a laptop or desktop, right? Wrong.
mCommerce is not just for shopping sites. Brick-and-mortar companies should be considering their mobile presence more and focus a concerted marketing effort in this area as well. Here’s why:
- Worldwide, nearly 1:3 phones sold in 2011 was a smartphone.
- From Q2 2011 – Q2 2012, website traffic from smartphones has increased 103 percent.
- In 2011, the number of mobile visits to business sites and social media accounted for 20 percent of all web traffic.
- More companies are turning to cloud-based products to support national and international clients’ needs.
- Apps are the current trend. As long as your company provides a value-add, consider creating an App.
Fuel for the Fire
Here are some mobile stats that may fuel the need for a focused mobile marketing effort:
- Of the world’s 4 billion mobile phones in use, 3.05 billion are SMS enabled.
- By 2014, mobile Internet should take over desktop Internet usage.
- Half of all local searches are performed on mobile devices.
- Mobile couponing and QR code usage is growing exponentially.
5 Mobile Marketing Tips
For small business owners, non-profit leaders, and CPAs, changing the way they do business can be daunting. Below are five tips to consider in your marketing plan to be more mobile focused.
- Blend In: Combine your mobile marketing with social media marketing to increase the impact and ROI. Leveraging the existing social media and SEM platforms like Twitter, Facebook, LinkedIn, Google, and more allow you to easily interact with customers and clients via mobile. Engage in new ways with customers, members, and clients. Ask questions. Post polls. Upload photos.
- Local Search: Be sure your “local places” listing is up to date with a link to your website, social media profile, and/or office location. Check your company’s listing with Google Places, especially if you offer a service or have a physical location your clients, members, and customers should visit.
- Be Friendly: Your company’s website may be amazing on a desktop, but have you looked at it on a mobile phone or tablet? Does the site load quickly? Does it cause the user to scroll or increase the font size to read it? If your site is built on WordPress, there is a mobile widget called WPTouch you may consider. It strips the site of a lot of graphical content, making the site faster to load and easier for the user to view. Another option is to create a custom, mobile friendly site. That does require more effort and sometimes cost.
- Texting: SMS or text messaging is a great way to keep your clients informed of what’s going on, and offers you a new way to market value-add services, such as just-in-time information. Incorporating SMS into email marketing campaigns is a great way to engage with people no matter where they are. Seventy-five percent of U.S. mobile subscribers send text messages, while 49 percent download apps and use Internet browsers.
- It’s Okay to be Short: Short codes and mobile keywords are a great way to connect with clients, members, and customers. Use mobile keywords to get people to opt-in to the mobile distribution list and to continue sharing value-added content. Short codes are special telephone numbers, 4-6 digits in length, used for text purposed only. This is a great feature to leverage in social, especially when at a tradeshow, event, or conference. It’s also great for appointment and reservation reminders.
Clients often ask me how much digital marketing will cost? I hate to use the consultant’s answer, but it really depends. There are many factors to a digital, mobile, and online marketing campaign. However, according to 6S Marketing 2012 digital marketing budget trends show:
- 41 percent of companies will reduce the amount of spend on print media;
- 64 percent will place more effort into social media and website efforts;
- 28 percent are moving their marketing budget to digital channels; and
- Mobile ad spend will reach over $1.1 billion by 2015.
In the end, none of this will matter if you’re not using your inbound analytics to track referral traffic and sources to our website or social platform. After all, if you don’t know how people are accessing your content, how can you best reach them?
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