Digital Marketing is Beyond the Internet
It would be foolish to think that digital marketing is restricted to computer screens and the average social media platform.
Think about your mobile phone usage habits. How many hours a day do you spend on social media platforms on your phone? How often do you visit an online shopping application? What’s your average screen time?
Like any average human, your mobile phone usage would be well into the hours every day. With more consumers accessing information and shifting their attention primarily to mobile over the last decade, brands have had to do the same with their marketing efforts. According to studies, over two-thirds of the buying process takes place online – making it very important for sellers to optimise their online presence on all mobile devices.
To carry out mobile marketing as part of their cohesive digital marketing plan, companies have to create specific marketing content for SMS, MMS, websites, emails as well as applications and push notifications. As with all marketing, content must be delivered in a way that’s most ideal for customers – when they want it and where they want it.
How can you be successful with a mobile marketing strategy?
1. Focus on being customer-centric.
Brands can no longer just advertise their products like they used to in the newspaper and expect people to buy them. Customers are much more internet savvy, make well-informed purchase decisions thanks to an abundance of information online, and don’t respond particularly well to promotional salesy messages. Companies must therefore focus on the benefits their products and services provide consumers and create authentic content that shows the customers how their life will be better because of it.
2. Know your audience
It’s also important to remember that mobile-phone users typically have short attention spans, and brands have to work harder to deliver succinct messages that have just enough pull to attract the attention of a potential buyer. Make it very easy for a user to get the information for your product or service, and they’re more likely to engage with your content.
While you may create the right content delivered in the right way, it’s of no use if it doesn’t reach the target audience at the right time. Find out when your audience is online and where they spend most of the time. If it’s a visual platform like Instagram, be sure to research the best practices and which content has the highest engagement rates.
3. Take advantage of mobile capabilities
With SMS or MMS marketing, brands are often able to immediately notify their subscribers of the latest promotions if they have opted-in for the same. Since most people almost always have their phone on them, they’re much more likely to see a message pop up on their screen as opposed to an email or social media post.
4. Optimise your web pages to be mobile-friendly
Imagine spending a great deal and effort on creating the perfect e-commerce platform – just to have it look terrible on mobile. That’s where mobile-phone optimization comes in. Pages have to be redesigned to look the perfect size on handheld devices, while visuals and text have to be recreated and reorganised to match typical viewer attention patterns. Consumers also expect mobile content to load fast without any glitches – anything other than that causes a poor user experience. The best way to create mobile-friendly content is to keep your page visually simple and have clear CTAs throughout the page.
5. Optimise email campaigns for mobile
Email marketing is still one of the most effective ways to reach consumers, but not just any email will do. Just like website pages, emails need to have clear visuals, clear messages, and clear CTA’s in order to get the consumer to take any positive action.
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