Mobile Marketing: Why It’s No Longer Just A Trend & What to Do About It

What do water, air, and mobile technology have in common? They’re all integral components of being alive. Or, at least that’s what findings from one study would suggest, with 85% of respondents describing their mobile devices as being a central aspect of their lives.

It’s startling to think that within each of our lifetimes, mobile technology has gone from being a mere twinkle in Silicon Valley’s eye to shaping not just how and when information is consumed, but also the frequency with which that consumption occurs. In the U.S. in 2016, people spent an average of 87 hours per month browsing on their smartphones, while laptop or desktop usage accounted for just 34 hours of their time per month.

But mobile users aren’t just swiping right or watching cat videos, either. They’re researching future purchases and completing transactions, too. The goal for business owners, then, is to get in front of those mobile users and to do so in a way that meets expectations in terms of user experience.

Here are three tips for adjusting your marketing strategy for mobile.

Invest in a Mobile-Responsive Website

First and foremost, it’s important to remember that all of the marketing strategies and product mixes in the world may not be enough to combat a website that isn’t designed with a mobile-friendly user experience in mind. According to one survey, 37% of consumers are more likely to buy from mobile-optimized sites. That, coupled with the fact that 71% of mobile users expect websites to load as quickly (or faster) on their mobile devices as they would on a desktop or laptop, means that a mobile-responsive website is necessary to compete in today’s technological landscape.

Having a responsive website means your site is able to adjust automatically to different screen sizes while maintaining full functionality. Other components of responsive web design are to ensure that pages load quickly and seamlessly and that the website’s layout is easy to navigate. If you’re unsure as to whether or not your website passes muster, Google developed a test which can tell you, with just a few clicks of your mouse, if your website is mobile-friendly. If it isn’t, your web developer or digital marketing partner can work with you to create a website that looks great regardless of what device is used to access it.

With a mobile-responsive website, the world is your targetable oyster. You can invest in paid search campaigns knowing that your Quality Score – a user-experience based algorithm employed by Google to help determine your AdWords ad rank – won’t be negatively impacted by ineffectual mobile landing pages. Not only can you position yourself for success when mobile users find you, but you can make it easier for them to find you by being in the right place at the right time.

Establish a Mobile Strategy for your PPC Campaign

One way to accomplish this is via your paid search campaign. By instituting bid increases specifically for searches that take place on mobile devices, you can shift your targeting dollars with an eye toward increasing your mobile presence. You can also gear your ads to show more during times of peak mobile device usage, either based on external data-usage studies or by using historical data gleaned from your own search campaign. When combined with other tactics like mobile extensions, these bid strategies can add up to search campaign that is successful across all devices.

Look into In-App Marketing Strategies – Like Geofencing

Another way to target mobile consumers is via in-app marketing. One report asserts that apps drive half of all time spent on digital media. It makes sense, then, to devote marketing dollars to reach consumers where they are – in applications. This marketing tactic is incredibly versatile, allowing advertisers to scale their reach to best suit their marketing needs and goals.

On the more granular end of the in-app targeting spectrum lies geofencing. Geofencing enables you to draw virtual geographic boundaries – fences, if you will – where your in-app ad is eligible to be shown. These boundaries can be drawn around competitors, places relevant to your business or places whose audiences share an affinity with your customer-base. Residing on the broader, more all-encompassing end of the spectrum are in-app placements that focus on brand awareness. Regardless of your marketing goals, there is an in-app marketing solution that can fit your needs, while doing so in a manner that is technologically relevant.

As mobile technology evolves, so too, will mobile marketing solutions. Learn more about mobile marketing and other search marketing trends you need to know by downloading our free, on-demand webinar below.

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Kathryn DeBruler

Kathryn is a digital marketer, food writer, and food eater. Sometimes, when feeling particularly ambitious, she does all three things at once.

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