Cell phones, tablets, watches – they’re all a lot smarter these days. Which gives digital marketers ready access to on the-go customers galore. Consider the number of smartphone users –3.5 billion and counting. Now factor in all the rest. Staggering. Definitely a wide-open field for marketers … if you understand what you’re dealing with.
Here’s what to understand right off the bat -- there’s a hierarchy of influences that spur mobile purchases. Surprisingly, the most impactful isn’t content; it’s a shopper’s friends. This revelation may disappoint many. Nevertheless, it’s the way it is. Like it or not, buddies are the biggest factor when decision time rolls around. In order of influence, the other factors are email marketing, online ads, and social media platforms such as Facebook. Clearly, mobile marketing campaigns must take all of this into account.
Marketers also should understand the very personal nature of mobile marketing. Unlike desktop devices, the mobile kind has a deeper connection with user tastes, preferences, and personality. Therefore, campaigns will go further by connecting with mobile shoppers through personalized channels such as social news feeds.
Recipients, of course, aren’t the only variable in this equation. Which means the sending source must be suitably optimized for mobile delivery. In this regard, a mobile-friendly website is paramount. When users drop in, they expect ultimate responsiveness complete with smooth navigation, clear content, and easily clicked buttons. Coming up short here creates the dreaded negative experience and leads to record-setting abandonment.
Now, in the event your brand is bursting at the seams with customers, disregard all the above. Your problem will be solved in a week or less.
If you have questions or comments about mobile marketing, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. Be sure to follow us for the latest brand marketing news and tips.