Industry Spotlight: Mobile – is your strategy reaping the benefits?
Mobile isn’t just the latest craze. Mobile can’t even be called a recent trend. It isn’t just the future, it is the now and here to stay.
We’re addicted to our phones – just look at the number of people sitting in restaurants flicking through social media rather than having a face-to-face conversation with their dinner companion(s). We order food via our phones; we even date via our phones. There’s an app for everything. Mobile is constantly developing and finding new ways to integrate into our lives that little bit further – if it’s not part of your marketing strategy, you’re already way behind…
You may not be on mobile but your customers are
We wake up in the morning and the first thing we do is reach for our phones. The Deloitte 2016 UK Mobile Consumer Survey found that almost half of 18-24 year olds check their mobile even during the night.
How many times have you browsed on your phone while on the train? While you walk home? While you’re watching TV? If you’re not tapping (or swiping) into the potential mobile marketing has for engaging with your customers, then your competition has a clear advantage on your offering…
Still not sold on the idea of mobile marketing?
I receive an email on my phone advertising a shoe sale and click the perfectly crafted trackable URL. Website doesn’t load within a couple of seconds? Goodbye! Now, on to the next email; speed is crucial to using mobile data on the go.
Your website’s too small to read on my 4.7 inch screen? Forget it. Will I go back and check out the website when I’m on my desktop? Maybe – but chances are I’ll find what I’m looking for quicker elsewhere via my smartphone.
Say a potential job candidate works long hours; has a hectic home life; and gets half an hour to themselves each day – if they’re lucky. They’re looking for opportunities to advance their career. Your website SEO is excellent. They find the ideal job opening. They click apply.
Suddenly they’re confronted with a long application form, which they grudgingly complete.
Then they’re asked to attach a CV. Their CV isn’t stored on their mobile. They have it on Dropbox, OneDrive and Google Docs but none of those are integrated with your website. There’s not even an option to send their LinkedIn profile.
They give up, close their browser and end up not applying.
Want consumer engagement?
Mobile marketing is one of the best platforms for consumer engagement. How many times have you liked an incredible holiday destination on Instagram; pinned a delicious looking recipe on Pinterest; or checked into a bar on Facebook? If your customers aren’t engaging with you via mobile, chances are they’re engaging with your competitor.
We tweet companies our complaints rather than contacting them directly. We’re concise, quicker and don’t want to wait for more than a couple of hours to receive a response.
Everything is in the public domain. And if you’re not monitoring what’s being said, if you’re not replying fast enough, if you’re not putting out your own content, then you don’t have control of your brand’s story online.
What’s the difference between desktop and mobile content?
Simple, mobile is shorter, sharper and punchier. Mobile gets to the point quicker and readers don’t have time to search for what they’re looking for within a sea of text – they want it to jump out. They want easy to read content with short paragraphs and sentences. Crisp, clear language is key.
Know what you need and what’s a waste of your resources
The more you know about your audience – what they’re looking for and where they are – the simpler it becomes to implement a mobile marketing strategy that delivers return on investment (ROI).
Test your emails on mobile. Can you see the full subject line? Does the design work for all screen sizes? Are your links easy to click? Test your website on multiple mobile devices too. What needs optimising for mobile? Maybe a faster load time is needed; or a larger font; more spacing; bigger buttons; and simpler navigation?
Does your content need cleaning up and breaking down? Is it time for a complete rewrite?
What content do you have that lends itself to social? What social sites are your customers using?
Words by Jennifer Wright, head of Group Marketing at BlueSky PR