Does mobile marketing matter anymore going into 2020 and beyond? It does, and it will matter for a very long time.
Mobile marketing has changed from five to eight years ago. Text message marketing and mobile apps used to be all the rage. Now the excitement has died down. Does that mean mobile marketing doesn't matter anymore?
The traditional mobile marketing tactics are still relevant and appropriate for a lot of businesses. In other words, you need to optimize all your digital marketing for phone usage, or else you are missing out BIG TIME!
Today, you will learn that mobile marketing still matters by looking at conventional digital marketing tactics and how mobile phone usage impact them.
I will show you how mobile impacts the following:
- Content Marketing
- Email Marketing
- PPC/Online Advertising
- SEO
- Social Media
- Website performance
Here we go!
Content Marketing
“91% of mobile users say that access to content is very important.” - SmallBizGenius.net
It's no secret that almost everyone on the planet has a mobile device. That's 5.112 Billion mobile users, to be exact.
So around 4.65 Billion of that number say that access to content is vital. I believe in today's digital age, mobile access to information could mean life and death to a lot of us - both entrepreneurs and customers.
We use our mobile devices to reply to emails, keep track of the news, and connect with friends on social media.
So when it comes to online content, does mobile marketing matter anymore? Of course it does!
As a marketer, what you need to do is to optimize your content for mobile devices. Here are a few tips you could apply:
Shorten Your Headlines Or Titles
Use five to six words in your headlines or titles to get high click-throughs.
Why? Because five to six word headlines don’t get trimmed on a smartphone, no matter the screen size. Also, readers scan headlines by reading just the first and the last three words.
You could use the Emotional Marketing Value Headline Analyzer by Advanced Marketing Institute to create your headlines or titles.
Write Short But Concise Paragraphs
Readers could easily understand short paragraphs because they tend to follow on one point.
It is impossible to frustrate readers when you develop a skill in writing short paragraphs. However, writing short content doesn’t mean writing a boring one.
Make sure that you write paragraphs to meet your reader’s needs and expectations. Be concise and direct to the point.
You could use Grammarly to write short and concise paragraphs.
Use Images
Images are perfect for breaking down huge pieces of information and developing a better reading experience on mobile devices. They also add appeal to any content.
You'll find images in stock photo sites like Stockunlimited.
Email Marketing
“Mobile clients account for 41.9% of email opens during Q1 2019” - Litmus
Here's a complete break down of email opens on desktops, webmail, and mobile devices last year.
It’s official; more people depend on mobile devices to open emails. What does it mean? Well, it means that you need to optimize your emails for mobile devices.
Here are a few tips that you could use to improve your email for mobile readers:
Spend Time On The Preheader Text
Preheader texts are fundamental in an email campaign, especially for mobile usability.
A preheader text is the 1-2 lines of HTML text that appear at the very top of emails on mobile devices. It’s what email readers see first before they open an email.
When creating your email preheader text, spend a lot of time highlighting relevant or eye-catching information.
Design for Portrait And Landscape Views
Mobile devices allow users to read email using two different orientations - portrait and landscape views. It means that all your emails need to look good in both formats.
You could use a single column layout and plenty of white space, so the email doesn’t look messy in either view.
Make Social Media Icons And CTAs Touch-Friendly
Mobile engagement is a perfect indicator that your email campaign is successful.
There are two elements you need to keep in mind - social media icons and call-to-action buttons.
Both of these must be easily clickable and large enough for readers to click without the need to zoom in.
PPC Or Online Advertising
“Mobile Advertising Accounts for 67% of the Total US Ad Spending in 2019” - eMarketer
That’s $87.06 billion in mobile ad spending in the United States alone this year, everyone!
This number isn’t surprising at all. More and more businesses are dipping their toes in the mobile ad industry because customers, both current and potential, use a mobile device one way or another. Mobile advertising offers tons of advantages to businesses, no matter the size.
There are many types of mobile advertising strategies you could choose from. Here’s a few of them:
- App-based Marketing
- In-game Mobile Marketing
- QR Codes
- Location-based Marketing
- Mobile Search Ads
- Mobile Image Ads
- SMS
Search Engine Optimization
“88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.” - Social Media Today
If this number doesn’t tell you how vital mobile SEO is, then I don’t know what will!
Mobile Search Engine Optimization or Mobile SEO is the practice of optimizing your mobile content to rank high in search engine results pages (SERPs). It helps you improve organic traffic.
Mobile SEO is essential. Here’s why:
Mobile Content Determines Google Search Ranking
In 2016, Google announced a mobile-first index, which means it is using the mobile content of a page or site to determine its search engine ranking.
So if you want your site content to rank higher on Google, then invest in mobile SEO.
Mobile Search Drives Sales
Here are findings from Google that will prove that mobile search improves sales:
- Mobile searches for “product reviews” have grown over 35% in the past two years.
- Videos with the word “review” in the title had more than 50,000 years’ worth of watch time on mobile alone in the past two years.
- Mobile searches for “best” have grown over 80% in the past two years.
In a nutshell, investing in mobile search optimization will help you reach more customers and create a better user experience for your audience.
Mobile SEO Affects Voice Search
Voice search is a digital marketing trend that will be important in 2020, as I discussed in my previous article.
Home assistant devices like Amazon’s Echo, smartphones, and tablets use voice search, which means users can find well-optimized content from almost anywhere.
A great way to secure your SEO strategy in the future is to mobile-optimize for voice search.
Social Media
“80% of social media time is spent on a mobile device.” - Comscore
Social media, on its own, would not exist without mobile marketing.
As the number of social media hours spent on mobile devices increases, the more valuable and relevant mobile marketing will be.
Here are a few ways you can benefit from mobile marketing through social networking:
The Personal Touch
Social media sites like Facebook and Twitter offer marketers the advantage of providing customers a personal experience. A personal touch could turn followers into raving fans.
Marketers can effectively work through social media channels because mobile devices are always ON!
High Degree Of Publicity
If you could create a marketing strategy that mixes social media and mobile marketing, then you won’t need to exert a lot of effort into your campaign.
Good publicity could spread like wildfire on social media. Use it to introduce your product or services through mobile marketing.
Highly Targeted Marketing
Mobile marketing via social networking is a great way to drive highly targeted traffic your way.
Facebook and Twitter offer analytics tools that you could use to target your best mobile customers.
You could also use this data to define your buyer persona and create mobile content that caters to every phase of the customer journey.
Website
“Website that load in 5 seconds on mobile see 25% more ad visibility and 70% longer session duration.” - Google
This number excites me! It just proves that mobile-friendly sites perform better, and it’s priority number one for designers.
Here are a few simple tips for making your website mobile-friendly:
- Install a responsive theme.
- Simplify your menus.
- Keep forms as short as possible.
And that’s a wrap.
So we have established that mobile marketing isn’t going anywhere anytime soon, and it still matters today thanks to the statistics I included in this article!
Mobile marketing is truly a powerful strategy that your business could use to gain more customers, increase sales, and spread brand awareness.
Check out the recommended resources below to know more about mobile marketing. You could also TALK TO US if you need help with creating a mobile marketing strategy.
Recommended Mobile Marketing Resources
7 Super Easy Mobile Marketing Tips for Small Businesses
7 Reasons People Hate Your Ads -- and What to Do About It
What is Mobile Marketing and Why Does it Matter? (So So Much!)
So what do you think about this article? Does mobile marketing matter to your business anymore?
Leave a comment below, and let's discuss.
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Header image courtesy of Pixelied.