The Importance of Mobile Marketing in 2018 by Big Group Insight

The Importance of Mobile Marketing in 2018

As marketers and advertisers, for many years we had full control of how and when our message was shown. We knew the audience, we knew the time and we knew the place.

But then things got complicated. Fast! Suddenly there were search engines and people could use the internet more freely both at work and at home. So where were your audience then? When were people looking for things and where from?

Then the search engines started selling ad space themselves through PPC. Ads could now appear on other people’s websites freely through display ads and control was moving away from the big publishers.

Most recent came mobile and, to be honest, whilst everyone saw the potential, not many businesses and marketers can say they took it seriously. After all, you had a website and, well, let’s face it, no-one will make a commitment via their phone, right?

Wrong! We have all embraced mobile personally so now businesses need to ensure they have caught up and here’s why…

The year of mobile!

Guess what; this has been and gone. In 2014 mobile adoption overtook that of desktop.

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And it’s set to grow over 2018 and 2019!

Your competitors are already doing it

You may or may not realise it but your competitors are most likely already doing it! Dedicated mobile ad spend has been growing year on year with mobile ad spend hitting $134B in 2017 with no signs of slowing down.

Catch them in the mobile moment

The problem with the early days of putting your web address at the bottom of your printed material was that it required the user to be motivated enough to go and find you later, after the moment of interest has passed.

But, now, with our handheld super computers, when we see something that interests us we can do something about it there and then. You see a billboard with a great offer - you can sign up in the moment. Your friend tells you about a great product - you can find it instantly.  The point is, no matter what the trigger or need, the user is in the moment, which is a powerful time for marketers to capture.

Mobile isn’t just B2B or B2C

It is fair to say that some marketing channels are better suited to specific sectors. For example, TV ads have always been the mainstay of big brand B2C marketing. But, for mobile, everyone is fair game and in play! It is genuinely sector-neutral. As early as 2016, Google was already reporting that on average most sectors were seeing 60% of all searches coming from mobile devices.

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Mobile is completely relevant to ecommerce

Here at Big Group Insight we’ve heard people say ‘Yes, but mobile won’t work for eCommerce’. We’ve also heard that mobile is only relevant to eCommerce. Here, the simple fact is that online spend via mobile is growing; users are trusting the security and simplicity of mobile for purchases more and more. That also means users will hand over their credit card details online and they will fill out your contact form. According to Google, 48% of Smartphone users will purchase online.

So, what can you do about it?

Tip 1: Look at your site on a mobile device

This couldn’t be any simpler, but have you tried to use your mobile site? If possible, test it on both Android and Apple devices. Make sure it loads properly and note how long it takes on both your WiFi and mobile data. Can you make a purchase or complete the enquiry form? Was it easy? Did they work? Chances are if you got frustrated then your potential customers did too.

Tip 2: Stop thinking of them as phones

They stopped being phones when Nokia dropped off and Apple launched the first iPhone. Yes, we had PDA’s, but they lacked the simplicity that the iPhone offered. My point is that, throughout this article, I have tried not call them phones and you shouldn’t either; it’s time to change the mindset.

Tip 3: Look at your analytics

Google analytics (and just about all analytics packages) have a huge amount of information about how your mobile users are interacting. Use the data to your advantage. Check how they engaged with your site. Do they convert well? How do the stats compare to your desktop users?

Tip 4: Run a speed test

There are many online tests and software’s you can run that will go deeper into identifying any areas that could be slowing your site down. A slow site will cause users to drop out and no one will thank you for using up their data allowance because your images aren’t optimised.

Tip 5: Design for mobile first

With mobile search now being the first interaction many users and prospects have with your site, you simply can’t afford not to consider a mobile-first design. To put this in context, Google is taking mobile very seriously and poor performing mobile sites will not index and rank as well as those that do. Google is now moving to a mobile first index this means Mobile SEO is on the rise!

Put simply, mobile isn’t going away. It is only going to get bigger and more capable, and no business can ignore it, from your local café to your blue-chip multinational.  We know it can be intimidating as this changes the way you look at your digital strategy but why not get in touch and let us talk you through your options from a UX audit to a full redesign or just a tweak of your PPC campaigns.

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As a Google Premier Partner, we continuously meet Google's requirements in three areas: certification, ad spend, and performance. Being a Premier Partner shows that we are knowledgeable, experienced, and successful, we know how we can optimize campaigns to make money. 

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As the world’s number one CRM platform, Salesforce (link to page below once it’s live) offers dynamic cloud-based solutions for sales, service and marketing. With the ability to connect with your customers in a whole new way, your competitors will be left trailing behind.

Big Group Insight is a trusted Salesforce partner which means that we can ensure you’re getting the most out of your system. With help, support and advice always on hand, our unparalleled customer service ensures that we deliver success to our clients every time.

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Power BI is a cloud-based analytics service which provides you with a single view of your most critical business data. Monitor the health of your organisation using a live dashboard, create rich, interactive reports and access your data on the go via the Power BI mobile apps.

Gain access to one of the world’s most popular business intelligence platforms through Big Group. Our data experts will extract powerful information so you can run successful marketing campaigns, get more from your sales team and improve your ROI without forking out tens of thousands of pounds.

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Hitwise

Hitwise measures consumer behaviour across all desktop, tablet and smartphone devices to help you identify:

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This insightful data helps you to build accurate audience profiles so you know exactly who to target your campaigns to, where to reach them and when.

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As a Bing Ads partner we continuously meet Bings requirements to ensure we meet industry standards and deliver outstanding results for our clients. Our partnership gives us:

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Organisations everywhere, across all industries and departments are realising the value of empowering their people with data (link to data insight page once live). By transforming the way you’re using this information to solve problems, Tableau can help you to identify opportunities within your business that you’ve never seen before.

To find out more about how companies just like yours are using business intelligence platforms like Tableau to drive their organisation forward, contact Big Group today.

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Domo

Capturing key data from your online channels allows you to create marketing campaigns which are informed, targeted and sophisticated. With so many business intelligence and data visualisation platforms available however, how do you know which one is right for you?

At Big Group, we’re different to our competitors because we work closely with a number of data capture and CRM platforms. This means that not only can we advise you on which is best suited to your business, you can gain access to our experts as well as multiple world-class tools.

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MS Dynamics

A sleek, sophisticated and high-level CRM solution, Microsoft Dynamics can help to accelerate your digital transformation. Powered by real data, your organisation benefits from new business opportunities and smarter marketing campaigns.

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Stackadapt

Programmatic display has taken paid search advertising to new levels. With the ability to target campaigns to your audience at the exact time they’re looking to make a buying decision, marketers are enjoying the benefits of increased conversion rates and improved ROI.

At Big Group, we’re strong believers in sophisticated programmes such as StackAdapt because they enable us to deliver reliable, consistent and successful results to our customers time and time again. As the number one performing native advertising platform, StackAdapt can help you to accelerate customer engagement and acquisition.

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Magento

As the leading platform for open commerce innovation, Magento works hand-in-hand with some of the world’s biggest retailers, brands and manufacturers across B2C and B2B industries. By successfully integrating digital shopping experiences, customers are greeted with a truly memorable journey, making them more likely to make a purchase.

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Synthesio

There’s very good reason why social media (link to content and social page when live) has become an integral part of the marketing mix for many organisations. With the ability to reach out to mass audiences, build stronger relationships with customers, boost website traffic and drive sales, having a social media presence is a no-brainer.

If you want to know more about how you’re performing across the likes of Facebook and Twitter than simply how many likes your posts are getting and how many followers you have, look no further. Synthesio is an intelligent social media listening tool which provides you with real-time data on who your customers are, how they’re engaging with you and what they’re saying about your brand.

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