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…
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.
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.