Five Reasons Mobile Marketing Is Becoming Even More Important
Mobile marketing, when done correctly, can give your business a tremendous advantage. With so many potential customers using mobile devices to answer emails, send texts, search for products and information, play games, watch movies, and navigate around town, businesses need to adopt some mobile marketing strategy. However, with the increasing accessibility of mobile technology, the opportunities to reach your customer base are only limited to your creativity. Therefore, keep in mind the following advantages when planning your marketing strategy. That way, you can identify the benefits to your particular line of industry and leverage mobile marketing to its full potential.
An Awaiting Audience Online
Mobile device use has been rising for quite some time and is only projected to increase. Moreover, mobile internet users are likelier to spend more time online than desktop users. A Pew Research report in 2018 found that 83% of Americans who use the internet at least occasionally use a mobile device, 89% go online every day, and 31% go online almost constantly. In comparison, among Americans who go online but not via a mobile device, 54% go online every day, and only 5% go online almost constantly. This means that a mobile marketing strategy will not only reach more individuals but that it will reach more individuals who can be targeted more frequently. That expansion of reach is a great opportunity to advance your brand.
The Possibility of Improved Rankings
Mobile marketing’s extensive reach means leveraging mobile techniques to boost your search rankings, even for desktop users. Since 2017, Google’s search algorithms have crawled websites from a mobile perspective, not a desktop perspective. Google has recognized that the future of database searches (and therefore marketing) is mobile, so it seeks to make things easier for mobile users. Adopting a mobile marketing strategy means that you can reach consumers on the same devices that search engines are attempting to reach consumers. While Google won’t rank your site higher simply for having a large percentage of mobile visitors, having more overall visitors does improve your rank across all devices.
High Read Rates
Another beneficial aspect of mobile marketing strategies is direct-to-consumer advertising. Mobile email and SMS marketing can be hugely advantageous for companies. One study found that SMS messages had a 98% overall read rate and that 90% of the messages were read in the first 3 seconds they were sent. When mobile marketers harnessed SMS marketing, the study found a conversion rate of 29%, while 47% of conversions went on to make a purchase. Mobile SMS marketing is exceptionally effective and should be considered part of an effective mobile strategy. In addition, directly targeting mobile customers through email can also be very effective. An April 2018 study found that mobile optimization was the greatest shift in email marketing tactics (9% more firms reported focusing on mobile optimization, while the next highest percentage increase was a 1% increase in firms focusing on segmentation). In 2015, a study by the UK’s Direct Marketing Association on marketing emails estimated a return on investment of 3800% from email campaigns. Every pound spent on email marketing made 38 pounds in return.
If someone is using a mobile device to search for a product, it’s a fair bet that they are looking to make a purchase quickly. If I were a landscaper searching for “lawn mower blade replacement,” I’m almost certain that I’m in the middle of a project and need a quick fix. This situation is what Google has termed a “micro-moment” – an intent-driven moment of decision-making and preference-shaping. Anticipating queries, and creating content that answers the question while promoting your business, can gain you clicks and conversions and boost your rankings.
Similar to micro-moment-focused marketing, hyper-local marketing focuses on advantages. It differs from micro-moments, however, because it’s centered more around location than previous searches. Since mobile devices often have location-sharing features (for apps like Uber, Google Maps, or Tinder), showing customers contextually based ads becomes feasible. For example, on a cold day in a given city, a coffee shop down the street might advertise a hot chocolate special on your device based on proximity awareness and weather analysis. On hot days, the ice cream vendor might harness hyper-local marketing to reach pedestrians who need a cool treat. This mobile marketing strategy has also boosted search engine rankings since it drives conversions and increases traffic.
Mobile marketing efforts are an important part of an overall marketing strategy. Effective mobile marketing has the potential to reach increasingly large numbers of increasingly engaged consumers. That’s good news for your SEO efforts, sales, and bottom line.