Why Mobile Marketing Must Be Part of your Content Marketing Strategy
by Josette Millar
When it comes to technology, times move fast. Just ten years ago, a discussion on the merits of mobile technology would have been met with blank stares and uncomprehending looks. Today, businesses that aren’t focusing on mobile content marketing are losing a huge chunk of their potential customer base.
It’s Bigger Than You Think
According to KPCB Internet Trends 2013, 15 percent of Internet traffic is accessed by people using mobile devices. That’s three in every twenty people accessing your information from a smart phone. If your online marketing content doesn’t translate well to a mobile device, that’s a lot of traffic lost on simple configuration.
Mobile content marketing is still exploding and more people are switching to smart phones. Getting out ahead of your competition with a mobile site elevates your business. With 61 percent of users stating that they would actually leave a site that didn’t offer a mobile version in a survey done by Google, mobile technology helps you stand out from competitors and gain more customers.
Apps Not Required
Many people hear “mobile marketing” and immediately think apps. While useful apps are a great marketing strategy, mobile marketing doesn’t mean app creation. Mobile content marketing is simply reconfiguring online information to look and perform better on a smaller screen.
While websites benefit from multiple columns and added visuals, mobile users need a clean, simple design that allows them to easily access information for effective content marketing. They don’t want to navigate condensed websites through scrolling. Best of all, a mobile design doesn’t require the technical time and experience that app development requires.
Mobile Marketing Increases Sales
As a marketer, your primary focus is increasing sales through targeted marketing campaigns. You don’t want to spend a bunch of time cultivating a program that yields little to no results. According to a Google report, mobile-friendly sites increase return customers by 74 percent and purchases by 67 percent.
Target a Younger Audience
It’s no secret that technology is a tool of youth. While only 73 percent of those aged 30-49 own mobile phones according to Pew Research Center, 85 percent of those aged 18-29 own mobile phones and nearly half rely their phone as the sole Internet source. Reaching a younger audience doesn’t just mean social media marketing, it means makes their mobile experience a positive one.
Mobile phones are a deeply personal piece of equipment. Most people would be lost if they walked out the door without their phone. A study found that approximatively 81% of adults in the US have smartphones and use them for one hour and 39 minutes daily on average, more time than is spent eating. Accessing your customer base on their mobile device creates a link with consumers that you can’t get on laptops or television.
Creating a mobile content marketing plan with personalization in mind creates brand loyalty and increases positive feelings. Location-based advertising is the most simple application of a mobile user but ramification and customer loyalty offers are also great ways to increase customer interaction using mobile marketing. By taking away the distance between consumer and business, you, as a marketer, are better able to positively interact with your audience.
Mobile content marketing will only increase as smart phones become more prevalent and cell phone usage more widespread. Rather than being a costly or time consuming venture, creating a mobile platform can be as simple as a website redesign or as intensive as developing an interactive company act. Don’t miss the opportunity to get in on the ground floor of mobile marketing. Instead, embrace this new trend and attract a new audience for your business.