The whole world has gone mobile. Are you ready to take advantage of it? If you want to maximize your marketing resources, the answer had better be yes. Your ecommerce strategy must include mobile marketing in order to reach a large and growing segment of the population.
Steps to integrate mobile marketing are to create a mobile friendly website, target mobile phones in your advertising, use SMS promotions, and develop mobile applications for your business.
Mobile Friendly Site
First and foremost, your website needs to be friendly to all users, particularly mobile phone users. According to Search Engine Watch, a recent Google survey shows that seventy-two percent of mobile users say that it is important to them that websites be mobile-friendly. Sixty-seven percent say that “A mobile-friendly site makes me more likely to buy a product or use a service.”
A mobile friendly site is one that has mobile-friendly features like easy search, limited scrolling, and big buttons; easy access to important business information like purchase instructions and contact information; and most importantly, load times of less than five seconds.
Investing the time and energy to make sure your site is easy to maneuver for mobile users pays off—again, sixty-seven percent of users are more likely to buy. Let your mobile users know you care about your business by making their interaction with your website less stressful and more productive.
Ads Targeting Mobile Phones
Not only can you make your website easier for mobile users, you can draw them in with advertising that targets mobile phones specifically. Keep on top of emerging technology that will allow you to not only send advertising to mobile phones, but will allow you to send ads to mobiles at specific locations or those whose users are looking up certain keywords.
Mobile phone ad technology will be the way to reach potential customers who will be most likely to be interested in what you are offering. Mobile advertising is a trend that will only grow; analysts predict that this medium will grow by over 38 percent between now and 2017. Get on the ground floor now and take advantage of this new wave of advertising.
An SMS promotion is like a coupon that is received via text; usually in the form of a promo code to be redeemed online or at a store, (SMS means “short message service” and is the technical term for text message). By sending a text with a promotion such as a percent off coupon, gift, or other exclusive offer, you can draw the user to your website—essentially getting them into the door of your “store.” Make the SMS promotion as user friendly as possible and again, keep on top of emerging technologies such as QR codes that can be scanned by a phone for a coupon or other up and coming developments.
A mobile application or “app” can further engage your potential customers with your business. For example, if you have multiple stores, you can provide an app to locate the nearest store based on zip code. You can establish a “deal of the day” application that users can run and check for a daily sale.
This sort of application can create a more positive customer experience and in turn, net you a loyal customer. You can also create an application that is interesting or fun for your potential clients. If a game application would be interesting to your audience, use that as a part of your ecommerce plan. The trick is to offer applications that will be of value to your customers and improve their experience with your business.
Mobile advertising will only grow in the future as technology makes it easier to send and receive advertising by text, audio, video, and applications. By using SMS promotions, mobile apps, and mobile phone targeting in your advertising, and most importantly by having a mobile user-friendly site, you can take advantage of this emerging resource and maximize your ecommerce dollar most efficiently.