Of the 58 percent of American adults who own smartphones, nearly half of them are using the devices exclusively as a primary search tool, according to a survey by Mobile Path to Purchase. The study also found that 60 percent of mobile users are completing purchases related to their mobile search.
Wouldn’t it be great if they were building loyalty with your brand? Mobile marketing can help you convert casual visitors to new customers.
It’s no secret that businesses have been slow to embrace mobile. A recent IDC survey of 400 IT decision makers found that 84 percent lacked a clear enterprise-led mobile strategy.
4 Tips to Kickstart Your Mobile Strategy
Security and compliance concerns can often trump fledgling mobile efforts, but with stiff competition for new customers, those willing to take the plunge are likely to be rewarded.
Here are four strategies to help get you started:
- Optimize the mobile-friendliness of your website. Thanks to responsive design, you don’t need a separate mobile website. However, you should customize your content for different screen users. Mobile users are more likely than desktop users to be looking for phone numbers and directions. Make these features easy to find.
- Remain top of mind with SMS marketing (text messages). Unlike email, customers only opt-in to receive SMS updates from companies they want to connect with. Even better, SMS is far more effective than email. A recent study shows that 98 percent percent of texts are read compared to just 22 percent of emails. The click through rate of texts is 19 percent compared to just 4 percent of emails.
- Use Quick Response (QR) Codes. QR codes are a great way to bridge print marketing with digital. Use them on direct mail pieces and print advertising to help users quickly access your website. QR codes are simple to make and you can link them to any web page or phone number.
- Reach tablet users with video content. Mobile users are much more likely to click and view videos than desktop users. Use video to share product updates or introduce a subject matter expert. These videos can play an important part in “breaking the ice” with potential customers who don’t know your brand.
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