3 tips to help marketers succeed with mobile-first campaigns
MARKETERS understand that access to smartphones among individuals with disposable income is at an all-time high — which creates incredible opportunities for the businesses they support.
According to one study, global smartphone users will reach 2.87 billion by 2020. Another digital report says that the average amount of time users will spend on the internet via mobile phones daily in 2019 is 3 hours and 14 minutes.
Just to put things into perspectives and to show how quickly mobile penetration has grown, the figure was at 1 hour and 38 minutes just five years ago.
Marketers need to leverage the growing amount of time the average user spends on mobile devices to stretch their marketing dollars.
Here are three things marketers need to keep in mind while driving mobile marketing campaigns to ensure success:
#1 | Be mobile-friendly, not just mobile-responsive
Scrolling through landing sites on web and mobile are vastly different experiences.
With 58 percent of site visits coming from mobile devices, marketing websites need to be mobile-friendly as a whole instead of just being mobile-responsive.
As the screens are significantly smaller, the amount of content should match to avoid making the mobile experience feel cramped.
This means to say that content copy for web and mobile sites should not be duplicated.
Ideally, the content is mobile-friendly, brief and straight-to-the-point, tailored to the shorter attention span of users on mobile devices.
#2 | Make customer experience the backbone
Mobile-first marketing approaches need to be as people-first as possible.
This is to truly make the customer experience the backbone of modern marketing. After all, marketing works best when calibrated to human behavior.
So, the journey that each brand takes users on will have to be adjusted to how users consume mobile content.
As mobile devices are designed to be more transient, data and placements of call-to-action buttons will need to fit for mobile use too.
#3 | Combine with other new technologies
Integrating new technologies to the mobile interface will help marketers keep things relevant for their users.
In recent months, we have seen a rise in voice bots and video ads. Businesses may leverage the interaction levels of these mediums as the attention span of users are is far shorter on mobile.
One of the most interesting integrations of technologies is the use of augmented reality (AR) in mobile marketing.
For example, Burger King in Brazil deployed AR marketing in the ‘Burn That Ad’ mobile campaign.
The marketing concept went viral as users got to ‘virtually set fire’ to other burger chains’ promo materials.
As the number of mobile users continues to grow, marketers must not miss out on these opportunities. Using the tips suggested can help them ensure campaigns are truly mobile, customer-oriented, and fun.
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