In our tech-obsessed world, we are seeing a rise in consumers’ adoption of mobile, with over 100 thousand mobile device sales by the end of last year. Consumers are not only using their mobile devices as their primary means of information and entertainment but also as a personal shopping center. Here are three ways mobile impacts your marketing and how you can shift your strategy to reach the right audience at the right moment.
Mobile affects where you market
Because there are so many similar products in the market, people are more skeptical to make a purchase until they know they are getting a quality product and a good deal. In fact, statistics on consumers’ mobile behavior show that 40 percent of shoppers consult three or more channels before making a purchase and four out of five consumers use smartphones to shop.
Therefore, it is not enough to promote your business in just one channel. Instead, invest in cross-device marketing and maintain a solid SEO strategy, a responsive design website, an active social media presence, and a good brand reputation. These are all necessary components of business success in our current mobile and social media age.
Mobile affects how you market
The use of mobile and social media has shortened people’s attention span to only 8 seconds, because social media gives consumers short newsbytes while mobile lets them to scroll through information on-the-go. This means that you have eight seconds either to impress people or to give them the information they are looking for.
Marketing in the mobile age thus requires thinking about how people use their devices. Most use their smart phones either because they want to check the latest social media update or to look something up quickly. Therefore, grab their interest in the moments they are on their mobile devices by posting useful and interesting content on social media. In addition, make sure that you maintain a good online reputation, as those appear on search results and will affect your consumers’ purchasing decisions.
Mobile affects the future of your marketing
Ultimately, your success hinges on analysis and insight. It’s not enough to know who is viewing your content. You must know at exactly what point people take notice of your brand and when they become customers. Delve deeper into your insights and track your marketing efforts across multiple channels, regardless of whether it’s on mobile, search, social, or email.
Gain a better understanding of your audience’s behavior and which channel they are reacting to the best. This way, you’ll not only improve your marketing campaign but you’ll also spend your money more efficiently. By knowing this information, you can spend your ad budget more efficiently on the channels that are converting.
Because technology is constantly evolving, it’s tough to say exactly how mobile will impact the distant future. However, failing to optimize your marketing campaign for mobile can place your business at a severe disadvantage with the rest of your competition.