The use of mobile devices, whether tablet or smartphone, has changed the way consumers interact with brands and make purchases. A recent comScore study found that some of the biggest brands in the world experienced tends of millions of mobile site visits, with Amazon leading the race at nearly 50 million views. Wal-Mart and Target also made excellent showings with 16.3 million and 10 million visitors, respectively. What this says to any and all brands hoping to make an impact on consumers is that mobile marketing is an important part of your present and your future.
Mark Donovan, the SVP of comScore’s mobile department, says, “With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.” Nearly 86 million mobile device shoppers means that 4 out of 5 tablet or smartphone owners shop online.
Now, what can you do to ensure your brand makes the most of mobile marketing? Here are a two important steps you should take.
Responsive Website Design
While the technical side of web design may not seem like the most important task on your mobile marketing list, the truth is that you really can’t go much farther without it. If you’re still relying on mobile templates or, worse, the full site design for mobile users, you’re missing out on major opportunities.
Mobile users are an impatient lot, with 80% of users saying they’ll abandon a site if it takes more than 20 seconds to load. What’s that you say? Twenty seconds sounds long enough for your logo, images, text, and other web elements to load? Okay, then, 39% say they’ll wait 10 seconds before jumping ship. Now, are you sure your site will load before then?
Not only do you need to worry about people abandoning your mobile site before they can even see your amazing design, you also must worry about those who will bail when they can’t read the teeny tiny text. And those who look to other companies when they can’t click on your teeny tiny links.
Multi-Channel Marketing
Mobile devices allow you to reach consumers in multiple ways, from websites to email and text messages to apps and even social media. Before blasting your content from each one, you should ensure that your branding and message are both consistent for every channel.
A study performed in 2012 showed that up to 64% of consumers were willing to collaborate via social media with brands, depending on the reason for the relationship. If you’re not making use of that connection to your consumers—86 million of whom are likely connecting to social media on mobile devices—you’re missing a huge piece of the revenue pie.
Mobile apps are another tool many brands have developed, and the potential benefits are enormous. Aside from the convenience an app provides to mobile users, there are also push notifications. These messages can be used to maintain brand awareness while also prompting consumers to act upon offers.
In truth, the possibilities offered through mobile marketing are too great to be denied. Even small businesses can make big use of branding through mobile design and multi-channel marketing. If you haven’t yet, it’s time to embrace the present and prepare for the future.
How else might brands both large and small integrate their branding and marketing with mobile devices? I’d love to know your thoughts, so leave a comment!
