Why Should You Refine Your Mobile Marketing Strategy?

DSM Digital School of Marketing - mobile marketing

Years of research – as well as piles of customer surveys – have demonstrated that mobile users are far more likely to buy products and also engage with brands across all types of industries. So, if you want to see more conversions as well as engagement, you need to take steps in order to optimise every part of your business for smartphone users. While this may sound like a lot of work, there are a lot of specific reasons why businesses should refine their mobile marketing and website for mobile users.

A lot of mobile marketers like to tout the different benefits that a well-defined marketing plan has, however there are still lots of campaigns which are destined to flop owing to poor research, lack of goals as well as mistimed opportunities. With thousands of how-to articles, case studies and data insights circling the internet, how do marketers keep getting it wrong?

The Rise Of Mobile Voice Search

Searches that originate from mobile devices continue to grow at an exponential rate. Thanks to the rapid adoption of Amazon Alexa, Microsoft Cortana, Apple Siri as well as Google Home, voice search will continue to rise in popularity.

Amazon recently made the announcement that Alexa now has 15 000 skills. According to recent research, 49% of US respondents make use of their voice assistants on a weekly basis, as opposed to 31 percent of global respondents.

Interestingly enough, 57% said they would use voice search more if it recognised more intricate commands. The great news is that each platform provider continues to up the number of voice commands by thousands at a time. More than 20% of searches at the moment on Android devices are voice searches.

This trend directly influences search engine optimisation and paid search, as both need to utilise voice-search-related initiatives in order maintain a competitive edge. The primary step is to optimise your website for long-tail search terms that are more common with voice-based searches.

Similarly, paid search campaigns should be targeting similar terms with mobile-optimised ads. On the website design side, leveraging Google’s Accelerated Mobile Pages (AMP) technology has shown to boost click-through-rates by up to 90%. Mobile searchers also spend 35% more time with AMP content as opposed to dedicated mobile web pages.

The Rise Of Location-Based Marketing

When Foursquare was launched in 2009, the future looked very bright for location-based marketing (LBM). For at least the next year or two, mobile users became obsessed with “checking in” at local organisations via Foursquare or Facebook.

While Foursquare might have gone the way of Groupon (which is still alive, but not really an Internet darling), LBM remains to be a thing. Key components of LBM incorporate:

  • Near field communications (NFC),
  • Radio frequency identification (RFID),
  • Wi-fi, geo-fencing, beaconing and
  • Local listings.

While many consumers aren’t that familiar with NFC technology, it is the missing link between location-based marketing as well as sales: Apple Pay, Google Wallet as well as other payment technologies depend on it for transactions.

Irrespective of your marketing objectives, target audiences, budgets as well as available resources, these are emerging trends to consider when putting together a mobile marketing strategy. Ensure that you’ve factored in each of the above mobile factors into your mix in order to ensure that your marketing efforts are exponentially more effective in the very near future.

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