Connecting with your customers. The right way.

Quick Guide to Mobile Marketing

Most likely, you have a favorite device. You carry that device with you at all times. You check everything on it, even get some tasks done, including a bit of reading. This device and your infatuation with it is something you have in common with the rest of the world. What is that device?
Yes, you’ve guessed it, your mobile phone.

According to a Google report1, it appears that customers like switching screens, which means that while the journey might start on the laptop, it could very well be continued on a tablet and completed on the mobile phone. Because yes, this new generation is obsessed with technology. And it gets better. This new generation is also obsessed with mobile phones. For whatever reasons, which are at times completely unknown to the majority of people, laptops are still used. Mobile phones have gone such a long way that you can actually run your entire life by means of your phone. You don’t need anything else.

Given these new rules of the game, it is only natural to assume that marketers will change their views regarding the channels through which they reach their clients. And yes, marketers have changed their views, have modified strategies and most importantly, have optimized websites, landing pages, carts, everything to make sure that clients and potential clients will have no issue reaching their brands by means of their mobile phone.

But it is enough? Shouldn’t there be something else you could do to make sure that your business takes over and grows in the manner you wanted?

Indeed, there are dedicated strategies that function perfectly for mobile phones and help marketers make use of these devices.

An app versus responsive design

When thinking about optimizing websites, preparing them for the mobile invasion, we automatically think that it’s time to build an app. It’s not our fault as this is the way we have been taught. Do you need to get something done on your mobile phone? Simple, just download the app and you are all set. While this approach is not a bad idea, it is certainly not your only option. Why develop an app from scratch, block your resources instead of optimizing your design, making it highly responsive?

But why should you consider this approach when there are apps built for any purpose? Well, as mentioned before, you are dealing with versatile customers, the kind that doesn’t settle for just one desktop, but rather a diversity. They start their journey on their mobile and continue on other devices. When going from an app to a website, the journey is broken and you do not want that. You want stability, you want comfort for your customers which is why building a responsive design that fits all screens is a better choice.

Considering how much time we spend on mobile devices, considering that traffic can come from mobile devices, in a large amount, to be frank, using it as a portal to send customers to your website, again, it makes perfect sense to optimize, to make designs responsive and ready to reshape, repackage content to any screen.

And if you are still not convinced that this is the way to go, here is another reason. How do you feel about changes? Surely you have crossed paths with them, surely you are well aware of the amount of work that goes into making even minor changes and updates, not to mention SEO optimizations, which are also influenced by the passing of time. Now, double that amount when developing an app. First, you update your website, then you pass on to your app. Separate tasks, double the time spent on making the changes and most likely double the amount of time spent to fix certain errors that could appear as a result of your update. Convinced yet?

Yes, we have even a third reason. Let’s take your usual customers. They are familiar with your website, with the placing of your categories. If they are looking for a specific product, they know where to find it exactly, without having to go through all the sections of your website. When resizing your website to fit smaller screens, you are might be changing your website’s structure, but only in a small proportion. So your customers will still know the way. You are not bringing any confusion to the table. However, when going for an app, your customer needs to learn the ropes all over again. It’s something new, something he needs to master all over again.

Let’s talk strategies, shall we?

Strategies, right? For the sake of the argument, let’s assume that you have said yes to optimizing your website instead of building an app. What now? With a solid design that is adequately optimized for mobile use, you could get away with things and quickly after your optimization, notice real improvements. However, it’s not enough as you can do so much more. We’re just going to point out a few things.

First of all, on your mobile device, you have less space than on your normal screen. Because of this fact, when you know that your users are using their mobile devices to get in touch with you when thinking about strategies, you need to remember mobile. The text needs to be clear, the Calls to Action need to be short. Your customers need to know what the campaign is all about and what they can achieve through it. Whatever the reward might be, whatever the action you want your audience to make, say it out loud, make it clear and keep it short.

Secondly, a little something-something for your mobile friends. This strategy has double the advantage. For one thing, you can effectively measure the number of your mobile users. Also, you can make them feel special by rewarding them. Apply discounts on your mobile website version. And see what happens.

Furthermore, consider monitoring your mobile strategy, as the trophy here is collecting data, more than anything.

The things you need to take with you after reading these pieces of information:

  • Mobile optimizations are a must.

  • Apps, while worth considering, are a bit more hands-on than adapting designs to different screens

  • Optimize design, but avoid changing it completely.

  • Mobile strategies are great for collecting data.

  • Less, concise text can get a long way.

  • Short effective CTAs are essential in a mobile website.

  • Reward mobile users through various promotions


Note: 1https://www.thinkwithgoogle.com/advertising-channels/mobile-marketing/the-new-multi-screen-world-study/