Whether you’re involved with eCommerce or own a brick-and-mortar store, mobile marketing should be utilized. If not, your competition is going to have a rather significant upper hand. Take into consideration the growth that marketers have begun to spend on mobile. According to eMarketer, in 2010, a mere “2.1% of all digital search ad dollars were spent on mobile devices.” That amount increased 22.1% in 2013 and is expected to surpass 59% by 2017.
To make sure that you’re not going to lose out on leads and conversions because your mobile campaign wasn’t’ optimized, here are 5 tips that will help you perfect mobile marketing.
1. Get Responsive
In case you haven’t heard, responsive web design is kind of a big deal right now. In fact, it’s been a popular tactic ever since Ethan Marcotte from A List Apart defined the term all the back in 2010. Over the last four years, mobile device usage has increased dramatically – it’s been found that 90% of Americans own a cell phone – and Google suggests that webmasters use it as well.
While that’s all well and go, how does responsive web design help perfect mobile marketing?
According to comScore, 4 out of 5 consumers use their smartphone to shop. This means that if you don’t have a mobile friendly site, you’ll be missing out on customers. And, there’s data to back that claim up as well. It’s been found that85% of smartphone users believe that a mobile website should be as good, if not better, than the desktop site.
2. Click to Call CTA
As you’re probably aware, calls-to-action are one the most important inbound marketing tools available. How important? Well, Google GOOGL +2.15% found out that 61% of mobile users called after performing a local business search. However, not all CTA’s are the same.
When it comes to mobile marketing, you want to make sure that the button is large enough for a person’s thumb to easily tap it. Smashing Magazinepublished an incredible article a few years back that described the perfect size – which comes out to between 44-57 pixels. Furthermore, you want your main CTA to be quickly spotted by users. HubSpot put together a handy list of 20 Critical Do’s and Don’ts for Clickable Calls-to-Action that you should examine closely.
3. Adwords Call Extensions
Have you ever wanted to include your phone number in an AdWords ad? It’s completely possible if your use theGoogle AdWords Call Extensions. This is a great feature if you own a local business, since people can search for something like a restaurant on their phones and find the number to make a reservation or place a take-out order. Furthermore, these additional phone calls count as conversions and have increased click through rates by 6-8%.
4. Easy to Read Mobile Emails
Studies have found that 48% of emails are now opened on mobile device. Despite the fact that almost half of all emails are opened on a smartphone or tablet, research has also found that a whopping 89% of email marketers aren’t optimized for mobile. This means that they’re missing out vital leads and opportunities.
If you want to reach out to potential customers and increase your email leads, then you need to make the experience better for your audience. For example,Host suggests that you reduce the size of file images, resize images by proportion and make use of those clickable CTA buttons that were mentioned earlier.
5. Retargeting for Desktop
We live in a world where we’re not only constantly connected, but also switching between devices. In fact, it’s become such a common occurrence that both Google and Facebook have conducted research multi-device use.
Google’s 2012 study found that “90% of people move between devices to accomplish a goal,” while Facebook found in 2014 that over “60% of online adults in the US use at least two devices everyday.”
Regardless of which research you want to believe, it’s a safe assumption that most people are using both desktops/laptops and smartphones/tablets. Why is this important? Because you could have an awesome 360 degree marketing campaign. This means that your paid advertisement on a platform like Facebook or Twitter TWTR +1.46% could be retargeted on the mobile device and desktop. In short, if you want to reach your audience on all of their devices, you need to retarget for desktop along with your mobile retargeting efforts.