No other form of communication is as important, personal and indispensable to our everyday lives e as the Smartphone, as it provides us with different ways to access information that can ultimately affect our decision-making.
In the United States alone, more than 65% of Americans own one brand of Smartphone or another. The numbers in other countries are equally impressive. A 2014 study shows that more than 50% of the world’s population own a mobile phone and that a new mobile phone is bought every nine seconds.
There is no question that mobile marketing is an integral part of doing business online. This is why businesses prefer to engage mobile marketing professionals so that they can get it right the first time.
For businesses hoping to make the most of the benefits of digital technology in 2018, here are five trends that are set to shape the mobile market and drive sales in the new year.
Micro moments
These days, users are not very keen on conducting research. They are more interested in instant advice. Rather than sitting down and taking time to find out all the finer points about the information they need, they just want an instant answer so that they can take immediate action.
For instance, a user who searches “How much baking powder to put in a kilogram of flour” is clearly looking for one accurate and short snippet of information to use at that moment. They are not interested in the whole gamut of tables, charts and infographics.
Bite-sized pieces of information like these are called ‘micro-moments‘. Google has identified the four types of micro-moments that business owners should focus on:
- I want to buy ‘moments’ such as “Where do I buy iPhone X?”
- I want to perform ‘moments’ such as “How do I change my air filter?”
- I want to know ‘moments’ such as “What is the meaning of nocturnal?”
- I want to go to ‘moments’ such as “Where is the closest pizza shop?”
Business owners need to anticipate what their customers are likely to need and search for, and create content that can answer the search queries in instant, actionable micro-moment type answers, so that users can easily find and use them, even whilst on the move.
Apps rule
In 2015, the use of mobile apps far surpassed television as the medium via which consumers access information. While having a mobile responsive website is important, apps are what deliver the true mobile experience. The web browser on mobile devices accounts for only 13% of the amount of time spent online (on mobile devices). It is typically used only for simple searches, whereas native apps allow for a richer and more sophisticated experience.
They are faster and provide more interaction than the traditional mobile web browser. Push notifications, along with access to camera and address books allow businesses to utilise mobile apps to provide exclusive content, create personalised offers, and channel messages that directly appeal to the users’ preferences.
Even if a business website is already optimised for mobile, a native app will provide a better opportunity for the digital enterprise to serve its customers. The multibillion corporations that have their own apps know exactly what they are doing.
Using QR codes to optimize users’ experience
Quick response codes are a great way to quickly provide relevant content to site users, as seamlessly as possible. One popular use of QR codes by consumers is for price comparison. According to a 2014 poll, 24% of participants say that they use their Smartphone to scan the QR code of an item, so that they can compare prices online and in store.
That’s why modern online businesses use codes to provide shortcuts for customers to get valuable information about the products. This means that the codes should take the customers directly to specifically targeted content, such as a product or service page, rather than the website’s homepage.
QR codes can serve as one of those ‘I want to’ micro-moments and will be a great addition to a business mobile marketing strategy.
Businesses can use QR codes in different ways, such as:
- Taking their customers to a specific product or targeted landing page
- As a social media ‘like’ or ‘share’ button for the business page
- As a means to provide detailed information about a particular product or service
- To take the customers to the ‘feedback’ or ‘contact’ page
- To help customers carry out comparison shopping
- To offer customers coupons, discounts or promotions
Regardless of how a QR code is implemented, what is important is that it is streamlined to the site user’s browsing experience and does not make it complicated.
Taking advantage of local traffic
A large percentage of mobile users are looking for local information: the closest pizza shop, directions to the trendiest nightclubs, a reliable repairman, and so on. Therefore, for businesses that are serious about growth, it is vital that it’s put on the local map. Google My Business makes this possible. Available both on desktop and mobile, Google My Business makes it possible for local customers to easily discover a business.
With a Google account, the site owner can get the site listed more easily than they would expect. Once a business is listed in Google My Business, there’ll be a significant improvement both in the site’s ranking for local businesses and traffic from search engines.
Social engagement
Integrating social media in mobile marketing strategy is good for a business. Social media engagements are mostly done on mobile devices and this can help provide an added boost to the business reputation and sales.
The CEO or marketing manager must ensure they get the business account actively involved in social media and find different ways to keep site visitors engaged. Other recommended online activities include performing constant updates, organizing contests, and making visitors a part of the business process. This is one sure way to increase customer loyalty and improve sales.
Conclusion
Building the right mobile marketing strategy requires a balance of dedication and creativity, but if businesses can manage to get their ducks in a row, the rewards will be well worth the hassle. Trying out these highlighted five strategies in 2018 will surely yield notable growth for the business.
