Consumers today are moving to mobile at a rate that shows no signs of slowing down. In fact, according to Strategy Analytics, the number of smartphones in use around the world topped more than 5 billion. As more people use mobile to connect with your business, it leaves you no choice but to bolster efforts to market to these mobile consumers on the devices they use.

For many small businesses, it is difficult to keep up with constantly changing technology and the many different mobile devices in the marketplace, as each device and mobile operating system has its own unique features to consider. To find out what mobile marketing tips are trending.

Assess your Readiness for Mobile Marketing

Before investing in mobile marketing Mark Strecker, president and chief operating officer at mobile advertising firm Amobee, says you need to ask, “Are you ready for mobile?” There is no sense in driving consumers to your mobile brand whether it is your website or a mobile app if you don’t create a great mobile experience for the consumer. “You need to know what you want from mobile and decide what your objectives are for mobile marketing campaigns, including the key results you want to achieve,”

Launch a Mobile Friendly Version for your Website

“Your new mobile site should be built to keep up with constantly changing mobile technology (phones and tablets), be designed for a hurried and distracted user, limit the amount of data entry required and also have very fast page load times,” he says. Incorporating sign-up forms to receive text messages is a very effective way to communicate with on-the-go visitors, too.

Design Should Be Responsive for all Pages

“Responsive design absolutely essential for Web design today, and may even end up saving time for marketers, as you are able to cater to a mobile audience without building a completely separate mobile website or app,”

For Holiday Marketing Target New Device Owners

Strecker recommends that you take advantage of the tremendous number of new devices in the market after the holiday season. “Targeting new Google Play or iOS registrations to specifically reach new device owners is effective. We’ve worked with many brands that feature messaging targeted directly to the new device owner,”

Such offers can include a free app download for a new iPhone, holiday deals for your new smartphone or 20% off the first purchase made using a new iPad. As a general holiday marketing rule, Strecker recommends you give audiences a sense of urgency and include a time-limited offer.

Your Mobile Site Should Be Simple & Easy to Navigate

Strecker reminds mobile marketers to make sure creative assets are mobile-friendly. “A few simple additions can engage users,” Always include mobile-friendly calls to action, such as ‘Tap to Explore’ and ‘Download Now. If the call to action is ‘Tap to Download,’ include the Apple Store icon or Google Play icon in the mobile ad”

With Text Messaging Be Extra Smart

Be “very careful” with the frequency of your text messages. Start by sending twice a month; monitor click-through and unsubscribe rates to decide if you should increase to weekly. Smart mobile marketers provide a sign-up category called Weekly or Daily Specials, which allows the consumer to decide how often they want to get contacted. Lastly, don’t be afraid to survey mobile subscribers periodically and ask what they’d like to receive, he says. “You’ll be surprised how forthcoming they will be with feedback.”

Take Advantage from Mobile Social Media

Don’t discount social media in your mobile marketing strategy. “Today, more than two-thirds of Facebook users access the service via mobile at least some of the time, and more than one in six people exclusively use mobile phones to access Facebook.” Boost your mobile marketing strategy by complementing it with the real-time aspect of social media.

Don’t Silo Mobile Marketing

Identify the client’s underlying business goals as they relate to mobile, as opposed to solely focusing on their mobile goals, Amobee’s Strecker says. “Mobile needs to be a meaningful part of a brand’s marketing strategy, not just a series of campaigns.” Understand mobile’s place. It’s important to understand where in the mobile funnel a brand sits and where it eventually wants to be. “Brands need to continue to build awareness and differentiation amongst competitors while driving direct sales activities across devices.

Optimize from the Ground Up

Mobile is not an extension of the desktop, Strecker says; your mobile campaigns must be created from the ground up to optimize for mobile to be most effective. From creative to targeting measurement, mobile campaigns need to take full advantage of the medium to get the best results. If executed correctly, targeted mobile advertising provides brands with the ability to measure precise brand engagements, behavioural analytics and app rank.

Make your mobile strategy live off of the device, too. Doing mobile is more than just delivering ads on another screen it is a medium and tool for interaction that has the ability to take and share pictures, scan QR codes, augmented reality, track location and even listen to music and television. Strecker says a brand can be the gateway for all these types of interactions.

Test… key to Success

“You need to create an excellent experience for these users, often on the go, looking for succinct information that is quickly and easily digestible on a smaller screen.”Test different versions of your WebPages to determine if a different colour palette, headline or call to action works better for mobile users.”

When testing, it is important to isolate one variable to test at a time. Your tests could include the colour palette, the words in your headline, and the placement of your forms or different images. “Big changes to the design and content of your pages can be beneficial to attracting and converting mobile users, but you may also find that the smaller, simple tweaks to your pages can have a big effect as well,”

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