There’s no question that reaching and engaging mobile users is the key to long-term marketing and advertising success. For the first time in history, the number of mobile-only internet users in the world is now greater than the number of desktop-only users. This marks a significant shift and should show you just how important it is to connect with mobile users.
While there are dozens of unique strategies, there are three primary ways brands are targeting these smartphone users and experiencing successful results: social media, SMS, and mobile apps. Let’s take a look at each of these and why they’re successful mediums for mobile engagement.
1. Social Media
The average American consumer is spending less time on desktop versions of popular social networking sites and more time on the mobile versions. As such, businesses can no longer develop desktop-centric content or posts. All content needs to be created under the assumption that the vast majority of followers will access the content via a smartphone.
The data shows that two-times more sharing occurs on mobile than desktop. Interestingly, 71 percent use social media from mobile, with 76 percent of Twitter users preferring the mobile version of the network. While Facebook still attracts many desktop users, 1.1 billion users now prefer mobile.
The big statistic that sticks out is that first one. If twice as many shares occur on mobile, it makes sense that marketers should spend more time targeting mobile social media.
2. SMS
While social media receives a lot of attention, another aspect of mobile engagement has gained a lot of steam over the past couple of years. As brands search for more ways to connect, it’s becoming abundantly clear that SMS is a fantastic compliment to social media.
There are really three reasons why SMS is so popular right now. First, everyone is familiar with SMS. This makes it easy to use and requires virtually no consumer education. Second, SMS comes with a very low commitment level. In other words, it’s easy to opt-in and opt-out, which removes barriers to adoption. Third, SMS gives brands an easy opportunity to upsell.
Whereas only a few leading brands used SMS a couple of years ago, it seems like a large percentage of both small and large brands are now utilizing this progressive mobile engagement strategy. If you haven’t already, now is the time to consider the value.
3. Mobile Apps
The third popular form of mobile engagement involves the development and distribution of mobile smartphone applications. Mobile apps allow businesses to offer customers something of value, while simultaneously earning the opportunity to regularly push content to these users.
While the majority of successful branded apps are free, there’s also the opportunity to monetize a mobile app in the right situation. This can add significant value to a brand’s mobile engagement efforts and possibly create an additional stream of revenue.
According to Laura Cole, a UK-based marketer and researcher, the value of a mobile app is maximized when it’s able to serve the purpose of a direct marketing channel. She claims that successful mobile apps are able to “deliver a wide diversity of information in real-time and at every conceivable stage of the typical customer experience.”
Don’t Ostracize Mobile Customers
Modern businesses can’t afford to overlook mobile customers. While desktop is still the preferred platform for most companies in B2B industries, it’s clear that successful B2C companies need to pay attention to mobile.
In 2016, ostracizing mobile users will be a major mistake. If you want to engage them and enhance the value of your brand, find ways to use social media, SMS, and mobile apps. Any upfront investment will be repaid with lasting value.
from Darlene Milligan http://ift.tt/22PSeZP via transformational marketing
from Tumblr http://ift.tt/1OELOXj
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