Traditional desktop marketing has almost become obsolete because of the emergence of mobile devices. People spend hours scrolling through instagram or facebook on their phones as opposed to a computer or laptop. And there’s a reason why: It’s seemingly more convenient. Besides, this can be done at any point of the day. Stuck in a traffic jam? Your phone automatically comes out. Think of the number of times people actually log onto their social media from their phones? The number might be startling. That being said, with this change in trend, marketing strategies also have to change accordingly. Here’s what you need to keep in mind and implement to keep up with the move to mobile:
- Focus on “People based marketing”
It is vital to understand where your audience is already spending time online.
This is because there seems to be a disparity between where customers are present at the moment and where and how you are choosing to reach them. For example: people in Europe spend 25% of their time on their cell phones, while advertisers spend only 14% of their budget on mobile ads. Here are some other stats to note:
- 65% of all email is generally opened on a mobile device
- 48% of users initiate their mobile internet sessions on a search engine
- 95% of adults use their smart phones to access content
To get a better understanding of your target market, monitor Google Analytics for your webisite’s traffic numbers. You could also ask clients or prospective ones about their mobile web usage. We need to rethink how we speak to people on a personal as well as professional level.
- Don’t underestimate the power of messaging
People prefer to shop or make associations with businesses where you can directly message them. They want it to be available on demand through the platforms and apps they use. Take for example facebook messenger. People share scores of messages every single day.
In the same way, consumers and businesses also exchange more than 2 billion messages per month on Facebook Messenger alone. Instagram’s “DM’S” are also becoming very popular these days amidst several firms. As soon as people come across a product they would like to purchase, they hit them up with a DM(Direct message). Remember that you don’t have to limit your messaging strategy only to customer service.
If you’re in a travel related field, messenger can be used to keep track of your client’s trip, creating endless opportunities to upsell and cross promote while also showing them that you genuinely care.
- Use the available data effectively
People essentially speak through their actions. This means that you don’t have to wait for people to seek out your products. By targeting the right audience and re-marketing data available through social networks, your products can end up looking for the right people. You could use tools like “Facebook Pixel” which help you track conversions from Facebook ads, optimize them based on collected data and build appropriate audience for future ads.
By using available data, you can offer highly personalized offers , even in larger campaigns.
- Videos
Videos are definitely the next big thing. People prefer to see short clips of something useful rather than reading a long article on it. Video is becoming the most important form of merchandising. While making a video, keep in mind a specific concept and make sure you don’t divert from it. Also, keep the introduction short and interesting, it will keep people hooked on.
- Be prepared for change
Change is constant and inevitable. As a marketer or business on the whole, you need to constantly pay attention to trends, monitor customer behaviour and take action accordingly. Make a set of goals and the targets you would like to reach in a particular month or year. This will help you spot changes in marketing strategies and gauge the value of the latest tools.