In today’s high-tech world, consumers are used to getting information on the go. Whether they’re looking for more information about your products, comparing prices or searching for customer reviews, the easier it is for them to navigate your website from a smartphone or tablet, the more likely they are to follow through with a purchase.
Why do you need to pay attention to mobile marketing?
It’s important to optimize for mobile marketing regardless of the type of business. Many company owners think that their mobile presence doesn’t matter if they offer services or only serve a limited local area. But mobile marketing matters for everyone, including:
- Product-centric companies - This is an obvious market segment, especially if goods are sold primarily online.
- Service providers - Many consumers search for services during their morning commutes, while waiting in line or simply because it’s more convenient to use a tablet when relaxing at home.
- Local businesses - According to Microsoft, one half of all local searches are performed on a mobile phone.
- B2B marketers - If you market to other businesses, it’s likely that a large percentage of your audience spends a significant amount of time on mobile devices.
How to optimize mobile marketing for your business
Think about the different ways that existing and potential customers might view information about your company. They include:
- Websites - Not all devices support Java and Flash, so be mindful of this when developing your website. When developing a mobile site, remember that you have a limited amount of space on a touch screen, and the easier it is for the viewer to see your navigation menus and site content, the more likely they are to stay on your site.
- Blogs - Depending on the platform you use, optimizing for mobile devices might be as simple as enabling a setting, installing a plugin or using a mobile-friendly theme.
- Emails - Even if your customers don’t spend time on their mobile devices browsing the Internet, they most certainly use them to check email. If you send expanded emails and/or newsletters, use a descriptive subject and provide both HTML and plain text versions.
Mobility is mainstream now, so content optimization is a must.
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