With the astronomical growth of mobile in the recent years, companies must focus on the mobile first mentality having surfaced in the recent years. The go-to primary devices for searches, purchases, and social media have been mobile devices for a majority of the population across all industries.
Your brand may fall behind in capturing the interest of potential users and in translating them into valuable, long-term clients without building a strong mobile presence through an effective mobile marketing strategy.
There are a plenty of opportunities for brands in the B2C sector to attract potential customers on mobile devices. To reach the right audience, with the right content, at the right time, you must consider the following elements while constructing your mobile marketing strategy.
Social Media Marketing
We’ve all been on Snapchat or Instagram atleast once, haven’t we? Aren’t we dependent on mobile devices to access these social media platforms? The visually compelling content is tailored to compel smartphone user consumption to help grow its popularity. There are advertising options on both Facebook and Instagram that help connect with targeted user on their smartphones. Moreover, you have the choice of selecting from intricate demographics ranging from geographical interest to hobby or profession. Thus, you can be sure of spending money only to reach to target audience that is likely to convert into customers who make a purchase with your brand.
These platforms are best used with direct buy option on the ad itself to ensure better conversion and smoother buying experience for your customer. To include platforms like Instagram and Facebook in their advertising initiatives is essential for B2C brands with the exponential growth of social media over the last few years.
Tailor Content For Mobile
It is of paramount importance to provide optimal user experience for your consumer or customer when building content intended for mobile devices. Your company’s credibility and success can be hindered if the user experience is unsatisfactory.
Users reading your contenting to retrieve value from it would best like the message to be as concise as possible. Content may end up seeming difficult to digest and may be left unread if there is too much text to read.
Also, since screens are smaller than desktops, the font is essentially important. A font that is easily readable without squinting and of comfortable size will engage the reader better. Also, to emphasize a fact, choices like bolds or italics would be optimum.
As most people use mobile devices on the go, the loading time for the site matters too. Visuals can be helpful to break too much content on the page and for the site to load quick it is best to optimize images and keep the file sizes small.
Use Mobile Friendly Emails
One of the best ways to connect with your target audience, which has expressed interest in your brand, is through Email marketing. Sending a newsletter regarding new product releases or simply an exclusive promotion or discount can encourage sales, if done correctly.
To optimize the message in the email campaign by using a responsive design template that loads across all devices is an integral part of an effective mobile marketing campaign. If the user experiences difficulty with clicking on buttons like buy now or the email fails to load properly, you are choking the conversion funnel for your website. The functionality of the email must thus be checked through a few smartphones before using it for marketing purposes.
Hype Targeted Ads
The growth of hyper -targeted ads has been phenomenal with advancements in marketing technology. Mosaic and other similar tools have made it easier to serve a consumer in a precise location, making it a valuable asset for B2C’s looking to advertise and reach user through mobile devices.
As long as users are consuming content on their mobile devices, hyper targeting ads will permit you to hone in on a particular GPS co-ordinate to serve consumers with an ad. Thus, depending on the type of locations or stores the consumer frequents, the type of ads served will resonate with their interests or requirements at that time.
Responsive Design
For an effective mobile marketing strategy, a responsive design website is crucial. The goal of most mobile marketing strategies or channels usually is to drive visitors to the website by capturing user interest. However, for the user to visit your website, it is essential your website is optimized for their smartphone or tablet device. Poor user experience needs to be avoided at all cost to redeem your credibility with the user.
Thus, regardless of what size the device used by the user to access the website is, the responsive design must ensure that the screen renders appropriately fitting the size of the screen of the device. Zooming in or out to view photos, or field forms unresponsive to touch screen or any option, which is not easy to click on, can drive a potential customer away. Moreover, content must be precise and not overwhelming for the screen which is evidently smaller than a desktop.
Also, if your B2C brand has an ecommerce platform and you’re trying to facilitate online sale, the experience of the purchase needs to be seamless. Interference while making the purchase may deter the purchase.
Building a Mobile Marketing Strategy
A strong Mobile Marketing Strategy is important to effectively engage users and generate sales for your B2C brand. To build on above elements, which are essential components of an effective strategy must be considered seriously.
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