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June 5, 2015

Navigating the Complex Mobile Marketing Ecosystem


Almost half of all Americans say they cannot live without their smartphone, according to Pew Research. Without question, mobile device usage has become the norm in today’s world. Everyone from pre-teens to great-grandmas reach for smartphones to stay connected with their peers and the world around them.

It’s this hyper connectivity propelling the mobile marketing ecosystem forward.

For marketers, the mobile marketing landscape is murky. With so many ways to get in front of smartphone users, marketers aren’t sure where to begin or the best strategy for approaching this tuned in market.

To help you navigate this complex environment, here are a few of the core mobile marketing strategies used today.

On Your Website

Google recently rolled out a new update to their algorithm centered on mobile friendly websites. The reason? More people use a smartphone to search for information, Google wants to give those searchers the best results available.

Your website is the prime spot to start a solid mobile marketing strategy. The more mobile friendly your pages are, the better.

Here are a few ways you can make your website better for mobile device users:

  • If you don’t have a responsive web design, get one. It’ll substantially improve your visitors experience with your brand.
  • Add a “click-to-call” call-to-action throughout your pages to make it easier for your visitor to call directly on her mobile device.
  • Incorporate your address on all your website’s pages. That way, when a mobile device user is searching for your business nearby, you’ll appear higher on the search results.

Through SMS

SMS coupons are redeemed eight times more than regular coupons, according to WebDam. Sending your customers coupons directly to their mobile device is proven effective. It makes sense why. Your customer doesn’t leave home without her smartphone. When you text her a coupon, she’s reminded of your brand, offered a great deal, and therefore more likely to swing into your business to make a purchase. Smart, easy, and effective.

With Location Based Push Campaigns

These days, marketers don’t want to “push” customers into buying. But what if you could nudge your customers at just the right time and place? With engagement driven push campaigns, you can.

These campaigns are popular among mobile marketers because they harness your buyer’s behavior and pair it with your marketing message. It’s a match made in marketing heaven. Engage your customers in a specific area – your store, your business, or your city. By targeting your customer based on her location, you capture her attention at the right time.

Track What’s Working

The most important part of any mobile marketing strategy is knowing what works. Use your mobile marketing analytics app to track what’s working from your strategy. This is the best way to know if your business is ready for a stronger mobile marketing strategy, or if it’s time to make a few tweaks before rolling it out to the masses. And, if you don’t have one, let’s set you up!