What Marketing Executives Must Know About Mobile

On April 21st, Google rolled out a new algorithm change that’s shaking the SEO world into “mobilegeddon.” This new algorithm punishes “old school” mobile websites and rewards the more modern responsive design. Around the same time, Facebook started to hint toward a stronger focus on their mobile service. Their goal is to refocus their advertising revenues on finding better advertisers for their mobile users while hiding more posts from pages in the newsfeed. The goal is to weed out junk posts and give their users access to the type of content they want. It’s changes like these that signal the increasing emphasis on mobile strategy. As a marketing executive, if you’re not keeping up, you’re falling behind faster than your company can afford. Here’s what you need to know about the latest in the mobile marketing world.

Your Buyer’s Journey on Mobile Devices

How does your buyer use her mobile device to interact your business? Does she use it to find your brick-and-mortar store? Or does she make purchases on her smartphone? With analytics, you can gain a better understanding of how your buyers are interacting with your content online. With this information, you can make stronger development plans and meet your customer’s expectations. The end result will lead to more revenues because your company will understand how to give your buyer what she needs at the exact time she needs it.

Understand In-App Advertising

Apps are commonly used to access social media, games, or other tools. Many of these apps offer in-app advertising. By getting to know your buyers, you can gauge what types of apps they’re more likely to use. Does your buyer frequently post on Twitter? Then advertising in the Twitter app might yield higher results for you. Does your buyer user her phone to play games with other friends? Advertising with Zynga might be a better option for you.

Hone in on Your Facebook Advertising Strategy

As noted, Facebook is gearing up to cater more to their mobile users. With that, they’re eliminating low quality ads and beefing up how many high quality ads they show to their mobile audience. By creating a stronger Facebook advertising strategy, you can appear in more mobile newsfeeds, getting in front of your target market with more success.

Harness Real-Time Location Opportunities

If your business is dependent on people visiting your brick-and-mortar location, tap into the real-time location opportunities available to you. Many text message marketing services will let you automatically send an SMS to a customer who’s close by to your store. Text a sweet deal that’ll entice them to go into your shop. Or, send a quick survey as they leave to find out why they did or did not make a purchase that day.

Mobile Marketing is the Wave of the Future

With how much focus tech giants are placing on mobile, it’s impossible for marketing executives to ignore this important channel. With that said, don’t throw more money at your mobile marketing strategy than you should. Use your analytics to track where your buyers are and what works best for your business. With that in mind, test these new waters carefully to find the perfect strategy for your company.