Becoming the Best Brand in a Mobile World By Anastasia Zaichko

by Alana Jones on October 4, 2018

Summary: The mobile market is growing very fast, and it is expected to have more than 2 billion smartphone users worldwide.

According to recent Google research, 40% of online transactions are now done on mobile. Furthermore, before the purchasing stage, shoppers use their smartphones and tablets for research, and more than a half want to make a purchase right after that.

So, if your marketing strategy isn’t adapted to mobile, you are seriously missing out. A user-friendly and accessible mobile experience can be a game-changer when it comes to promoting your business. While a poor mobile website experience could mean a lost sale for you.

Optimize Your Site for Mobile-First Environment

It might seem as a no-brainer that brands should improve customer experience on mobile. But in reality, while optimizing their sites, a lot of the marketers still concentrate only on core principles such as load-speed, and interface and responsive capabilities.

Of course, these aspects are crucial in the mobile-first environment. Nonetheless, businesses might disregard the future, which now belongs to voice search.

According to Google research, more than 40% of adults and half of teens use voice search on a day-to-day basis. And these numbers will only continue growing with time. So, the marketers should start preparing for this before the world shifts beneath their feet and voice overtakes text as a preferred search method.

Target Customers in Specific Locations

Nowadays, when people want something right now in this particular place, they use their smartphones to find it. They might not even look up from their smartphones to see a big sign of your store.

So, if your store doesn’t pop up in the local search results, you could miss out on countless sales. In addition to improving your SEO strategy, you can use pinpoint advertising, which ties the ads to specific locations allowing you to send app-based advertisements to people who are nearby at particular time.

Use the Synergy of Apps, Web, and Mobile Web

What’s best for your customer is best for your brand. Thus, the ability to engage with customers in the most impactful way is essential, be it on the web, mobile web, in-app or on other channels.  

For example, a few years ago, the app downloads skyrocketed, and each brand tried to launch their own apps to engage with the customers. But now the app market is saturated, so it’s not realistic to expect that everyone will be installing a separate app for each brand they do business with.

In fact, very few will.

That is why you should work out a cohesive strategy which will include all the marketing channels. For example, the mobile web and web channels can be used to attract prospects and casual customers, while the app will be a good retention and engagement tool for loyalties.

As you can see, in order to conquer the mobile world, you need to revise your approach to brand awareness and customer acquisition. It’s a challenging task, but if you do it step by step, you’ll have an exceptional mobile presence before you even know it.

Anastasia Zaichko is a PR Manager at Affise performance marketing platform, “Affiliate Network Insider” columnist.

This article appeared in issue 44 of FeedFront Magazine, which was published in October 2018.

Comments on this entry are closed.