Since autumn 2014, there have been more mobile devices than people in the world. The number of mobile phones reached 7.2 billion units, which gives an idea of the penetration of smartphones and tablets.
This scenario is reflected in consumer habits. According to the latest study by the Interactive Advertising Bureau (IAB), each Spanish internet user connects to mobile internet for an average of 3 hours and 23 minutes a day, an hour more than in 2014.
These figures illustrate why mobile marketing should be at the heart of any communication and sales strategy. For it to be effective and help your company get closer to users and your current and potential customers, you need to follow a series of recommendations. Take note!
1) Forget the computer
Although Google now records more mobile traffic than desktop traffic, many companies still apply the inverse logic to their work routines: design content for the computer and then adapt it to the requirements of mobile devices. This approach misses out on the full potential offered by smartphones and tablets, by not considering actions based exclusively on the mobile universe from the outset (for example, those articulated through WhatsApp, Snapchat, or Periscope). The solution? Change your mindset and start designing differentiated strategies for desktop and mobile phones.
2) Embrace two-way communication
Your mobile marketing strategy will be much more effective if, instead of trying to reach everyone, you focus solely on your buyer persona.
3) Personalise
Mass communication is a thing of the past. Now, a more fragmented audience, with diversified needs and preferences, demands to be heard and satisfied. This exercise requires long hours of web analytics and segmentation (and even lead qualification or lead scoring), to ensure that your users receive information tailored to their demands.
4) Use geolocation
This is one of the areas where mobile internet has an advantage. Thanks to this technology, accessibility and interaction by internet users are immediate, more flexible, and dynamic, improving the user experience. For example, apps like Wallapop or UOC ON connect users with others near their geographical location.
5) Instant response, always
The rise of mobile telephony forces companies to maintain a more fluid dialogue with internet users. According to a report by Lithium, 43% of users expect to receive a response to their queries or complaints on social networks within a maximum of one hour. Not all organisations comply: a 2015 SocialBakers study reveals that 80% of US companies do not respond to queries on their Twitter profile, a percentage that reached 60% on Facebook. This is an example of bad practices to avoid if you don't want your company to lose competitiveness.
6) Mobile-adapted website or app?
The choice depends on the objectives of your marketing strategy. If you opt for a mobile-adapted site, the volume of visits is usually higher, as internet users do not need a prior download. An app allows for more creativity, so the conversion and loyalty level tends to be higher, although developing an application requires a larger budget and resources.
7) Pay attention to ASO
App store optimisation (ASO) is a must if you want your applications to appear among the top search results in app stores and get a higher number of downloads. 63% of smartphone users download their apps this way. For successful optimisation, choose your keywords and categories carefully for your applications.
8) Calculate the profitability of your apps
If you opt for this option, monitor two fundamental performance indicators (KPIs): the relationship between costs and the value provided by each download, and the LTV (lifetime value of users). This variable determines the return on investment (ROI) that the company will receive from each internet user who has downloaded the app.
9) Observe users
Analysing how internet users behave on your mobile-adapted website or with your application can help you identify potential errors and opportunities for improvement.
10) Measure results
This aspect, related to the previous point, seems obvious, although many companies do not put it into practice. This is a mistake, as there will be no way to know the effectiveness of the mobile strategy if it is not determined, through metrics, whether the established objectives have been achieved.
Do you want to launch a mobile marketing strategy?
If your company is already carrying out mobile marketing actions or is considering doing so, we would like to hear about your case and advise you so that you can improve your web traffic volume and conversion rate. Contact us or call us without obligation at 93 532 93 78. We look forward to hearing from you!
