Why Companies Should Optimise Their Mobile Marketing

by | Jul 22, 2016 | Market Research

We no longer live in a world where smartphone users are exceptions to the rule. In fact, excessive smartphone use is now so widespread that it has become the norm. From checking the latest news updates to shopping online, connecting on social media, or engaging with mobile marketing, mobile phones are ingrained in almost every aspect of our daily lives.

The numbers don’t lie—there is a rapid growth in the adoption and use of mobile devices, and the rise of smartphones has fundamentally changed how businesses interact with customers. Research shows that smartphone use increased by 25% just in 2014 alone, and today, approximately 37% of the world’s population owns a smartphone. As smartphones become more affordable and accessible, this number is only expected to rise, making mobile devices an essential touchpoint for any business aiming to reach and engage its audience.

But it’s not just about ownership—it’s about how people are using these devices. Smartphones are no longer just tools for making calls and sending texts; they have evolved into multi-purpose devices that can be used for anything from browsing the internet to managing finances, shopping online, navigating directions, and even controlling home appliances. For businesses, this shift in usage presents both a challenge and an opportunity: a challenge to optimize for a mobile-first audience and an opportunity to create meaningful, seamless customer experiences that build loyalty and drive sales.

Make Mobile Your Competitive Advantage

Mobile appsIn today’s business landscape, leveraging the mobile platform effectively can become a significant competitive advantage. With the majority of consumers turning to their smartphones for information, entertainment, and transactions, companies that fail to prioritize their mobile presence risk losing out on traffic, leads, and sales to competitors who do.

But it’s not enough just to “be on mobile”; the mobile experience needs to be well-optimized, intuitive, and consistent to deliver value to customers.

A well-designed mobile experience directly impacts key online marketing metrics such as visibility, engagement, traffic, and conversions. When companies prioritize mobile optimization, they benefit from increased social presence and acknowledgment from their customers. This acknowledgment can translate into customer trust, brand loyalty, and ultimately, a better bottom line.

Why is Mobile Experience So Important?
The mobile experience is no longer just a part of a broader digital strategy—it’s the foundation of it. An optimized mobile presence has become a prerequisite for engaging potential customers and maintaining ongoing relationships. Think of mobile as the first touchpoint where prospects will encounter your brand; it’s where they will form their first impressions, search for your products, and decide whether or not to make a purchase. A poor mobile experience can push these potential customers away and send them straight into the arms of your competitors.

When a customer lands on your mobile website, they should be able to navigate easily, access all relevant information, and feel confident in making a purchase or contacting your business. If a company’s mobile experience is intuitive and user-friendly, it helps build credibility and fosters trust, ensuring that visitors are more likely to return. Conversely, if the mobile experience is clunky, confusing, or slow, visitors are likely to leave the site quickly and may not return—resulting in lost sales and potential long-term customers.

Improving Brand Image and Customer Engagement Through Mobile

MobileIn the past decade, the target market for many businesses has changed dramatically. Customers today are mobile-savvy, digitally connected, and expect a seamless experience across all channels. For companies to maintain relevance and stand out in such a competitive marketplace, they need to meet customers where they are—on their mobile devices.

A well-executed mobile strategy does more than just provide a platform for transactions; it elevates the entire brand image and enhances customer engagement. A mobile-optimized website allows customers to interact with a company’s content, products, and services in a way that feels effortless and satisfying. For example, a restaurant with a mobile-friendly website can allow customers to view menus, make reservations, and read reviews with just a few taps—all contributing to a more engaging and enjoyable experience.

The Impact of a Poor Mobile Experience on Brand Perception
On the flip side, a poor mobile experience can severely damage a company’s brand image and impact customer satisfaction. For example, if a customer lands on a website that is not responsive or difficult to navigate, they may become frustrated and leave the site altogether. Even worse, they may share their negative experience with friends, family, or on social media, amplifying the damage to the brand.

In an age where consumers are less patient and have a multitude of options at their fingertips, a poorly designed mobile site can lead to significant customer churn. If your mobile website does not provide what customers need—when they need it—they are likely to seek out competitors who offer a more streamlined, user-friendly experience. This is why mobile responsiveness and optimization are critical; they enable users to navigate quickly, find what they’re looking for, and complete desired actions with ease.

Strategies for Building a Strong Mobile Presence
To effectively build a strong social and mobile presence, companies should adopt several key strategies:

  1. Invest in Real-Time Engagement
    Capitalize on real-time cultural moments, such as trending topics or popular events, to connect with your audience in meaningful ways. This engagement shows that your brand is relevant and aware of current conversations, helping to drive traffic and social shares.
  2. Engage with Influencers and Partners
    Influencers have become an essential part of modern marketing. Building relationships with influencers who align with your brand values can help amplify your reach on mobile and introduce your products to new audiences.
  3. Monitor Customer Feedback and Service Response
    Creating long-term diaries or logs that track service delivery responses, customer feedback, and overall satisfaction helps improve the customer experience. By listening to what customers are saying on mobile channels, businesses can make real-time improvements to their offerings.
  4. Stay Active on Social Platforms
    Sending regular tweets, posts, or stories—at least two or three times per day—keeps your audience engaged and updated on your brand’s activities. Social platforms like Twitter, Instagram, and Facebook are often accessed through mobile, so a consistent presence on these channels helps maintain customer interest.

Increased Conversions: How Mobile Drives Sales

MeasuringA key goal of any mobile strategy is to convert visitors into customers. However, desktop websites that aren’t optimized for mobile are often ineffective at driving conversions.

Mobile shoppers have little patience for poorly designed sites with clunky menus, difficult-to-click links, and buried calls-to-action (CTAs).

Research shows that one-third of mobile users will abandon a transaction if the site isn’t mobile-friendly, leading to a significant loss of sales opportunities.

Designing for Mobile Conversions
To capitalize on mobile traffic and increase conversions, businesses need to focus on creating a seamless path to purchase. This means:

  1. Clear and Clickable CTAs
    Mobile users should be able to easily identify the next step in their journey, whether that’s making a purchase, signing up for a newsletter, or contacting support. CTAs should be clearly displayed, easy to click, and stand out visually on the page.
  2. Prominent Contact Information
    One of the most important elements on a mobile site is the contact information. It should be easily accessible, so customers can get in touch quickly, whether for questions, reservations, or support.
  3. Responsive Design for All Devices
    Your website should be responsive and optimized for different screen sizes and devices. A responsive design ensures that content looks good and functions properly, whether accessed on a smartphone, tablet, or desktop.

Mobile Marketing: The Future of Advertising

Measurement and evaluationThe rise of mobile has not only changed how customers browse and shop, but it has also transformed how businesses advertise and reach their target audiences.

Mobile advertising spend is expected to overtake desktop as businesses increasingly recognize the unique opportunities that mobile marketing offers.

Unlike any other channel, mobile allows marketers to reach audiences in real-time, using personalized and location-based targeting to deliver messages at the most relevant moments.

The Power of Mobile Marketing
Mobile marketing is a powerful tool for businesses looking to reach customers where they are most engaged. For example, through location-based services, a retailer can send push notifications to customers when they are near a store, encouraging them to come in for a discount or special offer. This real-time, personalized approach increases the likelihood of conversions and strengthens the customer relationship.

Additionally, mobile ads can be seamlessly integrated into social media feeds, mobile games, or video content, making them more engaging and less intrusive than traditional ads. Because mobile devices are so personal and integral to daily life, businesses have a unique opportunity to connect with customers in ways that are both intimate and impactful.

Mobile Marketing as an Essential Part of the Strategy
For businesses, mobile marketing is more than just a trend—it’s a critical component of any marketing strategy. Whether it’s through mobile-optimized websites, in-app advertising, SMS campaigns, or social media, companies need to embrace mobile as a way to reach larger audiences, drive sales, and build long-term customer relationships.

By staying ahead of mobile trends and continually optimizing the customer experience, businesses can use mobile as a powerful platform for growth and engagement. With the right strategies in place, mobile can become a key driver of competitive advantage in an increasingly digital world.

Follow us on LinkedIn to get daily insights, download some of our amazing e-books HERE or simply Give us a call.

RECENT POSTS

CX is Dead – Long Live CX

Customer experience (CX) as we once knew it is dead. In its place, a dynamic, personalized, and tech-driven approach has emerged. Discover why traditional CX models no longer cut it and how modern strategies are reshaping customer loyalty and business success. Long live CX!