Why Companies Should Optimise Their Mobile Marketing

by | Jul 22, 2016 | Market Research

We are no longer living in a world where smartphone users can be considered the exceptions. We are not even living in a world where excessive smartphone users can be considered exceptions.

There is an increasing growth in the use mobile in today’s day and age in this is due to the increasing market of smartphone use by customers. Research shows that smartphone use increased by 25% just in the year 2014, In addition to this 37% of the entire world population will own a smartphone.  This goes to show that mobile phones are not being used for just receiving and making calls only but more than one could imagine.

Make Mobile Your Competitive Advantage

  • Companies can use mobile platform to gain social presence and acknowledgement from their customers. The mobile experience is directly impacting the fundamental online marketing success and affecting metrics such as visibility and traffic.
  • Providing a favorable mobile experience is absolutely required to continually engage prospects and drive leads and sales.

Improve Companies Brand Image And Engagement

The target market that the business served a decade ago is totally different from the one that is being served today; therefore business should go all out to be where the market is. People will tend to like and value a company’s brand if they are seen and they are offered a substantial mobile experience, in return this draws attention to company’s image and result in people coming back for more in the actual website of the company. When your mobile experience is optimized for functionality and consistency it fosters trust and affinity with users.

On the flip side of things if the mobile website is not user friendly, very difficult to navigate customers become reluctant to continue and more on to other service provides that can offer them better service. If you can’t provide what they need when they need it you will have lost the opportunity for the sale and risk losing a customer permanently to a competitor, this is for one particular reason the fact that the growing majority of the population is doing their web search on different types of devices.

It is very important that websites are responsive and optimised for each and every platform, because users are less patient when it comes to poorly designed websites.

For companies to build a very strong social presence it is suggested that they do the following:

  • Start investing on real-time cultural moments like trending topics
  • Engaging with influencers and
  • Creating long term diaries to track service delivery response from customers
  • Sending tweets at least two or three times per day

 Increased Conversions

Desktop websites in mobile browsers are ineffective at converting visitors into buyers, because calls to action (CTAs) are often unnoticed, links are difficult to click and contact pages are buried in awkward menus.

It is found that mobile shoppers have little patience for an unwieldy website and one-third of them will leave a transaction if the site isn’t optimised for mobile. To make the most of mobile, CTAs should be clear and easy to click and contact information should be one of the first things visitors see.

Mobile advertising spend will overtake desktop. Mobile marketing unlocks powerful opportunities for most companies on a scale never before seen unlike any other engagement and communication channel, mobile allows marketers to reach larger audiences in a way that is real-time and personal. Because of the proliferation of mobile and tablet devices amongst consumers, companies must adapt. Mobile marketing is much more than a trend it is an increasingly important part of the market.


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