The rise of mobile usage continues to trend upward. It’s easy to see why. Mobile devices are a flexible way to stay connected. Where previous technology kept people tied to a desk, mobile keeps people on the move and blurs the line between work and life so that people can more seamlessly move between the two.
Because of the benefits of mobile technology, more consumers conduct purchases and research right from their phones or tablets. Some users engage with business strictly through business-specific apps. This means that since business audiences are spending more time on their devices, companies should be smart about making sure to market to them there.
What to keep in mind during mobile audience marketing
There are certain key differences in how mobile audiences and other digital audiences consume marketing materials. Here are some of the things to keep in mind when creating marketing for mobile audiences.
- People open emails more on their smart devices than on their desktop computers
- More videos are consumed on mobile than on other platforms
- 4G LTE connectivity allows customers to do more on mobile – and 5G will be widely available by 2020
- More than 50% of search engine queries originate from a mobile device, while over 70% of all mobile traffic is on a mobile device
- Smart home assistants like Google Home, Siri, and Alexa mean that more people are using voice search on their mobile devices
What are the most important components of mobile audience marketing?
Knowing these statistics and usage differences, then, how should you shape your marketing strategy to create the most effective campaigns for mobile audience marketing? Here are the key components to best reach your mobile audience.
1. Be more visual
Ads should include support text if necessary, but an attention-grabbing image and strong CTA are best practices for mobile audiences.
2. Be mindful of CTA
Relatedly, in a desktop marketing piece, you might have more room. Mobile screens are smaller, so be aware of CTAs on Facebook, banner ads, and more. There are not only platform restrictions on how much text you can use, but also how much a customer will truly be receptive to through a mobile ad. Mobile devices are smaller and as a rule, short and sweet works better for mobile audiences.
3. Multi-screen/cross-device opportunities
Users might be on mobile more, but the desktop is still a part of most consumer lives. Make sure your digital ad campaigns are optimized for all mobile devices, as well as desktop. This requires more work and more design, but it also enables better, more thorough communication to target mobile audiences. Customers want not only a seamless experience from device to device, they want a good experience, meaning they expect the same level of quality webpages and ad experiences on mobile as on desktop.
4. Enable location marketing
Mobile audiences are just that – mobile, moving, and on the go. Consider adding location-based marketing for mobile users. For instance, if users are in an airport where you have a business, you run a location-specific ad campaign that shows users social and digital banner ads announcing your business and inviting them in.
5. Track interaction
Engaging in mobile audience measurement in marketing is key. Review the data to see how users are engaging with your mobile emails, ads, and more. This can help you understand their process and also better see what’s working in terms of getting attention so that you can continue to do what works and no pursue what doesn’t.
Mobile audience marketing requires a distinct approach to get the most audience interaction and engagement. Understanding how your mobile audience is using their device throughout their journey to purchase and decision making is key to knowing how to craft your marketing assets and what to prioritize.