Top Three Best Practices for Mobile Marketing

Posted by Taylor Haney on Mon, Dec 22, 2014

It's our final guest blog of the year! Wrapping up our mobile theme is Shirley Zhao, Content Marketing Coordinator at Experian Data Quality. Shirley gives three actionable tips for your mobile strategy. Hope everyone has a Happy Holidays! Can't wait to share more guest blogs with you in 2015.

Shirley ZhaoShirley Zhao is a Content Marketing Coordinator with Experian Data Quality. Good books, better writing, and unusual food are what she lives for. Reach her on Twitter @shirl_zee.

We are on the verge of 2015, and the mobile industry is reflecting the change in years with its own changes in the mobile marketing landscape. Recent years have witnessed an explosion in mobile web use. With 1.4 billion smartphone users in 2013, (that’s one in seven, folks), there is a huge move towards hyperconnectivity, and the changes in mobile marketing associated with that connectivity. There is both the necessity for marketers to refine the way they reach out to customers, and how to best do it with the information at their disposal.

Twenty-five percent of all online searches are performed on mobile devices and as such, you will need to develop and optimize your marketing efforts to run on mobile. Mobile marketing initiatives aren’t just a passing phase: By 2015, mobile marketing in the U.S. will generate over $400 billion compared to $139 billion in 2012. In a 2014 study conducted by Experian Data Quality, over seventy percent of businesses saw web traffic coming in from mobile devices.

So now that we’ve established why mobile marketing is a force to be reckoned with, let’s talk about the top three best practices you can implement to really take advantage of mobile marketing.

1) Don’t Be Pushy With Push Notifications

Smartphones act as windows into our private lives. It stands to reason that we only want timely, necessary and relevant notifications popping up on our home screens. Anything other than that is kind of like having door-to-door salesmen coming to you with something you don’t want and don’t need, with seconds separating the door and their faces—don’t be those salesmen, no one likes those salesmen.

Seventy-five billion devices are predicted to be connected to the “Internet of Things” by 2020, which will bust open the floodgates of opportunity for marketers. A study by Localytics reveals an 88 percent higher app engagement among mobile app users who opted for push notifications. The trick is just that: the users knew what they were signing up for. So, it is your job as a marketer to provide them with messaging consistent with what they believe they were going to get, whether that be updates on when their Lyft arrived, when promotional deals would be offered, or giving them the option to disable notifications in general. (Hey, that’s better than uninstalling the entire app.)

It’s also important to consider permission: Did you know that the FCC prohibits unsolicited messages via SMS unless they are for emergency purposes? Respecting opt-in status is not only good marketing practice, but also essential for avoiding compliance issues.

2) Ensure a Great User Experience

More people are taking their web experience onto their smartphones. Armed with smaller screens and a poor internet connection, the convenience consumers have can be your business’ best friend or worst enemy, so ensuring that mobile web users have the best experience possible is one of the best things you can do for your mobile marketing campaign.

What does this entail?

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Quicken page loading times (seconds or less) and optimize image quality (prettiness matters). These are good places to start.

3) Keep It Simple

It’s really quite, well, simple. Clarity and concision with a sprinkle of visual appeal should extend to the language used, the layout of the mobile page, and importantly, calls-to-action (CTAs). Hubspot created a fantastic, comprehensive list of CTA Do’s and Don’ts to really support your mobile marketing initiatives.

Simplicity extends beyond just visual appeal; it also applies to your forms. Think to your own experience: most of us have at one time or another been frustrated by filling out a form on a mobile device? Fat-fingered contact information is a problem exacerbated by tiny screens, so keeping your forms short and simple will make it more likely that you’re getting the right details.

There you have it. Mobile Marketing can’t be an afterthought for marketers anymore. Eighty-five percent of adults believe that a company’s mobile website should be just as good, if not better, than their desktop website. Not living up to their expectations could negatively impact your business or cost you sales, or both.