Multi-channel marketing is not new, but the rapid rise of the mobile internet and social media is disrupting the advertising world and rendering many companies’ marketing strategies out of date. The ability to market effectively across both new and traditional channels is an important business advantage.
A quarter of us never use a computer to go online anymore. 24% of UK internet users only access it via their tablet or smartphone. Of everybody else, two-thirds of them still prefer their smartphone over their PC for online browsing. So how can you make sure your business thrives in the mobile channel without compromising your success elsewhere?
Something you can do straight away is to see for yourself how the mobile age is affecting your business. Check how much of your website traffic happens via mobile. If you or your web developer has installed Google Analytics on your website, it will break down your website visitors by what device they’re using. From there you can see if your mobile visitors spend more time, make more purchases, or abandon your website more often than your other visitors.
What you do next depends on your findings and what your business is. For example, if you run a chain of restaurants, chances are your target customer might happen across your website while on their smartphone; on the move and look for a place to eat. If that’s the case, yet your analytics indicate that your mobile visitors hardly spend any time on your site before leaving, there’s a problem. Are you making it easy for them to find where you are, to see your menu, to reserve a table, on a small phone screen?
Here are some of the next steps you could take – things you need to think about doing soon, if you’re not already:
Long-form, detailed content has its place, but that place is not on a mobile. From checking your website traffic you should now have an idea of how many of your customers will be interacting with your business through their smartphones.
Tailor your content accordingly – rather than writing one long opinion piece, break it down into bitesize chunks that doesn’t require a lot of scrolling and squinting to read. Infographics and videos are great for communicating a lot of information in an attractive way, making them very shareable too.
It sounds obvious, but 82% of small businesses in the UK still don’t do this. Those that don’t are missing out on website traffic AND potential sales – we’re increasingly inclined to research products on our smartphones before committing to a purchase.
And if you want to go the extra mile…
Developing your own app is a great way of engaging with existing customers and ensuring you’re top-of-mind for the next time they need a service like yours. One of the biggest benefits of a mobile app is that all the information you’d like your customers to have is right at their fingertips. Through push notifications, you’re getting even closer to a direct interaction, and can easily remind customers about your products and services whenever it makes sense.
But please take note – having an app doesn’t mean your website isn’t important to your mobile strategy. 33% of consumers still start mobile research with a branded website.
We’ve shared some theory with you – now get inspired and see it in practice! Check out some examples of companies who have embraced mobile technology in their marketing campaigns.
24 May 2018
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