We’ve never been more obsessed with our mobile phones. Recent studies found that the average user taps, clicks, or swipes their phone 2,617 times per day. No wonder more and more small businesses are banking on mobile marketing as a powerful tool to reach new customers. Here’s what you need to know about mobile marketing and its benefits.
What is mobile marketing?
From simple tactics like making sure your website is legible on a smartphone to higher tech strategies such as geo-targeting, mobile marketing encompasses a wide range of techniques designed to reach people when they are using their mobile phones. Some common mobile marketing techniques include:
- Website optimisation: Your website should be designed for easy viewing on mobile phones. Fast page load speeds are also vital, as smartphones tend to have less processing power than desktop computers. Avoid using Flash as it isn’t widely supported on smartphones and steer clear of using too many pop-ups on mobile.
- Local search: Many consumers use their mobile phones to find nearby businesses when they’re on the go. Google My Business is a great way to optimise your mobile website for local search. All you need to do is claim and update your free business listing and Google will do the rest.
- Social media: Most social media platforms offer low-spend advertising campaigns. These can easily be customised to suit your target audience based on location and a range of demographic factors such as age and income.
- SMS marketing: Small businesses can use SMS marketing to remind customers of scheduled appointments or offer discount coupons. Geo-targeting allows you to use this approach when purchase intent is high. For example, it will alert bricks-and-mortar retailers when a potential customer is nearby, so they can send special offers via SMS as they pass the store.
Why is mobile marketing important?
Around 88% of Australians own a smartphone and, according to the 2017 mobile consumer survey by Deloitte, we are using them more frequently than ever: 35% of us reach for our mobile phones within five minutes of waking up in the morning, while 70% of us admit to checking our phones during meals with family and friends.
What’s most interesting for marketers is that smartphones are also influencing how we shop. The number of Australians who browse online shopping sites on their mobiles increased by 14% in 2017, while purchases made on mobile phones are up 25% since 2016.
Smartphones are also one of our favourite ways to use social media – around 61% of Australians actively use their mobile to access social media sites.
Benefits of mobile marketing
Brands love mobile marketing for three key reasons:
- It’s personal: Many people feel a personal connection to their smartphone. It’s constantly with us, connecting us with family, friends, and the world around us. Some of us even feel a pang of anxiety when the battery level dips into red territory. Marketing messages delivered to a phone can leverage this personal connection by encouraging consumers to invite the brand into their private world.
- It’s immediate: Marketers don’t have to wait for consumers to check their snail mail, turn on the TV or radio, or be sitting at their computers to start an interaction.
- It’s interactive: Effective mobile marketing is about encouraging user participation. Many businesses have created mobile apps, for example, that are designed to invite consumers to have a fun experience with the brand, opposed to focusing purely on the hard sell.
Having experienced immense growth over the past few years, mobile marketing is here to stay and presents an important tool to build your small business. And you don’t need a huge budget to get started. In the world of mobile marketing, cleverly invested, modest amounts can go a long way to finding new customers and improving their experience.
For more advice about running your small business, check out these resources.