How to Win at Mobile Marketing in 3 Points
A few years ago, we looked at the future of mobile marketing… and we were pretty spot on. Mobile media is consistently growing, and the worldwide number of mobile internet users even exceeded that of desktop users — that’s big news. The trend doesn’t spell the demise of the desktop, but it points toward the flexibility needed to meet customers’ growing expectations for accessible, quality content. Mobile marketing has a lot of facets and a campaign can have just as many moving parts, but these three points get down to the basics of a mobile marketing framework.
1. Page loading speed picks up the pace.
Page loading speed has been an important SEO metric for a while, but it’s especially relevant for mobile users since mobile devices are generally slower than desktops and laptops. That’s nothing new, but as if to emphasize the point, Google rolled out their Accelerated Mobile Pages (AMP) Project last year. This open source effort is dedicated entirely to building a standard of best practices for a better mobile internet. And since Google is the biggest search engine, not to mention all the big-name publishers that are already on board, it stands to reason that it might be better to be an early adopter. Responsive design is already a standard expectation, but this just might be the next big step — after all, customers are looking for information or content, so design on both the front- and back-end should help that exploration.
2. Content matters more than ever.
This goes hand in hand with good site design, but it’s worth underscoring. As always, site content itself needs to be worthwhile, but this central tenet of all content marketing is more relevant now that there’s a trend towards more visual media, i.e. photo and video. These types of bulky elements should be worth their loading time and possible data usage, but they should also fit the medium. By example, the Washington Post’s vertical video ads are tailored for the mobile viewport shape.
Special Note: Microsites
Microsites can be useful for promoting specific product lines or service offerings. If they’re designed with mobile marketing in mind, they can be easily used to complement trade shows, print ads or other traditional media where a customer might feel inclined to do some quick research. This layer of interactivity makes them great tools for sharing more information and inviting further dialogue. Mobile marketing is content marketing.
3. Integrate your digital collateral and platforms.
Social media platforms are built with mobile in mind, so it’s easier than ever to integrate social into mobile marketing initiatives by repurposing and adapting original content. Instagram and Snapchat are great examples of this, and a diverse cross section of brands have already carved out significant follower bases on them — and it doesn’t hurt that the two platforms are based on visual content. Taco Bell’s Twitter account, for instance, teases a lot of Snapchat-specific content, both in-house and user-generated; it wouldn’t be a stretch to apply the same concept to bridge social media with a new microsite.
Mobile marketing is an extensive subject (and there’s only so much we can cover in 500 words), but it’s imperative to consider these three points, especially at a strategy’s outset. They’re the points that we consider when building out web-based projects with our clients. Consider your own market and the campaigns you want to push — a smart mobile strategy could be the right move.