Today, 29% of companies agree that a mobile marketing strategy is essential for effectively engaging consumers.

Our latest Mobile Marketing Best Practice guide delves into how this can be achieved.

Here are four tips taken from the report:

Build an always-on presence

In our smartphone-obsessed society, the traditional marketing funnel – awareness, consideration, purchase, loyalty – no longer applies.  

Instead of a one-size-fits-all message, marketers need to be there in the moments that really matter.

Google calls these ‘micro-moments’, and essentially, they are the times when consumers naturally look to their smartphones to find or discover information.

From looking up a brand or product seen in a television commercial to searching for a product review while browsing in a store – it means the context and intent of the consumer should always be at the forefront of any mobile strategy.

Optimise with the user experience in mind

With the current level of smartphone penetration and usage, it is vital that mobile sites are fully optimised for all screen-sizes.

However, it is not enough to simply replicate the experience found on a desktop.

While being mobile-first might not be possible for all companies, features like click-to-call buttons, accessible navigation and fast loading times are all important for an easy and enjoyable user experience. 

Our report highlights Fortnum and Mason as a great example of mobile design.

With its intuitive layout and helpful delivery options – it ensures users will want to return.

Focus on consumer value when developing apps

From a lack of content to broken links, there are many reasons a mobile app might fail.

However, when executed properly, apps can be a great way to increase purchase behaviour and consumer loyalty.

Our report suggests following a seven-step framework, taking into consideration key stages from concept to execution.

Unsurprisingly, engaging consumers to download and use an app in the first place is one of the most important steps.

In line with this, it’s interesting to note that in a recent Oracle survey, millennials cited the most desirable features of an app to be the ability to:

  • Pay bills (71%)
  • Report issues (65%)
  • Receive updates on upcoming offers (62%) 

Understand the desktop vs. mobile mindset

Finally, when optimising search campaigns, it is important to understand the difference between desktop and mobile. 

One of the biggest, and an area that is seeing huge growth, is localised search.

According to Google, ‘near me’ searches have increased 34x since 2011, with 80% coming from mobile devices.

What’s more, it is estimated that in 2014, mobile devices used before or during shopping trips influenced 28% of in-store sales in the US, with 82% of smartphone users using their phone to guide a decision while in-store.

While mobile conversion rates are on average lower than those on desktop, factors like localised search play a huge part in its potential growth. 

Subscribers can now download the Econsultancy Mobile Marketing Best Practice Guide.

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