The Necessity of Incorporating Mobile Marketing into Brand Communication Mobile devices continue to play a vital role in consumer engagement with brands in today’s world. Every customer touch point starts with the shopping basket and that starts with your smartphone. For marketers, mobile-first marketing has become mandatory not only as a trend but as an absolute necessity because 56% of web traffic comes from mobile.
Today we will look at exactly why mobile first is so important, how organizations can begin adopting this approach, and why it is important to engage an increasingly mobile audience.
Mobile first marketing, what is it?
Mobile-first marketing therefore means organizing marketing campaigns and digital experiences with mobile audiences first. The difference between desktop and mobile isn’t about simply putting desktop approaches into mobile, instead, mobile-first is about focusing on what mobile users do, what they want, and what they cannot do. Why Now Is the Time for Mobile-First Marketing?
- Mobile Usage is Ubiquitous
The global smartphone users are more than 6.8 billion. Mobile phones are today the go-to device for everyone for product research, buying, and in some cases even paying bills. The problem of not catering for mobile users is that you will be essentially throwing away tablets and smartphone users which constitute the majority of your market share.
- Mobile-first Indexing by Google
In 2018 Google released mobile-first indexing, which in essence means that the search engine ranks sites based on the mobile version. Failure to adopt a mobile-first strategy causes firms to lose brand impressions and rankings in search results, leading to a direct effect on website traffic and conversion.
- Better User Experience (UX)
Mobile first is a winning strategy in guaranteeing that all the developed options create a natural and clear flow in usage for the clients. The mobile sites perform better than the normal sites, which means they are faster, more user-friendly, and more engaging, meaning they have higher rates of customer satisfaction and loyalty.
- Growing Mobile Commerce
There has been a strong shift in e-commerce with regard to the proportion of online customers who use their mobile devices. This year, the sale through m-commerce is estimated to be 70% of all e-commerce sales and by 2024, it will be 72%. A mobile-first strategy guarantees that brands make the most out of this growth.
Elements of the Mobile-First Marketing Concept
1 Responsive Web Design
Make sure your website fits a variety of resolutions and different resolutions without a hitch. Responsive design reduces the loading time and enables non-complicated, epoch-making navigation facilities for mobile users.
- Optimize for Speed
High-density images slow down the page load time and cause more individuals to abandon the page. With Google Page Speed Insight tools, developers can determine what performance problems exist that need to be addressed.
- Mobile-Friendly Content
Create content that should be consumed on mobile phones. A better format to handle includes short text, bold images, and vertical videos that are created for easy use on mobile devices.
- Invest in Mobile Ads
There, specifically for mobile ads, there are some formats, for example, Facebook, Instagram, Google, etc. Mobile-specific interactive ads, stories, and in-app ads are tailored and designed for mobile audiences.
- SMS and Push notifications are other forms of communicating with the clients.
Thereby, using push notifications and even SMS campaigns, mobile-first marketing can touch the users’ base in real-time, and offer them stored-value redemptions or latest product information.
Review of the best mobile marketing strategies
1. Starbucks
Starbucks’ mobile application is one of the brightest examples of a mobile-first approach. Designed with a smooth interface, localized promotions, and relevant and easy payment options, the application ensures clients’ retention and follow-up sales.
2. Nike.
.Nike blends a clean and glossy app interface with AR tools for trying on shoes, and meaningful engagement with consumers on the mobile channel.
3. Airbnb.
Airbnb’s application is very much mobile now because there is direct access, an easy booking system, and selected insider tips, making the planning as simple as possible.
Marketing Advantages of Going Mobile-First
- Increased Engagement
It makes people’s journey smooth and they prefer consuming content through blogs, and videos or buying products through mobile devices.
- Higher Conversion Rates
Ease when check-out procedures and user interface increase chances of users on the mobile platform completing their purchases.
- Better Search Rankings
SEO improves by optimizing for mobile and that allows organic traffic from users and website visibility.
- Competitive Edge
A mobile-optimized website is much easier to navigate than an optimized desktop site, brands making use of mobile-first strategies have a higher edge over competitors in the digital space.
Barriers to Undertaking Mobile First Marketing
While mobile-first strategies offer immense benefits, they come with challenges, such as:
Technical Limitations: The small screens mean that even the simplest features and solutions may need a lot of work to fit.
Higher Initial Costs: Considering mobile web and application design requires enormous investment.
Evolving Consumer Expectations: Mobile technology develops daily and thus needs constant improvement.
Conclusion
Mobile marketing is not only the banking of the future, but actually of today. As overall mobile usage continues to rise, the platform-focused approach emphasizing a mobile-first approach to delivering
