3 WAYS TO BOOST ROI OF A MOBILE FIRST MARKETING CAMPAIGNBoost your marketing campaign by using three easy tools.
The world has gone mobile. It’s a well known fact. Nearly everyone in America owns a cell phone, more than half of whom own smartphones. Laptop and tablet adoption is also on the rise as consumers are choosing portable technologies. Trends in mobile usage are all tied to one value: convenience. Consumers are choosing to shop and consume content without the restrictions that traditional desktop technologies impose. As early as the year 2012, 25 percent of consumers were online shopping exclusively via mobile devices and a whopping 80 percent of smartphone users were using their devices to shop.
For the small business owner and marketer, we must invest in marketing campaigns that provide the convenience that mobile consumers value based keeping in mind mobile trends we’re currently seeing in order to protect marketing ROI.
Tip #1: Engage Women through Pinterest & Men through Mobile Ads. Men are 17 percent more likely than women to make purchases as a result of engagement with a mobile ad. The overwhelming majority of Pinterest users are women for whom pinning is an activity of leisure that is increasingly occurring via tablet devices.
Both mobile advertising and Pinterest marketing are proven to be effective channels for reaching consumers of content with an intent to purchase. For instance, 64 percent of respondents to a Mobile Advertising Survey confirmed that they have made a mobile purchase after seeing a mobile ad. Trends emerging over the 2013 holiday season also made it pretty clear that Pinterest users are using Pinterest to inform their purchasing decisions.
Tip #2: Refine Your Mobile Marketing Campaign Based on Cultural Demographic. Hispanic adults are 58 percent more likely than non-Hispanic adults to purchase products as a result of mobile advertising. Asian-Americans too are avid online shoppers, and are twice as likely as the general population to spend at least $2,500 or more per year on Internet shopping. In fact, Asian-Americans lead technology adoption across the board, with higher rates of smartphone usage, online video consumption, and internet connectivity than any other cultural demographic audience. Considering these trends, it would behoove you to develop campaigns which take into consideration the cultural diversity of your target audience.
Tip #3: Commit to Building a Website that is Mobile Friendly. Mobile users are turned on by convenience. Nothing kills their attraction to a business more than being led to a site that it is not optimized for a mobile device. In fact, 57 percent of consumers won’t even recommend a business with a poorly designed mobile site. Ensuring that your business has a solid mobile presence is imperative to protecting the ROI of your mobile marketing campaign and keeping from squandering your opportunity to convert site visitors.
Mobile devices are here to stay and adoption of smartphone devices is already leading to huge spikes in time spent using mobile to access online content. The stakes for building a solid mobile marketing campaign will only continue to rise as larger segments of the population upgrade to smartphones. Digital advertising providers such as Facebook and Google are already documenting that mobile users show much higher engagement than desktop users. Mobile first marketing strategies can drive value for your small business that quite simply cannot be captured by focusing on consumers only when accessing the web via desktops.
Nadia James Feb. 6, 2014