By The Pollack Group
Should your advertising and SEO strategies be mobile-first? Consumer trends say a resounding yes. According to a recent forecast, US adults will spend an average of 3 hours and 12 minutes a day on their smartphones in 2021. With this time figure projected to continue increasing, it’s crucial to integrate mobile marketing into the heart of your budget.
Catering Your Strategy to the Right Audiences
There’s a large variety of mobile marketing strategies for businesses to explore in today’s marketing landscape. It’s essential to narrow down your scope and perform specific audience targeting research to understand which mobile marketing strategies will drive web and foot traffic. The behavior of your audience should influence the mobile ads you use. Whether it be in-app mobile ads for gamers or Facebook and Instagram ads for tech-savvy demographics flocking to social media, each ad will pay dividends with the right audience targeting methods.
Responsive Design
A solid mobile marketing strategy also encompasses responsive web design to cater to your mobile viewers and improve SEO. In fact, according to Google Analytics, mobile devices drove 61% of visits to U.S. websites in 2020, up from 57% in 2019, while desktops were responsible for only 35.7% of all visits in 2020. Smartphones and mobile devices continue to be more popular than ever for web searches. With that in mind, businesses must adapt and design UX and UI interfaces for desktop and mobile use.
Mobile Marketing Best Practices
Regardless of your mobile marketing strategy decisions, these best practices are proven to drive success:
- Optimize for Local SEO: Given that roughly 1 in 3 mobile Google searches has local intent, make sure to include local content and keywords for optimized mobile SEO. Understanding audience proximity to specific locations where your product or service is offered will lead to better keyword research and increased traffic.
- Content First: While humans are often visual learners, fancy graphics and aesthetics will only go so far in attracting your audience on mobile. Graphics can slow download times and might cause audiences to disregard the message if it’s not emphasized clearly. Between web design and mobile ads, content comes first, color and aesthetics come after.
- Measure and Adapt: Once a strategy is in place, it is imperative to leverage data insights to track and measure audience behavior on your chosen platforms. Measuring impressions and their correlation with conversion and retention rates helps quantify the question: is our strategy working? Install an effective measurement system with proper metrics to know what to improve in your mobile marketing strategy.
