Developing a Mobile Marketing Strategy

Mobile-first is a term that has been thrown around the digital marketing world for several years.

With the massive increase in mobile usage, marketers need to think of mobile as a requirement

and not an option. According to Forrester Research, 89% of consumers use their mobile devices

for Internet searches. That is a staggering number and sure to rise now that we are entering

2015. In order to maximize online success, a mobile marketing strategy is crucial.

Know Your Audience’s Mobile Habits

The better you know and understand your audience’s mobile habits the better you can focus

your content. Questions you should ask include:

• What percentage use mobile devices

• What activities do they do on your site? Browse, comparison-shopping, purchase?

• When do they go on-line? While relaxing at home, during commuting hours or while at

work?

• What content do they view the most?

Once you understand how mobile fits into your customer’s lives you can tailor content that is

both beneficial and compelling.

Mobile-Friendly Content

Mobile content differs from what you put on your full website. The content should be short and

to the point while still conveying a powerful marketing message. When developing content,

calls-to-action need to be done early and need to be easy. Don’t feel like you need to cram

everything onto one page, it’s better to have click-through and make your pages streamlined and

less cluttered. Use big fonts that are easy to read and colors that really pop. Visual elements are

just as important on a mobile site as the bigger site. Use compelling images and videos wherever

possible, especially the micro-video.

Developing an App

There are millions of apps available for anything you’re interested in. To make shopping easier,

many businesses are developing their own apps. Target, for example, uses location-based

marketing as a way to reach their customers. When their app is downloaded onto a person’s

phone, it knows when they have entered a store and sends a notification of coupons and deals

available. Customers show their device at checkout to receive discounts. Starbucks also has an

app that lets their customers pay for their coffee and track their purchases. The app also has a

loyalty program where customers can earn rewards for purchases made with their phone and

then redeem for more Starbucks products. When done right, apps can be a powerful tool. How

many apps have you downloaded to only use once or twice? Make it beneficial and they’ll use it

every time they shop with you.

Mobile-First Approach

Creating a mobile marketing strategy will help with your business’ online success. It is

important when doing so to start with a mobile-first approach, it will save you time in the long

run. Keep your content simple and engaging without overwhelming the audience and you will

drive higher website traffic, leads and sales. To put together a mobile marketing strategy for

your business, contact a Trinidad and Tobago mobile marketing company.