Mobile Strategy: A Must in Every Digital Marketer’s Agenda

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Sanil Pradhan – Technical Head

With potential buyers inherently pressed for time and marketers clamouring for their attention nevertheless, it doesn’t take much effort to comprehend that your marketing messages have greater chances of reception only if they are precise, quick and distributed well. Almost all purchase decisions are made at a drop of a hat and airline, movie bookings are done within a matter of seconds. It is in fact this paucity of time and instant accessibility that has suddenly gotten all marketers to reach out to market segments using the single-most powerful devices of this era- Smartphones and Tablets.

Internet enabled mobile devices have taken marketing initiatives to an all new level in business-consumer interaction. The need for infinite access to the information on our fingertips is what is fuelling this trend in an upward progression. Here are some of the common reasons why mobileĀ has become a buzzword in the digital marketing fraternity.

Understanding the Contemporary Consumer Psyche

Based on a survey conducted by the Mobile Marketing Magazine in June 2014, at least 59 percent of smartphone users regularly use the search function on their phones, while a sizeable 25 percent of all search queries are now directed via mobile phones. (Source: http://mobilemarketingmagazine.com/25-per-cent-searches-now-on-mobile)

With regard to Mobile Media Consumption, UK-based Content Discovery Platform has recently revealed that Mobile Media Consumption is on a constant rise. An attempt was made to study this development by means of a worldwide survey. Interestingly, football ranked as the number one content category sought-after by consumers across several countries. Other popular topics included Movies, Celebrities, Crime News, TV, Entertainment and Nutrition. (Source: http://mobilemarketingmagazine.com/infographic-mobile-media-consumption-around-the-world/)

Creating an effective mobile strategy

Mobile advertising done right can be a game changer for your business. These simple and basic principles can help you get started on the mobile strategy bandwagon on the right foot.

Be mobile friendly
Did you know that 89% of consumers use their smartphones to access Google or any other search engine? The reason to choose your product or service over your competitor has a lot to do with design of your website, length of the videos that you post online, quality of your images etc. This is the reason, it is highly recommended that don’t just join the herd and go mobile. Responsive design of your mobile webpage is compatible with any device and will auto-adjust as per the screen size. Only those businesses can flourish using mobile strategy that optimizes the user’s mobile experience.

Observe the Consumer Behaviour
The way your content looks on the phone affects the consumer’s decision at many levels. Track the behavioural patterns of your consumers to get an insight into the decision making process and make the adjustments to your website accordingly.

Follow the Holistic Approach
Integrating your marketing platforms will assimilate smooth customer experience across all channels. The content on these channels must perform well across all mediums to leave an impact on the user.

Simplicity is the key
Make your website simple, easy to use and something that serves the purpose. Take the odds a tad higher by providing an incentive every time they download the mobile application corresponding to your webpage. Simplification is very important as the customers are on the move and your message should be easy to understand and quick to load.

Empowering our valued clients with powerful mobile marketing platforms
As a full-service Digital Marketing Agency, we have successfully streamlined the mobile marketing efforts of many of our clients:-

  • Kotak Mahindra Bank – http://nri.kotak.com/mobile
    We successfully created a responsive web design for Kotak Mahindra, with a user-friendly interface, thereby providing their customers with fully secure, 24×7 access to their bank accounts through their mobiles.
  • Amino Collagenhttp://www.aminocollagenindia.com/
    BC Web Wise empowered Amino Collagen with an e-commerce platform that works seamlessly on any mobile device.

Rising with the Tide
It is quite evident from the industry trends and growing popularity of the mobile phone user base that an effective marketing strategy can make your business scale heights. With the right in-sights and intuitive thinking, you can reap huge benefits from this mobile marketing tide that has hit digital marketing lately!

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