According to reports from the World Advertising Research Center, 72.6 per cent of internet users will access the web solely via their smartphones by 2025. That’s nearly 3.7 billion people! This means your marketing strategies need to be optimised for a mobile experience.
There are a few things to keep in mind when creating successful mobile-first marketing initiatives. Here are our top tips for delivering effective marketing communications for a mobile-first future.
1. Make the experience scannable and easy to read
Unique marketing experiences across mobile devices need to showcase easy-to-read, engaging and scannable content. Whether you’re crafting an email, social media post or website landing page, you don’t want to bombard people with too much text.
With attention spans dwindling, shorter and punchier copy needs to be used for maximum engagement. Creating sharp headlines, keeping your body text brief, and utilising an engaging call-to-action (CTA) are key to hooking mobile users. Considering your use of colours and visuals can also help you work towards an accessible mobile experience.
2. Take them on a mobile journey
Whether a user makes a purchase on a mobile or not, it’s important to know that their journey likely starts by browsing on their phone. This means, particularly for ecommerce websites, your sales process needs to have a logical path from browsing on a mobile phone to completing a purchase.
In the retail world, this typically involves for example:
- A scannable social media post or email advertising a new product or discount
- Linking to the product or sale, showing the price, item information and picture
- It’s user-friendly to add the item to the cart, or
- Find it in store, check the stock or organise to ‘click and collect’
- Customer and payment information are applied
- Order is confirmed, and an email with shipping/tracking information is sent
- Item is received, feedback email is sent.
It’s also vital to enable customers to resume their purchase or enquiry experience if they leave the site. This will allow them to come back and pick up where they left off, rather than starting all over again.
Be sure to follow up after a customer makes a purchase. Asking if they were satisfied with the product and prompting them to leave an online review can help boost awareness and assist future buyers in making informed decisions. It’s important to make this follow up process quick and easy, similar to how Uber immediately asks users to rate a trip out of five stars. It’s an efficient way to receive useful feedback.
3. Connect the mobile and physical experience
82 per cent of people use their smartphones to research items they’re about to purchase in a physical store, highlighting the need for connectivity between the in-store and online experience.
Quite often customers will look at third party reviews on their phone. You can use this as an opportunity to enhance their physical browsing experience. Using in-store codes to access discounts or ‘checking in’ on social media at a brick-and-mortar store gives customers added benefits, helping marry their physical and online experiences together. Highlighting the physical experience also caters to SEO. Using location-specific keywords and physical business contact details can help direct customers to their nearest store, restaurant or bank.
If you’re interested in working with a trusted digital agency who can prepare your business for the latest marketing trends, the team at Redline Digital is ready to help. We can help you craft a unique and practical digital marketing strategy for your business. Transform your marketing for mobile and beyond; contact Redline Digital today.