Mobile consumers are quickly eclipsing other consumer bases. Here are four ways you can get in touch with these consumers through their smartphones:
- OFFER MOBILE COUPONS AND EXCLUSIVE DEALS
The Media Audit published an article about the typical mobile user’s characteristics, including their love of a good deal. You can take advantage of this by posting coupons and deals on your mobile site or in your mobile-optimized emails. Businesses from craft stores to department chains are embracing these mobile coupons.
- EMBRACE THE MOBILE EMAIL MARKETING PLAN
A mobile email marketing campaign can be more effective than traditional email marketing. As Matt McGee explains, mobile email opens are expected to surpass PC opens by the end of 2013. Businesses will be wise to tailor their email campaigns to the mobile user, which may mean at least two things:
Shorter is Always Better. You have mere seconds to get your mobile readers’ attention, so there is no time to mince words. According to Cara Olson of Marketing Land, that means treating your mobile emails as a platform for directing viewers to another page. In other words, the entire email is just the hook and the call to action. The page you direct them to will have to do the rest of the job.
Don’t Bury Links. Mobile screens are small and viewers are uninterested in reading fluff. To counteract this, Cara Olson suggests that you make your link very clear with mobile email marketing. And not just your goal links—make it equally clear how to unsubscribe, and you’ll stay on good terms even with consumers who don’t want your emails. Test, test and test these emails some more, and then analyse the results with business intelligence software to make the most of it!
- CREATE A KILLER MOBILE SITE
Several things make it difficult to create a great mobile site, including longer downloading time, a smaller screen, and less accurate navigation. Here are two things you can do:
Keep the page simple and fast. Because phones have a longer downloading time, your mobile site cannot be nearly as busy or complicated as your website. Avoid Flash players or embedded images and videos for the fastest mobile site.
Make Everything Readable and Clickable. A tiny font is a common error with mobile websites. You’ll never want to go smaller than 14pt. In the same vein, remember that fingers are much fatter than cursors! You’ll need to give at least 44 square pixels for a link’s or button’s target area if you want to avoid frustrated viewers.
- INVEST IN A GOOD MOBILE APP
Mobile apps are currently the more effective way to reach a mobile audience, but some experts believe that the focus will eventually shift back to mobile websites. So if you already have a great mobile site and are looking for more ways to invest in the mobile platform, a mobile app is a great way to go. It can be expensive, but the publicity, ease of use, and App Store income may make it worth your time and money.
What are some other ways you connect with mobile consumers?