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How To Inject Life Into Your Marketing With A Mobile Strategy

Over the last 10 years, advancements in tech have had a huge impact on our professional lives; from getting our personal tasks done, to how we talk with our colleagues and collect information from our customers, it’s certainly improved how we all work.

One of these particular advancements is the growth of mobile, and for marketing leaders, should be at the forefront of your marketing strategy.

Good marketing responds to the market

That market is now mobile. This, of course, is not news. The world has already gone mobile and according to Gartner the demand for mobile app development services will grow at least five times faster than internal IT organisations’ capacity to deliver them in the coming years.

Care for some numbers?

• There are currently over 2.6 billion smartphone users worldwide. This number is predicted to rise to 4.77 billion in 2017, according to Statista.
• 50% of all website visits come from mobile devices
• 87% of people always have their smartphone at their side, day and night
• On average, we check our phones 150 times per day and spend 177 minutes using them,
• 68% of marketing emails were opened on a mobile device this past quarter
• Mobile ad spend is higher than it is for desktop ads – Mobile ad spend surpassed the $100 billion mark in 2016 and is set to continue its ascent

That is all to say that mobile is clearly not only ‘the future’ but very much the present. It’s how we communicate, purchase, browse, watch, date, and pretty much anything else you can think of. And the point for businesses of every size, is: look at this huge opportunity to market yourself to an expanding mobile market.

It doesn’t take a Seth Godin to see the value of putting a considerable amount of your marketing budget into mobile. Just a glance at those numbers should be enough to convince you of why, but as is often the case in the world of B2B marketing, the remaining questions are sometimes the hardest to answer: what, when, where, and how?

Don’t worry, you’re covered. Here are several concepts that you already likely know about, but with advice on how you can begin to implement them today and recoup a return sooner than you think.


• Develop a mobile-first mentality

A mobile-first mentality for your business is tied into an important marketing fundamental: customer experience (CX), and is centred around the idea that your customers have more touchpoints with your business than ever. Your customers are visiting (vetting) you via their phones, or hearing about you via their phones (and it’s not by calling up their friend). If they’re not, it’s because you’re not relevant – which is not where you want to be, is it?

What, when, where, and how?

Seamless mobile interaction should be your first step. Your website should be optimized for a mobile device and should not be a remarkably different experience than the desktop version. This goes for the service you provide and how your customers pay for your service via their mobiles. Tied into this is a mobile-ready customer support capability that will provide your customers with assistance at any point during a transaction. Same goes for your email campaigns – these need to mobile ready: by being optimized, subject lines kept short, and body copy concise.

• Build a branded app or two

Custom branded apps are one of the most effective ways to engage your customers and build trust with customers to forge an ongoing relationship with you. The trends point to ubiquity of mobile and mobile apps, and that means the idea of creating a mobile app for your business will soon go from a ‘nice-to-have’, to a ‘must have’.

What, when, where, and how?

When thinking of your app, think of the reasons behind it. You want on-brand, of course, but you also want something your customers will use. Think: is your app designed to increase sales? Or perhaps to improve the customer experience? Or maybe it’s because you want to compete in a specific market? Answering these questions will help you on your way to building an app that looks great and gets used frequently. And remember, apps can be used internally and externally to collect information, for data processing, and results evaluation (i.e. sales reports)

• Be social, get visible

It wouldn’t be much of a surprise that you already use social media tools and video in your marketing strategy. But have you considered how to transfer your efforts across to mobile? Social and video viewings are much higher now on mobile than they are on desktop. So, if you aren’t creating engaging content across your social channels (which we know you are) get on it. And make it mobile. Because let’s face it, it’s how people look at this stuff.

What, when, where, and how?

First things first. You need to develop your social content. Having a wide-ranging assortment of inbound links, and having other link to your site is the way you get Google to trust your content. And social media is a great way of building these links quickly. Why not try to mix it up? As well as articles and blog posts, consider instructional videos, infographics, and GIFs to help those views and clicks.

What are you waiting for?

While you already know that mobile is the present and the future, these ideas should have given you some inspiration to update your business’ mobile marketing strategy. So you can get moving in the right direction.

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