EFFECTIVE SEO PRACTICES TO BOOST MOBILE MARKETING

Posted by Sharvi Ahuja on May 24th, 2019

Smart phones are no longer just an electronic device. They may have started off as a means to contact people but now they have become the ultimate hub for information, entertainment and many other utilities. Smartphone usage has seeped deep into our habits and it is evident from the fact that about 5 billion people, approximately 72% of global population, are now mobile phone users.

Potential of Mobile Devices for Marketing

A technology that is used on a daily basis, by such a significant portion of our population, obviously has massive potential. You can get an idea about the ability of mobile devices to drive sales across industries from the fact that they were responsible for influencing close to trillion worth of offline retail purchases in 2016.

Smart phones have opened up a world of possibilities for marketers and here are some reasons why:

Mobile is Omni-present

If we were to ask you at this moment where is your smart phone, there is a 90% probability that it is within your arms reach. There is also a 56% chance that you are reading this article on a mobile device. This means that a person with a mobile device can be contacted at any hour of the clock and I’m sure as a marketer nothing excites you more.

Spontaneity

Something just came up in the news, it is relevant to your product and you are excited to share this update with your target audience. How do you go about it? You will probably tweet about it, post something on Facebook or send an SMS and it will be instantly delivered to thousands of Smartphone users. In this way mobile devices make it possible for us to communicate and engage with our customers directly. They also help us to make the most out of a current situation which may not be as effective once a lot of time passes.

Personal Relationship

When you receive a message on your phone, you know it isn’t for your family or friend, it is for you. It is personal and this is exactly the kind of relationship that marketers wish to have with their customers. There is something special about receiving messages from brands which are clearly addressed to you. You’re also more likely to open a promotional message that has your name mentioned in it. In this way mobile marketing nurtures a personal relationship between a brand and its customers which apart from being beneficial for businesses also enriches the quality of customer service.

It’s Forever

Mobile devices ever since their launch have been popular among users. Their functionality is great and they help us to manoeuvre our way through many daily tasks. Moreover they are not as expensive as they used to be when they were newly launched. They are quite affordable and for this reason we believe, mobile devices will be here for a long time. It makes a lot of sense to create a strategy for something that has had a past, has a present and also has a bright future.

Better Market Segmentation

When you are distributing flyers in a locality, putting up a billboard in the neighbourhood or advertising your brand on air, you are targeting a wide audience out of which many are not even a part of your target audience. But mobile marketing can be made focused and targeted towards a select group of individuals. You can shortlist the number of people whom you wish to contact based on their various characteristics and send them coupons, deals or any such communication to engage them.

Mobile Marketing Strategies

Now that you have realised why you need a mobile marketing strategy for your business, let’s delve deeper into the various strategies that you can adopt to provide a rich customer experience. The most basic step marketers take in their mobile marketing strategy is to create an app or a mobile optimised website. But there are many more things that you can do to enhance your customer’s mobile experience.

User focused optimisation

Most of the searches we perform online are to address specific requirements such as a place we are looking for dinner or some other precise information. When we perform such searches we usually expect concise information. We are not looking for a detailed research but just a crisp concise information.

For example a user performing a search for ‘how much sugar should I add to my blueberry cheese cake’ wants a bite-sized piece of accurate information. They don’t want videos, graphs, charts or an in-depth research or comparison of various recipes.

There are 4 types of similar queries that people expect such type of information for

• I want to go – a location you may want to visit.
• I want to do – an activity you wish to do.
• I want to know – a piece of information you want at that moment.
• I want to buy – an item you wish to shop for.

In order to optimise content for such queries a business first needs to anticipate ahead of time what his customers may need, create content for such searches and make it available instantly at the tap of a screen.

Final Thoughts

There’s no denying that the future of mobile advertising is really bright and there’s also no denying that it offers better return on investment and customer engagement. The fact that users do not have to go through much effort to find what they are looking for and marketers can personalize the way they reach out to their consumers, makes mobile marketing a win-win situation for both the consumers and marketers.