What it Means to Truly Embrace Mobile Marketing
When was the last time you checked Facebook on your computer? For most of us it's become second nature to check all social media platforms directly from our phones, tablets and other mobile devices — and now, maybe even Apple Watch. Sure, we still use our computers when it's convenient. However, the vast majority of us are on the go so much that it doesn't make sense to lug around a laptop when you basically have one right in the palm of your hand. So what does all of this mean for businesses and marketing? Well, basically if you're not already mobile, stop what you're doing and make the switch now.
Not an age game
Obviously, anyone could explain that social media traffic has greatly increased in the last five years alone, but some other findings may surprise you. According to the Pew Research Center, "more than half of all online adults 65 and older (56 percent) are using Facebook," which means mobile marketing isn't only effective for younger generations. If half of the 65-plus generation is using social media, then why in the world would your website not be mobile friendly? In addition, this means that having a mobile website isn't just about gaining the attention of young folks. Your web presence doesn't have to be "hip" and flashy to be effective; it just needs to be simple and concise for everyone.
In fact, a separate article from Pew Internet & American Life Project says, "Since 2006, blogging has dropped among teens and young adults while simultaneously rising among older adults." This study showed that most young adults are moving to "microblogging," which mainly consists of much shorter status updates instead of content-rich blogging. The study also found that 55 percent of all adults aged 18-29 are accessing the internet wirelessly both from their phones as well as laptops. Adults 30 and up aren't far behind, with 30 percent accessing the internet from their phones and 34 percent from their laptops.
What makes a mobile marketing campaign effective?
Those who use social media are proven to use it daily. Furthermore, Pew states "half of all Instagram users (49 percent) use the site daily." There's really no harm in marketing this way. No one said it was going to be easy, but if you take a few minutes to update your consumers with what's new in your world every day, they will appreciate it. That said, web annoyance is also a fine line that shouldn't be crossed. Many posts per day will do nothing except agitate your following and possibly make them back away.
A steady flow of significant updates will remind those listening that you're still there and you care about them. Notice that word "significant" as well. If your only updates are "How is everyone today?" and "Is it Friday yet?" you'll get scrolled over quickly. Make sure that what you're saying is relevant and interesting. Embracing your social media presence means going all the way - or not doing it at all.
A recent article that appeared in Forbes stated that effective marketing must "resonate with consumers by ringing true and delivering a personally meaningful message." If you put yourself in the position of the customer, you quickly realize that you wouldn't want to buy something that doesn't seem to apply to you. The trick is making people see that your product will improve their lives.
At our core, we're designed to create. When someone purchases your product or service, they want to know that they'll become a more productive and contributing member of society. They want to know that others will appreciate what they're doing. In turn, this means that they'll feel much more fulfilled and have a sense of purpose. This seems like a very complicated explanation for a minor act. The bottom line is that if you would like to sell me peanut butter, don't ask me, "Do you want to buy this peanut butter?" Tell me, "this is what my peanut butter does for you."
Keeping the attention of your audience
It's also been proven that consumers are less likely to shop around if your website is mobile friendly. This means that you should be as diverse with your marketing as possible. The more "fingers in the pie" so to speak, the better your chances at getting new and frequent visitors. This means not only having a mobile-friendly website, but also creating an entire web presence for your business.
Pew Research Center found that "52 percent of all online adults now use two or more social media sites." Create pages for Facebook, LinkedIn, Instagram, Twitter and more! Just because your company has an Instagram page doesn't mean you have to post pictures of your lunch all day. Get creative and make friends. Get involved with others' pages. Comment, share and like! Not only will you get more customers if you start to share yourself on social media, but you can potentially create business contacts in the process that can be truly invaluable.
Jessica Keaton is a communications specialist at HyperTargeting Marketing, a provider of lead generation and marketing services.
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