“What about mobile?”
The easy responses are . . . “we’ll make a mobile web page, or we’ll design it to be responsive . . .” But just because you build it, doesn’t mean your audience will ever see it.
Even if you’ve designed your mobile marketing experience to be contextually relevant to the user, you still need to get people to the content or deliver it to where the customer already is.
Mobile content has a very low propensity to go viral. And unless you have a top-rated app or an extremely niche audience, organic discoverability is very low. For mobile marketing success you have to expose the customer to your content where they already live, or create demand for that content before you can get customers to engage.
There are three primary options to drive traffic to mobile content:
- Provide a figurative physical signpost pointing to the content: QR codes, and RFID and strategically placed URLs.
- Search and search advertising is very effective for mobile if your business is location-based, such as a retail establishment. More than 53 percent of all searches are location driven.
- Intercept them while they’re engaged in their preexisting mobile behavior. If you already have a mobile app with heavy adoption and push features, great, but for most campaigns, that means social media.
Facebook is the single most visited site and app on mobile devices in the U.S.
39 percent of all social networking is done on a mobile device.
Using social media on a mobile device has become an always-on activity. When we’re waiting in line, out with friends, or even in a dull meeting at work, social media is what we go to on the phone. If you want to drive mobile users to your content, engage them where they already are, social media.
1) Create posts that have unique appeal for mobile users.
2) Consider the context in which your posts are likely to be consumed and the appropriate CTA.
3) If you’re using a post to promote content on your website, make sure that content is mobile friendly.
4) If you’re advertising on social media, specifically target mobile users.
5) Find ways to get mobile users to engage directly.
Some good examples include how Expedia, (a CMD client), uses Facebook to promote mobile specials and its new mobile application. Other brands CMD works with are testing Twitter links that default to mobile content surrounding in-store offers and product training.