Don’t look now, but mobile-friendly marketing is now de rigueur.
More and more people are accessing the internet through their mobile devices. In fact, Microsoft Tag estimates that mobile access to the internet will overtake desktop access by 2014.
When it comes to social media, an increasing number of people are using their smartphones and tablets to access Facebook, Twitter, and other social networks. According to a report by eMarketer, 46% of those surveyed accessed social networks from their smartphones in 2012, while 16% used their tablets.
Emails are also increasingly consumed in mobile devices. Based on March 2013 statistics, 43% of email is read on a mobile device. We’re seeing the same trend in PR in Your Pajamas: 50% of our subscribers read our emails on their iPhones.
Clearly, mobile marketing is something you can no longer ignore.
But is mobile marketing for everybody?
In the video below, mobile marketing expert Jamie Turner, explains what type of business needs to go mobile RIGHT NOW:
Prefer to read? Below is the video transcript:
Elena: Are there specific businesses that are better suited to mobile marketing?
Jamie: That’s a great question, very common question, too. You can think of the relevancy of mobile on a spectrum. On one side of the spectrum, if you’re a cement manufacturer, mobile may not be your thing. And on the other side of the spectrum is, if you’re a retailer, mobile is big, big, big for you, so it’s really important to be in mobile. In the middle are B2C, B2B companies and most of us fall into that category. If you’re a retailer, you have to be in mobile.
Mobile is important, here’s why: When somebody is coming out, let’s say, a movie theater, one of the first things they do is “Hey! Let’s go out for dinner now.” What do they do? Open up their mobile device, they do a search for “Italian restaurants.” If you were not showing up on that search, then you miss out on that consumer. Final point to remember, 50 percent of all Internet searches are now done via mobile so if you’re not there to meet them, they will meet your competitor and that’s bad news for your business. So get into mobile if you can and in particular, if you’re a retailer and especially if you’re in B2C.
Making your online marketing more mobile-friendly doesn’t have to be hard or expensive. Here are some easy ways to get you started:
Make your website mobile-ready
What does your website look like when it’s viewed on a tablet or smartphone? Is it hard or impossible to read and navigate? If you’re using WordPress, it’s easy to display a mobile version of your site using a plugin like WPTouch. It’s simple to use and free. In fact, we’ve recently installed WPTouch here on PR in Your Pajamas. Check it out on your phone or tablet.
Test your emails on mobile devices
When you test your emails before sending them out (you do test them first, don’t you?), preview them on your smartphones and tablets, too. Do lines break up when they’re not supposed to? Are images too large? Small? Is the subject line so long it gets truncated in a way that doesn’t make sense? Maybe your graphic designer spent hours designing your latest newsletter, but it doesn’t display properly on small screens.
Find out and make the necessary adjustments to ensure a good mobile experience for your readers.
Increase your mobile awareness
Include mobile metrics when measuring and tracking your marketing results. For example, Google Analytics now shows how many of the visits to your site were made on a mobile device, including what specific devices they used. When you have the chance, survey your audience about their use and preferences when it comes to mobile devices.
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies, which she's also using for her own bling flip flop company.
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