Inside Edge

Your Monthly Report on the Latest Internet Marketing Trends Web Version


• Mobile Marketing: In Constant Motion
• Engage On The Go
• Your Website Is Still Important

Mobile Marketing: In Constant Motion
Always Keep Pace

Put down your laptop, smartphone or tablet (because chances are extremely good that you’re using at least one of those devices right now) and think about how much the advancements of the last decade have changed our lives. The only thing more astounding than the widespread use of smartphones is the incredible rate at which they have become even more like little computers in our pockets. Whether it’s answering emails, trading stocks or watching movies, almost anything can be done from a smartphone.

What does this mean for business owners? First and foremost, the drastic technological developments and ever-changing nature of digital marketing requires businesses to have the ability to adapt with the market. Many of the companies that are now struggling to catch up to their competitors in the mobile and digital spaces made one critical error: they assumed mobile marketing (and good websites, social media, blogging) were a passing fad. Don’t make that mistake!

The Third Screen Evolution
The first and second screens were the television and computer, respectively. Given that TV and the Internet changed the face of marketing from the dawn of their inceptions, it seems natural to expect that the mobile device – yes, the third screen – would have the same affect. Here are just a few of the shifts in behavior that the third screen is eliciting:

Instead of eyeballing newspapers and magazines while waiting in checkout lines, Google says that 59% of us are now using this waiting period to browse the Internet via smartphone
Google also found that 48% of us actually use our third screens while eating, often taking pictures of our meals and sharing them via social networks
According to Google, 44% of consumers use their smartphones while shopping – a typical use-case would be a customer holding a product in one hand while searching for reviews or price comparisons on their phone with the other hand
While it might not be immediately obvious how these changes in behavior directly affect your business, it should be abundantly clear that consumers are using their smartphones for more than just making calls and texting friends. And if you can submit to the notion that he third screen is not only here to stay, but is also the chosen device of the younger generation (your customers of tomorrow), then you’ve taken the first step towards understanding and implementing a mobile marketing strategy.

Engage On The Go
Mobile Marketing Techniques

The key to mobile marketing success, in most cases, doesn’t involve completely overhauling your campaigns. By now, the majority of companies are active on social media and they understand that the digital frontier is the place to be, so your main goal should be to mobilize all your campaigns to ensure they are as effective as possible.

Here are some areas where you can enhance your mobile engagement:

Social media: the key to leveraging mobile within your social strategies is finding the best way to communicate to the different third screen devices. For smartphone users, keep your messages short and ensure they’re easily shareable via mobile. Tablet users are more likely to engage with content, so messaging can be media rich and longer form.

Text messaging: people are very comfortable with text messaging since they do it so often. This presents a great opportunity for businesses to engage with customers in a way that’s normal to them. Just be sure to use an opt-in approach.

Location: knowing the location of your customers is a potentially valuable piece of information. If you offer products and services, you can tap into this information and use mobile to offer coupons or discounts when customers are at or near your physical location.


Your Website Is Still Important
Become Responsive

A word of caution: don’t forget about your website. The main goal of any digital marketing strategy is to use multiple techniques (one of which is mobile marketing) to get your potential customers to take a specific action. And the majority of the time, this action will take place on your website, which means it’s extremely important that it remain consistent with your campaigns. Enter responsive web design, a mobile friendly web construction technique that allows your customers to experience your brand across all devices.

Here are a few reasons why responsive design might be right for your business:

Location, time and device: these are three vital areas not only to mobile marketing, but digital marketing as a whole. And responsive design caters to all of them by allowing you to present your brand experience to customers on the go, no matter what their device.
Human behavior: did you know that a large percentage of Internet searches start on one device and get finished on another? This is key to the understanding that we move between devices depending on location and time of day (there are those vital components again!). Responsive design helps you adapt to changing human behaviors.
Consistency: you don’t want your hard work to go to waste, so don’t send customers to an unfriendly website that they have to pinch and zoom to even read. Let responsive design keeps your web presence consistent across all devices.

These are just a few guidelines for getting started with mobile marketing and keeping pace with your always-on-the-go customers. For further information or a consultation on how to begin implementing effective mobile marketing strategies that truly reach your customers, get in touch with a local WSI Consultant today!


Marketing Stats

Location Data Pumps Up Mobile Performance
• Estimates show that advertisers int he US would invest $725M in local mobile display advertising in 2013
• Over the next 4 years, it is forcasted that total expenditures would more than triple to over $2.74 billion
Read the Article (eMarketer)

On the Blog

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Get further insights from WSI experts

Question: I realize that smartphone and tablet usage is on the rise, but I still can’t wrap my mind around these mobile marketing techniques. Can a mobile marketing strategy be effective for every business?

Answer: The answer lies in your question. You say that you understand that smartphone and tablet usage is on the rise – that’s your answer right there. It’s not a question of whether mobile marketing can work for every business, but rather, which business figure it out the quickest. As you admit, it’s your imagination that’s holding you back. The first step is understanding that smartphones, tablets and the ‘mobile customer’ are changing the game. From there, it’s about adapting and changing right along with your customers. Every business is different, so if you’re not sure where to start, seek the help of a mobile marketing expert.

For more help on creating a mobile marketing strategy for your business, contact your local WSI Consultant now.

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