Monday, May 22, 2017

Mobile Marketing

Mobile Marketing is easily one of the fastest growing areas in the online marketing arena. Strategic Onine Profits provides three core services: Mobile Web Design, SMS text messaging services and Mobile PPC.

Why Mobile Marketing is Important

Mobile Marketing is a huge wave that’s sweeping the world and small businesses risk getting left behind to larger brands.Worldwide Mobile Use

  • There are over 4 billion cell phones in existence with nearly 25% of those being smartphones and over 75% having text messaging capability. (Source: Microsoft Tag)
  • Mobile web usage has increased nearly 70% in the US in the past2 years. Now nearly 8% of all webtraffic comes from mobile. (Source: Microsoft Tag)
  • It’s estimated that by the end of 2014 mobile internet will over take over desktop usage. (Source: Microsoft Tag)
  • Over 50% of local searches are performed on mobile devices. (Source: Microsoft Tag)
  • An extremely high number of users will check a text message within 5 minutes. Think about it, when is the last time you’ve had a text message alert go off on your phone and you didn’t check it almost instantly.
  • 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. (Source: Gomez)
  • 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit and a whopping 40% said they would visit a competitors site instead. (Source: Gomez)

Mobile Web Design

Mobile web design is the most critical part of your mobile web strategy. It does no good to drive traffic to your website and it’s virtually unreadable without trying to zoom and that in turn forces the user to have to scroll back and forth to read.

The majority of users will not tolerate that for long. Even with the advent of and usage of HTML5, which allows web designers to create mobile responsive websites, this alone does not make your site necessarily completely mobile friendly. You want the user to find critical information quickly.

Below are just a few of the important items to consider when looking at your mobile site:

  1. Want it to be quick
  2. Simple navigation
  3. Needs to be accessible on all types of phones
  4. Has got to be thumb friendly for scrolling
  5. Make it really easy for people to contact you with click to call and a map on your home page

There are many more aspects that come into developing a well constructed mobile site, but go try your website now on your mobile phone and see if it meets even the basics listed above.

SMS – Mobile Text Messaging

Mobile text messaging, or often call SMS, has become huge in the past two years and is anticipated to skyrocket in the next few years as advertisers scramble to go where their users are. As you’ve seen from the figures above, sending a text message can be the most effective way for businesses to stay in touch with their clients. With only 160 characters allowed, it’s a very targeted means of promoting your cause or business.

TextingIt’s not just hard core advertisers who are using text messaging to connect with their followers. It can be any entity that wants to provide information to their followers. Even churches are getting into the act with reminders about important services or meetings or a common use is a weekly Bible verse. For local businesses text messaging can be a boom. Imagine you’re a restaurant and you’re sitting there at 4pm with few reservations made for the night. In just a few minutes you can send out a message to any of your followers offering a special for the night, such as a 2-1 takeout price or a free drinks or whatever for less than 5 cents. The same goes if you’re a bar and it’s 8pm and other places are hopping but yours is dead, then a quick text message with the right offer can make your place the happening scene in a matter on minutes. If you’re a retailer then notifying your customers of some special promotion or arrival of new items.

The key to this is that SMS, or mobile text messaging, is incredibly cost effective, only costing pennies per text. And when you compare it to the percentage of users who will see your message, the ROI can be phenomenal. However, text messaging campaigns operate under very simple, but strict protocol as far as best practices, and even legal guidelines, so make sure you confer with us when you start considering implementing a SMSĀ  campaign.

Mobile PPC

Mobile PPC is here – big time. Google announced a little over a year ago that having a proper mobile landing page would be a factor in their ad quality ratings. And just recently Google announced their “enhanced campaigns” which basically allows you to control all your settings under one campaign versus separate desktop and mobile campaigns. Enhanced campaigns will help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns. Enhanced campaigns should be available to everyone by mid 2013.

There are some general guidelines you want to follow with your mobile PPC campaigns.

  • You want to be in the top 2 positions to make sure your ads get served. It may cost you slightly more, but generally mobile ads are a little cheaper anyway, but this could change as more advertisers move into the market. Also the click thru rate on mobile ads is usually higher.
  • Make sure you utilize location and click to call extensions.
  • Make sure you have a mobile friendly landing page and preferably your entire site. You definitely don’t want to spend the money on a good PPC campaign and then lose the potential customer because they click off your non-optimized site.
  • You want to simplify your conversion funnel. Get them quickly to what they’re looking for.
  • Make sure your tracking is set up to monitor your campaigns.
  • Because sometimes users misspell their search terms, you generally want to use broad match keywords.
  • Make sure your offer is pertinent – think about it, does someone sitting at a red light in their car want to download a 20 page pdf.

Lastly make sure your mobile PPC campaign is really optimized for the complete experience