Mobile marketing shows no sign of slowing down anytime soon. In fact, statistics show that mobile has overtaken desktop when it comes to internet access in South Africa. A report from We Are Social notes that in 2015, mobile phones made up 61% of the web traffic share in South Africa, while computers made up just 32%.
With that in mind, it goes without saying that if you are not putting your mobile marketing strategies to good use, you are missing out on a massive opportunity to reach a large percentage of people.
How to Improve Your Mobile Marketing Results
Some of the ways that you can get ahead of your mobile marketing efforts include the following:
- Ensure that your website is responsive. Above all else, your website needs to be fully responsive and mobile friendly. A website that cannot be easily viewed on a tablet or smartphone will not benefit from mobile strategies. Before you do anything else, it is therefore vital to focus on your design first.
- Optimise for micro-moments. Mobile searches are often done in the moment. That means keeping information short, simple and to the point. Google has identified four micro-moments that typically apply to mobile searches: I-want-to-know moments (‘Where is Table Mountain?’); I-want-to-go moments (‘Where is the nearest Woolies in my area?’); I-want-to-do moments (‘How do I make melktart?’) and I-want-to-buy moments (‘sauvignon blanc 2017’).
- Capitalise on hyperlocation marketing. Mobile goes hand in hand with local SEO and similar strategies. Hyperlocation takes that one step further, working with geolocation tools to allow users to find products, services and venues in close proximity. Whether this means offering discount coupons in real time, based on their location, or offering suggestions for your audience in their exact location, this strategy can be highly effective at boosting mobile conversion.
- Find mobile focused keywords. Before the rise of mobile, people would use search terms along the likes of ‘restaurants in cape town central’. As the number of mobile searches rises however, terms look more like this: ‘find restaurants near me’. Having a mobile keyword strategy is the best way to be sure that you are leveraging your terms to reach people at the right time, in the right way.
- Use QR codes. These are a simple and effective tool that can add plenty of value. Essentially, QR codes should offer a shortcut to product information for your audience. These work especially well for comparison shopping, allowing consumers to scan codes and compare prices in a ‘i-want-to-buy’ micro-moment.
Keen to learn more about getting started with a mobile-focused strategy? Leave us a comment below, or get in touch today to find out about the Open Circle Solutions approach to mobile marketing.
