We've often written about how important it is to adapt your marketing strategy to ongoing trends. Regardless of how big your company is, or how big of a brand you believe you have, it is vital that you adhere to ongoing demands and orient your marketing for modern audiences. While there are a couple of dominant marketing trends in 2023, we would like to focus on one that has been active for years, and that will likely remain active for the foreseeable future. What we are talking about is mobile marketing and its various aspects. So, for this article, we will take a more in-depth look into what mobile marketing is and give you a concise idea of maximizing your mobile marketing strategy for an e-commerce brand in 2023-2024.
What is a mobile marketing strategy?
To properly explore this, let's start off with the basics. A mobile marketing strategy is a plan that outlines how a company will use mobile devices and channels to promote its products or services to its target audience. Usually, it involves a set of tactics and approaches aimed at engaging mobile users, driving brand awareness, increasing customer engagement and retention, and ultimately driving conversions and sales through mobile devices.
A mobile marketing strategy typically starts with mobile optimization. This means ensuring that all digital assets, including websites, landing pages, and emails, are optimized for mobile devices. To make this possible, you need to have a responsive design, fast loading times, and user-friendly navigation to provide a seamless mobile experience.
The reason why you are doing this is to make your brand suitable for mobile advertising. Through it, you utilize mobile-specific advertising platforms and techniques to reach the target audience effectively. This may involve content like in-app stories, mobile search ads, in-app ads, social media ads, mobile video ads, or mobile ad networks. It can also include utilizing text messaging to communicate with customers directly. This entails sending promotional offers, updates, and alerts to a mobile subscriber list.
Mobile advertising also includes social media management. To properly reach your customer base, you will rely on mobile-optimized posts, stories, and live videos. E-commerce brands also need to find ways to leverage social commerce features to enable mobile shopping experiences. We should also mention that mobile advertising entails SEO management, often specially catered to mobile usage.
What makes mobile advertising so effective is the widespread use of mobile devices and the relative ease of engagement that people have through them. What makes mobile advertising difficult is the short attention span of everyday customers. Not to mention the relatively steep competition you are likely to face.
The idea behind mobile marketing strategy is that you approach it with a clear goal in mind. Because you are relying on mobile devices, you will have a lot of tools to gather customer data (more on that later). As such, it is important to use that data to create long-term plans. Although it may seem simple, mobile advertising doesn't simply mean sharing content via various mobile-friendly platforms. It means optimizing your online presence so that it makes the most out of ongoing marketing trends. To make this possible, you need to understand both your brand and mobile marketing in general. Only then can you figure out the best practices for brand development through mobile advertising.
Why is it important that you tackle mobile marketing?
Seeing that mobile marketing is far from simple, and can entail various aspects, you'll likely wonder whether it is worth pursuing. Well, while some brands don't really need to focus on mobile marketing, we feel that every e-commerce brand needs to make it a priority. Here is why.
The ubiquity of mobile devices
Mobile devices, such as smartphones and tablets, have become an integral part of people's lives. While estimates can differ, almost all of them put the percentage of people that use mobile devices over 90%. Therefore, it is safe to assume that they are highly prevalent, with a large majority of the population owning and using mobile devices regularly. This makes mobile platforms a huge marketing where you can reach a vast audience and engage with potential customers wherever they are.
Mobile internet usage
One of the main reasons why mobile devices are so prevalent is that we use them for going online. Many users rely on mobile devices as the primary mean of accessing the internet. People of all ages, genders, races, and cultures use their smartphones and tablets to browse websites, search for information, and make online purchases. So, if you focus on mobile marketing, you will ensure that your brand and offerings are readily available to mobile internet users, increasing your visibility and potential customer base.
Changing consumer behavior
This widespread use of mobile devices is anything but new. Ever since their invention, mobile phone use has had an exponential growth. And as the mobile tech advanced, so did the functionality of mobile phones. At some point, certain aspects of mobile devices simply surpassed the standard ones. Users prefer the convenience and accessibility that mobile devices provide, allowing them to access information and make purchases on the go. Therefore, by adopting a mobile marketing strategy, you align your efforts with consumer preferences and cater to their needs, enhancing the overall customer experience.
Higher engagement and conversion rates
As an e-commerce brand, you can highly hope to have decent engagement and conversion rates without mobile marketing. Mobile users tend to interact with content, ads, and notifications on their devices more frequently and for longer periods. This increased engagement can translate into higher conversion rates and a greater likelihood of customers taking action, such as making a purchase or subscribing to a service.
he big reason for such engagement and conversion rates is the level of personalization that mobile devices offer. Remember, each person tends to have their own, personalized mobile device. This is not usually so for PC devices. Mobile marketing allows for personalized and targeted communication with your audience. Through mobile apps, SMS marketing, push notifications, and location-based targeting, you can deliver highly relevant and tailored content, offers, and recommendations to individual users. This personalization enhances the user experience, builds customer loyalty, and increases the chances of driving conversions.
Enhanced user experience
Speaking of user experience, it is worth noting that a well-executed mobile marketing strategy mainly focuses on delivering a seamless and user-friendly experience across mobile devices. If you optimize your website, create mobile apps, and streamline the mobile purchasing process, you will provide a positive and convenient experience for your customers. This, in turn, will lead to increased satisfaction, repeat business, and positive word-of-mouth referrals.
While this improved user experience is quite palpable once you witness it, not all brands chose to tackle it. Some don't bother with mobile marketing at all. Others do but chose to do so in a superficial, unplanned way. Well, if you tackle mobile marketing as you are supposed to, you can easily get a competitive advantage. As mobile usage continues to rise, it has become crucial for businesses to have a strong mobile presence. By embracing mobile marketing, you stay ahead of the competition and position your brand as innovative and customer-centric. Failing to address mobile marketing could result in missed opportunities, loss of market share, and falling behind competitors who are effectively leveraging mobile channels.
Optimizing your mobile marketing strategy for an e-commerce brand in 2023-2024
With all this said, how are you supposed to go about maximizing your mobile marketing strategy for an e-commerce brand in 2023-2024? Well, unfortunately, there is no one-for-all solution. Every brand needs to access its brand and the ongoing marketing trends in order to determine the best course of action. But, fortunately, there are certain guidelines that almost all e-commerce brands need to adhere to.
Have a mobile-optimized website
Firstly, you need to ensure your website is fully optimized for mobile devices. This not only means that your website should look decent on mobile devices but also that it should run properly and it should be easy to navigate. Regardless of how good your website looks on large screens, it needs to have a thought-out mobile version that users can easily access. Conduct regular testing to ensure a seamless user experience across different mobile devices and screen sizes. If there are any drops in performance, you need to address them and ensure that your website runs as smoothly as possible.
Create a mobile app
No e-commerce brand can function without an app. At least not in 2023-2024. Does having an app mean that every customer will rely solely on it? Of course not. But, having an app achieves a couple of goals. An app can provide a more personalized and convenient shopping experience for your customers. Through your app, you can also work on customer engagement by including features like push notifications, in-app messaging, and simplified checkout processes. By having it your brand will also appear more professional and reliable.
Personalization and targeting
We've already mentioned that the main allure of mobile devices is the amount of customer data they provide. Even through relatively simple analytics, you can learn what your customers are like, what their preferences are, and what are their online habits. You can then leverage this acquired data to personalize your mobile marketing efforts. Utilize customer segmentation and targeting techniques to deliver relevant content, offers, and recommendations to individual users based on their preferences, browsing behavior, and purchase history.
While no content is exclusive to mobile devices, certain content simply works way better. Content like:
- Short videos (think of how popular TikTok is)
- Web stories
- Interactive content
- Vertical images
- User-generated content
All these types of content perform way better if presented on mobile devices. User-generated content works especially well as it is created by mobile users, for mobile users.
Of course, you do not have to solely rely on these types of content. But, whatever content you opt to use, you should always keep mobile optimization in mind. Use shorter paragraphs, bullet points, and concise headlines. Optimize images and videos for mobile viewing, ensuring they load quickly and are displayed correctly.
Social media optimization
Modern brands cannot survive online without social media optimization. You need to optimize your social media presence for mobile users. Ensure your profiles and content are mobile-friendly, and engage with your audience through mobile-optimized social media posts, stories, and live videos. Leverage social commerce features to enable seamless shopping experiences directly from social platforms. This is called social commerce and is one of the key tools for maximizing your mobile marketing strategy for an e-commerce brand in 2023-2024.
Make payment easy and smooth
As an e-commerce brand, you need to make the checkout process for your customers as easy as possible. One of the best ways to simplify it is by offering mobile payment options such as digital wallets (e.g., Apple Pay, Google Pay), mobile banking apps, or payment gateways optimized for mobile devices. Ensure the payment experience is secure, smooth, and hassle-free. The more steps your customers need to make in order to finalize their purchase, the more likely they are to quit.
Remember, mobile marketing is an ever-evolving landscape, so it's essential to stay updated with the latest trends and technologies. Continuously experimenting, measuring results, and adapting is necessary for maximizing your mobile marketing strategy for an e-commerce brand in 2023-2024. Make sure to continuously monitor and analyze your mobile marketing efforts and adapt them to ongoing needs. Utilize mobile analytics tools to track user behavior, conversion rates, and other relevant metrics. This insight will be essential for you to optimize future mobile marketing campaigns, improve user experience, and drive better results.