18 Apr 2018
How many times have we heard that phrase recently? But the truth is, by 2021 according to Statista, a statistics and studies site with over 22,500 sources, mobile use and penetration worldwide will have reached an astounding 92%. As far as we can tell, that’s just about everyone.
This global trend has been on the rise now for some time. Already in November 2016, more people accessed the web from mobile devices, such as smartphones and tablets, than they did from desktops or notebooks. According to data released by StatCounter at the time, 51.3% of all web visits last month came from mobile devices compared to 48.7% of visits from traditional computing platforms.
What this means to us is that the way we are accessing information is changing, moving out of the house and office and onto the streets. Conventional wisdom of only a few years ago held that digital marketing was just a transfer from the mailbox to the inbox and that the locus of decisions and gathering information was still firmly seated behind the desk or at least within a defined space. Now, with mobile use going far beyond traditional stationary locations, IT marketing professionals must make sure that our marketing has gone mobile too. Otherwise we will miss the boat!
Right now in 2018, if you are in IT sales, it is high time to your step up your mobile marketing solutions to make sure you are in line with this dynamic trend. Mobile marketing in 2018 and beyond is all about making sure your mobile landing page, your analytics, lead-generation, and email-marketing techniques have mobile as a top priority.
There are distinct differences between traditional marketing techniques and the one that will be most successful on mobile platforms. While many companies today do not even perceive this difference yet – and some do not even have responsive websites, if you can believe it! – you and I know that staying ahead of this particular curve is not only important, but it is vital for remaining relevant and resonant in your marketing plans from 2018 and forward.
To help make sure you have the tools you need to stay on top of this trend in marketing, here are five areas in which you should have a look at your current operations and try to bring them into the world of mobile Internet access. Simply put, that is where all the action will be from now on!
A mobile landing page is completely different from your desktop landing page. Why? It is simply a matter of real estate. When you open a website on your mobile device, be it a smartphone or tablet, the messages and graphics must be able to attract and hold the attention of your user enough to grab their interest. The worst possible result is if a user goes to your site from his or her smartphone and cannot even read what it is all about! This happens more often than you might think!
When your landing page is easily usable on mobile, your basic promotion, potential client acquisition, and user profiling will not only grow, but your conversion rate will grow with it proportionately.
The best mobile landing pages are intuitive and, above all, fast loading and easy to use. The psychology of a good mobile landing page differs from a desktop in a few very important ways. Firstly, while desktop users may be prepared to read and hunt around, the mobile user already opens your site with more intention. They are looking for something specific and do not wish to fiddle around with hard to click buttons or a messy “hamburger.” Secondly, desktop users will sit down to the task at hand with a lot more time on their hands. Mobile users are likely to use your site for quick information or comparative shopping. In that case, you want to make your landing page as easy as possible to navigate – to get the users where they want to be in a hurry!
For the same reasons that you want a strong mobile landing page, you will want to make sure your storytelling is made for mobile as well. It goes without saying that no one will “hear” your story if you force them to read a massive amount of text on their smartphones with an average dimension of 5.8 by 2.7 inches. It is asking too much of them!
The effect of good storytelling is in captivating the attention of the user. On a mobile device, this can best be accomplished by great graphic stories, letting the pictures tell the story as much as possible. Mobile storytelling, therefore, is more like browsing a comic book than reading a novel – you want your user to be able to swipe through a story fast but pick up on all your key messages as they go.
If you decide that the user needs to read a lot, you have more or less decided that you do not need too many users. No one will spend the time to stare at their phones for as much as three minutes per page to read what you have to say. Not only will they become bored, but physically it is uncomfortable as well.
Give them a picture to relate your thousand words, as the man said. To make it even easier, confine yourself to a short series of pictures. With as few as three images, a user can become a fan. In fact, three is a magic number: we expect things to occur in threes. We think in a visual way, and we like to organize what we see into patterns. Given these facts, your storytelling will be incredibly impactful when you give them what they need from the very beginning.
If you want your customers to read “War and Peace” on their mobile devices, you may be in the wrong business!
In a desktop environment, you can give your users plenty to read. They have time and leisure to scroll through long texts and use their words to help form their opinions. In the world of 2018 mobile marketing, however, the approach must be very different. Users will bounce away from pages that present them a lot of text – no matter how mobile-friendly the text is, it still represents time and effort to get through it. The “Ugh Effect” is when people open a newsletter email on their smartphones and see that they have to actually READ a bunch of words!
Instead, you should give them a good image, a strong title in a few words, and present your call to action. This can all be accomplished without constraining a user to scroll through a long body of an email.
Remember why you are sending this email newsletter in the first place. The goal is to convince, to seduce, and bring about an action on their part. If that is the goal, why not make it as easy as possible for them? Images are memorable, evoke emotion, and will quickly help you make conversions. The call to action will seem much more natural if the user is not forced to stop everything and learn about you – he or she should “feel” you rather than learn about you.
Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. This simply means: getting people interested enough to leave their emails or phone numbers so that they become a “lead”.
From a desktop, the user will usually take a moment to consider whether or not they want to provide their personal data or not. That moment, on a mobile phone, is the death knell for your marketing campaign. In mobile marketing, the trick is to automatically develop leads by giving easy incentives to do so. This can be done by SMS, by apps, or by straightforward Opt-In solutions. In your call to action, you can include an enticing incentive – a discount coupon or a personalized invitation to visit the website or shop or a privileged status by being part of your campaign. Qualified leads are generated by giving the user an increasingly easy way to benefit. A good, one-click opt-in solution will make your lead generation a breeze on mobile.
The short answer is Yes! People do not really like SMS ads. They find them invasive and some people denounce them as an invasion of privacy. SMS ads are the oldest form of mobile marketing, having got their start in the 90s – well before the popularization of the Internet or even email. But we are used to SMS marketing and ads. That familiarity is a huge asset!
SMS texts are effective. 98% of SMS text messages are opened and read within three minutes of delivery. When you place this side by side with an open rate of 22% for email - particularly if your text messaging campaign is time-sensitive – you can see the advantage. Furthermore, research has shown that text message advertising containing a link to a website has a click-through rate ten times higher than links in emails.
The twin keys to a good SMS ad campaign are benefit and effective delivery.
Your SMS ad campaign can be hugely effective if you have a direct benefit in it for the user. This does not mean access to information, but it is all about exclusivity (only for you) and financial rewards (discounts, freebies, etc.). In the early days of SMS advertising, long texts would be sent and they would be all about spreading information without a direct call to action. Also, the SMSs were sent more or less at random, to qualified and non-qualified leads. Today both the audience and the marketer is much more sophisticated.
The audience is sophisticated in that he or she will opt into things that offer the benefits we described. The user may have seen your website or marketing campaign through a mobile device. The message may also have been generated according to geolocation, if you are walking by the shop, for example. In any case, the receipt of SMS ads is no longer random. This is all about effective delivery.
Your campaign should be delivered in a smart way to your users. When people opt in to an SMS platform, they do not expect to get a message at 4 in the morning while they are asleep or get an ad for a service in Baton Rouge when they are in San Diego. Effective delivery means at the right time. This can all be calculated very precisely with use of time zones, marketing data, and GPS data.
Being mobile savvy is indeed the future, but knowing how to use it to reinvent your career or approach to marketing in 2018 is where it can profit you most. IT sales are hard no matter what you do. There are so many competitors out there, and there is a lot of innovative product waiting to be seen, heard, used and sold. By employing some of the techniques we have talked about here, you can get a leg up on the competition.
Marketing has evolved so much since it first began. Some of us remember door-to-door salesmen, direct marketing flyers in the mailbox, and cold calling. Today, it has left the mailbox and even gone away from a desktop environment and gone out on the road. The solutions that will win in IT sales are the ones that have best adapted themselves to mobile and mobile marketing solutions. According to official Google statements, more than 50% of search queries globally come from mobile devices (experts say this number is now closer to 60%).
Are you an entrepreneur and want to bring your marketing into the evolving world of mobile? There are many exciting ways for an experienced IT sales professional to launch a renewed career through mobile marketing. Sign up today for a free demo of how we can help you successfully create, distribute, and measure great mobile marketing content across the channels you need!