As Smartphone Use Grows, Market to the Mobile Crowd

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As Smartphone Use Grows, Market to the Mobile Crowd

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People are tethered to their mobile devices, and communicating with them via mobile media is essential to your company’s growth. You’re losing out on a massive opportunity if you avoid developing a firm strategy to cultivate mobile-specific customers.

Mobile technology and programs to share content on mobile devices have evolved to make it easier for companies to develop effective plans for mobile marketing campaigns — it’s not all for tech geeks and Web designers anymore. According to the Pew Research Internet Project, nearly 60 percent of adults have a smartphone, the majority of whom are 18-49 years old. Still, the Pew study shows that nearly half of the baby boomer audience actively uses smartphones.

If you haven’t already, it’s time to tailor content to to mobile audiences in a way that supports your business goals.

Setting Mobile Priorities

Having an effective, mobile-optimized company website is absolutely critical to cultivating that business. Creating a mobile application and presenting it in the online marketplace is a more time-consuming (and expensive) task than overhauling the existing website. But it’s another step toward addressing the habits of mobile users.

Tech Time Tea suggest a majority of Internet users’ time is spent on mobile apps. If your business offers an app, it’s time to market it more effectively through “highly synchronized campaigns across multiple platforms.” Tracking how you convert traffic from your mobile site or app into bookings or sales should be prioritized, so consider factoring a tracking tool into a redesign of your marketing plan or site update.

Once you have a strategy and tools in place, test and then test again. Don’t just assume that because your app looks good on an iPad, that it will have the same effectiveness on an Android phone. If you need to, head to a mobile provider like T-Mobile and buy multiple tablets and smartphones to test on different platforms. A few hundred dollars on equipment can save you from the embarrassment of a website or app that doesn’t work for a large percentage of your customers.

Trends for 2014

In an article on, writer Jennifer Lonoff Schiff notes that 2014 will provide even more opportunities for businesses to connect “with people not only researching and comparing products on their mobile devices, but purchasing” them on their smartphone and tablets, as well.

For that to happen, your company needs to consider “increased personalization and customization” of messages for mobile-specific users, Schiff writes. Product descriptions and stories should be groomed to fit in an even shorter, tighter space for mobile devices. Everything that’s descriptive and functional about your primary site should have a mobile component.

Understanding online behaviors is also crucial to your mobile marketing growth, because smartphone users differ from tablet users and straight laptop users. In an April video, Microsoft Marketing Solutions experts talk about the need for “multiscreen marketing,” and creating screen-specific designs to address how people consume content on those devices.

With mobile marketing, everything is customizable. Keeping up is challenging, but this is also a great time for creative marketers to cull sales from untapped audiences.

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