Put your Mobile at the Centre of your Marketing Campaigns
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By Nick Cassells
In a world where we can now carry a computer around in our pockets, the mobile phone offers
digital marketers unprecedented opportunities to communicate directly and personally with
their target market in real time. It is central to marketing campaigns for 6 main reasons:
1. The mobile phone is a hub for communication
Once a brick-sized luxury only for those who could afford it, the mobile phone is now a
must-have gadget for almost everyone. The title “mobile phone” is a little bit of a misnomer
as it now offers nearly everything a PC can do and more. As a hub of communication you can
contact prospective clients instantly and they can buy directly from it too.
2. Future Ecommerce transactions are via a mobile
According to research commissioned by Hubspot, by the end of 2017 nearly 25% of all
ecommerce transactions will be done on a mobile phone. In response to these new
behaviours, top channels such as Instagram, Google and Pinterest have introduced “Buy
3. The power of text marketing
Now it seems you can contact your prospective clients and customers 24/7 wherever they
may be. And on top of email and social media accounts there is a form of communication
which is peculiar to mobile phones alone – text. Studies show that 90% of texts get opened
and 98% are read within 3 minutes of their arrival!
4. Mobile responsive sites rank higher
Google continues to streamline its algorithm to reflect what’s hot in the real world and in
April last year it made clear that mobile-optimised sites would rank higher than those sites
which were not mobile friendly.
5. An extra dimension: Location data
As well as being a tool to communicate with customers anywhere, anytime, it also allows
marketers to target individuals based on location. In this way, it can drive prospective buyers
to physical stores in real time.
6. Mobile web traffic has passed desktop
Mobiles really are getting more web traffic than PC’s and this is likely to lead to a great
change in how marketers use advertising. The days of print and TV advertising as the most
effective vehicles are beginning to take a back seat.
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