Why Small Businesses Should Use Mobile Marketing

Why Use Mobile Marketing?

While the smartphone was officially invented way back in the 90s, Steve Jobs tends to be credited for starting the craze in 2007 with the iPhone’s birth. A decade later, and the smartphone now reigns supreme. Usage has been on a steady rise during the past decade, predicted to surpass 222 million users in the US in 2017. Additionally, the unique aspect of attachment between user and smartphone has caused it to be called “an extension of the user’s arm and mind.” Possibly this is the reason for which over 50% of adults in the US said it was their preferred device for surfing the internet. Given these numbers, it is important for small businesses to understand and leverage mobile marketing to their advantage.

What is Mobile Marketing?

Mobile marketing encompasses any effort by marketers to reach consumers through their mobile screens. While this can take a myriad of forms the most common according to Search Mobile Computing are SMS messaging in first place, with Search engine marketing and display-based campaigns as close seconds.

For What Kind of User is Mobile Marketing Effective?

Smartphone and tablet users are spread across all demographics of age, gender, and class however they are united in certain behaviors. According to Marketing Schools a behavior nicknamed “snacking” is common among users of these devices. They tune in frequently for short periods of time and are quick to switch from one function to the next whenever there is a dull moment. They touch on a large quantity of content, but not for extended periods of time. Additionally, mobile user respond differently to ads than desktop users. The majority reported that being informative the most important quality in an ad, followed by relevance.

Mobile Marketing Advantages

While it may seem complicated, small businesses should not shy away from employing a mobile marketing strategy. It is surprisingly simple to implement a mobile strategy which can reap bigger reward than even social media efforts. One unique advantage for small businesses is the ability to use mobile for customer engagement, due to their smaller customer base. Putting in the extra effort to engage gives your business a personal touch which inspires brand loyalty.

Mobile Website Tips

50% of people say they won’t recommend a business with a poorly designed mobile site. The importance of a website that runs smoothly on mobile is paramount, and an excellent place to enter the mobile marketing world. Frequently check the speed of your mobile site with Google’s PageSpeed Insights, as a lagging interface on any platform will result in lost conversions. If need be, reduce the size of images to make sure they load quickly. Additionally, incorporating mobile payments improves the user experience and increases the chances a mobile user will buy from your site.