How to integrate Mobile into your Marketing Mix

Nowadays there is a rapid consumer adoption of mobile and mobile-enhanced media services. Mobile has become so important to people that a new psychological term has been invented: Nomophobia, which is the fear of being without your mobile phone!!!

Marketers need to listen to customer’s digital signals which increasingly occur from mobile devices in order to succeed and then respond in a relevant and real-time manner.

If the marketing mix does not include mobile devices, they are missing out the opportunities to connect, engage, influence, transact, and support their current and potential customers.

But how can mobile be integrated in the marketing mix? This article aims to point out some basic rules and tips in order for marketers to achieve the most from mobile devices.

1. Build a Mobile Friendly Website

  • Take mobile screen resolutions into consideration. There are a number of sites and tools which can help designers see how their sites are going to render in a mobile device.
  • Check your website load time. Don’t overload the site with unnecessary images or videos.
  • Be very patient with your content.  Let visitors get the information they need quickly. Put the most important content near the top of your pages  and the least important to the bottom of the pages
  • Users should be able to easily tap the links and buttons of your mobile website version with their finger. That means images need to be a little bigger than expected.
  • Add a search bar at the top of the page or main menu. This will allow people to easily find the content they need within the site without having to browse around that much.

 2. Getting Local

Mobile is personal and local. First and foremost make sure your website is optimized for local search, which is a key part of your web presence and overall design considerations.

A great percentage of local searches conducted on a mobile phone result in a purchase.

3. Create Mobile friendly Email Campaigns

It is true that e-mail in the digital age has become the mainstay of marketing. Marketers would be sorely disadvantaged if they do not consider all emails to be mobile friendly.

It’s estimated that:

  • 88 percent of people are checking their email on a mobile phone every day.
  • An average of 65 percent of all emails, are opened on a mobile device.
  • 98 percent of all emails may be only viewed on one device.

In other words, if you did not take mobile into account, then you’re going to be significantly slowing down the potential of your email marketing programs.

What can you do so as to design email for mobile-awareness?

  • Set the width of your email to be between 320 and 520 pixels.
  • Limit the email ideally in one column.
  • Limit the number of images you use.
  • Alternatively create a responsive design approach, so that the email displays differently across the different device types.

4. Develop a mobile application

Mobile applications are extremely effective to provide utility and engage consumers while simultaneously meeting business objectives.

The average consumer has about 10 apps and is spending nearly 86% of his mobile media time within these apps, compared to only 14% on the time he spends on the mobile web. Additionally there are 1.2 billion app users worldwide and this number is predicted to increase to 4.4 billion by 2017.

Mobile apps can be used to empower communities and work as promotional tools for retail sales. This means that they can drive customer advocacy.

Mobile apps fall into a wide range of categories. The only limitation is imagination. The apps that have the longest shelf life tend to be news apps, followed by health and fitness, travel and lifestyle. Games are the least retained apps, although they’re the most widely used.

But keep in mind mobile apps are not successful by chance. You need to know what they want and have a clear strategy on how you’ll fulfill their needs.

5. Build an SMS campaign

Mobile text campaigns are the workhorse of mobile marketing. Text messaging also known as SMS is the cornerstone of the leading marketers, mobile marketing programs.

  • Text messaging has the greatest reach of any mobile media, meaning that it works on every phone in the market, across all networks.
  • Nearly 89 percent of consumers actively use SMS and 97 percent of the time they’ll open that text message within four minutes of receipt.
  • Common response rates to text messaging marketing campaigns are often reported as being as high as 6 to 15 percent

The secret is that you’re engaging with an individual on a one-to-one basis through his most intimate device, his phone!

Text messaging is recognized when used properly as being an incredibly efficient, effective and engaging tool.

6. Make use of QR codes

When a QR Code is scanned by, a smartphone can trigger a number of events and experiences for the users, while simultaneously generating meaningful actionable data for the marketer. For instance, when someone scans a QR code, for example on a print material, such as a flyer or a magazine this actually can take the person to a website, trigger a phone call, save contact information into their address book and much more.

Which is the future of mobile marketing?

Today there are roughly 3.2 billion unique mobile users, and five billion mobile subscriptions. The predictions for the future are much higher.

Also, according to Forrester Research, we’re into a 20 year business cycle, the age of the customer, where customers, not the marketer, hold the power. As a result marketers need to learn to engage consumers in real time.

Marketing has changed during the last years and the pace is going to get faster. The key to success is to continue to learn and experiment with mobile in order to best serve our customers…

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