Why Ignoring the Mobile Can Kill Your Digital Marketing Strategy

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How many times did you check your smartphone today? It is likely that this is not the first, nor the last. In fact, it is possible that you are reading this article from a mobile device and makes much of its Internet search it. Surely your prospects and customers as well.

Although not a big thing, it is important to remember: in the world, about 1.2 billion people access the Internet from their mobile devices. In Brazil, we still have a peculiarity: according to the study ICT Households 2016, released in 2017, 46 million Brazilians only access the mobile Internet , slice corresponding to 43% of users ( up from 20% in 2014).

Specifically when we talk about ecommerce, there is an even more relevant information: the average conversions of smartphones is 64% higher than average in desktops.

In an interconnected and digital world, the inclusion of mobile-friendly concept in strategy Digital Marketing is no longer a trend and becomes the rule: who prepare will not lose ground in the market and hence customers.

Below, you will understand why:

1. 90% of consumers search the web before buying

The number is a survey conducted by TNS Research International consulting and makes clear the importance of a strong digital presence. The survey does not directly address the volume of these searches via smartphone, but if we cross the data of other studies and we look at our behavior as consumers, soon realize that much of it is made in the cell.

Who never got into a physical store and researched the value of the product in the online store or in competition? Or used the phone to get more information on a product instead of the desktop?

So regardless of your business have a physical or virtual store, bet on a mobile strategy may include all stages of the buying journey of your audience.

2. Users do not buy when navigation is bad

When you discover that 30% of consumers abandon a purchase if the experience is not optimized for smartphone, it’s hard not to mention responsiveness and user experience.

Ensure the correct display of the pages of your company, and facilitate user navigation, will help in the organic placement of your site, as this is one of the criteria for ranking used by Google.

Not convinced? And if I say that 61% of people have a better perception of the brand when they offer a good browsing experience mobile?

Thinking about the mobile user, you can avoid losing traffic and sales and improve people’s perception of your company. What about?

3. Your audience is looking for you

It is very likely that people are using a mobile device to search for products or services that your company offers. Actually, it’s what they do more than half of internet users: 60% of all searches performed on the Web take place through mobile phones and tablets.

If we think of a physical store, the potential reach of your brand may be being under-utilized in mobile. Suppose, for example, that your company is a Thai restaurant in Florianopolis. A large part of your potential customers will search on Google, on their smartphones or tablets, terms like “Thai restaurant in Singapore”, or be even more specific, searching by region or neighborhood.

The principle can be used for any kind of business anywhere in the world. Optimize your site for local search or even geolocation are actions of mobile marketing accurate and still little explored.

One tip is to check if you are listed in Google My Business with all relevant information for your business, such as location, phone number and hours of operation.

Want to advertise according to the user’s location? Invest in targeting geolocation, which aims to attract only users who are close to the business establishment. Thus, you will save on development of promotional campaigns and probably will increase your conversion rates.

4. The number of mobile shopping is growing

With the increase in the number of mobile devices, the promise that more consumers start to buy online is becoming more real: 63% of people expect to make more purchases on their smartphones in the coming years.

In Brazil, the use of smartphones for online shopping is also growing: 21.5% of online transactions were carried out via mobile devices, according to the 35th report WebShoppers . In 2015, the share of ecommerce was only 12%. This increase is very significant for your company to ignore the opportunity to reach an audience that is going to grow a lot.

5. Popularization of social media applications

Many of the applications we access in everyday life can be great business opportunities for your company. Digital Marketing strategies that do not consider these channels for communication simply ignore the behavior of their consumers.

If your audience is on networks like Instagram and Facebook, why not use these platforms to build a close relationship with their customers and take actions to increase the visibility of your brand?

Be present in these applications makes your brand present in the daily lives of users and opens another door for communication with your company.

6. more agile and assertive communication with your audience

Communication with your audience can gain agility while also designed for mobile. If you do not stay with your device near you all day, it is certainly surrounded by people who check updates and notifications on phone several times a day.

Knowing this, why not inform your customers of promotions and exclusive discounts via SMS, for example?

Another tool used by some brands and that can complement and integrate outbound strategies with digital is the QR code. The feature can be printed on paper and directs people to any address of the internet quickly and securely

Another suitable content format for those who are always with the phone in hand is the audio in style podcast or even write articles and audiobooks. With people looking for ways to optimize the time, listen to a content value while doing another activity is becoming an effective alternative in the search for the user ‘s attention.

7. Increased engagement and user interaction

How many applications you have today on your phone? And how many use high frequency? If even with a proper application is still difficult to engage your audience, what to do then?

Google’s bet has a name: Progressive Web Apps (or PWAs). The benefit to the user is not need to download an application and have a similar experience.

The user begins by accessing a tab in Chrome browser and the PWA is becoming “increasingly app” as engages and interacts, to the point where it has available functions that were unique to native applications, such as geolocation, notifications and to use offline .

If after these considerations you still not convinced to stop thinking in Mobile Can Kill Your Digital Marketing Strategy, remember what happened to Kodak, Yahoo! and Nokia. These companies have not adapted to the smartphone and lost a large share of the market.

When you look around and see most of his colleagues and family with a cell phone in hand, the data presented here serve only to confirm an awareness: not investing in mobile is to reduce the chances of success of your digital marketing strategy.

If you are not already doing quite possibly your competitor has started or will start.

How about come out ahead?