In 2016 the mobile market was consolidated and challenged companies to rethink their strategies in a world with an increasing number of web interfaces.
In the year 2017, this market has matured and allows for new mobile marketing opportunities. The following mobile marketing statistics can guide you or help you reconsider your strategy for 2017.
1. Review your design
57% of internet users intend to not recommend a business with a poorly designed responsive website. The main focus of web design is not how the site looks but about the experience, that is, the feel. Thus, a great user experience has a higher ROI.
Another mobile marketing statistic states that tablets represent the highest add-to-cart rates (8.58%) on online shops. As an online retailer, you should be attentive to the design and user experience of your responsive website.
Are your ads attractive? How is your positioning within marketplaces? What can you do to let the consumer enter or stay in the transaction funnel? Think about all of this, review your ads on each platform: titles, descriptions, images, prices. Respect the specific characteristics of each marketplace and work on improvements.
2. Design valuable content
48% of smartphone users start their research using a search engine. Thus, it is essential to create valuable content that helps you to be found online by your buyer persona.
Always put yourself in the shoes of the buyer persona to find out how your app marketing strategy should evolve as he will interact with your content. Create content that answers all the questions a buyer might have about your products, ensuring that they do not need to look at competitors to find those answers.
3. Create a great experience in your app
Smartphone users pass 89% of mobile media time spent on apps; the other 11%, on websites. Though your target audience might prefer to research about products, they prefer to consume media through an app. Provide a great experience for your user, perform the same marketing on the app as on the web.
4. Make your communications mobile responsive
Today’s consumers consult a variety of devices at different stages of the purchase path. Using a combination of desktops, tablets, and smartphones to discover, research, and purchase products. This means that at each interaction, no matter which device is used, the experience must be optimized for screen size, display, performance, and context.
According to this marketing statistic, when companies want to optimize for mobile devices, 52% use a responsive design for every device and 39% create a responsive email template. Adapting emails for handheld devices is the minimal effort to augment your leads and improve your conversion rate.
5. Optimize your site for mobile devices
Google points out that 61% of its mobile users do not intend to return to a website they could not view or access correctly; of them, 40% would prefer to visit another website instead. Google recognizes three different settings as mobile-friendly: responsive design, dynamic delivery, and a separate website for mobile devices. Despite this, it is the first item, the responsive design, which Google recommends as the # 1 design standard.
As the number of people searching on mobile devices increases, so does the number of people browsing your website on mobile devices. If your website design does not work well on a smartphone or tablet, they may give up and leave your page. Use high-quality compressed images which will reduce loading time and avoid consumers leaving your page.
6. E-mail opening rates improve
In the last three years, email openings rate in handheld devices have multiplied by 180%. If your subscribers do not read your newsletters, first you should check how to improve your customer database by removing outdated emails for example. Most importantly, separate the contacts according to the type of newsletter you have sent, ie promotion, tips, etc.
Call to action! When you create an email with a question in the title, you are persuading the person to open it, to see the answer. Make tests with two or three variations of titles. Once you have sent them, see which had the highest opening rate and send that one to the rest of your list. Finally, sending emails daily and at inappropriate times can cause your client to not read your emails or mark them as spam.
All these factors are proof that the open rate is very important. By 2018, experts estimate a 80% of email users will gain access to their accounts exclusively from their handheld devices.
7. Use videos in your mobile marketing
48% of millennials view video only on their mobile device. This marketing statistic suggests that a good marketing strategy can use this tool for its benefit instead of pushing the product to customers in an invasive, boring and decontextualized way. Using videos in your mobile marketing strategy is fundamental, as in addition to being increasingly popular, it has greater credibility among consumers and your message is more likely to be shared.