Why you need a mobile marketing strategy before creating your mobile app or website

Year after year, the growth of the mobile sector continues to grow, in fact There are only a few sectors that have grown as fast as apps and mobile websites..
If you are thinking about developing a mobile strategy, you might start by making your company's website or those of your clients mobile-friendly. Or you could create an app. This creates new business opportunities, which will lead to new sources of income for you. Keep in mind that this can be a unique new way to reach and influence your customers. However, this is not the only argument for a mobile marketing strategy.

Reasons to include mobile marketing in your company's marketing strategy

Now more than ever it is the best time to start a mobile marketing strategy. Do you want to know why we say this? Let's look at it with numbers:

• A 30% of all restaurant searches On Google they are done through mobile phones
• Searches involve a 17% in the automotive sector
• A 16% in the case of technological issues
• As to Mobile advertising is growing at 3-digit rates. It is normal considering that The results of the campaigns are between 6% and 8% better than those of traditional advertising
• The number of mobile advertisers has increased significantly. In addition, traditional brands in sectors such as finance and consumer goods that previously dismissed mobile advertising are now enthusiastically embracing it.

In short, figures too important to ignore, right? Now Mobile phones are perfectly integrated into our lives as consumers and all this has led to a new customer profile: the SmartConsumer.

How to start designing a mobile marketing strategy?

The first thing before starting with the objectives is to keep this premise in mind: A mobile user does not necessarily have the same needs as when using another type of device..
Considering this we must ask ourselves two basic questions:

What do customers expect from our mobile website or app? And secondly, what is our goal as a company? We'll start by answering the second one.

Our objectives as a company can be many and varied, which is why it is key that we have an ultimate goal: improve conversionAnd in this aspect the mobile strategy is one step ahead: it has been proven that Through mobile devices, conversion increases between 6% and 8% compared to traditional e-commerce.
On the other hand, when developing the mobile marketing strategy, the user experience of the mobile site or application compared to traditional websites must be taken into account:

• 71% of users expect the app or mobile web to load as quickly as if they opened the web from their computer
• Around 60% they think that a prudent charging time should not exceed 3 seconds
• Only a 78% will give you two chances if your app or mobile site takes longer to load than expected

As for users who have had a bad mobile experience:

• More than 60% will not recommend a company that does not have an adapted website or an app
• Nearly 40% of users will leave for the competition after a bad experience
• A 25% assures that he would never return

10 key steps in your mobile marketing strategy

Thanks to a good mobile strategy, immediate purchase, meaning that it occurs up to 24 hours after the web search for the product, improved to 90%. Therefore, If we want to create a mobile site or an app, we must take into account these 10 premises:

1. Loading time
2. Give it locally
3. Have good visibility
4. Allow thumb writing
5. Keep it simple
6. And accessible
7. Facilitate conversion
8. If it is an adaptation of a standard website, send to the mobile site
9. Homogeneity between different access points (web, app and mobile web)
10. Collect (and improve with) user feedback

These 10 points are simple but key, and we must consider them when taking the first step in our mobile strategy.

If your company has not yet begun integration into the mobile world, could soon be overtaken by the competition and left out of the marketSo what are you waiting for? You can start with these steps:

• Create a mobile version of your website: A website will take longer to load and will have errors on a mobile device unless it is adapted to them. Don't lose visitors because your site is not correctly adapted.
• Take advantage of QR codes: With this tool you can direct potential clients to your website, expand your database, and even switch between the offline and online world.
• Create specific Google Adwords campaigns for mobile: In addition to keywords, include site extensions and phone numbers. This way, users can contact you directly.
• Use geolocation platforms: If you have a physical store or office, you can take advantage of geolocation to launch campaigns or push notifications to users who pass near where you are.
• I design mobile applications that provide added value: They should provide users with relevant information, be easy to use and be tailored to each platform. Keep in mind that the main goal of an app is not to increase traffic to your website but to retain users.

Remember that simplicity is a key element of mobile navigation and apps. So keep that in mind for your mobile strategy. If it's the simplest, then it's the best.

Photo by Zach Meaney on Unsplash