Speaking of technological developments and marketing trends, it seems that we should not miss discussing mobile-first marketing. Especially considering that with increasingly sophisticated technology, the human desire for practical things is also increasing. That’s why, mobile first is one of the things you need to pay attention to.
Launched from thenextscoop, the research shows that there will be more than 3.8 billion mobile device users worldwide in 2021. Of these, 61% of people prefer to search for businesses and products via mobile devices. Additionally, over 85% of people expect a business’ mobile website to be as good as a desktop website.
The results of this study certainly show the importance of mobile first in the daily life of today’s consumers. As we know, consumers can do everything with their smartphone. Starting from movie streaming, online shopping, using social media, online business promotion strategies, marketing campaign strategies.
The vast capabilities of mobile devices have changed everyday life. For better or for worse, mobile devices have revolutionized modern society by influencing the way businesses and consumers live.
This is why mobile-first marketing has generated a lot of buzz in recent years. This term does not only refer to a mobile-friendly design that supports a comfortable user interface and user experience. Rather, it’s about how companies strategize to make the websites or other digital communication tools they use more mobile-friendly.
So that, mobile-first marketing is strategies to support the customer experience that will interact with businesses through various devices. For more details, here are some things you need to understand about mobile marketing first.
Why is mobile first marketing so important?
In recent years, technological developments have touched almost every aspect of people’s lives. So don’t be surprised if the use of smartphones to facilitate work and human activities is becoming more widespread.
In fact, according to a Gallup survey, more than half of the world’s young people say they can’t imagine life without their mobile phone. This shows that the influence of digital trends has really become an important necessity for most people. In fact, the same survey also explains that the use of smartphones has radically changed the habits of society.
Starting from shopping habits, how to collect information and their methodology to make purchases. Even today, the majority of consumers make purchasing decisions based on their ability to access nanosecond availability of services or products. This means that consumers tend to prefer products that are easy to access, with fast page speeds and comfortable to look and use.
Judging from this, all companies also need to adjust their marketing strategies in line with technological developments. This is the importance of prioritizing mobile in your marketing strategy and marketing plan. Because indirectly, the ease of mobile access will greatly affect the level of sales (sales growth), as well as consumers’ decision-making in the marketing funnel.
Tips for Developing a Mobile-Focused Marketing Strategy
Before building a mobile-first strategy, you must first know the habits of consumers using their mobile devices. Thenextscoop said that currently the average consumer spends more than 100 minutes of their time in front of a mobile phone screen per day.
Convenience is the main reason why consumers prefer mobile devices. Moreover, the ease of access to different platforms is also one of the supporting factors. This is why social media apps (Instagram, Facebook, Twitter, TikTok, Snapchat) are becoming the most popular platforms for mobile users.
Clearly, then, a marketing strategy that prioritizes mobile in designing a customer-centric experience is something you need to pay attention to. So how do you build an optimal mobile-first marketing strategy?
1. Optimize the site for mobile
The first step in creating a mobile marketing strategy is to ensure that the target market or audience can clearly see any content or information through a mobile device. So you need to optimize your business website or blog for mobile devices. Maximize the right-scale design to fit smaller screen sizes.
Because sites that are not mobile friendly will force the audience to zoom in and out of product images. In fact, they may have trouble finding the navigation bar. As a result, they can be very frustrating and will likely lead to audiences leaving the site and increasing the bounce rate.
The key to a mobile-friendly website is to use responsive web design. This responsive web design ensures that content can be converted efficiently from device to device, regardless of size.
2. Design unique content for mobile users
The second strategy is to design unique content specifically for mobile device users. This strategy actually consists of adapting traditional marketing which tends to create different content depending on the media or marketing channels they use. For example, advertisements on television will be different from advertisements on radio, billboards or flyers.
Interestingly, surveys show that this strategy is quite effective in attracting leads or leads. For example, when launching a new vehicle model, Ford created a unique mobile first marketing. Where this strategy takes advantage of the ability to send messages on mobile devices.
If a prospect is curious about a vehicle and wants more information, all they need to do is send a one-word text message. Once a prospect sends a message, they get relevant information about the vehicle. Then the prospect will fill in the data in the form of a name and zip code if they are interested.
This information will then be forwarded to the dealer closest to the primary location, so marketers will find it easier to reach and service them. Ford’s strategy is not only to use mobile devices to their advantage, but also to streamline the sales funnel for consumers.
The next tip is to integrate a mobile-first marketing strategy with social media. Because most mobile users will spend time monitoring social media apps. Thus, integrating it will be the right step to increase brand awareness.
The form of integration you can do is not just using advertising or business platforms (Instagram Ads, Facebook Ads, Twitter Ads, to Instagram Business). But you also need to create marketing content that follows current trends. Because the majority of social media users have FOMO tendencies or are afraid of missing out on the latest trends up to date.
Other than that, you can also try influencer marketing, video streaming marketing or enable e-commerce features on social media profiles.
This is a brief discussion on mobile-first marketing and the strategy for doing so. With the development of technology making all human work easier, it is no surprise that the majority of mobile users rely on their devices more often.
To balance this phenomenon, as a marketer, you also need to be creative to keep reaching all target markets. One of them is to implement mobile marketing first, so you can reach mobile users as marketing targets.
By keeping up to date with the latest innovations in mobile-first marketing strategy, you can start generating more leads, increasing conversion rates, and supporting future business growth.