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It is vital that you take a mobile first approach to marketing. Why? Because Google says so.
In addition, to wisely following Google’s ‘advice’, there are other strategic reasons for marketing how people consume information and respond to your marketing triggers.
Mobile Marketing Strategy
Mobile marketing is significantly underutilized, so your marketing investment will stretch a lot further and usually convert at a higher rate. This is naturally dependent on product, industry and conversion objectives.
How Do Consumers Behave Differently on Mobile?
Intent. the intent to buy is higher on a mobile. They are ready to buy. Deep search starts on Desktop. Buy now or take action now search comes from mobile.
Social. They are browsing through their feed checking on status updates and looking for a laugh. Hence your video ad must be short and to the point. If you have buttons on your ad they should not be lost in the image or easily found in the expected loactions. Top right side of the website.
Also, companies like Facebook have taken a mobile first approach which provides unique opportunities for mobile marketers. Their updates make it easier for you to capture your visitors information. Your marketing ROI will increase if you take the mobile marketing approach.
On a side note, it will be very difficult to find a platform that has the targeting capabilities of Facebook. Don’t forget to include Facebook in your strategy.
Finally, you can reach new audiences in new markets multiple times throughout the customer journey (see micro-moments) with a good mobile marketing strategy. This can be done very cost-effectively and efficiently using state-of-the-art marketing technology that any good agency will have access to.
Warning: take advantage of the low-cost investment opportunities in mobile marketing as today’s bargain prices will increase in the next 12 to 18 months.