Get “Smart” – Mobile Is the Missing Link in Your Marketing Campaign
By Alex Kutsishin, President, FiddleFly
For the past year and a half, I have been among the many people who have been shouting the need to go mobile from the rooftops. Until very recently, our message has gone heavily unheard, and understandably so as mobile technology is only beginning to reach its true potential. What has been a great idea for the past few years however has now become an absolute must, as the mobile revolution is not just underway, it is dangerously close to being in full swing.
For those of you that have prepared your businesses for mobile, you will surely have already seen the benefits, and those of you who have not, the time to get on board is yesterday. Almost 95% of smartphone users report having used their devices to search for local businesses, with over 90% of those searches resulting in action within 24 hours. Users’ expectations for mobile sites are getting more and more sophisticated everyday, which is why it is crucial that not only do marketers and business owners embrace the mobile web, they take advantage of all of the amazing opportunities it presents.
So, first thing’s first, if you haven’t yet, you need to build a mobile a mobile-optimized website. This means designing an action-driven site that is built for easy navigation, clean and readable messaging, and touch-friendly interaction. A great mobile website will have all the functionality and convenience of a native app, but without all the hassle of constant updates, data limits, single-device restrictions, and platform-specific content. Softwares like ours and others are designed specifically to help agencies and creative firms bring their designs to the mobile web, without having to go through any long development process.
While it is tempting to chalk your mobile business up to “finished” once your mobile site is built, that is just the tip of the iceberg in terms of what mobile can do for your business. With most mobile users having their phone within arm’s reach almost 24/7, never before have marketers and advertisers had the ability they now have to reach an audience that is capable of interacting with their content anytime, anywhere. This gives smart marketers the ability to use mobile as the glue that connects their entire marketing campaigns.
Think about this, the average television commercial lasts just 30-45 seconds. Over 80% of smartphone owners report using their phones to browse while watching TV and over 40% of them report browsing for the products they see in commercials. Now, with mobile, that 30-45 second commercial spot can instantly transform into an interactive experience that can last as long as the user wants. This can be easily achieved by building specified landing pages that give users a more in-depth look at products or services and you can even link these landing pages directly to a mobile site where users can make mobile purchases.
The same tactics apply to all forms of marketing, especially out-of-home. A 15 second radio ad can become a browsable experience without users having to drive home to their PC. A five second billboard viewing transforms into an appetizer for a rich mobile interaction instead of a frustrating attempt to remember a company’s name an hour later. A print ad might now include a QR code that gives users access to deals or special offers that can be taken advantage of without having to go through a lengthy middle-man phase. No matter what your medium, mobile has the power to enhance every element of your marketing strategy.
And the benefits of mobile don’t end with marketing:
- Mobile gives you the power to offer end-users intricate connected experiences like never before.
- Things like live events can be supplemented by mobile pages where updates and behind-the-scenes information can be streamed in real time.
- Mobile users can sign up for reminders or newsletters giving business owners the ability to constantly maintain communication with their customer base.
- In a world where everyone has a supercomputer in their pockets at all times, there is a direct line always available between businesses and consumers.
So while many agencies and businesses owners are sitting on their hands, the opportunity is staring us all in the face to reach out and embrace this limitless market. The more creative minds that get on board, the better the mobile web can be, and the sooner you join those creative minds, the sooner your business is poised to take off.
Alex Kutsishin is the president of FiddleFly, a company that provides software solutions for building mobile-optimized websites. He is an entrepreneur with a background in creative marketing and Web design. When Alex is not helping the world go mobile with FiddleFly, he spends his time traveling the country speaking about social media, marketing, and the future of the Web.