By Larry Alton, Guest Blogger
More people than ever are using their mobile devices, instead of their computers, to search the web. The shift comes from more people having access to smart devices and the accessibility and convenience of searching, sharing, and gaming while on the go. Cellphone users currently look at their phones upwards of 150 times a day, a number that is only anticipated to increase as mobile technology becomes more advanced. Knowing this, every single glance a mobile user makes at his or her screen is an opportunity for your business to capitalize.
Like, Share, and Favorite
People consuming most of their media through mobile devices are far more interactive as compared to those using a laptop. Users are twice as likely to share images when on smart phones, which opens up an opportunity to make your advertisement the subject they share with their friends. As wearable technology becomes more common, it will become even easier to connect instantly with tap notifications sent directly to a person's smart watch. Always add direct links to share your business information on Twitter, LinkedIn, Facebook, YouTube, and any other platform that facilitates spreading your reach. This gives your ad campaign the chance to go viral and allows people to see your product no matter where they are, no matter what screen size their viewing it on.
Mini Ads, Big Profit
Mobile devices are becoming smaller and consumers are using them in shorter bursts, restricting the amount of information you can convey effectively. The mobile consumer doesn't have time to pay attention to 30-second ads, so it’s key to build your marketing campaign around what can be seen quickly and absorbed completely. It can be difficult to demonstrate your entire business ethos in a short amount of time, but stick with a running theme that the customer can instantly recognize as being unique to your brand. Interactive images are one way to get noticed on mobile browsing.
Generate a response from a customer, either in the form of a memory (e.g. “When was the last time you had our brand of coffee?”) or a button for negative or positive feedback about your ad. You're giving the customer an option to tell you how they feel, whether positive or negative, which also encourages them to remember your ad. The way people absorb messages is constantly changing based on the latest technological advancements, so stay on top of the medium to keep your business relevant.
When You're in the Neighborhood
Considering new advancements in wearable technology, screen size has decreased considerably (to as little as 42 mm) so you cannot rely solely on visual ads. Capitalize on the use of tap notifications on wearable devices by creating marketing campaigns based on GPS location. This will allow your business to offer special discounts based on proximity to your location. Suddenly receiving a text alert that you've earned five dollars off of your next purchase will increase positive feedback about your company and maintain brand loyalty.
The App Is Where It's At
Traditional browsing using search engines is slowly being replaced by app-based business browsing. It is easier, especially on a smaller screen, to use a directory app to find the service you're looking for instead of sifting through results on a webpage. Make sure your business is easily accessible through category search apps like Zagat and Google Maps; that way, your customers can find your business listing with just a few screen taps. Making offers through third party apps like Groupon or LivingSocial is also becoming a great way to get your business noticed. The more available you make your business on mobile apps, the more traffic should, in theory, increase.
For Your Loyal Customers
You can also track business loyalty points instantly, whether through apps or sending text messages to customers. This not only helps create a paperless system, but is also advantageous for the customer because he or she doesn’t have to keep track of a dozen key chain rings or paper cards. Consumers’ opportunities to save money increase if their QR code offer is with them as often as their cellphones are. As smart devices develop, points can be offered depending on consumer activity; for example, if the consumer is working out, a pharmacy can alert his or her device for an offer to receive a free protein drink. Mobile devices are becoming increasingly intrinsic in people’s daily routines, meaning that advertisers also have greater access to their customers via their devices.
Mobile devices have evolved significantly in the last five years. As technology advances, devices will only become more important and central to everyday life. Therefore maintaining and evolving with this growing medium is the key to keeping your business relevant to consumers. With ever-expanding mobile options, it's up to the savvy business to change with the times.