We talked last week about the lasting impacts of mobilegeddon, but the influence of mobile platforms in marketing isn’t just limited to SEO. Mobile continues to grow as a share of total screen time, and marketers need to adapt their strategies to meet people there.
From December 2010 to December 2014, smartphone usage jumped 394 percent and tablet usage increased by a mind-boggling 1,721%. Meanwhile, time spent on a desktop computer has inched up by comparison, only 37% above where it was in late 2010.
So what is your organization doing to embrace the mobile browsing boom? Make sure that your mobile marketing strategy includes these components:
Between development and maintenance costs, apps can be prohibitively expensive. But your company can still create compelling mobile content on your existing website. Use best practices to keep your site readable and easy to interact with on a small screen.
Looking for examples of B2B companies with strong mobile-responsive website design? Check out research company Gallup for clean data delivery and CRM provider Salesforce for attractive visuals and easy navigation.
Forty-eight percent of email opens occur on mobile devices. As such, it’s essential for every email you send be optimized for easy reading on smartphones and tablets. Keep your email subjects short and clear to take advantage of your limited real estate on mobile devices. Make sure formatting isn’t too complicated; it may translate badly to smaller screens. What’s more, make sure all links within your email lead to mobile-optimized landing pages. There’s no quicker way to lose an engaged prospect than if their email link-click leads to a messy page they cannot read or navigate.
Think of how many people you see on the bus or the train or waiting in line, scrolling rapidly through articles and emails on their smart phones. While we are seeing a resurgence of long-form content online, mobile browsing is better suited to short-form, bite-sized pieces of content. This includes creating images that fit a mobile screen well: while infographics are often included in discussions of snackable content, they need to be made easily viewable to attract attention.
Need more ideas to improve your marketing? Take a look at Movéo’s past work.
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