A dire need for Mobile Marketing

On roads, in elevators, buses, taxis & trains, at waiting lounges and at times even during meetings, if you find people constantly glued their smartphones then you are not the only one.

With so much of time spent on the medium, as a business manager or a brand custodian how well are you using it to your advantage?

People today have short attention spans. They want news in 140-character snippets, shop with a click of a button — and they want infinite information accessible at their fingertips via smartphones and tablets. It’s easy for businesses to lose potential customers with a complicated, slow or inefficient mobile website. After all, if your business doesn’t have a viable mobile strategy, chances are that one of your competitors does, and that potential customer will go to them.

Consumers behave different on smartphones and tablets, which have differing functionalities and capabilities. We need to understand psychology behind why and how users think and act on each device. In addition to who is looking at our site, and how they’re navigating through it, it’s also important to take into account where they’re viewing our content —marketers need to analyse behavior and experiences across the entire purchase funnel to understand the best UX for web design.

Responsive design is increasingly becoming go-to solution for businesses seeking site optimization across the mobile without entering the daunting world of developing a full-fledged app for each platform. The need for a responsive site depends upon your specific business or website, as well as budget. It may well be worth it to go responsive if site is heavy on visuals, videos, products or m-commerce and mobile traffic analysis can help us make these decisions.

Context is the key while analyzing data & making decisions. Mobile devices may have a lower conversion rate, higher bounce rate with lower levels of engagement as compared to web. What is really happening is that it is meeting the needs of the user at the time. For example, e-commerce sites are frequently used for navigation to a store or as an in-store price comparison tool. The person might not in fact convert on the site, but they are very well converting in the store –- or even better, leaving a competitor’s store to come to yours.

Mobile’s unique characteristic as a device is that it is always on and with the consumer. So apart from mobile advertisements it can be integrated into and enhance other consumer touch points, including TV ads and brick-and-mortar locations. In the absence of another touch point, mobile interactions are part of a larger consumer journey.

When and how users view your content on mobile affects a number of decisions — everything from the length of your videos to where you place certain content. Tracking behavioral patterns and page flow among mobile users can help you make many of these adjustments.