Online marketing is evolving fast, much like everything else related to the internet and technology. But the move from desktop to mobile internet usage is happening even faster, and you need to adjust your marketing strategy to keep up with the changes.
The biggest difference is how people are browsing your company’s website. More and more people are using mobile devices like phones and tablets to browse the web, and this presents some unique challenges from a marketer’s perspective.
The latest mobile devices are more than capable of displaying a standard web page, but being able to display it doesn’t mean it’s actually readable or even usable. When a standard website layout is viewed on a small screen like you find on most mobile devices, everything is so small that it’s very difficult to read, and nearly impossible to navigate. It ends up being a very frustrating experience for most mobile users.
You need to offer your visitors a mobile-optimized version of your website that will not only be easier to read, it will also be more user-friendly to navigate. The mobile version works alongside your existing site – the web server can identify the type of device and display the appropriate version.
The mobile version of your site should also highlight different things than your main website. The key things people are looking for when browsing on mobile devices are contact information (phone numbers, email, etc.) and other information like your business address and hours of operation. Make sure this information is either on the home page or within a single click from it so people can find it quickly and easily.
Your mobile website should also take advantage of the functionality built into modern mobile devices, such as click-to-call phone capability and interactive maps with geo-location technology.
Another change that mobile marketing brings is how you stay in contact your customers. They probably use email on their mobile devices, so you’d better make sure your email messages are formatted to be easy to read on a small screen. And more and more businesses are finding SMS text messaging a very effective alternative to email.
Even social media sites like Twitter and Facebook are widely used on mobile devices, so you should have a business presence on those sites. This will give your customers yet another outlet where they can interact with you. The more alternatives you give them the better, since different people prefer different methods of communication.