Mobile devices are changing much more than the way we communicate with each other. Smartphones have begun to impact the way we behave, something especially true for consumers. Our smartphones act as a researching tool, where we compare and purchase products, not just online but also once we get into the store. Matter of fact, various studies have shown a clear mobile preference during the purchasing decision.

mobile traffic graphA study by Deloitte about digital’s influence on in-store sales showed that consumers using digital tools before and during their in-store shopping experiences- most often on smartphones- convert 40 percent higher. And that’s not all. Traffic from mobile devices represents nearly 50 percent of overall online U.S. retail traffic. This past Valentine’s Day, mobile traffic accounted for 46.5 percent of all online traffic and mobile commerce was 23 percent of all online sales. If those stats haven’t convinced you that you need a mobile strategy, then you might just be a lost cause! (Just kidding).

With those stats in mind, there is no question that digital mobility and connectivity grow more important everyday and if you don’t adapt your marketing strategy to reflect these trends, you’ll undoubtedly be left in the dust. But fear not, we’re here to help! Is your brand in need of a new mobile strategy? Utilize the following steps to ensure your position is optimized so you aren’t missing out on those mobile consumers.

1. Adapt Your Content to Mobile

Just because your content performed well via desktop does not mean it will convert well on mobile. Content marketing is about making connections with users in their space. Thus, it’s imperative that you adapt your content to the mobile landscape. Assuming you have a responsive designed website (because this should be first priority), you need to curate your content to reflect the natural behavior of mobile consumers. Visual communication is key. Utilize videos, images and social photo sharing sites like Instagram, Vine, Twitter and Facebook. Make your content interactive and intriguing. Ensure that the content on the page is not only easy to read, but easy to navigate.

2. Use Correct Keywords

Mobile consumers are typically searching locally and usually are using shorter keyword phrases. So, to make your keyword strategy work in terms of mobile, you need to make sure that you are including locational keywords.

3. Prioritize Special Offers

The mobile consumer is quick, distracted and has the attention span similar to a 5 year old. Remember this when developing your mobile strategy. You have a very limited window of opportunity to intrigue a mobile consumer and get them interested. Also, with a limited amount of screen space, you don’t want to be shoving a bunch of ads in their face either. So, choose wisely and really think out what special offers will be the best for both you and the consumer.

4. Be Responsive

As mentioned before, this should be a given. Without a fully functioning mobile site, chances are a consumer won’t waste their time. And consumers today use a broad range of mobile devices, so you need to have a site that is optimized to each.

5. Utilize Localized Marketing

Geolocation technology gives marketers the tools to engage with local customers in creative and unique ways. With all the location-based data at our fingertips, we have the opportunity to build an even stronger connection with consumers. Location data provides consumer insights that can often guide your mobile marketing strategy, helping you target to the “right” consumer from the start. These locational insights allow you to provide your customer with information that is relevant, personalized and in real-time. For instance, say you are a snow removal company and a certain locale just got hit with a snow-apocalypse worth of snow, you can target your marketing efforts to these specific people.

So what have we learned? Mobile isn’t going anywhere anytime soon and if you don’t adapt with the complex marketing landscape that is mobile, then you will potentially loose out on the attention of over half of online users.

Sources: IBM Digital Analytics Benchmark

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