The world we live in is a highly mobile one. Since 2015, there is officially more searches on mobile than desktop devices, but this is just the tip of the iceberg. According to some estimates, by the year 2020 the mobile ads-spend is expected to surpass a staggering figure of $65 billion. Needless to say, this is significantly more than desktop ads are making. This means that in the world of marketing, mobile is becoming a force to be reckoned with. Here are few ways in which you can use this knowledge to gain a competitive edge in this field.
Since the dawn of time, exclusivity was one of the strongest cards one could play in the marketing world. Just the thought of a club or restaurant being exclusive to a certain clientele would make general public desperate to become a part of it. In the past, most mobile apps had both desktop and mobile version (Skype, Viber), but then things took an unexpected turn. A perfect indicator of this is Snapchat whose mobile exclusivity (and augmenter reality popularity boost) made it into an overnight success. Therefore, it wouldn’t be a far fetch to assume numerous other apps will follow the example.
There is nothing more annoying than knowing that the content you are viewing simply isn’t meant for your device. This is why, mobile marketers in 2017 will have to make sure that their content is easily adjusted to both forms. Mobile form seems outright awkward on a 24″ monitor, but when it comes to the reverse situation it gets only worse. So, you have two possible courses of action. Either you make an app or optimize your website for mobile users. Both of these methods are quite effective although the latter one is much simpler (not to mention cheaper). In fact, with the right platform, such a thing could be achieved in under five minutes.
A Personal Approach
Next, thing you need to realize is that the era of targeting your clients as mass demographics is long gone. In 2017 you are not dealing with target groups, you are dealing with individuals. However, this complicates things quite a bit. For example, instead of looking into patterns, you need to put focus on personal interests and individual quirks. On the other hand, monitoring each of your potential clients is something one person could never hope to achieve. This means you can either hire an entire analytics department or entrust this job to a software like Leanplum’s mobile marketing automation solution.
Finally, you need to work on significantly improving the overall customer experience, by facilitating transaction. It is in both your and your customer’s interest that the path from them seeing the item they want, to the act of actually buying it as short as possible. This means adding a simple, transparent and functioning add button and integrating as many payment solutions to it as possible. Keep in mind that in case of your client not finding their preferable gateway on your website, they will more likely abandon the whole thing or look for it elsewhere, which is something you want to avoid at all costs.
As you can see, most of the abovementioned, although mobile-related, are quite applicable to pretty much any aspect of marketing as we know it. Exclusivity, shrouds your app in a veil of mystery that is bound to intrigue even the greatest skeptics amongst your clients. One-on-one approach to clients will create a bond of intimacy that could, over the course of time, result in a brand loyalty. As a last point, the customer always comes first. Those who manage to grasp this basic principle of (mobile) marketing, won’t have much trouble triumphing over their unindulged competitors.