The concept of mobile marketing, as defined in Wikipedia, is a multi-channel online marketing technique focused on reaching a specific audience on their smartphones, tablets or any other related device through websites. It includes all activities related to the design, implementation and execution of marketing actions.
From this first general definition, we are going to focus on the last part: “design, implementation and execution”, because this is exactly what we are going to do: adapt our e-commerce actions to mobile browsing.
The importance of mobile marketing
It all happened at the end of 2016, but we saw it coming much earlier. On 1 November, Global Stats published a report stating that the use of mobile devices was greater than that of personal computers for the first time. Mobile marketing was in control and that is not expected to change from now on.
People not only use their tablet or phone to check their emails or social networks, but they also use them to compare and buy products. Mobile marketing is no longer an option for online stores, it’s a must.
Advantages and disadvantages of mobile marketing
We know that mobile marketing is off the charts and therefore a must, but before we get down to business, let’s take a look at the benefits and challenges you will face.
Availability and immediacy: users always carry their phones with them and check them about 150 times a day on average. Be ready when it’s your turn! 😉
Simple design: designing and generating content for mobile devices is easier – less is much more here.
Increased audience: Although not everyone has or uses a computer on a regular basis, more and more people are using their phones every day. Preparing your strategy for that audience expands your reach.
Growth: Although it seems impossible not to, the relationship between mobile and Internet is a relatively new phenomenon with enormous growth potential.
Ease of payment: the most common payment methods are already 100% adapted to the mobile.
Variety of screens: each device has a different size, so it is almost impossible to make a store fit all of them. You can check how your website appears on different devices with this online tool.
Privacy: It’s a good idea to make navigation easy, but interrupting it with messages and notifications can be annoying.
Navigation limitations: for a 5-inch screen without a mouse, you have to choose carefully what is going to be displayed; there is not enough space for everything.
Habits: although mobile browsing has surpassed PC browsing, we still prefer the computer when shopping. It is very common to use a smartphone just to look and compare, but wait to make the purchase from a computer.
To make the most of these advantages and limit the disadvantages, let’s see what we have to take into account to avoid losing a single customer who visits our store from a smartphone.
5 keys to mobile marketing for online stores
Every website and every e-commerce site is different, but by applying these basic rules you will ensure that you don’t lose a single customer as a “rebound” simply because you ignored the basic techniques of mobile marketing.
1.- Sensitive design: you may think it’s obvious, but there are many online stores whose designs are not adapted to mobile devices.
2.- Avoid pop-ups: apart from the fact that they are getting worse for SEO, they are even more annoying on a small screen.
3.- Don’t use a sidebar: on a smartphone, the sidebar will appear underneath everything, thus losing all its usefulness.
4.- Font size and color: don’t deviate from the combination of a white background + black font, the view of your readers will thank you.
5.- Shorter paragraphs: what may seem like a short paragraph on the big screen can quickly turn into a huge one that will scare away the mobile reader.