More and more companies are adapting their sales strategies to Mobile Marketing, refocusing their advertising actions on mobile platforms: smartphones and tablets.
According to a recent survey, 91% of the users of these devices use them to search for information, 72% watch videos, 43% consult social networks, and approximately 20% make purchases through them (trips, clothes, tickets...).
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The main consequence of this data is that many companies aim to work on their Marketing strategies so that their products or services are accessible from these devices.
Advantages of Mobile Marketing
The IAB Spain study on Mobile Marketing offers very interesting figures on the state of mobile marketing in Spain.
21.5 M people between 16 and 65 use mobile phones in Spain (94%), and most of them are smart.
The most prominent applications are Whatsapp and Facebook (smartphones) and Facebook and games on tablets.
34% of users use their mobile phones regularly while watching TV (multiscreen).
A third of users perceive that the emails they receive are not adapted to mobile phones and this means that 31% do not open them.
9 out of 10 interviewees have used their smartphone on some occasions in the purchase process.
And according to The App Date, we use our smartphones mainly for this:
Communication: 83%
Email: 80.5%
Social networks: 70.3%
Location: 68.7%
Information: 55.1%
Entertainment: 54.3%
Leisure/free time: 35.4%
Other: 16%
What should we take into account in our Mobile Marketing Strategies
1# Responsive Design
Our campaign must offer a design capable of adapting to the screen on which it is navigated, be it PC, mobile, or tablet. The page must load quickly and allow access to all the information with a few clicks.
2# Display campaigns
Although mobile phones with large screens of more than 5 inches are being imposed, it must be taken into account that the space for online advertising is reduced, so the design of the Display is of great importance, always valuing two key factors; brevity and impact.
3# Personalized messages
Messages should be short and concise, but impactful. They must attract the consumer's attention, be as personalized as possible and offer the user those products or services that may interest them. Articles for mobile marketing should have an impressive headline and the most interesting information should be given at the beginning, this way the customer's attention will be captured and they will want to share it.
4# Geolocation
According to the consultant Luth Research and SoundBite Communications, 86% of smartphone users use these devices to search for an establishment, services, and hours near the area where they are. Proximity marketing is key for local businesses and that is why advertising in places like Google Adwords or Social Ads based on location will be essential to winning proximity consumers.
5# Videos
It is one of the most consumed formats through smartphones. We can see them on most social networks, such as Instagram or YouTube. In addition, as an ad format, it is gaining more strength and engagement among the audience. Let's not leave video marketing aside, because it is a trend that is coming with great force.
