Mobile Marketing: the new marketing paradigm
Mobile Marketing is a set of strategies that integrate a series of techniques and formats that allow companies to communicate with their customers through the use of mobile devices.
Thanks to the evolution and the rise of its use as a communication tool, this new aspect of marketing is born. For this reason, it is essential to redefine and create new relationships with mobile users to achieve good results in the final conversion of both the physical and online stores.
Its importance is so evident, that according to a study published by the IAB, 21.5 million people aged 16-65 use mobile in Spain (94%). In addition, 9 out of 10 have ever used the smartphone in the buying process, and 41% have made purchases with it.
For this reason, more and more companies have incorporated Mobile Marketing into their communication strategies, considering that these devices have become one of the sales channels with higher growth and conversion rate.
On the other hand, there are a number of elements that we must consider when making some type of communication strategy through this channel:
- First of all, we must keep in mind that mobile search engines are different from desktop browsers. So, a specific SEO strategy should be applied without forgetting that in these cases, users do not read as much as if they were in front of a computer, and if they have to read something, they require more brevity and ease of visualization.
- A little linked to what we said before, it is very important to have web pages adapted for these devices (responsive design), because there is nothing that annoys users more than the fact of not displaying the content correctly, or having to do Infinite zooms to be able to move through the page.
- Another fundamental aspect is the loading speed of content that users want to see. The later in charge, the more chances we will have to get that the user, getting tired of waiting, decides to go for something else. This “something else” could be the page of some competitor that has taken this element into account before.
- Announcing yourself on these devices should also be understood as something different from what we are used to. Users are not willing to accept “intrusive” content. Instead of this, they want to look for the opposite: an advertisement that amuses them, entertains them and does not disturb them. You have to create positive experiences that make our brand as a love brand.
From BCM Marketing we are aware of the importance of adapting to the new communication channels of the consumers. For this reason, we develop all types of digital strategies and mobile applications adjusted to the needs of each client.