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4 Must Haves For Developing a Mobile Marketing Strategy

Imran Syed
Practice Leader, Expert Services

Over the past few years we’ve seen a major shift in mobile. The mobile channel is transforming all facets of how we do business. Whether it’s the way our sales teams engage with customers, our internal processes, or how we market our services and products.

In 2014, there were more than 2 billion smart phones and nearly 51% of subscribers were opening emails on a mobile device, according to research from Litmus. This rush is creating more urgency for marketers to be systematic about their mobile strategy.

Forrester Research describes the intersection between mobile and the physical world a top priority. The reported titled Predictions 2014: Mobile Trends for Marketers notes, “Those professionals who are successful in their use of mobile will use it to enhance or transform existing customer experiences within physical spaces. Mobile brings the Internet to the physical world and enhances, rather than displaces, other media.” Marketers must understand this fundamental truth to effectively create and maintain a mobile strategy that creates connected experiences.

Mobile Version vs. Mobile Optimized
In years past we saw organizations beginning to think about and factor in mobile as an important “option” for their audience. All of us started seeing default “mobile version” options come through within our emails. The next gen of mobile strategy doesn’t seek to address the “option” anymore but instead looks to provide the platform automatically based on how the contact is interacting with the organization. This new breed of contacts is not looking for mobile versions but mobile optimized experiences.

Here are 4 must haves for developing and maintaining and effective mobile marketing strategy: When it comes to the mobile audience less is more. Think active; think simple.

1. Maximize your space- Mastery is your ability to speak to a subject for hours or to sum it up in a few short sentences. The mobile inbox requires the latter. Shorten your subject lines, from addresses, and body or form requirements to be precise and engaging. Conduct split A/B tests to truly understand what resonates with your audience.

2. Go big or go home. Screen space is important. Be readable and compelling. Stick to larger font types and minimize navigation cues. Call to actions are key – let your audience tell you when they want more supporting material for consumption.

3. Consider the new navigational imperative. The finger is the new mouse, so make certain all calls to action are easy to click through! Remember your audience’s finger is their guide or mouse when it comes to mobile-based emails. Design your experience to reflect this behavior otherwise the greatest content doesn’t stand a chance at being consumed. You also run the risk of creating a detrimental experience and turning your audience off from your brand.

4. Map out your journey. Think about the audience journey — from the email to the landing page. What’s involved? Is it simple, actionable, and repeatable? Your audience is not going to take extra steps, so limit your navigational journey to what is central to offering value, no more and no less.

Join us for Modern Marketing Experience March 31-April 2 in Las Vegas, and check out Imran’s session for more tips to support your Mobile Strategy. Act fast, our early bird registration rate expires this Friday, February 13! Click here to visit the event page and to register. 

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