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How to ensure your mobile marketing campaign adheres to modern best practices

  • Reading Time: 6 minutes
As smart phone use goes to another level every single year, marketing trends have followed suit to promote more and more mobile marketing campaigns.
How to ensure your mobile marketing campaign adheres to modern best practices

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    Many brands are busy trying to predict the future of marketing by preparing their campaigns to go mobile, or to focus more and more on mobile marketing. Quite frankly, these brands are already getting left behind – mobile is here already and it’s here to stay, and if your brand isn’t already optimizing its mobile marketing towards best practices, then you too risk getting left behind!

    The latest data available from the end of 2020 suggests that over half of the world’s population is online on a regular basis, and since 2015 more of those users have been on mobile compared with desktops. As of 2020, that ratio was creeping up towards 70% of users for search engine visits and comfortably over 50% for all traffic, according to Statista. 

    All this means that mobile strategies are more important than ever, and a coherent mobile marketing strategy needs to be tailored specifically to mobile and specifically to best practices for mobile marketing. But what are those, and how do they differ from worst practices and/or advertising for desktop? Below you’ll find some of the BEST and the WORST practices for mobile marketing.

    1) A campaign designed for MOBILE rather than DESKTOP.

    This is obviously the most obvious and self explanatory of all the necessities of mobile marketing, but it still needs to be said. And in practice what this means is that you build a mobile app for your product or service. According to eMarketer, 90% of time spent on mobile phones is spent on apps. Apps give your business total control of the marketing experience using a variety of tools, including push notifications, location-based alerts, and an array of benefits that you’ve centralized in one spot. A mobile app allows you to tailor your app to your business’s campaign to message perfectly.

    But beyond just an app, your whole campaign should be targeted for mobile. That means mobile landing pages that increase the chances of people downloading and using your app. It means that your ads should be mobile specific, with concise, to-the-point script that will fit on a smaller screen. Overall, it means that your mobile campaigns should be seen as completely separate from desktop campaigns, and optimized, tested, and reported differently to reflect that as well. 

     
    2) A campaign based on an OMNICHANNEL rather than targeted to a SPECIFIC CHANNEL.