Before we delve into what digital marketing people need to think about mobile marketing, let’s take a look at ‘Mobile-First’. So what does it mean? Does it mean that the business should come up with a mobile app? Or does it mean that they should build their website to be responsive to mobile devices? Or is it related to marketing – realigning the marketing strategies and goal to encompass the mobile users?
The latter one is the ideal meaning of mobile-first. The term is similar to Big-Data; and from marketing perspective it means that the marketing team must take into account their customer’s journey on their website before developing any campaign for them. It has now become highly essential to reconsider the customer’s UX – User eXperience – in order to develop a marketing strategy.
But the question arises, why in the first place that the marketing team should consider mobile users into their already existing desktop / laptop and tablet users? The answer is very simple and the figures speak for themselves; there are more number of mobile users than the internet connections – 51% mobile users of the total market penetration and 42% active users of the internet market. Mobile users are driving how the internet is searched across the wide spectrum of industries.
Digital Marketing – Research
According to Pew Research, Millennials are the largest and fastest-growing consumers that are influencing the mobile search and buy patterns. These so called Millennials are the young adult mobile users between the age of 18 and 35 years and already overtaking the Baby Boomers (adults between 51 to 70 years). These Millennials are very distinct compared to their predecessors – Gen X and Baby Boomers and the marketers must continually adjust in order to accommodate them.
According to the New York Times article – The Millennials Are Generation Nice, Aug 2014 – there are key attributes of millennial attitudes that the marketers must understand while considering them as their new audiences.
a. Culturally diverse than ever before
b. Impacted by global and local events alike
c. They shop online
d. Sceptical of religious and political institutions
e. They possess brand immunity
f. Indifferent to lavish marketing campaigns
g. Last but not the very least, they have their digital marketing presence in the early age of their childhood.
So you know what these new breed of consumers look like, what do they really search for, and their overall footprint on your website. This pattern will vary from visitor to visitor but the key factors that the mobile user will look for while shopping online for product and services are:
a. Cost of the product /service
d. Longitivity – durable / disposable
e. Physical touch required or not
f. Is it perishable?
The behavioural pattern clusters around these factors and the marketers must take them into consideration while designing the campaigns.
Digital Marketing – Things to Remember
Marketers must also consider that the mobile users demand is ever changing and they are the driving force in refining and developing cutting edge content. Similarly social sites provide lots of opportunities for converting the generated leads for e-commerce business and it also opens new conversion avenues. The newer and secure payment methods and channels have gained favour amongst the mobile users while accessing e-commerce sites and making online payments.
More often users will base their decision by consulting third-party sites for product reviews or by asking their friends. So marketers must take into consideration the content that is required to reach these masses. Marketers must implement the mobile-first strategy in their advertising campaign to connect to the user as it give them an opportunity to interact more often with the consumers and thus influence their buying decisions.