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Five Mobile Optimization Strategies to Execute Right Now

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

It’s nearly impossible to walk down the street or sit in a coffee shop without noticing the majority of people looking down at their phones or tablets. The mobile usage growth rate is quite staggering, and mobile marketing efforts have accelerated along with it. This trend continued to gain pace in 2016 and promises to hit a tipping point in 2017, whereby mobile channels will have a majority share of web traffic.

Year after year, the functionality and sophistication of mobile technology continues to increase, and as it does, the new functionalities introduced continue to change our lives. With more customers using mobile devices and channels than ever before, marketing experts across industries are looking to implement mobile strategies such as push notifications, mobile email, and app development.

Organizations are allocating resources and budgets to take advantage of the mobile shift, and for good reason; mobile allows unprecedented access to current and potential customers. However, not all organizations are adequately prepared for today’s mobile realities.

In today’s consumer landscape, if an organization is not strategically optimizing its marketing efforts for mobile, it is likely falling short in reaching customers, and missing out on sales. If you feel your company may be lagging behind the mobile curve, here are five mobile optimization tactics to execute right now and start improving your mobile marketing efforts:

Optimize Email for Mobile Usage

While it may seem like an obvious channel for marketers, brands all too often neglect email marketing as it pertains to mobile. Marketers need to be sure they’re sending mobile-friendly emails; whatever of the email content, from a welcome email to a purchase confirmation, customers expect to be able to easily read and navigate the email regardless of the device they’re using at the time.

Imagine an email is originally, and successfully, viewed on a desktop computer, but then the customer wants to show their friend a featured product on their mobile device. If that email isn’t optimized for mobile, that negative experience could mean losing both potential customers, and possibly more if they share on social media. Every email must be viewable and engaging, regardless of device.

Create Engaging, Mobile-Centric Customer Experiences

Mobile optimization and marketing strategies must be carefully implemented or brands risk alienating their customer base. After all, marketers are reaching customers on one of their most personal possessions: their mobile phones. More than ever, customers are initiating relationships with brands through mobile by engaging via social media channels, downloading the brand’s app, or visiting its mobile site.

Brands must provide highly personalized, engaging, and mobile-centric content across all of these channels in a way that is consistent as the user jumps from one interaction to another. Beyond ensuring their website is mobile responsive, brands can increase the personalization of product recommendations and in-app messaging, and automatically trigger personalized responses as the app is used, boosting conversion rates and increasing the number of active customers.

In addition, brands must also ensure their customer service and assistance support is mobile-centric. FAQs and contact information must not only be available, but also built to accommodate a wide range of screens for maximum effectiveness. After all, customers tend to have short attention spans when using mobile devices. As such, if they must search or zoom in for assistance, they are likely to simply navigate away, or close the app altogether. All customer experiences, from shopping to buying to customer support, must be mobile optimized and streamlined. 

Utilize Mobile Messaging Tactics

Remember all those people you would see on their mobile devices if you walked down a street or sat down in a coffee shop? Many of them would likely be using text or SMS messaging at the moment you saw them. More than 4.2 billion people worldwide use text as a communication method, and billions of texts are sent every day. This level of usage represents a major opportunity for marketers to reach their customers in one of the most impactful ways yet: intelligent SMS marketing. Adding mobile messaging to a marketing strategy allows brands to reach their target customers even when they are offline. These mobile messages, whether in or out of app, can work within existing omnichannel strategies to create maximum value for customers. 

Track Mobile Behavior

In order to best optimize mobile experiences, marketers must know the mobile behaviors and preferences of each target audience segment. Capturing data directly from the mobile device is, obviously, the best way to do so. Tracking app events, from installation to key interactions, can provide detailed information critical for segmentation and setting up triggered events across all mobile channels.

Test and Retest Mobile Tactics

 To be successful in the increasingly mobile world, marketers must to continue to test and retest their mobile strategies, and optimize them according to the results. Mobile tactics change fast and often; one that worked six months ago will no longer be as effective or impactful today. Real-time data and insights provided by tracking data will allow marketers insights into how their customers interact with their mobile devices and into the performance of their mobile marketing programs.

Final Thoughts

The role mobile plays in today’s digital marketing world will likely keep growing as mobile usage continues to skyrocket. By implementing key mobile optimization tactics and strategies, marketers can deliver exceptional experiences through every channel and every device.

Learn more about Emarsys’ mobile marketing solutions here.

mobile first strategy ebook

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