The other day, I was trying to think of a good birthday present to get my mom. When I was on my smartphone, I noticed an email with a subject that read, "Purchase gift cards for store of choice - no shipping costs." When I opened the email, however, the format made it impossible to read on my phone.
Later that day, I ended up finding a gift card at CVS instead, and the message will likely remain unread by me until the end of time.
This is a relatively common problem with email advertising, but as a small business owner, do you have a strong enough incentive to invest valuable resources in mobile marketing campaigns? A recent study indicates that you do.
In 2013, more than half of commercial emails are expected to be viewed on smartphones and tablets. But once a consumer clicks on an email, he or she almost never goes back to look at it from another channel.
If you haven't spent the effort to make emails compatible with mobile platforms, you're missing out on a valuable chance to reach your customer base. As mobile advertising continues to gain acceptance, you'll have to incorporate a strategy at some point in the future. Better to do it now while you have the chance to get ahead of your competitors.
Be proactive with mobile strategies
For many people, cell phones and tablets have become an essential tool needed to function - right behind oxygen, water and food. Consumers have their phones on everywhere: when they're with the family, commuting to work and while they sleep.
You've probably spent time in recent months re-focusing your social media and online marketing campaigns, so you might be asking yourself, "What do I need to do to succeed with mobile marketing?"
If you're worried that mobile advertising will present an enormous challenge, relax. Take a deep breath and exhale. Many of the strategies you've used for other platforms will be successful for mobile shoppers, and the potential benefits are enormous.
Here are some essentials that will allow small business marketing campaigns to succeed:
1. Optimizing mobile user experience: Simply having a mobile website or mobile ads is no longer enough. Because consumers have such high expectations these days, you'll need to employ a responsive web design to ensure the best user experience.
2. Take advantage of pay-per-click strategies: Regardless of the size of your business, mobile pay-per-click tools are extremely affordable, and they allow you to cater your message specifically to consumers who are most likely to have an interest in your products or services.
3. Include social media: Do you use Twitter, Facebook or other social networking sites on your phone? Do any of your fellow employees? If the answer is yes, then you can expect that your customers do as well.
Mobile advertising is still in its infancy, so the time to invest in it is now. Don't miss out on the opportunity to leave your competitors' mobile marketing campaigns in the dust.