Your customers are mobile and your marketing should be too

content marketing

Ofcom has reported this week, that for the first time ever smartphones are now the most popular way to access the internet. Smartphones account for a third of all internet use, with two thirds of the population now owning a smartphone. Older generations are embracing the technology too, with half of those aged 55 to 64 now owning a smartphone.

On average, we currently spend a whopping one hour and 54 minutes a day using the internet on our Smartphones. Smartphone usage has increased at the expense of laptops with the rise of faster, 4G networks thought to have fuelled this change. 4G is making it much easier and quicker to be online, making streaming video or music, much more realistic wherever you are.

Embracing mobile marketing will improve the reach of your campaigns and help you connect with customers through their most used device, their smartphones.


Device compatibility

Ensuring your website is compatible with smartphones is a must thanks to OfComs findings plus recent changes from Google to rank mobile friendly sites higher in searches. Increasingly, consumers are using mobile phones to read emails and to shop, so an intuitive design is going to help boost leads and profits.

However, most internet users will access the internet using a number of platforms, so you need to double check your website design is compatible with all mobile devices and tablets as well as standard desktops. As new devices are released, it is important to update your marketing materials to be able to maintain your reach.


Concise content

Keep it short and sweet – mobile marketing and content should suit the small screens. Content should be quality but brief to limit overloading users. Too much text is unappealing on that size of screen, and it’s unlikely the user has the time or attention span to read it anyway whilst on the move.


The importance of optimising location

Unsurprisingly, location based searches are often conducted whilst users are out and about based on their immediate needs. 74% of adult Smartphone users make use of the location function to search for directions or information based on their current location. They are increasingly making decisions to visit or purchase based on this information too. Ensuring location keywords are embedded within your content is vital to reach users.

Location based marketing is now advancing with the use of geo-targeting too, sending messages to customers who are in the area. This type of targeting, particularly alongside vouchers or discounts can prove very effective. Though, care must be taken that messages are relevant, opted in to, and sent at the right time.


Make the most of instant communication

Mobile and digital marketing in general, is speeding everything up, encouraging faster campaigns and more instantaneous reactions from brands. Mobiles allow real time conversations with customers as they interact with your website, apps or social media. Make the most of these conversations, and tap into them as they allow you to engage and build rapport with customers.


The figures released by Ofcom should come as no surprise to anyone who has witnessed the rise of mobile devices in the UK over the past five years. Smartphones will continue to change the way marketing works as it alters the way individuals live their lives. Knowing your customers and the way they use technology is vital in being able to adapt your campaigns to best suit them and their smartphone.