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9 ways to improve your mobile customer experience

As mobile shopping sites and apps increase in popularity, and overall experiences improve, customer expectations are rising at the same time, so there is an imperative for customers to act to improve their mobile experience and how it joins up with the overall brand experience.

Research by IBM has highlighted the extent to which customers are intolerant of any faults, with 16% of respondents reporting that they would be more likely to buy from a competitor if they encountered a problem, and 13% admitting they would abandon the transaction altogether and try a competitor’s website or app instead.

‘Some of the bigger leading brands have really upped their game, and the ones that are keeping pace have strategically invested in a platform that is able to service both traditional online channels and also the newer mobile and social channels,’ says James Lovell, European retail Smarter Commerce solutions lead at IBM.

‘But when you start to move away from the leading retailers and into the tier-twos, you find there are more businesses struggling to keep pace, because they haven’t necessarily made that strategic investment. So while the leading retailers are keeping up with the customer, the tier-twos and below are struggling.’

Michael Allen, VP of APM at Compuware, adds: ‘Brands must prioritise their mobile commerce offerings based on their customer demands. For example, they should look to identify which mobile devices their customers are using the most and then optimise their mobile offerings for those devices. They should also bear in mind that whilst flashy visuals may attract customers by making a great first impression, building a long lasting customer relationship actually depends on the quality of the experience through how that website performs.’

Aligning the mobile customer experience to customer’s expectations

So how can businesses ensure they get the mobile customer experience right? Here are some tips from leading experts.

Research your customers’ needs

‘To truly cater to their mobile customers and provide a flawless user experience, businesses must understand the context in which their customers are using mobile and use this to better the services they already offer,’ says Bill Loller, Vice President of IBM Smarter Commerce.

‘For example, are they using their mobile devices to buy products, or research products for later purchase online or in store? If they do use mobile predominantly to research products and buy in store, are they doing their research while in-store, or from elsewhere?’

Take mobile data seriously

‘The key to delivering the best possible customer experience is really understanding your customers: how they behave, how they interact with you as a brand, and how they use the various channels as well,’ says Lovell. ‘We’re starting to see a shift whereby retailers are taking customer data more seriously, because from that they can derive a lot of insight. If you understand that your customer set uses smartphones for transactional purposes, and they may use tablets for browsing and they may use the web for much more inspirational content, then you can tailor the channels to the relevant customer sets as well. And that can certainly help retailers address how to serve customer experience through what channels and when.’

Knowing what makes customers tick can be tricky, and according to IBM research, just under half of businesses (48%) say they have a good understanding of the types of content that make people more likely to buy, the reasons for making a purchase (43%), and the value of visitors from different sources of traffic (48%).

Listen to your customers and respond

‘By identifying the main struggles customers face, businesses can work at resolving these issues, ensuring their mobile apps and mobile-optimised sites are easy to navigate and have sufficient information to keep customers feeling at ease and secure right through to the end of the checkout process,’ says Loller. ‘Failing to take action when struggles are identified could lead to lost sales and customers, as a result of minor mobile commerce problems that could have been easily fixed.’

He continues: ‘Knowing what makes customers tick can be tricky, but thanks to the internet and social media, customers have lots of ways of telling you, and everyone else, what they are and are not happy with. If they have a bad experience, they are more likely to vent their frustrations on social networking sites such as Facebook and Twitter, which can be hugely detrimental to their brand name. In the digital age, reducing the customer struggle has never been more vital.

‘Approaches such as online surveys, app store reviews, social media listening tools, usability heat maps and digital customer experience replay are all effective in understanding in near real-time exactly how your customers feel and what they think about the customer experience you provide. Businesses must be open to learning and adapting their mobile customer experience based on customers’ views.

Make the user interface user-friendly

Mobile consumers are task-oriented – unlike online or in-store consumers, they are much less likely to spend time browsing for products and services and are more likely to log on to sites with a purpose to buy. As such, businesses need to ensure they provide an easy, quick and consistent mobile user experience to ensure their customers remain loyal.

‘The most serious issues faced by consumers visiting ecommerce sites via mobile devices are screen-sizing issues as well as bad navigation and poor ‘findability’ issues,’ suggests Loller. ‘Organisations need to ensure they are addressing all their customers’ struggles to ensure they are providing the best possible mobile experience.

‘The user interface is by far one of the biggest things that will impact a customer’s mobile shopping experience – it’s the first thing they see when they enter the site. Many businesses make common mistakes such as not accounting for size/width of an average customer’s finger, making mobile users fill out long forms, not accounting for various device widths, or making pages non-zoomable.’

Personalise the experience

‘Until now, personalisation has usually involved using a combination of known profile information and historical data. What’s been missing is the ability to combine these factors with real-time information such as in–the-moment browsing data, the device a customer is using, their specific location and their stage in the purchase cycle,’ suggests Tom Waterfall, director of optimisation solutions at Webtrends.

‘Bringing all of these factors together is defined as contextual personalisation. It allows brands to deliver targeted and relevant experiences to a customer based on their specific needs at that exact moment in time – giving the customer what they want, when they want it and where they want it. Mobile offers a unique opportunity to target customers with personalised messages on-the-go when they’re browsing in-store or in nearby stores.

‘Contextual personalisation is also the catalyst for more exciting innovations that allow you to bring together the online world with the ‘real’ offline world. Imagine if you knew what your customers wanted before they even entered your store – everything from their shopping habits, likes, dislikes and previous purchases – and could then use this information to drive their in-store experience. This is what contextual personalisation, combined with new technologies such as Apple’s iBeacon, enables – it uses consumers’ known online behaviour data to drive offline sales.

‘With digital interactions between shoppers and retailers influencing 50% of all in-store sales, it’s essential to make the most of digital and start to close the offline and online loop. Mobile is at the very heart of these exciting new developments.’

Keep it quick and simple

‘What drove consumers from the High Street was the speed with which they could search for products online. Mobile offers consumers the next level of convenience which a number of retailers are not yet offering,’ suggests Alan Gabbay, CEO of Udozi.

‘Be it up to-date-stock information, directions to the nearest store, telephone numbers or opening times, consumers are used to having instant access to this information on their phones. Mobile is also the best platform on which to offer the discoverability of online shopping mixed with the instant purchasing convenience of the High Street. Consumers don’t want to wait four working days for their product.’

Streamline the purchasing process

‘The checkout process needs to be seamless and uncomplicated and research shows that if this process becomes problematic the user is quite happy to leave the site having not made their intended purchase,’ warns Alison Curry-Taylor, Operations Director at Daily Internet.

‘Universal instant mobile checkout apps can assist in this most important final interaction to ensure that consumers get one-tap checkout on their phones. With this seamless approach completing the overall customer experience there is a much more increased realisation of sales conversion and maximum profitability for the business.’

‘Once a mobile customer has decided to buy, it is important to make the purchasing process as easy as possible with a one-step checkout process,’ says Durand. ‘Mobile payment options that use a digital wallet such as PayPal are ideal as they minimise the amount of data the user has to enter: His credit card details and address information are already safely held on his device or in the Cloud.’

Simon Horton, Founder of ShopIntegrator, adds: ‘Streamlining the data capture needed from the customer to complete an order is important in offering mobile customers a better experience. By offering customer account creation, with stored re-usable delivery addresses and payment details it can significantly speed up the mobile checkout process for repeat customers.’

Ensure mobile is consistent with other channels

‘Consistency across all channels is vital,’ emphasises Loller. ‘There is nothing more annoying for customers than when they switch from a website to a mobile app or site and cannot quickly and easily navigate through it, or lose the items they ‘saved’ when switching between channels. It is vital that the user interface across these channels are similar to not only give customers a much more consistent experience, but to also enable them to easily familiarise themselves with the business’ brand and sites.

‘Mcommerce is seen as a quicker, easier and more convenient alternative to other shopping channels, and mobile customers are not tolerant of anything less than that. Getting the mobile customer experience right can open up a number of doors for businesses across their other channels.’

Test to optimise the experience

‘In such a heterogeneous device environment and for brands to deliver the best possible mobile commerce customer experience, it is important that they budget for an implement real device monitoring and testing,’ recommends Thomas Gronbach, Digital Quality Expert at Keynote. ‘This will take the business through the real user journey and help them truly understand how their website is being perceived and where the pain points are on each device, network and operating system.

‘Testing can be done in a variety of ways; emulated testing is done by an automated machine running scripts, making it fast and easily comparable, whereas real user testing can simulate the actual visitor journey, giving its results more credibility but making it a slower process. To create a good mobile experience, which can be delivered quickly to market, it is important that both these techniques are used to get an accurate picture of how a mobile website is delivered to consumers and to assure the connected experience.

‘For brands to truly understand changing customer expectations of the mobile experience, they must look at how their service is really being consumed by mobile users. By monitoring and testing a site, brands can gain insight into what works and, more importantly, what doesn’t work. They can start to build a robust mobile strategy that truly offers an optimal end-user experience, helping to improve customer satisfaction and retention. By putting themselves in their customers’ shoes, and considering different shopping habits from different devices, brands can ensure that they serve site visitors well and keep them coming back again and again.’

[Editor’s note: For the latest research showing how companies and manage and improve customer experiences including on mobile, download the free Smart Insights Managing Customer Experience report].

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What Kind Of Mobile Fanboy Are You?

No matter what, Google apps and services are your preference. Google Drive, Google Plus, Google Maps, Google Music All Access, and (OF COURSE) Android. You love Google, you crave Google. You need Google!

While you might be okay with OEM skins, you still prefer and often semi-religiously defend Google’s vision for the platform. This means you likely prefer stock over skinned versions, and there’s a pretty good chance you own a Nexus.

You own at least a few Android accessories, such as T-shirts, figurines, etc.

You may own a Chromebook, and/or consider Chrome the best browser in the world.

Signs you might be an extreme fanboy:

You plan to name one of your children after Google and/or one of its execs — Matias perhaps?

You tend to call anyone who doesn’t have your EXACT point of view by the name “Apple fanboy”.

You think that all skins and OEMs should be eliminated in favor of stock, but in the same breath talk about how “being open” is what makes Android so awesome..

You complain about OEMs being slow to update, and then get mad when OEMs move faster than  Google.

You defend Google’s every mistake, and can’t admit that they ever do anything wrong.

Under religion on forms you mark “other” and fill it in with Google.

Android fanboys

Now we are moving on to Android fanboys — or fandroids as some like to call them. While some consider Google fanboys and Android fanboys to be one in the same, I decided to separate them due to the fact that there can be some philosophical differences between these two similar but different fanboy tribes.

You love Android, particularly for its open nature. You consider it the best mobile OS in the world.

You consider yourself a fan of the OS, but don’t feel the need to always go with Google on decisions.

You often use Google services, but may also explore alternatives (Facebook, Dropbox, etc)

There’s a chance that you might have a Nexus, but there’s just as big of a chance you’ll try out another OEM maker’s products. You judge by quality and features, not by who is making it or what skin it has on it.

You own at least a few Android accessories, such as T-shirts, figurines, etc.

Signs you might be an extreme fanboy:

You have a tattoo of Andy the robot anywhere on your body. And/or you consider your phone more important than your kids, girlfriend, wife or whatever have you.

You tend to call anyone who doesn’t have your EXACT point of view by the name “Apple fanboy”.

You can name every ROM, Android version and root app — but you can’t remember your birthdate.

You believe Android is perfect as is, and that no other mobile operating system has any positive features or attributes. They all suck and there’s absolutely nothing Google could learn from its competition, Android is king. Long live the king!

Plastic is fantastic. You are perfectly fine with Samsung’s design choices, no complaints at all. Though if Samsung switches to metal, that’s okay too. Ultimately, you just like Samsung’s hardware and build quality, regardless of what materials they use.

You only buy Samsung phones and consider anything else to be second rate.

You like Touchwiz, or at the very least enjoy many of its added features. You tend to defend against the complaints that it is a bloated mess.

You even use many of Samsung’s less popular apps.

You recognize the fact that Samsung is the number one player, and one of the main reasons Android is successful today.

Signs you might be an extreme fanboy:

You say stuff like “Samsung IS Android”, believing all other OEMs are awful. You also tend to take offense at the idea of stock Android.

You tend to call anyone who doesn’t have your EXACT point of view by the name “Apple fanboy”.

You believe that Samsung is more important than Android, meaning you’d gladly consider a Tizen phone, if a globally available high-end flagship ever surfaces.

You believe Samsung can do no wrong. Period.

You have a deep disdain for Apple fans that goes way beyond any other mobile fanboy group.

Apple Fanboys

This one is going to probably cause the most stir. The Apple fanboy. And we’re talking about ‘real’ Apple fan boys, not general mobile enthusiasts that get called an Apple fanboy because they disagree with any of the other types of fanboys mentioned above.

Here’s some signs you might be an Apple fanboy:

You won’t touch Android. Apple is supreme, simple as that.

You don’t mind the restrictions placed on iOS and Apple hardware. Apple probably knows best anyhow.

You are known for saying something similar to the following: “I choose Apple because it just works. I want something simple, not just an OS for nerds”.

You tend to look down at Samsung, calling it a cheap copy.

Signs you’re an extreme fanboy:

You regularly call people Samsung fanboys, fandroids or similar.

You believe Android is a cheap copy of iOS, ignoring the fact that iOS has taken many features from Android in recent years.

You tend to believe that Apple invented everything.

You say stuff like “Android is for poor people”.

Apple @ Work: What Are Configuration Profiles In Mobile Device Management?

Configuration profiles are a huge part of the mobile device management experience when working with the iPad and the Mac. They are the “building blocks” of how the iPad and Mac know what restrictions or settings to have in place. If you can get the hang of this aspect of using an MDM, you’ll become a master in no time. If you are looking for how to restore a deleted Jamf profile in order to remove it, I’ll cover that at the bottom.

Configuration profiles are what gives IT managers control over a device to be able to make changes without requiring (or even allowing) end user overrides. Configuration profiles are one of the ways that Apple has continued to evolve iOS and macOS management over the years, so it’s wise to take time to get the basics down.

The Most Restrictive Profile Always Wins

One mistake I’ve run into over the years is wondering why something was disabled on an iPad when I pushed a profile that had it enabled. It was because I had multiple configuration profiles on the same device. Applying multiple profiles is certainly allowed, but the most restrictive policy will always override the other. An example of this is if one profile disables Safari, but another does not. The profile that disables Safari will override the one that didn’t.

Preloading Wi-Fi Credentials Controlling iCloud Photo Library

If you are using managed Apple IDs through Apple School Manager, you’ll know that students get 200GB of iCloud storage. You also know that devices that take HD video can take up a lot of storage. If you don’t want students to be able to use iCloud Photo Library (preserving space for Pages files and Keynote presentations), you can actually disable that inside of a configuration profile as well.

Restore a deleted Jamf profile

A few years ago, I discovered a really useful trick in Jamf Pro, and it was restoring a deleted profile. If you are coming to this article from a Google search, rest assured, the problem you are having can be solved with this trick.

I like to keep my list of configuration profiles as clean as possible. As your organization’s use of iOS grows, you’ll find that your use of configuration profiles grows. I have a few general profiles that go on all of our devices, but then I have a number of them that go on individual grades. If you are a K–12 school, you’ll certainly find this to be the case as a 2nd grade classroom will likely have different restrictions than a 10th grade one. If you are an enterprise user, you will likely have different profiles (and apps) for the sales staff than you do for the executive staff.

A trick I discovered is that even a deleted profile still exists in Jamf, but you’ll have to find it. Each configuration profile generates a unique URL.

The bold part of the text is unique to my organization, so you’ll want to replace it with your URL. The id=34 section is what you’ll want to focus on next. You will need to discover the number of the profile you deleted. Your profiles obviously start at 1 and go up from there. You can do trial and error to see which one was deleted. Once you find the one that was deleted, you’ll see a notice that this profile was deleted. Your first reaction might be to clone it, but you actually want to download it.

Once you get it downloaded, you’ll want to go back to the main configuration profiles screen and look for the Upload button. You’ll then upload it, and it’ll be assigned the same profile ID as before. You can then work with it inside of Jamf to remove or modify as needed.

Thanks to Jamf for sponsoring Apple @ Work. Jamf, the standard in Apple management, is committed to enabling IT to empower end users and bring the legendary Apple experience to businesses, education institutions and government organizations via its product portfolio.

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Are You On An Seo Honeymoon?

I don’t know whether you ever get this thought when touring the web, but there are some sites that I think ‘I wish I could get my hands on it!’…where you can see that SEO hasn’t even been given a second thought, but where great gains could be made from a few simple improvements! 

This would be the honeymoon period: simple changes and fast results.

Honeymoon: Fast Results

I know I have seen and worked on a number of sites where I can see that a couple of relatively straight-forward changes would make a huge difference…

Simple changes and fast results can be from things like:

Title tag optimisation

Semantically structuring the text on each page

Dropping images for CSS and floating text

Internal linking structures and anchor text optimisation

Installing an analytics package (and analysing the results of course).

Keyword research and analysis – site-wide and page-by-page

Including a clear call-to-action

…the simplicity of implementing these examples naturally varies, and might quite obviously depend on the CMS’s versatility, for instance but these are examples of items to look out for.

Honeymoon: An Untapped Resource

So, OK, you take on a new project…what happens next?  Some sites have a whole host of resources and a genuine USP that nobody knows about…whereby the owners have followed the principle ‘build-it and they will come’!  Well, it’s not always as simple as that, so a little bit of promo and improved onsite management could go a long way.  The results from this might be impressive but how are you going to sustain them and naturally manage this client relationship.  The SEO honeymoon period could have a sting in the tail.  So what can you do about it?

The honeymoon is over

You’ve made the site more accessible, you’ve tackled some duplicate content issues, the site is developing a clearer landing page strategy, the keyword research is paying off and the results have been tremendous in such little time…now the real work begins! 

You now need to ensure that you can maintain a return on investment that warrants keeping you in a job. 

Educate the client in the process

How does SEO, social media, link-building, online PR etc  work together for longevity of results?  How will the results look in 6, 12, 24 months…can you even begin to lay down targets here?

Expectations management –some quick wins but these should not be devalued just because they were quick.  The long-term results will be where the real profits (for both parties) are made.

What you are reporting on and how this can feed in to planning decisions.

Transparency in Result Aspirations: Good and Bad

Talk them through the initial quick-wins.  Be honest.  Maintaining credible and justified results through transparent planning is a great way to develop your client relationship. 

Budgetary management

Following the honeymoon period, results may slow and as a result reducing CPA’s (cost per account / purchase / sign-up) may stall.  It’s worth being mindful of this early-on because it will help work out where your budgets are best aligned to maintain some of this growth.  Ploughing all your budgets in to front-end activity, without planning for when and where longer-term results will come from could be disastrous for longer-term CPA’s and end the honeymoon period with a thump, as you’re kicked out of bed.  This naturally depends on a regular review of which account metrics are the short-term and long-term priority.

Importantly though, be proactive. 

You can work to build more momentum with this growth and extend your honeymoon period.  Just because you see some easy results coming your way, you can quite easily maintain this growth in results (if the niche has the volume), if you remember one thing…visibility breeds visibility. 

So, ask yourself, how are you going to capitalise on this increased exposure?

An increase in the volumes and frequency of the people that see you in the SERPs means a greater brand awareness, the more people that talk about your brand, and the more people that cite your website.  Easy.  Both traditional and digital forms of marketing work on this cumulative, multiplier principle.

Oh, but in reality…

Even the fast results don’t come easily.  Taking on a new client, involves a great deal of work for both a freelance SEO consultant and a team of SEO’s working on behalf of corporate clients.  At the very least you need to put time into:

Aligning, integrating and understanding each other’s data, management systems and analysis techniques.

Agreeing on targets, strategy and tactics.

And merging two (often) very different cultural worlds.

…so this whole SEO Honeymoon period is over-rated right?  Well, no, not really…great results are of course very achievable quite quickly, but they’re even greater if you can put a plan in place to maintain their growth, that’s all.

Are you suffering from a honeymoon hangover?  Put yourself down as an ‘Anon’ and share your thoughts below…

Ben McKay is a SEO Manager for Mediaedge:cia / WPP,  and writes about managing SEO and social media projects over at his blog, Just Me and My.  Say hello to Ben on Twitter.

7 Mobile Marketing Strategies You Need To Thrive In 2023

With the number of mobile device users climbing off the charts in recent years, it’s no secret that mobile marketing is a can’t miss strategy for small businesses. But, with endless possibilities in a mobile-friendly world, it can be difficult to even know where to start.  

Prioritizing the top mobile strategies to make small business budgets stretch across the most important aspects of mobile marketing is key to getting the most bang for your buck. Well, we did the heavy lifting for you and sifted through the countless mobile marketing strategies to identify the best fits for local businesses today.

• How to get started with mobile marketing.

What is mobile marketing?

Mobile marketing encompasses any and every type of marketing that reaches users on smartphones, tablets, Androids, smart watches, and any other mobile devices. In other words, mobile marketing is the use of technology and tactics to reach your target audience when they are on the go. So, whenever you digitally reach someone on a device other than their stationary desktop or laptop then that is, in fact, mobile marketing.

Now, of course by definition mobile marketing simply means marketing to users on mobile devices.

This means that not only can reach consumers on the go, but you can reach them in a more personal manner at any point in their day, which makes mobile marketing a huge asset for any business.

Let’s get into more of the benefits:

5 benefits of mobile marketing for small businesses

If it’s not enough that there are over 3.6 billion smartphone users in the world, there’s also a ton of mobile marketing stats and data that indicate how beneficial mobile marketing actually is for small businesses.

Here are the top four benefits of mobile marketing strategies for small businesses:

2. Mobile experiences drive purchases

Not only is mobile marketing cost-effective, but people are more than 60% less likely to purchase from a brand after a negative mobile experience. Plus, 70% of smartphone users have bought something in a store after using their phone to discover more information.

This makes it all that much more imperative for small businesses looking to grow.

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3. The nature of mobile marketing is different from desktop or print marketing 4. Mobile marketing is personal

Remember, you’re usually reaching people on their own personal device like their iPhone, smart watch, or tablet. So, mobile marketing by default is very personal with tactics like texting your audience via SMS or reaching them in their social news feeds mixed in with their friends and family. You’ll be able to access them when they’re at their leisure and are more receptive to new information.

5. Mobile marketing enables a good customer experience

Mobile marketing doesn’t just benefit your business. With today’s busy lifestyle, people crave convenience. Being able to learn about a business, redeem coupons, make payments, or contact a business on one handheld device is a major benefit to your customers. With such convenience and consolidation, you have created a positive customer experience for them.

7 mobile marketing strategies your small business needs

What makes mobile marketing easy to integrate into your current marketing plan is that you can take standard local marketing tactics you may already be familiar with and simply twist them to be mobile-friendly.

Here are the seven mobile marketing strategies we suggest you start with!

1. A mobile-friendly website

If you’re unsure if your site is already mobile-friendly, then have a team member test it on a mobile device or even test it yourself to fully understand where your site’s mobile experience currently stands from a user’s perspective. Or, leverage Google’s mobile site tester which is one of many out there that will grade your site’s mobile capabilities for you once you plug in the URL.

If your site isn’t mobile-friendly, talk with your website provider or marketing partner to get it in tip-top shape. You might also mention that Google indexes the mobile version of your site first, so by not having a mobile-friendly site, you’re impacting your performance no matter what device you’re on.

By shortening your ad copy and trying out call-based ad strategies you’ll provide a more efficient mobile experience for your target audience when they’re surfing those search engines.

3. Local listings

Getting set up on free listing sites like Google My Business is huge for local businesses looking to grow their mobile presence. This is because when people are on the go, they’ll be pulling out their smartphone from their back pocket to find your small business via local listings.

Ensuring your name and business information is up to date on mobile heavy platforms like Yelp, Bing, or Facebook is vital to boost your incoming business from mobile users. Mobile users will have a heightened chance of reaching you if you have accurate business information, like name, address, website, hours, contact information, etc. 

4. Social media marketing

While your social media marketing strategy should include a presence on Facebook and Instagram, you can (and should!) also include strategies like Snapchat Advertising, Tik Tok, Waze, LinkedIn, and more!

When implementing mobile social media strategies, you’ll want to consider posting engaging content with creative graphics or videos to encourage engagement on your posts and optimize your post content for mobile–which means shorter posts that still pack a punch.

5. Email marketing

While email marketing feels like something that’s traditionally desktop heavy, that’s actually not the case at all. In fact, it’s quite the opposite as 68% of email campaigns are opened on a mobile device.

This means that since the majority of your emails are going to be opened on a mobile device, you’ll want to approach email marketing campaigns with mobile friendliness in mind.

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To work with limited screen real estate, not only do you want to keep the meat of your email copy short, but you’ll also want to think about other components that go into emails like subject lines, call-to-action buttons, and pre-header text for previews. That way, you can efficiently use mobile email marketing to welcome new customers, promote your specials or sales, or educate your customers to keep your business top of mind.

6. Geofencing

Geofencing leverages global positioning systems (GPS) or radio frequency identification (RFID) to set up location targeting for your marketing tactics.

7. SMS marketing

SMS marketing refers to sending text messages to your customers or prospects. An SMS campaign is obviously perfect for mobile marketing—what’s better than sending a text right to your client? And, because people actually tend to be willing to sign up for text offers if it’s from a brand they appreciate. 

In fact, 64% of consumers think companies who text value their time, are progressive and would recommend them to others. So, encourage your customers to sign up for regular text promotions from your business.

In SMS marketing you can share links, updates, and new promotions with your potential customers. Not only does this keep you top of mind for your audience, but it also can push them further through the buyer’s journey and all that much closer to deciding to make a meaningful action like a purchase or a booking.

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3 steps to get started with mobile marketing

Now that you’re familiar with some of the top mobile marketing strategies you can start deciding which ones you want to implement first! Here are three tips we recommend to help you get started:

1. Prioritize your mobile marketing strategies

While we listed out seven awesome mobile marketing strategies for small businesses, that doesn’t mean you have to implement every single one all at once!

Think about your marketing goals and objectives as well as how your ideal customer spends time on their mobile devices to help you determine which strategy you should use. Are they scrolling on social media? Or, looking for you while on the go?

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2. Consider free or low-cost mobile marketing strategies 3. Turn your current marketing into mobile marketing!

An easy way to slowly dip your toes into mobile marketing if you’re hesitant is to evaluate your current marketing strategies through a mobile lens. If you’re not ready to build out something new and unfamiliar just yet, but don’t want to miss out on high-value mobile device users, then optimizing what you’re currently running to be mobile friendly is a great place to start. 

Starting your mobile marketing small using what you already have and growing from there will help you to improve along the way without breaking the bank or taking a ton of time out of your already busy day.

Get started with these mobile marketing strategies

While at first glance mobile marketing can feel like a daunting endeavor, once you take a moment to methodically plan out your mobile marketing strategy using the guidelines above, it turns into a cakewalk that can have a big impact on your overall marketing results. 

Susie Marino

Susie is a senior content marketing specialist at LocaliQ where she uses her experience as a PPC consultant to share tips, tactics, and best practices. Outside of work, Susie loves to get outside for some snowboarding or (once the cold weather melts away) hiking!

Other posts by Susie Marino

Trampolines Are More Dangerous Than You Think

Kids have no fun anymore, amiright? Back in the day we used to play in the streets! We chased cars! We climbed trees and we fell and sometimes we got hurt—but that was okay! If only we could go back to those days. Life was so great when we didn’t really understand the risks involved in cherished childhood activities.

Sadly, we don’t live in that time anymore, so it’s time to break the news to you: trampolines aren’t safe. They’re giant bouncy surfaces for kids with undeveloped coordination to fling themselves around on. This actually isn’t news, but it has been in the news lately because a mother put out a now-viral picture of her three-year-old in a cast after he broke his femur at a trampoline park. When she took her kid to a doctor, she was told that kids under six shouldn’t even be allowed on household trampolines, much less set loose to bounce around at a trampoline park with a ton of other people. And more to the point, she was told that all of this was already in the safety recommendations written by the American Academy of Pediatrics.

Is the AAP made up exclusively of killjoys? Maybe. Then again, trampolines put kids in the hospital every year, and it’s the AAP’s job to try to prevent those injuries. Activities like swimming or biking definitely hospitalize more kids than trampolines, but since those are much more popular than trampoline-ing we don’t know whether that’s because swimming and biking are actually more dangerous or just more widespread. Either way, let’s not kid ourselves here: trampolines aren’t super safe. Are they the most dangerous childhood activity? No, of course not. But that doesn’t mean we can’t take some precautions.

Learn how to take turns

Three-quarters of all trampoline injuries happen when multiple people are on board. Bouncing alone means you’re in control of how high you’re going, and there aren’t any stray vibrations to turn your controlled flip into a flying cannonball off the side. Plus you’re not tempted into the inevitable competition to see who can go the highest. And most importantly, your kid won’t bounce their noggin off another kid’s noggin if they’re jumping solo.

Sorry, but that padding on the springs isn’t going to keep you from fracturing your collarbone. Maybe it will prevent some scrapes, just don’t expect it to keep you totally safe. A lot of the padding that comes with trampolines breaks down quickly. You’re supposed to replace it regularly, but when was the last time anyone did that? The role of every trampoline is to sit in the backyard rusting away, losing crucial joints and shedding padding until your parents pawn it off on whoever is willing to drag it away.

And the nets aren’t much better. Yes, they’ll keep you off the ground, but most trampolines injuries happen on the thing itself. You’re landing on a solid—albeit stretchy— surface with more force than a normal fall, and you’re flailing around as you do it. Of course you’re going to land funny and break some bones once in awhile. And to add insult to literal injury, lots of kids see a net as more of a challenge than a safety feature.

Little kids have fragile bones

As it turns out, small children were not designed to withstand strong forces. This includes falling from any significant height, which is essentially the objective of playing on a trampoline. As such, trampolines are not ideal places for little kids.

Kids under six just shouldn’t be on trampolines, period. Let their little bones (and their sense of coordination) develop a little more before you put them up there.

Let’s be realistic, you’re all still going to jump on trampolines

Doctors tell people not to smoke and only to drink in moderation—that doesn’t mean people don’t do those things. Life involves inevitable risk, and no one is saying you shouldn’t ever bounce. They’re saying, “bounce your heart out! Just remember that this is kind of dangerous and you should treat it as a risky activity.” They’re also definitely saying not to let toddlers on there. And that if you go to a trampoline park, remember that there are zero regulations for running them, and that the 20-year-old who signed you in cannot and will not protect you from harm.

Now bounce away! Cautiously.

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