Last week while attending the Inbound Marketing Summit in New York, I had the good fortune to sit in on some terrific presentations from a variety of industry thought leaders. One of them, Rick Bakas, the founder of Bakas Media, gave a great presentation on best practices for building a mobile-focused inbound marketing strategy.When marketers go about developing mobile marketing and mobile engagement strategies, it's important to consider the experience from the customer's point of view. As powerful as smartphones have become for surfing the mobile web, downloading content, etc., they still have their limitations. Marketers must consider screen size, ease of use, download speeds, etc.
As part of his presentation, Bakas offered attendees several good recommendations for improving the mobile experience and heightening customer interest which I've decided to expand on slightly:
1. Think mobile first, desktop second. Although consumers in the U.S. may currently spend twice as much time with desktop media as they do with mobile, the amount of time that consumers spend with their mobile devices is growing at a 14 times the rate of the desktop, according to eMarketer. As customers continue to increase their mobile usage, marketers should focus their efforts on addressing mobile platforms ahead of traditional desktops.
2. Make customers do a little but get a lot. Mobile content should be easy for consumers to access. Make it easy for customers to load a video on their phones or to access other content with just a few taps. The fewer keystrokes required, the better.
3. Think immediacy and intimacy. Marketers should play off the immediacy and intimacy that people have with their mobile devices. Marketers can leverage immediacy through location-based marketing, delivering engaging content related to current events (e.g. March Madness promotions), etc. And because customers are often with their mobile devices throughout the course of a day and often view their devices as an extension of themselves, marketers can seize on the intimacy aspect of mobile and provide consumers with content that's personalized and relevant based on what's known about them.
4. Close the call to action gap. Make your call to action actionable. Make it easy and enticing for customers to take the next step.
5. Drive exponential traffic. Providing customer with QR codes, SMS text, and niche product applications can make it easier for customers to connect with companies for product information or customer service. In turn, customers can share this information with their friends if they find it useful and think their friends will benefit.