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Jazz Up Your Marketing Toward Mobile Customers

17th Sep 2017
Infobrandz CO Infobrandz
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The world around your mobile customers is changing. And so are they. Sometimes, though, businesses get left behind. They still rely on traditional methods to create customer engagement. The answers already lie in front of them, but they still miss it. Others just do not take the chance.

But there are those who see the opportunity and grab it by the tail. Because of them, we now have models to look up to when we want to act more daring -- and merit expecting exemplary results.

I don’t know about you, but I want to be associated with the bold ones. They have mastered the art of leveraging the advantages of and embracing the opportunities created by mobile. And marketing is one area that has benefitted from their brilliant ideas.

Let us take a page or two from their book, shall we? Here are four tactics to help you add some pizzazz to your marketing.

Building your brand app

Android or iOS first? Market-wise, it seems that Android is the obvious choice. As of 2016, TechCrunch reported that Google’s mobile OS had over 80% of the global market share. In the US, it owned a little under 60% in its category. But just because this is the case does not mean it applies to your company. Maybe your data is telling you that most mobile visits are coming from iOS devices.

On the technical side, developers should weigh in on which OS is friendlier for them. In building a case for the better OS for app development, software engineer Jon Evans listed the advantages for both Android and iOS. According to Evans, Android app configuration is “simple and elegant” and publication is “easy as a dream.” But iOS wins by some distance, as it has the upper hand in aspects like environment, user experience, design, language, APIs, and fragmentation.

Once you have decided to write an iOS or Android app, it is time to determine the features. The task involves nailing down the details that will provide them with the most useful and satisfying UX. For one, you need to know the differences between Appleheads and Android geeks.

Edward Eugen, a Cisco certified network engineer, noted the behaviors that group members share among themselves. Those who favor iOS are concerned with security, privacy, and user interface controls. Meanwhile, those who swear by Android are concerned about crashes, performance, and phone hangs. Although they are not meant to generalize, these similarities are also not byproducts of mere coincidence. See the infographic below for to get a better understanding of each user group.

ios vs android infographic

Infographic courtesy of

Converting site visits to app downloads

After creating an app, it's time to promote it. It is not always easy to put it out there. Telling people while they are visiting your website is a more effective way. Right from the start, give them the option to download your app. But building the promotional page can take time and money. It also requires a certain skill set.

LinkTexting is a good example of a product that fills that gap. It helps you increase app downloads through its easy-install embeddable widget, smart badges, and smart prompts. When integrated into your site, it will offer visitors the option to download your app. And then it will send a link via text message so they can proceed with the download.

Sending mobile-ready email messages

Nothing makes mobile email subscribers click unsubscribe faster than an in-message link that leads to a non-mobile-ready site. Those who do not opt out may ignore or delete the message altogether. In other words, you do not want to annoy them when they are sifting through the day’s email correspondence. Inbound or outbound links should direct to pages that are readable on smaller screens. It would not hurt to make the pages look pretty, too.

Further, you need to get in touch with what is happening on the ground. It means you must keep track of emailing behaviors. An Avatier survey showed that more and more people are blurring the lines between personal and work. In the 18-24 age group, 61.5% use their personal email for work-related matters. That is almost twice the national rate (37.8%). The young ones are followed by the 35-44 and 45-54 age groups. Teens to mid-twenties are also forwarding work email messages to their personal accounts. Knowing how these dynamics work will help you target users more strategically.

Integrating AR/VR

Augmented reality (AR) and virtual reality (VR) are creating engagement opportunities for end users. But first, let us review these concepts.

AR enhances one’s view of the reality via a device, usually a smartphone. The tech superimposes sensory inputs such sound, graphic, video, or Global Positioning System (GPS) data on a physical space. PokemonGo and Snapchat are two popular examples.

Meanwhile, VR changes one’s perception of reality by creating a new one through, again, a computer. Swedish vehicle manufacturer Volvo is the first to dish out a VR test drive experience for its customers. HBO’s insanely huge and well-received production Game Of Thrones offers another fun and interactive use of VR. In “Ascend the Wall,” fans can feel like they are being hoisted up to the top of Castle Black. If you can think up of designing a three-dimensional space for your customers, like Disney has done with coloring books for children, you are on your way to the future.

Making big data work for you

Readers love lists. The New Yorker said in an article that lists have become one of the most ubiquitous ways to package online content. But where do their appeal lie? The same article stated that we process information spatially. Even after forgetting our grocery list at home, we are likely to remember what to buy in the supermarket because we have seen the items in numbered or bulleted form. It will be easier to recall an item based on its place on the list.

When that idea is taken further and applied on big data storytelling, you hit a sweet spot. You pick a topic that is relevant to your audience. Chances are they will stay longer on the page or finish the story.

Forbes has unlocked this secret for decades. Even those who are not directly affected by the knowledge of the world’s richest watch out for Forbes’ annual list. Closer to home, however, certain segments such as small and medium enterprises may find it handy to have the information on the average salary based on location. Getting the numbers out there in a digestible format is usually the media or the government’s job. But businesses can do it just as well, even better.

Key takeaways

To jazz up your marketing tactics, you need to get out of your comfort zone. You must conceive unique ways to reach out, engage, and empower your mobile audience. It means tailoring the elements of your apps to appeal to a certain OS user group, crafting mobile-ready messages to hook and convert subscribers, enlisting emerging techs such as AR and VR, and seeing the potential of big data for viral storytelling.

Before you even ask if you have the resources to reach your goals, you should have the determination to go the distance for your mobile customers. The world around is changing. So are they. How about you?

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Replies (3)

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By Kislly
04th Dec 2018 02:23

Agreed! Most people around me are tending to use mobile to do things except those that have to be done with computer.

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By JohnICE
20th Dec 2018 04:25

yes agreed these days its trending because everyone use smartphone. i also create a mobile responsive site you can check out this.

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By abrian
05th Apr 2019 07:05

Thanks for the post. I also have created this blog and am sharing such great contents.

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