How mobile marketing can help to drive website visits

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With smartphones becoming an ever more ubiquitous part of everyday life, it’s of little surprise to see that mobile internet access is also on the rise; mobile internet browsing (smartphones and tablets combined) accounted for 20% of worldwide browsing activity in November 2013. Indeed, statistics show that mobile mediums are on the ascent in terms of popularity, and that PCs are in decline; PC sales dropped by 9.8% in 2013, and are forecast to maintain that downward trend by falling another 3.7% this year. Clearly the star of mobile devices is on the rise.

This isn’t bad news for the marketing industry as such, but it does mean that strategies will have to be modified to adapt to this brave new world. Websites especially need to be optimised to ensure that visitors on mobile devices are able to easily access and digest the information that they require, and, importantly for the business, be influenced by calls to action to purchase products and services. But this doesn’t just need to be a one way street; the increasing popularity of smartphones also presents many opportunities to harness mobile marketing to drive visits to your website, and in this article we’ll take a look at some of the more effective methods.

Indirect: Time specific offers and promotions can drive web traffic

One of the most obvious ways in which mobile marketing can help any business is by providing the facility for the immediate delivery of marketing information; whether this is special offers, event invitations or notifications of new products and services. With mobile ownership so high worldwide, with an estimated number of over 6,800,000,000 currently active, and with mobile phones generally so easily accessible, and so frequently checked by consumers, the reach of a particular mobile marketing campaign can be phenomenal. Research has shown that around 91% of adults keep their mobile phone within arm’s reacharound 91% of adults keep their mobile phone within arm’s reach; meaning that marketing information can quickly and effectively be disseminated to potential or existing clients; allowing for fast, hefty returns to be made on marketing campaigns.

Of course, when it comes to driving traffic to a website, the positive attributes of mobile marketing detailed above can be quickly harnessed to deliver visits, and ultimately conversions. By including links and URLs with the marketing information sent to a consumer’s phone, curiosity can be easily piqued, or visits can be driven by sending a link to a promotional webpage, direct to the mobile phones of your businesses target audience. When you also take into account that 97.5% of text message are read within 5 seconds of being delivered; you know that you can be assured of both a fast, large-scale response if you choose to fully utilise this marketing technique.

Direct: The correct mobile optimisations can result in greater traffic

As well as providing an incredibly easy and effective manner for marketing calls-to-action to be delivered to your target audience, it’s important that the more direct benefits of mobile marketing aren’t forgotten; if correctly optimised for mobile devices, websites stand to convert a great deal more. Statistics from around the world support the extremely positive effect that optimising your businesses website can potentially have on your conversion and performance; studies show that 20% of internet users in the UK and US only access the internet via mobile; the figure is greater than 50% in some Asian and African nations. This demonstrates very clearly that, by not optimising the website of your business for mobile devices, you’re shutting out a large share of your target audience.

But the potential of optimising your business’ website for mobile devices doesn’t end there; research shows that 9 out of 10 mobile internet searches lead to action, and that more than 5 out of 10 mobile internet searches result in conversions. With such intent behind consumer use of mobile internet, and integral part of your business’ mobile marketing strategy needs to be optimising its website for mobile access; otherwise you’re simply throwing away potential visits and conversions.

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