9 MOBILE MARKETING TRENDS YOU NEED TO KNOW ABOUT…
Jill Harris
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“Over 55% of website traffic comes from people using mobile devices.”
- Josh Howarth, Exploding Topics
Digital Marketing Is Evolving
Your website is your main marketing tool. And yet - with the evolution of mobile phones and their usage as mini-computers that people use all the time, the question is:
How can you do digital marketing on a phone?
Here's a simple breakdown of 15 trends you need to know about - along with practical mobile marketing examples of how to use them in your business.
1. Mobile-First Indexing
What is it?
Mobile-first indexing is basically when search engines like Google primarily use the mobile version of your website to determine your search ranking.
This is because of the growing number of users accessing the internet via their mobile devices.
Practical Example:
A local bakery has a makeover of its website.
Part of this redesign includes updating the site’s mobile-friendliness.
This is done in 3 ways by:
● using responsive design,
● optimising images for faster loading,
● simplifying navigation.
This helps the bakery rank higher in search results when customers look for "bakery near me" on their smartphones.
It’s an easy way to increase visibility and attract more foot traffic for a local business.
2. Responsive Web Design
What is responsive web design?
It’s a design thing… all about making sure your website automatically adjusts its layout and content to fit any screen size.
There are simple things you can do - like checking the images you upload are not too big.
Practical Example:
An online clothing store uses responsive web design.
This change let customers more easily browse and purchase products - on a phone or tablet as well as the computer.
If your ideal customer lands on your website through their phone - and has a seamless experience - it encourages more sales and reduces bounce rates. Always a good thing.
3. Personalised Marketing
How can you personalise marketing on a mobile?
Personalised marketing is about sending marketing messages.
Used with integrity - i.e. your customers sign up for it - it means you can create content and send it to individual users based on:
● their preferences,
● behaviour,
● and previous choices.
This helps to create more relevant and engaging experiences.
Practical Example:
A fitness coach collects information about clients' fitness goals.
Then she sends customised workout plans, goals, and motivational messages via a mobile app.
Using a personalised approach means her clients feel a warm connection with her work, and are more likely to engage in other services she might offer - such as fitness bootcamps.
You can see how this leads to both great customer relationships, and word-of-mouth referrals.
4. Voice Search
How can small business websites use voice search?
Voice search lets users speak their search queries aloud instead of typing them. You can easily optimise your written online content for voice search by using these strategies:
● Use Natural, Conversational Language When You Write Content: Voice searches are often phrased as complete questions or sentences. Write how you talk and use natural language. Weave in long-tail keywords that reflect how people speak, such as "How do I bake a chocolate cake?" instead of just "chocolate cake recipe."
● Answer Common Questions: This is also digital marketing 101. Create content that directly answers common questions related to your business. Include a FAQ section on your website or write blog posts that address specific queries.
● Optimise for Local Search: Many voice searches are local, like "Where's the nearest coffee shop?" Keep you business listings up-to-date on platforms like Google My Business. You can also use location-specific keywords in your content to capture local voice searches.
Practical Example:
A home cleaning service updates its website content with conversational phrases like:
"Who offers reliable home cleaning near me?"
“How hard is it to clean an oven?”
“What is the best way to get wine stains out of my carpet?'“
This makes it easier for potential customers using voice search to look, find, and book their services quickly.
5. Progressive Web Apps (PWAs)
Is a PWA a website?
In a way. They’re websites that function like mobile apps.
By that, I mean they:
● have fast loading times,
● provide offline access,
● can receive push notifications.
All that comes without your visitors having to download anything from an app store.
Practical Example:
A local restaurant creates a PWA that lets customers browse the menu, place orders, and receive updates about specials.
The app-like experience is fast and convenient.
Customers using this site are much more likely to get repeat orders. It’s also a good way of increasing your customer loyalty without the cost of developing a traditional mobile app.
6. Social Commerce
Is social commerce the next big thing?
Social commerce involves selling products directly through social media platforms.
It lets users discover and purchase items without leaving the app.
According to Forbes:
“... more than 70% of people have seen a product advertised on social media and then purchased it directly from their phone?”
Practical Example:
A handmade jewellery maker sets up a shop on Instagram, posting attractive product photos with shoppable tags.
Customers can browse and buy pieces seamlessly within the Instagram app. A great way of simplifing the purchasing process - and getting more sales.
7. Augmented Reality (AR)
How Augmented Reality Works on Mobile..
AR overlays digital information, such as images or animations, onto the real world through devices like smartphones.
The idea is that it focuses the user's understanding & interaction with the product.
According to the Harvard Business Review, AR has a positive effect on sales for products that are:
● less mainstream & unusual brands,
● appealing to new buyers,
● more expensive.
Practical Example:
A furniture store develops an AR feature on its website that lets customers visualise how a sofa would look in their living room by using their phone's camera.
An interactive experience can help your future customers make informed decisions and seems to lessen pesky product returns.
8. User Experience (UX)
What is UX in mobile design?
UX refers to the overall experience and satisfaction a user has while interacting with your website or app.
It’s all about the website visitor’s:
● ease of use,
● accessibility,
● and enjoyment.
Practical Example:
An online bookstore simplifies its checkout process by reducing the number of steps to buy a book.
And it makes sure the website loads quickly on mobile devices.
Having a warm, fuzzy UX leads to happier visitors to your site. It also increases the likelihood of repeat purchases.
9. Geolocation
How to use geolocation to stand out…
Geolocation uses a user's device location data to provide personalised and relevant:
● content
● services
● offers
These will be based on where the visitor is physically located.
Practical Example:
A food delivery service uses geolocation to send push notifications to nearby users about daily specials.
They can also send current location updates through its mobile app. It is a weird kind of fun to watch the tiny cartoon truck moving towards your house with a tasty dinner.
It’s great for attracting local customers and boosting daily sales.
The future is mobile…
So, there we have it. However you feel about it - the future of online marketing and web design is responsive design for mobile visitors.
Which means it’s pretty much essential for small businesses and entrepreneurs to know about mobile marketing strategies and how this impacts web design.
There’s no doubt that using some simple mobile marketing techniques can significantly improve your business's online presence.
With a simple bit of mobile-focused tweaking, you can more effectively:
● reach your target audience,
● provide better user experiences,
● and drive growth.
What are you waiting for? Go forth and mobilify…
Find the article on internet traffic from mobile devices here:
Read more about how mobile marketing is the next big thing here:
Check out the Harvard Business Review on the positive effect of AR on buyer behaviour here:
And if you’d like a mobile responsive makeover or Squarespace web design - get in touch…
