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Go Mobile or Go Home

9 February, 2016

We love a good statistic or two and one of the best places on the web to get that quick statistic fix (try saying that fast three times in a row!) is Econsultancy’s “Top 10 Digital Marketing Statistics of the Week”, which true to their word, they publish each week. Recently though, one statistic in particular caught our eye. 

According to a survey by Episerver, the UK was the “nation most likely to shop on a mobile” this year. In fact 59% of survey respondents in the UK made a purchase using their mobile device over December to January compared to just 50% in the US and only 46% in Australia. 

With the rest of 2016 looking set to continue with the same preference for mobile shopping over desktop, UK brands and online retailers really need to get ahead in the mobile marketing game, if they haven’t already. 
So what can you do to boost your mobile marketing and mobile user experience?




Make your mobile user experience consistent with everything else

Going mobile as an afterthought is no longer going to cut the mustard (and to be honest it hasn’t for a while), instead your mobile presence needs to be consistent with all your other customer touch points whether that’s a physical store, your website, email marketing and social media profiles. 

Mobile needs to work as well, be as engaging and look as good as all these other channels so the user can move between all these touch points seamlessly. Standards should never slip. 

How to do this? Stop thinking mobile’s optional. Make mobile a necessity and start thinking about how it will work for your brand from day one of your future marketing plans.
 

Exploit opportunities to use virtual or augmented reality

These technologies still haven’t hit the mainstream just yet, but we’re not far away from it happening and when it does, the brands who are using it first will get noticed, so start looking for the opportunities where you can make the most of it. 

Exploit opportunities to use video too

Video is a tried and tested marketing tactic and that’s no surprise with YouTube claiming over a billion users worldwide. What you might find surprising is that on mobile devices, the average viewing session on YouTube is now over 40 minutes long! And that’s exactly why you need to be exploiting your opportunities to use video marketing.

Tighten up security!

As more and more of our lives are handled online, security is always going to be an issue, and when it comes to mobile devices, that issue is often amplified. Brands who can deliver a safe and secure mobile experience will be the ones who see success over the coming months and years. Key things to tackle will be privacy, security risks and data loss.  

Keep things personal

Personalisation has moved on a long way from simply using someone’s first name in an email subject line and most of the progression is thanks to mobile. 

Our phones especially are one of our most personal possessions, they store all our data, so the brands find a way to either use that data for personalisation or gain real estate on those devices either as an app, tool or experience will be the winners of 2016. 

A good example of getting personal comes from the retail industry where apps like Body Kit are being created to serve as useful additions to the shopping experience. 

Get to grips with data. 

Number six, getting to grips with data really goes hand in hand with number five. As we use more digital services like apps and websites, the more data brands are able to collect about their users’ behaviour and preferences. 

The key will be interpreting that data correctly and creatively so it can be put to profitable use, personalising the mobile experience so your messaging cuts through the ever increasing digital noise. 

Raise your SEO game

SEO is always going to be big business whatever device your users are browsing on, especially as more than 30% of product searches specifically still start with a search engine. Google has given SEO’s a glimpse of the mobile search considerations to come as well with their recent announcement stating that they were experimenting with the indexation of “app only” content in search results.

Moreover, users of Google Webmaster Tools will also have noticed “Accelerated Mobile Pages” or AMP has now appeared under the search appearance drop down in the left hand menu. This indicates Google’s making serious efforts towards improving their own mobile user experience by aiming to deliver mobile optimised content with super-fast load speeds.

If you need help getting your mobile game in gear, why not get in touch with one of our team today to talk about how mobile could work for you? 
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