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What You Should Know About Future of The Mobile Marketing

Geeks were right, the world has changed!

While just few years ago huge part of internet traffic was generated by users of desktop computers and laptops, only geeks could recognize future trend being formed. Trend of upcoming mobile revolution. What then had been seen as a shaping trend, now becomes reality. We live in the world of mobile devices which influence our day to day behavior.

Tens of millions mobile devices are being sold every year. And as users of mobile devices get more savvy, mobile marketing has to evolve too. I will describe the simplest way to make the best of mobile marketing in 2014.

I was always told by my father that if I want to become successful in business I should be there where my customers are, and establish a vast line of communication with them.

Future is now

This is time of great marketing opportunities for various online and offline businesses. The first step, however, is to go mobile — or at least get mobile-friendly.

Mobile-friendly

As huge part of internet traffic comes from mobile devices, it is strategic decision to make company’s website mobile-friendly. One of the finest methods of doing this, is through responsive design techniques. In this way content of the page adjust dynamically to fits best to the size of the screen, it is being displayed on.

The Fast Company magazine’s website is one of the best example of proper usage of this design technique. The advantage of having mobile-friendly websites is that mobile users more willingly stay there rather than bouncing back immediately after landing on them.

What exactly responsive design is all about?

Wikipedia defines responsive (web) design as:

“(…) a web design approach aimed at crafting sites to provide an optimal viewing experience — easy reading and navigation with a minimum of resizing, panning, and scrolling — across a wide range of devices (from mobile phones to desktop computer monitors)”
In the nutshell it is all about automatically adapting layout and volume of information to the viewing environment.

For example my own blog looks different on desktop computers and on mobile devices, especially on the iPads or iPhones.

Why the website have to be responsive

We live in the world of mobile devices that influence our day-to-day behavior, and tens of millions of mobile devices are being sold every year. Cisco predicts further increase of mobile traffic up to 2018 and beyond.

Thus mobile users become more and more important for website owners as mobile share in total traffic is growing.

Behavioral aspect

Mobile users while on the go, do not spend much time on slow or illegible sites. They need a fraction of second to determine if they want to dig deeper into the content or eventually drop out from that website. There are three main reasons they do this, and responsive design techniques take care of all three aspects:

  1. Page is loading too slow.

2. Page is not legible on their mobile device.

3. Page is hard to navigate over.

Before investing into yet another ad campaign, check out your mobile traffic bounce rate if it’s high against desktop’s. If so, you can adopt responsive design elements in order to keep mobile users stay longer on the site. Probably there are customers of yours among them.

How to implement responsive design on your website

If you have your website build on the popular CMS engine like WordPress then you can easily find many responsive themes that are free of charge and ready to install right away. One of my favorite themes factory is Woothemes.

If you, however, are going to build your site from the scratch I highly recommend two CSS frameworks that allow to build responsive websites. These are, minimalist Skeleton, and the most popular front-end framework Bootstrapp.

This may be not enough for high-end developers willing to grab control over each and one aspect of web design implementation. They may like use Modernizr that is a JavaScript library that detects HTML5 and CSS3 features available in the user’s browser. It means that developer can set some triggers that display particular elements of the website based on available properties of user’s browser. But lets leave details for the developers -)

Digital publishing and responsive design

When it comes to digital publishing responsive design matters even more because comfort of reading and handy navigation determines if the reader will ever comeback.

In case of mobile magazine app, the publisher’s website is a gateway to their magazine app, too. Around 23% of new apps installs comes from surfing through the websites. Thus if user-experience on the magazine’s website is positive, he’s more willingly to install magazine app on the device he’s already using for browsing!

Your own mobile app

All types of businesses can and should have their own mobile app, whether it would be a utility or a game. The simplest way to make it happen, is to start publishing a free digital marketing newsletter or “real” digital magazine, in the form of mobile app available on App Store and Google Play.

There are numerous advantages of doing that, including possibility of building own audience of particular — targeted group of interest, around your core business. Just like the founder of Your Nails Magazine who got interviewed by me sometime ago:

I have worked as a nail technician for 5 years, mostly from home and I was getting magazines from other countries. But I have found them irrelevant to Irish market, so I thought, it would be great if I could run the first ever magazine for nail professionals in Ireland (…)

This way she builds credibility, and position herself as an industry expert which helps put her business on leading position of this niche. Thanks to using a self service publishing platform for magazine apps she can focus 100% on her business and creating quality content.

“We found our inspiration in magazines (…) They are elegant, beautiful and have a distinctive voice”

This words belong to Marissa Mayer, CEO of Yahoo!

Mobile marketing this year seems to stay in even stronger feedback loop with content marketing, and mobile publishing is one of its tactic. Thus typical ads may turn into a high quality content which helps establish a trustworthy communication medium.

The simplest way to make the best of mobile marketing in 2014 and get ready for 2015 blast — key takeaways.

  1. Make sure your website is mobile friendly.
  2. Be visible to the mobile users via your native mobile app.
  3. Build your credibility via digital publishing (see how it should be done here and there).
  4. Link from the websites to your mobile app like YouTube does.
  5. If you sell content through your app, treat your app as lying a level lower from your mobile website, in the sales funnel.
  6. If you do not have a sales funnel for your app, make one.

Thank you for reading this article. It will mean a lot to me if you press “Recommend” button and — if possible — share it within your circle of friends.

~ Wojciech Szywalski / @wojteksz / @presspadapp