Mobile on the Move: Digital Marketing in the Post-desktop Age


It was only a short time ago that shopper marketing spend was dedicated to physical retail locations. Once smartphones entered the scene, the game quickly evolved, giving marketers the unique opportunity to reach their audience anywhere, anytime. From the couch, a sporting event, traveling a new country, brands are only a pocket away from primetime viewing. Is your product within reach?

Where the people go, so should your efforts

No matter how busy today’s consumers are, they’re making priorities clear, and spending five hours a day on smartphones. Increasing exposure to apps and digital wallets is making mobile purchasing the norm. With this much time dedicated to phone use, it wouldn’t be smart to hang up on this strategy.

To determine which forms best complement organizational needs, consider demographic, behavioral and psychographic information to develop a better understanding of the recipients of your message and how they interact with mobile marketing. Dialing in to this information helps establish an optimal user experience and builds deeper connections between brand and consumer.

It’s no question mobile should be part of every marketing mix, but what strategies deserve attention? The most common types of mobile marketing are apps, SMS, search and location marketing. Video and email are also gaining major traction, if you’re wanting to step it up a notch. To get the best return on investment, choose methods based off of customer preference, which can be determined through historical data.

Answering the call for personalization

With every brand jumping at the opportunity to apply digital marketing strategies, competition is fierce, making it imperative to develop campaigns that directly align with their audience and provide an experience of value and ease.

Meyar Sheik, CEO and Co-Founder of Certona, a real-time omnichannel solutions provider, gave this advice on personalization: “The mobile shopper expects the same personalized experience on their mobile device as they would on a desktop. Therefore, retailers need to ensure that both their mobile sites and apps are optimized to ease product discovery and increase sales conversions.”

Using mobile to personalize offers helps marketers get the most bang for their buck by making the most of limited space. There’s no room for the shy guy here. Brands must get to the point and create engagement immediately.

One of the most fascinating ways mobile offers personalization is through location marketing. Retailers can use push notifications to promote offers in nearby stores. If the consumer makes a purchase, the data is collected, then applied to deliver specific recommendations through various channels, such as an email, afterward. This approach closes the gap between the physical and digital space, enhancing the customer experience. The data gathered in this process also lends marketers the information needed to help allocate future spending more effectively.

Don’t ditch the desktop

Although, over half of worldwide online traffic was from a mobile device in 2018, the platform has its own set of disadvantages. For example, mobile has less real estate to work with, while a desktop has much more room for calls to action and images. In terms of search usage, most people run preliminary searches on their phones, then switch to a desktop for deeper research. Everything boils down to user intent, so it’s best to cover the bases and incorporate a cross-platform strategy.

Customers carry their phones everywhere, taking their favorite brands along for the ride. With multiple options available, mobile marketing satisfies today’s need for instant gratification, and is a two-way street of benefits for brand and consumer. For best results, get to know the audience, determine suitable marketing types, then be ready to ring in the sales.

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