Gustavo Jabbaz

20 Jun 2017

Mobile Marketing for the Small Business

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YWD Mobile Marketing

Nowadays, mobile needs to be a priority for the small business (for all business size as a matter of fact.) Companies' website/blogs and all digital campaign efforts have to work well on the small screen and meet the phone owner expectations.
Since the introduction of the iPhone in 2007 mobile internet use is on the rise, today more than 65% of internet traffic is on smartphones. This trend will keep growing until desktops become the tool for power users in need of the bigger screen.

"In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year. Mobile currently accounts for half of all global web pages served."

Most people prefer to do their social media, searches and email reading on their phones. Digital Marketing got started for the desktop and follows people eyes to the small screen. But, the mobile experience is very different. What the smaller screen, data prices and the "on the go" nature smartphone have makes the user experience unique. Therefore, you can't just do the same for both; mobile needs to be to the point and easy to get.

Unique content needs
It needs to fit the small screen. Pages need to load fast and need to be small in bite size for data use concerns. Google and Facebook are working on improving delivery times for their mobile users. Google created AMP and Facebook started doing Prefetching (or preloading advertiser sites.)

Google AMP:
Facebook Prefetching:

Mobile has It’s own writing style
The mobile user scans even more than on the desktop. Content needs to get to the point quick. Good use of headlines and bold points that need attention. Make your point at the start of the post, keep paragraph short and engage the reader with lists, or numbered steps for a longer read.

How to Write Content That Engages Mobile Readers:

Mobile Ads
On Mobile, you find ads in many places. Marketers are following the eyeballs. Video, location-based ads and rich media are best for mobile advertising. You just need to see what Facebook is doing with Local Promotions; the ad gives you direction to find the store near you. Google has ad extensions and Tap to Call feature to get store hours and call from your phone.

Connect with Mobile Users: Google Best Practices: Mobile Ad Formats and Sizes for Display Ad Campaigns:

Social Media 
Facebook, Instagram, Twitter, Snapchat, Pinterest. These are the few Social Mobile apps that have more activity on mobile than on the desktop. It seems that Social Media is tailor-made for mobile, most people check their favourite social media app multiple times per day.

The Future of Social Media is Mobile - Are You Ready?:
Mobile Social Network:

Email reading
Although not as much as Social Media, a large number of people prefer to check emails on their phones. This trend started with the introduction of the first Blackberry. Your email communication has to be mobile first.

The ultimate mobile email statistics overview:
10 Tips for Getting Your Emails Opened on Mobile Devices:

For years experts have warned us about the rise of mobile internet. The time has arrived, if you discount your mobile audience, you will lose business. It is that simple, so everything you do on digital has to put the mobile experience first.

For questions or other inquiries, leave a comment below or just use the contact form.

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