Tuesday, November 23, 2021

Stats To Make You Think About Leveraging Mobile Marketing


We’re using smartphones more than ever before. With more and more people spending time on their phones and relying on digital counterparts to complete transactions, pay in stores, and turn off bedroom lights, it’s no wonder marketers are itching to find out the new trends they can jump on to amplify their advertising initiatives.

‘Mobile devices account for more than 50% of all internet traffic’

QR codes are a great solution to a manual search. Actions are expected to be instant on mobile, and with more than 50% of all internet traffic coming from the devices in our pockets, it makes sense to meet users where they are and optimize for their natural technology use. 

Directing a consumer to a landing page without the need for typing is a great way to ease the user journey and land them exactly where you want them to be. If you’re launching a new product and want them to watch your launch video, or you want to explain how your medical malpractice attorneys work, save them some search time and give them longer to engage with your media. 

‘Nearly half of users will be put off a website if the content is irrelevant’

When using QR codes in advertising campaigns, marketers need to ensure the messaging is accurate and truthful.

If you’re directing users to an offer but hit them with a sign-up page first, you’re not really being truthful about the required steps. Be upfront about what the user will be expected to do to ensure they don’t drop off before they reach what they were expecting.

‘9 out of 10 customers are lost due to a lower mobile-friendly experience’

This should be a no-brainer: if you’re inviting a user to experience your website on their device via QR code, you need to ensure the site is responsive to mobile. It takes less than a second for a user to form an opinion about your site, so make sure it doesn’t let your brand down.

Check no content is cut off, and your call to action (CTA) isn’t buried underlines of content. If a user has to scroll endlessly to find what they’re supposed to land on, your site isn’t well optimized for mobile. 

‘Brands that improve the accuracy of location information by only 20% see their conversion rate increase by 216%’

Using outdoor marketing to alert consumers to a local shop, cafe, or gym, a QR code can drop a pin on a map and give them directions from where they are, and how they can reach you in the quickest way possible.

Location data accuracy is important for this to work smoothly: you don’t want consumers being directed through fields, across dual carriageways, or on what ‘looks like it could be a path but is just a wall’. This will lead to a bad experience and ultimately prevent them from ever reaching you.

You wouldn’t sell a shirt before you’d made a prototype and tested it out yourself - so make sure you invest in your location data before you try any marketing schemes that rely on its efficacy.

‘55% of social media engagement is on a mobile device’

Amplify social media mobile usage by offering a QR code that unlocks a hidden Instagram story frame the user can share, or a personalized filter they can add to their profile image.

For a greater hit rate, you could offer users a discount code or coupon if they follow your social media account via the QR code. This plays into customer engagement and increases their chances of shopping with you in the future. 

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