4 Small Business Mobile Marketing Trends to Watch For in 2017
Mobile-Centric Trumps Mobile Friendly
As the popularity of mobile devices continues to increase, we must continue searching for the big trends in 2017. Small businesses lack the cash and specialized teams that bigger brands have. In this case, mobile strategy and marketing creativity is vital! New approaches, constant monitoring of consumer actions, and staying updated digitally are important aspects for the small business to compete successfully.
Here’s 5 small business mobile marketing trends to watch for in 2017:
1. Mobile Search
Nowadays mobile users dramatically outnumber desktop users (and it’s not just by 35% like back in 2013). According to Marketing Land and ComScore, the percent of mobile over desktop users is over 65%. In other words, websites and marketing strategies are not targeting desktop users first anymore, they target mobile users first. Desktop devices have been benched, they are the second string. Your marketing strategy must be mobile-centric, targeting mobile users FIRST and desktop users second. Here are 2 sub-points to achieve a mobile-centric approach:
First and foremost, to achieve the mobile-centric approach, your website should be mobile responsive. Gone are the days of having a separate site for mobile devices and a separate site for desktop devices. If you don’t have a mobile responsive website you are loosing customers, your search rank will suffer, and Google will penalize your site because it provides a poor user experience.
Second, Identifying and targeting mobile-centric searches in your market is vital. The best way to think of this is that your customers don’t know specific terminology for the service you provide. Put yourself in their shoes, what questions will they ask in Google search? How are they termed to the unknowing consumer? After identifying those terms, you will be in a better position to deliver the right solution and gain a customer.
2. Mobile Payments
Amazon, Apple Pay and Microsoft Wallet paved the way for mobile users feeling even more comfortable shopping on a mobile device. It’s fast, easy and only requires a fingerprint to complete a transaction. Accepting mobile payments removes the barrier of doing business with those wanting to use a mobile device.
3. Buy Buttons
“buy buttons” are a way for social-media sites to allow users to purchase items from retailers without leaving the social network. Pinterest launched “buyable pins” in June 2016 and in that same month Instagram released a “shop now” feature. Facebook and Twitter have also joined in. Although useful, these buttons are rarely used, due to lack of consumer awareness. This feature could take off in 2017.
4. Exclusive Mobile Social
Mobile-exclusive social apps like Snapchat, Instagram, and Periscope continue to grow in popularity. This trend is expected to continue on through 2017. It would be wise to look at ways your company can utilize these mobile-exclusive social apps.