Words "marketing" and "mobile" can't go one-without-the-other these days. Startups nowadays cannot execute their campaigns without mobile marketing deeply ingrained in their DNA. And this invariably leads to the question: To app or not to app?
HubSpot, a company associated with a marketing software platform that helps companies attract visitors, convert leads, and close customers, points out an insight many marketers tend to miss: That there exists "a fundamental mismatch between how organizations are marketing and selling their offerings — and the way that people actually want to shop and buy."
That insight has led the inbound gurus at HubSpot to argue: Executing mobile marketing strategy is more important than building an app.
The HubSpot white paper GENERATE LEADS WITH MOBILE MARKETING cites a Google report as indicating that "90% of online users utilize multiple screens sequentially to accomplish a task over time."
What this means is that an individual could begin encountering or viewing your content on their Android or iPhone or Blackberry, and then continue or resume browsing on a tablet or a laptop or desktop, the better to digest the fuller details.
If your business is driven mainly by native apps, you'll want to think and rethink your strategy: How much resources are your going to invest in developing and maintaining apps in all their multiple native ecosystems? It's not going to be a simplistic matter, for sure, to grapple with three or four or more versions of the same app — developing, tuning, tweaking, versioning and maintaining each and every one, each and every time.
Mobile strategyWe're not saying apps are nothing, just that apps are not everything, especially if you consider that an effective mobile marketing can give you much better and streamlined mileage. Just aim for a mobile marketing strategy that produces a seamless, optimized experience on the slew of different devices that different people use.
When you have nailed down a well-established responsive online presence, your content will come across with a friendly and consistent look and feel, conveying a cohesive experience across any device. With that in place, you can then concentrate on the nuts and bolts of generating leads using your various marketing tactics.
Responsive designResponsive design is an approach that automatically repackages your content to fit the viewing device, whether your viewer is using a mobile phone, a tablet, a laptop or desktop computer -- they key is projecting, delivering the same viewing experience. In other words, you want to be user-friendly.
Good user experience is not the end of it all. Here are additional benefits:
Potentially higher conversionsAccording to a Google report, 67% of users are more likely to purchase a product or service from a "mobile-friendly" site.
Let's put it another way, using the reverse logic: Many people will tend to be turned off, or, worse, away, if your content is not optimized for their consumption experience.
Consider the comparative example below:
?The page at left (above), with exceedingly small text, requires a lot of finger pinching and swiping, zooming in and zooming out again, scrolling up, down, left, right, just to get at whatever it is you're looking for. The one at right reduces the navigation to the most intuitively vital finger presses that won't force you to be a contortionist.
Which one, do you think, is more user-friendly? According to Google, more than 3 out of 4 users want to be able to find what they are looking for, especially on a mobile screen, in no more than a few clicks. If you're able to apply the same principle consistently, uniformly, cohesively across multiple screens, then you have the makings of a winner user-friendly marketing strategy!
The narrow and the broad
At the risk of nagging, now is the time to rethink your "narrow strategy" of banking heavily on an app. Consider "broadening your reach" by leveraging the concept of responsive design -- allowing your visitors to have a satisfying experience through each of the various touch points of your marketing effort across a wide array of multiple devices.
Again, the key to wrapping up this unified experience is to deploy mobile content that conveys the same consistent look and feel, the same familiar personality or flavor that conveys your company, your product, your service — on multiple devices, on multiple screens.
The bottom line in generating leads is this: Make your marketing campaign mobile friendly, and make it easy for your visitors to convert and stay loyal, rather than bounce away to your competition.
[Editor's Note: The mention or appearance of corporate names and brands in this article is purely in the context of supporting the editorial narrative, and should not be construed to imply any form of commercial endorsement whatsoever.]