The Three Pillars of Mobile Marketing

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Although we are only halfway through 2016, the growth and importance of mobile marketing has increased dramatically. Consumers are relying on their mobile devices such as smartphones and tablets for more than just checking emails or sending text messages. These devices have become a part of consumers’ every day lives. In fact, a Facebook study found that 73% of people always have their mobile devices on their person. Mobile usage is skyrocketing and is showing no sign of slowing down. Therefore, it is important for businesses to focus on the three pillars of mobile marketing:

Email marketing

Regardless of stylized content or the size of your subscription list, it is easy for marketers’ messages to get lost in a sea of millions of email messages. One way to decrease your losses is to optimize your message for mobile users to have the correct formatting and size for the smaller screen. Ensure emails are mobile friendly by using emojis to peak the attention of younger generations, use clear and concise language, and avoid large images that take a long time to download, as any loading delay will turn off your reader. Additionally, send emails at peak times to ensure high click through rates. Although college students are constantly on the move or in class, the times they are most likely to be checking their email may vary, so it is important to test out different times and analyze results.

Video marketing

Video has become a rising trend in 2016 and social platforms have caught on to it by incorporating better, faster and easier ways to stream videos. People enjoy watching videos, especially if it is relevant or interesting to their lives, because it takes little effort and we are living in a world that is becoming more and more visually simulative. The goal for video marketing is to put your product or service out there in the most engaging way possible. Lululemon utilizes video to promote their brand on social media by mixing up videos of active workouts to product placement. Video is also easy to share and has the opportunity to spread your brand’s message to others effortlessly.

Mobile advertisements

Similar to video marketing, mobile marketing includes mobile apps or mobile website advertisements. Consumers are using their smartphones as a smaller computer, and will search for things on the Internet or browse the web on their mobile phone from anywhere. Therefore, it is important to incorporate mobile advertisements, or even introduce a mobile app that will appeal to mobile consumers. To engage college students online, advertise on their mobile student newspaper or spread the word about your mobile app on campus by visiting clubs or campus wide events.

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