Mobile marketing has been on the rise since the success of the original iPhone back in 2007. Fast forward nine years, and do you know anyone without a smartphone in their pocket? For the healthcare marketing professional in 2016, focusing on mobile isn’t just an important consideration; it’s essential for an effective digital campaign.
If you feel like you haven’t jumped on the mobile bandwagon or are just interested in some specifics of the mobile takeover here are three areas where a focus on mobile is key and tips on how you can adapt your strategy to meet the demands of mobile users.
Website design is arguably the most important area for a mobile focus. A site that isn’t mobile-friendly makes for a bad user experience, can damage your brand’s reputation, and help your competitors. “What Users Want From Mobile Sites Today” a 2012 survey from Google revealed some compelling statistics on what a mobile friendly site means to people. Of those surveyed 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business, and 50% said that even if they like a business, they will use them less often if their site isn’t mobile-friendly. I could go on, but stats like these convey a serious problem for brands neglecting mobile design.
Understanding the importance of a mobile-friendly site, when designing something new, the best strategy is to build out the mobile version of the site first and then expand upon that design, incorporating features currently unavailable on mobile into the desktop version. This makes for a much better user experience than building the desktop version first and scaling back features and design to work on mobile.
People are using their smartphones and tablets to update their status, favorite a tweet, or add a LinkedIn connection more and more every day. Earlier in the year LinkedIn reported that 50% of its users are accessing the site through mobile devices, and over 80% of Facebook and Twitter’s users are on mobile. Some might say that there’s little difference between someone updating their status on their desktop compared to their smartphone, but the mobile-dominant social landscape has great consequences for social media advertising strategy.
In particular, Facebook’s advertising options have matured greatly over the past two years, attracting marketers who are interested in doing more than gaining extra likes for their Facebook page. If you’ve done a Facebook ad campaign in the last year I can guarantee the majority of your results were from users on mobile devices, but are your ads optimized for mobile viewers? If not, you’re missing out on leads and wasting money.
Be sure to follow Facebook’s recommendations for design and copy, with popular ad styles having limited space for copy and specific size requirements for photos. A single character cut off or a poorly cropped photo can make for an unsuccessful ad and an unprofessional brand image.
Last but certainly not least is email marketing. The “Consumer Views of Email Marketing 2015” report from BlueHornet found that 67.2% of consumers use a smartphone to check their email, and a 2015 report from Google found that 75% of Gmail users access their accounts on mobile. If you’re going to properly take advantage of users checking email on mobile, you need a unique content and design strategy.
Much like website design when designing a new email you should build the mobile email first, and expand on that design for the desktop version. Your mobile email should be based on a single column template with your call to action near the top of the email. This simple layout makes for an ideal mobile user experience, promoting a clear action as soon as the user opens the email rather than multi-column layouts that will require readers to zoom in or out to properly see the content.
People typically turn down the brightness on their smartphones to conserve battery power which makes reading slightly more difficult, especially outside on a nice day. So, when it comes to copy in your email avoid small fonts across the board. There is no magic size to guarantee conversions on your email, but a minimum 11pt font size for body text and 22pt for headlines is a good rule of thumb.
As mobile devices continue to grow in popularity, creating a mobile strategy will be even more important than it is today. A well-defined strategy is essential to any successful campaign, regardless of the platform, and these strategies will give you a nice advantage in making sure that your digital campaign gets the most out of mobile users.