Understanding Mobile Marketing for SMEs

Over five billion people in the world own mobile devices, which range from phones, tablets, smartwatches, and VR gear. Connected to mobile networks, they present a massive opportunity for SMEs to engage clients in a very personal way.

With the advent of the smartphone, it’s easy to overlook marketing techniques that don’t use the Internet, but services like SMS are handy mobile marketing tools. SMS has a 98 percent open rate! Compare that with email, which hovers just over 20 percent globally. In addition to this, as many as 45 percent of recipients reply to branded text messages, making it an effective way of communicating and getting feedback from your potential customers. Because SMS can be geo-targeted, customized to reflect the brand name, and sent in bulk, they’re a useful marketing tool SMEs shouldn’t ignore. SMEs should take time to learn how to craft and send powerful text messages.

Over half of the world’s connected population access the Internet through their mobile devices. SMEs must adapt their content to fit seamlessly on smartphone devices. Create responsive websites that adapt to different surfaces. Create your content bearing in mind that it will be opened on many devices and shared across networks and private chats. Your website should be super easy to navigate.

Apps have changed the way we access content and social media, with many channels where you can push your content and advertising. AdMob, Facebook/Instagram, video games, and even popular news apps that allow local advertising are all places to spread the word. If time and resources permit, build your custom app for your business.

One area which clearly shows the difference between the desktop and mobile experience is the Internet’s most prized tool, search. Mobile users are more specific when they search and are more likely to follow through to view results than desktop users. These are things SMEs should keep in mind when choosing keywords for SEO, and planning ads for different platforms.

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