The Advantages of Including Mobile in Multi-Channel Marketing

About 68% of businesses have integrated mobile into their marketing strategy. Why haven’t more? Smartphones are ubiquitous and we use them for just about everything. We use smartphones to look up reviews of products we purchase from store shelves, to guide us to an unknown restaurant, and even to give us a reason to ignore people scolding us about being on the phone too much.

Multi-channel marketing allows us to capture every point in the consumer life-cycle. With the majority of internet searches coming in over mobile devices, not marketing over mobile is practically like not marketing online at all.

Integrating a multi-channel marketing strategy saves money by discovering which channels allow for the lowest CPA and highest ROI. Consumers exposed to multiple channels spend 3-4x more on purchases than single-channel customers. Even more incredible, “9 out of 10 mobile searches leads to an action.” Multi-channel marketing will allow you to leverage your mobile, local SEO campaign for an increased conversion rate and increase the ROI and engagement rate of your PPC campaign.

Local SEO

Local directories, your Google My Business profile, and social media profiles provide consumers with your business information. 50% of mobile local searches are looking for a business’s contact information. Location is key when it comes to mobile SEO, let the facts speak for themselves:

  • 61% of mobile users are more likely to buy from mobile sites and apps that customize information to their location
  • 50% of mobile searches are conducted in the hopes of finding something local
  • 84% of shoppers use smartphones in a store to help their shopping experience
  • 50% of customers who have a smartphone will visit the store of a local mobile search within a day
  • 18% of local mobile searches lead to a sale in one day

Multi-channel marketing allows you to truly reach customers on the go. A multi-channel firm will  have the resources to optimize a great mobile-friendly design that will help rank local web pages organically.

Some content even performs better over mobile. With multi-channel marketing you can reconstruct existing content and retarget it to a mobile audience. The average CTR for branded mobile content is 0.37 as opposed to 0.22 on desktop. If you’re conducting an email marketing campaign, then you won’t be surprised to hear that 47.5% of email clicks are derived from mobile devices and only 41.7% from desktop.

Furthermore, if your competitors haven’t picked up mobile yet, you’ll have a clear advantage just by having a website optimized for mobile, particularly if you incorporate AMPs into the mix.

Dominate PPC

Did you know that 84% of Facebook’s ad revenue comes from mobile marketing and 60% of Google’s? In terms of advertising, desktop does provide a better e-commerce engagement rate, but all other metrics belong to mobile.

Google just recently unveiled an ad carousel for mobile ads. Google eliminated standard text ads for expanded text ads to create more mobile ad engagement and to account for everyone’s tiny screens. During Google’s message extension beta, companies saw an 80% conversion rate increase when compared to similar channels with the same ad copy.

With advanced analytics, you can also consult attribution models to see how mobile ads perform within your sales funnel and make careful adjustments to improve campaign performance.

In terms of engagement, mobile far outpaces desktop and tablet. But the mobile web is not the only avenue your multi-channel marketing strategy should be campaigning in.

Apps Drive Engagement

About 68% of the time people spend on digital media is in mobile apps. Engagement rates are about 2-4x higher on apps than on the mobile web. To be succinct, apps drive engagement.

Mobile apps can be used creatively to retain existing customers and drive leads, creating a larger market share. Inserting an in-store pick up app is a great way to drive leads and purchases for your business. You can also insert a mobile touch screen in your store to perform self-checkout, price check, and inventory display features for customers. Leveraging smartphone scan technology provides interactive features for users in your store.

Finally, use apps to build a community. Allow for reviews and comments so that people can interact with other users when viewing products from your store. Encourage people to share items they’ve scanned or purchased using your app over social media.

Final Thoughts

72% of customers say they want to connect with a brand or business with integrated marketing. Multi-channel marketing is an effective way to scale your business and save money in the long-run by finding cost-effective procedures. The rise of the mobile-first index and Adwords recent mobile ad innovations have made mobile marketing quintessential.