As a cross-media print and marketing firm we specialize in business communication. We constantly strive to find innovative and creative ways to improve our communication skills, and to help our clients find the right way to send messages. I believe that print will always have a place in marketing communications, but a good communicator cannot ignore the influx of smartphone usage and the way it’s changing our world.
During my morning commute I was listening to a radio program discussing the way in which people are now using smartphone technology to replace credit cards and cash. This got me thinking about the worldwide reliance on mobile technology. According to statistics there are 91.4 million smartphones in the U.S. and on average, people check their cellphones 150 times per day. If we’re trying to get our message to people we need to find ways to embrace mobile technology. I have 3 tips I offer clients who come to us for digital marketing that helps make messages more accessible to their audience via smartphones and other mobile devices.
1. Utilize social media and social networking
If you’re not using social channels to capture audiences, you’re missing opportunities to reach key publics and targets. Smartphone users typically visit social networks numerous times per day for updates. Make sure that you’re populating your social channels with relevant information and good graphics. 59% of smartphone users reported using their phones to check Facebook. You should be using Facebook and Twitter to follow and engage the right target audience. Post photos to Instagram that highlight work life at your business, or publish images of cool products to your Pinterest page. Always look for opportunities to push people to your social channels. Utilizing these social channels strategically will result in a wider and more effective reach.
2. Optimize your website for mobile usage
Have you ever needed to look up something using the internet on your smartphone, but when you got to the site the text was too small, the images were skewed, and navigation was nearly impossible? When that happens to me, I put my phone away and find an alternative way to get that information. You don’t want that to happen to your website visitors. Check your website to be sure it’s coded for mobile optimization, or add a plug-in that takes care of that for you. This will make it easy for people to view and navigate through your website from their smartphone. If you don’t know how to do this, contact us. We can help.
3. Integrate photo or video sharing into your marketing
This type of digital marketing can rely heavily on social media, but I place it in its own category because it involves creative marketing techniques. Smartphones make it easy for users to snap a photo or take a video of interesting, shocking or humorous things they encounter. They also have quick and simple devices right in their hands to quickly share articles, images, or videos with their friends and family. If you can find a fun way to facilitate or encourage the sharing of your messages, your messages will reach more people and prove more effective. A great example of this is HotelCity.com’s recent social media campaign. They encouraged their customers to take photos of jumping on their hotel bed and share it on HotelCity’s social networks. The campaign, based on users sharing images, proved highly successful. In essence, they provided their customers an entertaining challenge that assisted their own marketing efforts.
The world of smartphones and mobile technology is ever changing, but understanding the technology that our audiences use will help us send better messages in an improved fashion. With so many people attached to their mobile devices, we must look for creative ways to reach and engage them via these devices.
