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5 Mobile Marketing Tips

There are five must-use tactics to integrate mobile into overall brand marketing plans, says consultant Heidi Cohen. Brands have to be available to mobile searchers. Mobile search is used more frequently than computer-based search, Cohen argues. That means creating a separate, targeted mobile search budget and strategy, especially because mobile tends to be used in a way that is much more local and often invoked closer to an actual purchase.

In many cases, a mobile website is a good idea. Speed counts on mobile websites, so make sure your mobile site loads in less than five seconds and focuses on the prime activity for mobile users, which often is “find something to do or buy right now.”

A call-to-action often is helpful, given the use of mobile search for finding things to do and products to buy. Use tailored promotion codes with your call-to-action to ensure that you can track contribution to sales and phone calls. Where you can, determine if there are peak usage times  to target mobile content in the future.

Also, use text messages to deliver valuable, time-sensitive 160-character information. Likewise, it might pay to rework email messages so they are mobile-friendly, since it’s where most people find out about deals on their phone.

One out of four mobile subscribers only use voice, so a significant portion of potential interactios will use voice, not some Internet-related approach. Also, one out of five consumers calls or texts family and friends once they’re in a store. So include your phone number in every piece of mobile content including your website and search ads. Mobile channel growing

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