A report from StrongMail found that transitioning web marketing campaigns to the mobile internet is a major priority for marketers in the second half of 2012. Respondents are especially focused on their mobile websites, with 70 percent saying they are a key consideration. Other mobile marketing elements these companies plan to pursue include the development of mobile applications (55 percent) and QR codes (49 percent).
According to StrongMail, 57 percent of companies looking to bolster their presence on the mobile web and appeal to the increasingly large portion of Americans using smartphones and tablets have been using mobile marketing methods for about a year. Many of the early adopters have steadily improved their mobile websites over time, but will dedicate additional resources to them moving forward.
Moreover, email marketing campaigns are being adjusted in line with growing use of mobile devices. StrongMail reported that 43 percent of businesses have integrated email with mobile to an extent, but the full scope of email capability is not complete for most of these respondents.
StrongMail reported that 43 percent of businesses have integrated email with mobile to an extent, but the full scope of email capability is not complete for most of these respondents.
Brafton recently highlighted a content campaign from Landmark Bank that included the adjustment of landing pages on its site in line with practices typically associated with SEO and organic search marketing. While many of the companies included in StrongMail’s poll are focusing on the technical side of their optimization, ensuring that content is best suited to provide on-the-go readers with strong information and that it’s attractive to search crawlers will help sites perform better. Moreover, as mobile search becomes increasingly popular, it will help businesses drive search traffic.
“With smartphones now accounting for nearly half of all devices in use by mobile users, it is more imperative than ever to adopt and integrate mobile tactics into email and their overall marketing mix,” Kara Trivunovic, vice president of agency sales for StrongMail, said in a release. “Email marketers who are serious about garnering and maintaining consumer attention in this era of mobile need more than just a solid strategy.”
Currently, the U.S. smartphone market accounts for more than half of all mobile devices in use in the country, Brafton recently reported. As both Apple’s iOS and Google’s Android account for a growing portion of smartphone ownership, it’s equally important for marketers to ensure their content is compatible with devices running both operating systems.
