Best practices are dangerous.
Once upon a time, it was best practice to have a mobile-friendly website. Now it’s expected–and the Google Gods even penalize you if you don’t.
Marketers do something that works, others take notice, and suddenly you see the same strategy everywhere, and then it’s no longer best practice.
It’s why best practices quickly become mediocre or–worse still–a dogma that prevents bold marketing plays that make a brand stand out.
We want you to be wildly successful, so giving you the same playbook everyone else is using won’t work.
Instead, we want to describe three major mobile marketing trends and provide ideas on how to think about them.
We know it sounds less directional than clear advice like “put your content above the fold on mobile landing pages.”
But we’ll make it as actionable as possible.
Back in 2015, the then CMO of Taco Bell, Chris Brandt, argued that by 2020 mobile would enable more personal interactions between brands and people.
In the full article, it’s clear that he’s referring to opportunities for personalization en masse. What he didn’t foresee was just how personal these interactions would be.
We wrote an entire article about conversational commerce. The TL;DR is that it’s a new form of e-commerce where brands and consumers communicate through live representatives and AI assistants to explore products, complete transactions, and receive services or support.
Its impact on mobile marketing can’t be overstated, even if you’re not an e-commerce store.
A survey commissioned by Facebook found that over 58% of respondents felt more confident messaging a business than calling or filling out a contact form online.
This means that your mobile marketing strategy should not focus solely on one-way communication.
We’re not going to lie: switching from indiscriminate broadcasting to two-way communication requires a shift in mindset. But the benefits are worth it.
Let’s say you run yoga retreats. You offer various retreats with different activities depending on your interests–cooking classes, surfing lessons, and hiking.
You recently started a mobile programmatic advertising campaign to promote your fall retreats. The problem is that your website’s analytics show people moving between the different packages, only to vanish.
You place a click-to-text button with a call-to-action inviting people to ask questions about the packages. Suddenly you’re flooded with curious yogis wanting more information.
Soon you’re all booked up. By giving people a frictionless way to engage with your brand, you can increase conversions from mobile marketing campaigns.
You can probably guess what voice search is.
It’s a technology that allows users to search on the internet by verbally asking questions on a smartphone, a smart device like Alexa, or a computer.
It’s been on the rise for quite some years, but like many marketing trends, a continuous stream of hot takes on its impending dominance hurt its credibility.
This explains why so many people are sleeping on the fact that voice search is close to becoming the dominant way people find products.
In July, Adobe released survey data that found 48% of consumers use voice for “general web searches.”
It has implications on all your search mobile marketing. For example, if you run mobile search ads, you need to focus some of your mobile keyword groups to cater to the way digital assistants parse conversational human speech.
Digital assistants take the longer phrases we use conversationally, and in the questions we ask aloud, and distill them down into their most important keywords.
‘What Chinese restaurants are open near me on a Wednesday?’ becomes a query like ‘Chinese restaurants open Wednesday.’ As a result, search engines typically search for the keywords ‘Chinese,’ ‘Restaurant,’ ‘Wednesday,’ and “Open,’…
To target mobile users accurately, you need to set up your ad groups to target the specific queries that voice search is pulling in. Because voice search works best with conversational language, these queries aren’t going to follow standard desktop PPC queries or phrasing trends.
If you’re interested in the overall impact of voice search on SEO, we recommend reading this article from Search Engine Watch.
We’re not here to tell you “best practice” is to put your brand on TikTok and aim for a viral sensation. We’re more interested in what TikTok says about the state of content consumption.
As the New Yorker writer, Jia Tolentino, put it, “the platform is an enormous meme factory, compressing the world into pellets of virality and dispensing those pellets until you get full or fall asleep.”
The platform does an excellent job of putting a never ending stream of TikToks in front of us–holding our attention in the process. And it’s no surprise that it does this in a format that can be best described as “bite sized.”
It points to a broader shift in how we interact with information. A study by Microsoft concluded that the human attention span has dropped to eight seconds—shrinking nearly 25% in just a few years.
That’s why you should consider breaking up content you disseminate over mobile channels into smaller elements.
If you’ve got a cool informational video or article that’s long and involved, consider splitting it up.
This accomplishes two things:
It’s a strategy we’re seeing a lot of our customers adopt when it comes to text marketing.
For example, instead of sending out one text message for a product launch, many brands break it up into three or four texts. It creates anticipation, compensates for fractured attention, and reinforces your messaging.
We started this article off on a skeptical note. That’s because exceptional marketers like you don’t follow best practices, you look for trends and then create your own best practices to serve those trends.