Smartphones and other mobile devices have captured the American consumer’s attention, and it’s reported that more than 80 percent of internet users now own a smartphone. I recently reviewed 25 flooring retailer websites and found that in the first four months of this year, 41 percent to 53 percent of all visits were from some type of mobile device. With nearly half of our audience using mobile devices to do their research on flooring websites, we need to start changing our mindset and embrace new marketing strategies intended for mobile users.
Let’s first define what mobile marketing actually is. In a nutshell, it’s lead generation through multi-digital channel marketing that targets potential (and acutal) shoppers using smartphones and other mobile devices.
Today’s phones are not simply just phones anymore — they have morphed into consumers’ interactive, multi-channel communication, entertainment, shopping, banking, news, information gathering, etc. digital devices that go anywhere and everywhere with them. Recent surveys have shown that smartphone usage has now surpassed that of desktops — and more and more of the younger generations are beginning to abandon desktop PCs all together.
Now think about how you might connect with your targeted mobile shoppers: email, text messaging, social media channels (ie: Facebook, Messenger, Instagram, Pinterest & Snapchat), videos, websites as well as mobile apps installed on their phones. All of these digital channels open up new opportunities for flooring businesses to connect with potential buyers. (If the thought of mobile marketing makes you dizzy, there are companies out there who understand flooring and will manage it all for you.)
Here are some things to understand about mobile marketing and connecting with customers using mobile devices:
1. Email
Studies show more than 50 percent of emails today are being read on mobile devices. Assume your email will be read on a smartphone — keep the messages short, timely, to the point and personalized. The same applies when responding to visitors who filled out Call-To-Action forms on your website (ie: Shop-at-Home, In-store Appointment). Be sure to include your name and phone number so they can easily reach you if needed.
2. Messaging
Do you know that text messages are five times more likely to be read than emails? If you have the shopper’s smartphone number, you can send them Short Text Messages (SMS), or Multimedia Messages (MMS). There is nearly a 100 percent chance they will read your text message, so be sure to keep it short, personal and, most importantly, never abuse it.
3. Website
Many websites today have been upgraded to a “responsive design,” meaning it can be viewed on smartphones, tablets as well as desktop monitors. But is your responsive design really smartphone friendly? Fact: consumers browsing websites on their smartphone require a vastly different user experience than on a desktop. (Think small touch screens and no mouse.) And keep in mind, smartphone users who have a negative experience viewing a store’s website probably won’t visit your store.
4. Social Media
Personally, I think smartphones have given social media channels, such as Facebook, Instagram and Snapchat, a huge boost in engagement and visitor frequency. For example, just think of all the photos we see on Facebook and Instagram. What can be easier than taking a photo with your smartphone and then uploading it to your social pages from almost anywhere? Hopefully, flooring businesses will share their job photos on various social media platforms. Did I mention social media is free?
5. Mobile Apps
Research showed that in 2016, users worldwide spent a total of 900 billion hours using apps. That’s 150 billion more than 2015, and constitutes a record. With ample time to get users’ attention, use apps to your advantage when marketing.
Change your mindset and learn to use the digital Force, or it could spell disaster. May the Force be with you!
John Simonson of Webstream Dynamics & Flooring Web Solutions has been producing website design, SEO and e-commerce for the flooring industry for more than 19 years. He cam be reached at john@webstreamdynamics.com.