For most florists, mobile marketing is still a tough arena to navigate. Not just because it’s a relatively new marketing medium, but also because figuring out what your audience wants and how they want it can be quite confusing. There’s a lot of guessing and some mixed results.
Overall, mobile still shows a lot of promise. You may not be able to figure it all out. But with the forthcoming shifts this year and in subsequent years, it is better to be at the forefront and milking the mobile cow while the space isn’t saturated.
As of now, you can still do some serious mobile marketing damage without burning a hole in your pocket. Once everyone figures it out, you bet the stakes will be higher. That said, 2014 is set to be an even bigger year for mobile.
Smartphone Usage Will Get Even Bigger
With the popularity of phablets and tablets, and the falling prices of cellular plans, most people are likely to pick up one or more gadgets this year, in addition to the ones they currently own; which means more mobile devices in circulation.
In simple terms, this means that you’ll be able to market your products and services to your clients across multiple screens. Think of it as multi-screen engagement. You can be in their faces as frequently as three times a day by targeting one device each time.
Traffic from Mobile Phones May Equal That of Conventional Desktops
Last year for instance, over 26% of all emails were opened on a smartphone while over 50% of all local searches were done on mobile devices.
People are searching more for local businesses, booking events and restaurant spaces, making doctor and lawyer appointments… all from their mobile devices. This is not surprising given that mobile is convenient, spontaneous and fast.
More Responsive Websites
With Google ‘s preference for responsive and HTML5 compliant sites, florist websites without decent responsive designs are likely to rank lower in the search engines for searches originating from mobile devices.
This is not surprising seeing as Google and other search engines are mostly about maximum user experience. This means florists without responsive websites will lose a lot more business this year, no thanks to decreased search visibility, and thanks to the increased number of alternative florist websites with responsive designs. So, if your website is still stuck in the dark ages, it’s time for an upgrade.
Enhanced Personalized Marketing
Apple’s iBeacon is basically a game changer for any smart and savvy mobile marketing florists. With this, florists can personalize their audience’s messages and offers.
For instance, florists can engage with their audience in real time, direct them to where they can get their flowers, create a map of directions and show them where to find their flowers of choice.
Not just that, because the messages are coming from their locales, they are bound to be considered as less intrusive and even welcome. This makes for an effective location based marketing technique. Combine location and personalization without excessive intrusion and you have yourself a potential winning mobile marketing strategy.
Shorter Time-Based Content and Ads
If you have seen the video ads on CNN and Youtube, then you know that ads are becoming shorter. Video ads targeted at smartphone users will be shorter. In fact, Vine and Instagram Video are already doing this. Ads are compressed to between 5-10 seconds. So, learn how to sell your products quickly and effectively within 10 seconds. It’s the future.
If you’ll be doing any mobile marketing this year – and I don’t see why you would not – be sure to take all these into consideration. Good luck!