Tap, Swipe, Search: Direct Response Marketing in the Mobile Channel

Direct response marketing is an evolutionary practice. We test and optimize our way to better target audiences, offers, increased conversions, and more engaged customers—all while maintaining the 1:1 connection that defines direct response marketing.

Today, the mobile channel represents the next stage in our evolution, challenging us to explore new ways to reach our customers—and our direct response goals—using new technology and changing consumer preferences.

Mobile Marketing Is Today’s Direct Link To Customers
Unlike direct mail or email marketing, reaching a targeted audience through the mobile channel isn’t as “easy” as selecting a list. Mobile marketing requires—more than any other channel—your customer’s permission to receive offers.

And developing and sending offers isn’t quite as straightforward, either, because there’s more than one way to reach someone on their mobile device. Leveraging the mobile channel requires a different approach and new skillset.

Want to start heading down a more mobile-friendly path? To start taking advantage of direct response mobile marketing opportunities—without developing a unique mobile ad campaign—read on:

1. Adjust Your Mindset: Think “Mobile Too!”
If your company hasn’t invested any time or resources into the mobile channel, you may not be sure how—or if—mobile fits in with what you’re already doing. But keep your eyes out for opportunities, and learn as much as you can about how your customers use their mobile devices. You’ll eventually identify where their mobile behavior crosses over into their (potential) interactions with your brand. These findings from a recent Think with Google survey tell us why this is so important:

• 96% of consumers now research products or services on their mobile phone—and 87% of people turn to mobile search first in moments of need.

• 70% of smartphone owners who bought something in a store first turned to their devices for information first.

• 92% of people who searched on their phone made a related purchase.

In response to these trends, it’s no surprise that 74% of marketers, according to a Forrester study, expect to increase their mobile ad budgets in the next 12 months. And Forrester forecasts that U.S. mobile display and social ad spend will almost double from $25.5 billion in 2018 to $50.5 billion by 2021. What’s more, 36% of survey respondents use mobile advertising primarily for branding, and 28% for direct response marketing. That’s right: 28% for direct response marketing!

It’s not a matter of adopting a mobile-first or even mobile-second strategy: it’s “mobile too.” As Mobile Marketer puts it, “Brands should be asking themselves, ‘How do I integrate mobile across all paths and channels to achieve my corporate goals?’”

2. Ease Into Mobile Marketing With Programmatic Display Advertising
Modern direct response marketers aim to make the most of their “mobile moments” with customers, and they’re using the mobile channel to complement their existing online (and even offline) campaigns. Programmatic display advertising that serves ads only to your ideal prospects is the perfect way to reach your target audience without having to create a specific, mobile-only campaign.

A great example is Facebook advertising. You can run highly targeted lead generation ads to Facebook users, who will see your ad whether they’re on their desktop, smartphone, or tablet. Learn more: How to Generate Leads With Facebook Ad Campaigns.

3. Optimize Your Website—and Conversion Process—For Mobile Users
According to socPub, average smartphone conversion rates are up to 64% compared to the average desktop conversion rates, and unique clicks are 15% greater on mobile-optimized websites. Direct response marketers need to take these stats seriously. Mobile searchers need their process of finding information to be especially fast and easy because they’re on-the-go and using smaller screens. Any friction will cause them to bounce from your webpage and click on the next best search result, which may contain your competitor’s (mobile optimized) offer.

For your site to be mobile-optimized, your content needs to effortlessly load (3 seconds or less) and display clearly, with minimal scrolling. This means intuitive, simple navigation and CTAs placed near the top of the screen where it’s obvious to the visitor what they need to do to respond to your offer. And if the conversion process takes people through long forms or redirects them to other websites, there’s a strong chance they’ll simply move along. Take a deeper look at this topic in The Importance of Responsive Design for SMBs.

And don’t forget about email marketing. Your email messages should be mobile-friendly, too. Explore this further: 3 Reasons to Apply Mobile-First Email Design.

Need More Guidance?
The Forrester study reveals only 42% of marketers believe that their teams have the right skills for mobile marketing. If you’re not comfortable assessing your mobile marketing readiness and could use some advice for incorporating mobile into your direct response marketing strategy, turn to the experts. Contact us to learn more.