5 Ways to Make Your Digital Marketing More Mobile-Friendly Allie Wolff At last count, some 77 percent of Americans own smartphones, and 51 percent own a tablet computer. To say that mobile technology has taken over our lives is an understatement. In fact, 60 percent of today’s online searches are now conducted exclusively using mobile devices. If your business hasn’t yet adapted to our increasingly mobile world, you are undoubtedly missing out on revenue as a result. The good news is, it’s never too late to start. Here are a few tips for whipping your digital marketing strategies into mobile-friendly shape. Keep it short and sweet. By nature, people who are using their mobile devices are on the go, which means they don’t have the time or patience to scroll through pages of text. Additionally, the smaller screen sizes of handheld devices don’t allow for too much verbiage. The most effective way to deliver a marketing message to a mobile audience is through short, straightforward text elements and compelling imagery. Make an impact quickly. We live in an increasingly fast-paced world where things are moving and changing at a rapid pace. People using their mobile devices are looking for quick snippets of information, which means you only have a few precious seconds to get their attention and deliver your message. Craft your marketing materials with this in mind, focusing on the initial impact as the most important element. Leverage video to your advantage. More than half of all video content produced today is consumed on mobile devices. Furthermore, an incredible 92 percent of mobile video viewers will share that content with others. Finally, shoppers who view a video first are 174 percent more likely to make a purchase. This makes video one of the most powerful means of marketing to mobile users. If you want to increase your engagement and conversions, video ads are the way to go. Get social. Roughly one in five minutes of all digital media time is spent on social networks. What’s more, 80 percent of all social media activities are now performed using mobile devices. In other words, when your audience unlocks their phones, one of the first places they’re going to go is to their social media networks, such as Facebook and Twitter. If you want to reach them, you need to make sure your ads are there as well. Keep things relevant. Regardless of whether your ads are traditional or optimized for mobile, they should always be relevant to your audience. If they aren’t, they’ll just be annoying which will paint your brand in a negative light and have the opposite effect of what you’re trying to achieve. The goal of your mobile marketing should primarily be to bring value to the lives of your target audience through things like education, engagement and entertainment. Whether you own a small, fledgling business or a growing organization, mobile should be a central component of your overall marketing strategy. As you begin to adopt the above tactics, remember to utilize the analytics that are available to you so you can continue to hone and improve your strategy to achieve optimal results. Do so and you will be well on your way to reaching, engaging and turning those targeted mobile prospects into loyal, paying customers.