Smartphones and tablets are keeping us active, connected, and informed, and the future of Chicago digital marketing is optimized for a mobile lifestyle. Far more than phones or handheld electronics, mobile devices are key gateways for marketers to use effectively to communicate. From responsive websites to data-driven creative in advertisements, let’s take a look at the current state of mobile marketing and what the future may have in store.
Web design is more “responsive” — but that includes more than scaling graphics and images. Animations provide users with a more immersive experience. Websites are tasteful by using both smooth lines and sharp angles to break away from the box model. Powerful programming languages and beautiful front end development are combined to replace dedicated phone or computer applications with online options in the cloud.
Globally, consumers use an average of 5 different devices per person, which calls for a wide variety of screen sizes and resolutions. Phone and tablet app development is still on the rise, but the mobile browser is still the ultimate source of traffic. Users can access their favorite accounts, view social media, read online content, and make purchases without downloading extra applications. Web applications benefit from a quick, cross-platform development process and are easier to update and maintain. With browser notifications and increased integration with GPS, SMS, and other phone data, mobile-first web design is catching up in conversion.
Content On The Go
Who has the time to mindlessly scroll Facebook and Instagram? Most of us manage to make it happen, and content marketers are taking note. Traditionally, longer articles and content have been the best practices for search engine optimization. But users are reading casually in their living room, while waiting in lines, or even during their office hours at work. Short and specific is the new sweet spot for SEO, and search engines are smarter than ever.
In its early days, search engine artificial intelligence needed a way to distinguish the irrelevant from the invaluable, and content length was an easy metric to measure and understand. Unfortunately, word count doesn’t guarantee better information. Search engines are using social media engagement to get the right article in front of the right person at the right time, and quality content is still the number one way to attract visitors with organic traffic.
Advertisements have adapted to the growing use of mobile technology, and have allowed marketers the opportunity to target their consumer based on a wide variety of factors. In fact, 40.5% of consumers said they would rather see advertisements targeted towards their interests than for random products. High definition video, beautiful full-screen images, and short, concise copy are part of the visual storytelling behind advertisements. Users are more likely to watch videos on mobile devices than desktop computers, and we are closing the gap for mobile conversion. Data collection and cloud storage are empowering marketers to help leaders make informed decisions based on empirical evidence.
Facebook Advertising is a social media marketing game changer. Marketers can target specific mobile users exactly when, where, and how they need to. Facebook’s artificial intelligence can import an email list or sample a pool of engaged followers to find similar demographics for conversion, and audience purchasing can be fine tuned to include detailed demographic information, interests, and online purchasing and browsing behavior.
Ahead of the Curve
At Mabbly, we leverage data-driven creative to maximize marketing impact. As the top Chicago digital marketing agency focused on results-oriented research and design, we work closely with our partners to set, achieve, and exceed their marketing goals. From responsive web design to mobile-first marketing, Mabbly is ready to help you stay ahead of the curve.