How to Develop Mobile-First Marketing Strategies


The key is to reach the market where they spend most of their time -- on mobile.

All we need to do is look at our own lives to prove how fundamental mobile technology has become in our daily existence. We practically have an app for everything and depend on our mobile devices for communication, organization, transport, productivity and even commerce.

Mobile Technology powered by the Internet has made the world of commerce a level playing field for both big brands and small shops. It is not anymore how much resources you have at your disposal but how well you can manage those resources to navigate your way through today's global market.

The key is to reach the market where they spend most of their time -- on mobile.

Let me share with you some basic tips and guidelines on how to develop mobile-first marketing strategies.


1. The Path to Purchase is Complex


The consumer journey is fragmented across devices and channels so you have to think of real people (not just statistics and demographics but their lifestyle and mobile behavior) when you define your target market and develop strategies and campaigns to capture them.

For example, DON'T just define your target market like this:

  • Female
  • 25-34 years old
  • Class A to C
  • Geographic location - North America

A more holistic way for you to DO target market definition is like this:

  • Stay at home millennial Moms in the East Coast
  • with children below 5 years old
  • has a seasonal allocated budget for family clothes and accessories of $500-$1,500
  • owns a mobile device (smartphone or tablet)
  • has high-speed internet access
  • active on Facebook, Instagram and/or Pinterest
  • usually goes online around 6-8am EST before household duties begin and again at 8-10pm after household duties are done

Simply put, you need to engage in people-based marketing at every stage of the consumer journey (awareness, demand generation, acquisition, and transaction).

I will explain people-based marketing and the stages of consumer journey in my next blog.


2. Mobile Discovery is Passive but Influential


Although there is great value in Search Engine Optimization (SEO), "search" is not really a natural consumer behavior on mobile. Very rarely will a consumer pick up their mobile device, open the browser and suddenly search for something.

More often than not, the scenario is like this:

  • Consumer opens their favorite social media app (Facebook, Instagram, Pinterest, Twitter, etc.) to check messages and notifications
  • After messages and notifications have been read, Consumer randomly browses through their feed
  • Consumer sees a post shared by a friend that interests them
  • The post can be about a product, service, destination, event, etc.
  • Consumer then pursues that post by clicking through a tagged page or searching for the product/service/destination/event in the app or on Google

Discoveries made on mobile almost always influences a positive consumer action. Consumer will most likely buy that product, avail of that service, book that destination or attend that event.


3. Frame for Feed


Earn attention at the center of mobile discovery by creating fast, immersive, and native experiences for your target market.

Develop content that is visual (eye-catching pictures or videos because mobile scrolling averages at 1.7 seconds, use captions  - most people view their mobiles with "sound off," and place your branding at the first 3 seconds because the average adult human attention span is 8.2 seconds),personal (deliver custom messages at scale), and relevant (reach people at the right time in their consumer journey -- more about the stages of the consumer journey in my next blog).

If you need help with any of the concepts mentioned in this blog or would like to discuss them in more detail, please feel free to contact me via the following channels:


Facebook: @marketingmomph

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