Americans Spend More Time on Mobile Devices than Ever Before

November 18, 2015 Kathy Bryan

Two-thirds of adults in the U.S. now own a smartphone. And seven percent of them live without at-home broadband service. These factors helped mobile usage finally surpass desktop usage this year.

In the past, mobile marketing was typically considered a channel of its own. This is no longer the case, as the current digital media landscape – in which most mobile device owners use multiple screens to accomplish a task – requires a cross-device, cross-channel mindset.

Evolution of thought process is not always easy. To help you better engage and convert your target audience, we developed our new Mobile Marketing Best Practices. Here are some key tips to get you started:

  • Design mobile-specific creative: You have about two seconds to engage viewers, so keep your message short and simple. Think about small screen sizes and don’t over-complicate your creative execution.
  • Be aggressive with your mobile paid search campaigns: According to a report from earlier this year, mobile paid search clicks are expected to take the lead over desktop clicks by the end of December. If you want your full share of those clicks, you need to make sure you’re in one of the top two spots on the mobile search engine results page (SERP). Why? Because on smaller screens, the third advertiser typically does not show.
  • Consider removing your social media advertising call to action: You have limited real estate in mobile social media, so you need to make sure you use it well. Removing the call to action gives you more space to provide a compelling message, which can sometimes encourage a click better than a “click here” button.
  • Make sure your email subject lines are strong: Two-thirds of consumers use smartphones to check their email, which means a quick glance is all you might get. A catchy subject line can significantly boost your open rates.
  • Test, test and test again: Every brand and every campaign is different, and no list of best practices is the definite answer to your performance challenges. Test as often as you can. Just make sure to use a systematic process, testing only one element at a time, to ensure confidence in your results.

Click here to read our full list of Mobile Marketing Best Practices, including cross-channel advice and tips for paid search, social media advertising, email marketing, SEO and landing page design. For a free audit of your mobile marketing efforts, contact your DMS account executive or contact us via this form.

About the Author

Kathy Bryan

Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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