The topic of the mobile search boom has been blasted to shreds.
Thousands of articles have been pounded out on tired keyboards about the significance of mobile marketing.
This year, mobile search has surpassed its desktop counterpart.
The value of mobile has already been established — And failing to take advantage of it is shameful.
Let’s start by examining why mobile marketing is so effective.
What does mobile marketing have over other forms of marketing in efficiency, effectiveness and ROI?
A key benefit is a significantly shortened lead cycle.
The lead cycle associated with mobile is compressed in a way that is unlike any other marketing channel.
Most traditional marketing processes require days, weeks or even months before a sale is made. Mobile marketing slashes that time frame down to mere minutes. A customer can search for a product or service on their smartphone and simply tap a number to call you and make a purchase.
Mobile is also exceptionally effective because of the relationship that smartphone users have with these devices. In fact, according to Morgan Stanley, smartphone users have their mobile phone within arm’s reach 24/7.
No other form of marketing compares the reach offered by mobile.
If you are going to take advantage of the benefits offered by mobile marketing channels, then there are two areas that need to be optimized.
1) Provide 24/7 Availability
Providing access to your resources around the clock is one way to expand your reach to mobile prospects. The level of immediacy required from your business will likely increase significantly with mobile consumers.
2) Minimize Response Time
A shortened sales cycle demands a rapid response time. The length of time that people are willing wait to get more information or complete a transaction has declined.
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