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Integrated Mobile Marketing Strategy for financial marketing

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Various studies have recently shown that in 2013 retail e-commerce on smartphones and tablets will account for 15% of all sales. It has also been reported through a national survey that 75 per cent of eight year olds in the US actually own a tablet. In this age, where mobile devices are being taken up more and more, it is necessary for any online business to be implementing a good mobile marketing plan. When small margins can make a big difference it would seem churlish to ignore this sizeable and growing audience. This article is going to examine some of the social media apps that can help when planning an integrated cross platform mobile marketing strategy.

The use of social media to market products or to promote a business is critical nowadays and although it can seem like a big bundle of different platforms with different modes of operation it is important to persevere. If used well it is fairly simple to influence a market audience, and with social media apps this can also be said of mobile devices. The social conversations on platforms such as Twitter, Facebook or Instagram can create a ground swell of positive opinion that can increase lead conversion rates. Many financial marketing companies have turned their business successful in a very short period of time just by following the social media platform.
The Facebook social media app allows potential customers to check and locate a business location. If a user does this then a notification linking the company to the customer appears on their Facebook Wall. This is ideal in that the customer’s friends who see the notice will probably have similar opinions and tastes and would be potential sales.

The use of Instagram with Facebook is also highly successful in improving click through rates as well as the simple sharing of photos with followers. Many users are now having ‘visual conversations’ with images in place of text and it is important to tap into this emerging trend. By posting photos of a brand or product on a feed and then linking them to a company’s Facebook page helpsintegrate and enhance the online presence. In this way customers can search for the relevant hashtag to view an Instagram feed and then click through to the company’s site.

After looking at the business needs (for example a bricks and mortar store should use Google Maps more than Instagram) it is then necessary to decide between a mobile or responsive design. Responsive website designs adjust the layout of a website by detecting the browser dimensions. In this way a site can be optimized for a particular device and adapt to give the user a better experience.

Mobile website design on the other hand creates a completely separate and different website for mobiles. The user benefits from a kilobyte-light version of a site meaning that access is granted to more mobile devices and page loading is enhanced speed wise.

The constantly changing nature of the mobile device world means that marketers have to create comprehensive strategies which include social media platform apps. These tools, if used correctly, can establish an engagement with a growing market and push product awareness. If the mobile device users experience can be optimized then it follows that lead conversion rates and sales will also increase.

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