Got your phone in your hand?
Statistically speaking, you probably do because 98.1% of users access internet content like this blog from their mobile device (Medium).
Typical examples of mobile devices include smartphones, tablets, laptop computers, and smart watches. Phone use alone accounts for 62% of internet use, so content must be accessible and usable on small screens to reach the optimum number of customers.
However, strategy and design are often done on desktops – which can lead to mistakes when content gets implemented. This is when a solid strategy that includes testing mobile usability is worth the time and effort.
Take it from me, if you are not customizing content to be usable on small screens, you are missing out on business and profits.
Or don’t take it from me. The figures back up my claim:
- In 2022, people spent $327 billion on mobile marketing advertising, and this number is forecasted to be $400 billion by 2024 (Statista)
- 40% of consumers are seen to abandon their carts if an app isn’t mobile-friendly (Reteno)
- When comparing desktop and mobile sales, 55.25% of sales are through mobile (LinkedIn)
- 70% of all paid search impressions are on mobile devices (Mobile Marketer)
- 92% of consumers who make a search on their smartphone will make a related purchase (Think with Google)
To make sure content is distributed and funneled to desired audiences, it is really a must to implement a mobile marketing strategy and to have small screens in mind when designing and distributing content on websites, emails, SMS, and social media.
Creating a Mobile Marketing Strategy
Mobile technology helps businesses to engage with prospects in a convenient, interesting, and fun way. Features like gaming, loyalty programs, and shopping trials can be way more approachable to users motivated to search and buy products and services quickly.
A strong mobile marketing plan is a strategic blueprint that aligns your brand’s digital goals with the behaviors and expectations of mobile users. It begins with defining clear objectives such as:
- Increasing app downloads
- Driving mobile site traffic
- Boosting engagement through SMS
- Increasing social media activity
From there, the plan should outline which platforms and channels you’ll use (like mobile search, mobile-optimized email, or paid ads on social apps), who your target audience is, and what kind of content or offers will resonate with them in a mobile-first environment.
Key components include responsive design, fast load times, mobile-friendly CTAs (calls to action), and location-based targeting strategies when relevant.
It should also factor in the use of mobile-specific features, such as push notifications, geofencing, or QR codes.
Ultimately, your mobile marketing plan should work together with your broader digital marketing efforts but be tailored to reflect the unique behaviors of mobile users — like shorter attention spans and an expectation of seamless, on-the-go interaction.
Taking Action: Marketing for Mobile Use
Some of the most important types of mobile marketing strategies include SMS marketing, social media marketing, location-based marketing, proximity marketing, and in-app marketing.
Here are some action items that boost marketing efforts:
- Use Responsive Design – Ensure your website and landing pages adjust seamlessly to different screen sizes.
- Prioritize Fast Load Speeds – Optimize images, use compressed files, and minimize heavy scripts to prevent slow loading.
- Keep Content Concise – Use short paragraphs, bullet points, and scannable text for easy reading on small screens
- Optimize for Touch Navigation – Ensure buttons are large enough to tap easily and avoid small or crowded links.
- Leverage Mobile-Friendly Formats – Use vertical videos, infographics, and carousel posts that fit naturally in mobile feeds.
- Improve Readability – Use legible fonts, high contrast, and sufficient spacing to enhance mobile readability.
- Use Click-to-Call and Click-to-Message – Make it easy for users to take action instantly with one tap.
- Optimize for Voice Search – Use conversational keywords since mobile users often rely on voice assistants.
- Test on Multiple Devices – Regularly check how content appears on different smartphones and tablets.
How to Build a Plan That Tests for Mobile Usability
Building for mobile isn’t just about making things “look good” on a phone — it’s about creating an experience that’s intuitive, fast, and frictionless.
Start by auditing your current mobile presence using tools like Google’s Mobile-Friendly Test or Page Speed Insights. These can help identify obvious issues, such as text that’s too small to read, buttons that are hard to tap, or slow load times.
Next, incorporate mobile usability testing into every stage of your campaign development. This means previewing email campaigns on different screen sizes, running A/B tests for mobile landing pages, and checking navigation ease on your site or app.
Finally, use mobile analytics to track performance. Monitor bounce rates, conversion paths, and scroll depth on mobile to see where users are losing interest. Your plan should be flexible enough to adapt based on this feedback, allowing for continuous refinement.
Success is in Hand
By building in mobile usability from the start, you’re not only improving the customer experience — you’re making every marketing dollar go further.
Constantly considering how content is received on mobile devices is the key to more robust and useful storytelling. One that draws more customers toward the end of the buyers journey.
In the end, when content is in more hands in a usable and aesthetically pleasing way, clients will see better, sharable brand awareness and a broader avenue that funnels larger audiences from contemplation to conversion and purchase.