How to integrate a mobile-first strategy in your marketing


The growth of smartphones has seen consumers glued to their screens every day – and given marketers another channel to target customers through.

While mobile-friendly marketing has been around for the past few years, the shift to a mobile-first strategy is beginning.

Mobile-first marketing refers to the customer journey, and how companies should think critically about the mobile experience their customers go through. But how do you integrate a mobile-first strategy into your marketing? Read on to find out.

Optimise for smartphones & tablets

According to, Brits spend an average of 2 hours and 34 minutes on their smartphones every day. As consumers become more active mobile users, it’s important that businesses deliver pages in a mobile friendly format.

Your website and its pages must be optimised for mobile. Pages that are difficult to view and take a long time to load can cause problems for mobile users and even deter them from your business. The same goes for emails too!

Switch up your messages

Many mobile users have multiple social media accounts and websites that they visit regularly, for very different purposes. This means customers don’t want to see the same message posted across all channels at the same time. They want variety.

When it comes to planning content as part of your mobile-first strategy, you want to ensure each message is tailored to a specific platform. It’s also important to use the most suitable tone for each platform. So, for example, Snapchat communications should be more visual than those on Facebook, where more text is expected.

But complement other channels

Your mobile-first strategy should be distinct from your other marketing methods. However, this doesn’t mean they need to be completely separate. When integrating a mobile-first strategy, it’s important your different channels complement each other.

For example, your customers may see your ads on their mobile but prefer to contact your business over the phone. With a pay per click ad, you could add your phone extension to allow customers to call your business straight away, thereby merging these two channels.

Use geolocations

If you’re going to implement a mobile-first strategy, then it’s important your data is both relevant and accurate. Of course, this needs to be maintained and geolocation marketing can help you to do that.

Geolocation marketing uses a customer’s physical location to collect information that businesses can then use to gain insight into the locations and spending habits of potential customers. Smartphones allow marketers to create highly personalised, targeted placements ads and suggestions thanks to the handy technology of geolocation.

Pay per click

Pay per click (or PPC as it’s also known) is a popular form of digital marketing. Put simply, PPC means that you, the advertiser, pays for every click or impression on an ad. This is a great way to drive customers to your business who are searching for products or services similar to those you offer.

With PPC, you want to make sure that you have mobile ads written with a mobile mind set. If you’ve never used pay per click ads before, then there are digital agencies available who can help you to produce the right campaign that boosts return on investment. For example, Climb Online provide PPC services, with experienced team members who can help your business to build or develop new and existing PPC campaigns.