Digital Marketing 101: Responsive website design and mobile marketing (Part 2)

Mobile browsing

Mobile browsers are web browsers specifically designed for mobile devices. Web content, therefore, needs to be built responsively for these browsers, especially on a smartphone or tablet where orientation can be changed easily. As a result, this is where responsive website design and mobile marketing interlink and without a responsive website effective mobile marketing is difficult.

Mobi sites:

A mobile site (or mobi site to use agency jargon) is a custom website designed specifically for mobile devices. When starting a mobile marketing campaign, you will have to register it on a mobi site.

With a mobi site, remember to make sure that you keep the branding, look and feel consistent with your main (desktop) website. However, most companies prefer to make their main website mobile-friendly, instead of going this route. Consequently, if you select the mobile-friendly route you’ll need to make sure that your website is designed responsively for the range of mobile devices out there.

Mobile search:

A mobile search is like a normal search on Google, however, you make use of your cellphone keypad and type in a search query. Check out Google mobile search!

There are other less popular forms of mobile marketing including Bluetooth and WAP-based marketing. But the ones explored in this blog post are the most popular forms of mobile marketing available to you as a digital marketer.

Consider these steps when putting together your first paid mobile marketing strategy:

• Measure overall mobile demand: Estimate the number of monthly search queries that your keywords generate from mobile.
• Brand penetration: Analyse the percentage of your brand’s traffic from mobile.
• Evaluate current assets: If you lack mobile-optimised web content or search engine marketing specific landing pages, invest some budget into this.
• Account structure: Create separate paid campaigns that target only mobile devices.
• Building search objects: Keep your keywords short and to the point, for the purposes of mobile search.
• Bid optimisation: Bid on important keywords to appear for position one or two on search engine results, for optimal results.

If you’ve read through this blog post and considered the above steps then you’re well on your way to running an effective mobile marketing campaign, and making your website responsively designed.

Tune in next time for the final blog post in this three-part series on responsive website design.

Digital Marketing 101 blog series:

Read more of the Digital Marketing 101 blog series and be educated on every digital marketing topic under the sun. Learn all the basics about digital marketing and how to put together your own digital marketing strategy.

1. The importance of digital marketing in your business
2. What is web analytics and how does it benefit your website's design?
3. An introduction to SEO (Search engine optimisation)
4. The difference between free and paid online advertising
5. A social media strategy is essential for your business (Part 1)
6. A social media strategy is essential for your business (Part 2)
7. A social media strategy is essential for your business (Part 3)
8. Planning, creating and distributing an email campaign (Part 1)
9. Planning, creating and distributing an email campaign (Part 2)
10. Planning, creating and distributing an email campaign (Part 3)
11. Responsive website design and mobile marketing (Part 1)
12. Responsive website design and mobile marketing (Part 2)
13. Responsive website design and mobile marketing (Part 3)
14. Tying together the loose ends in your digital marketing strategy (Part 1)
15. Tying together the loose ends in your digital marketing strategy (Part 2)
16. Tying together the loose ends in your digital marketing strategy (Part 3)