Mobile-first is a term that has been thrown around the digital marketing world for several years. With the massive increase in mobile usage, marketers need to think of mobile as a requirement and not an option. According to Forrester Research, 89% of consumers use their mobile devices for Internet searches. That is a staggering number and sure to rise now that we are entering 2015. In order to maximize online success, a mobile marketing strategy is crucial.

1. Developing a Mobile Marketing Strategy
Mobile-first is a term that has been thrown around the digital marketing world for several years.
With the massive increase in mobile usage, marketers need to think of mobile as a requirement
and not an option. According to Forrester Research, 89% of consumers use their mobile devices
for Internet searches. That is a staggering number and sure to rise now that we are entering
2015. In order to maximize online success, a mobile marketing strategy is crucial.
Know Your Audience’s Mobile Habits
The better you know and understand your audience’s mobile habits the better you can focus
your content. Questions you should ask include:
• What percentage use mobile devices
• What activities do they do on your site? Browse, comparison-shopping, purchase?
• When do they go on-line? While relaxing at home, during commuting hours or while at
work?
• What content do they view the most?
Once you understand how mobile fits into your customer’s lives you can tailor content that is
both beneficial and compelling.

2. Mobile-Friendly Content
Mobile content differs from what you put on your full website. The content should be short and
to the point while still conveying a powerful marketing message. When developing content,
calls-to-action need to be done early and need to be easy. Don’t feel like you need to cram
everything onto one page, it’s better to have click-through and make your pages streamlined and
less cluttered. Use big fonts that are easy to read and colors that really pop. Visual elements are
just as important on a mobile site as the bigger site. Use compelling images and videos wherever
possible, especially the micro-video.
Developing an App
There are millions of apps available for anything you’re interested in. To make shopping easier,
many businesses are developing their own apps. Target, for example, uses location-based
marketing as a way to reach their customers. When their app is downloaded onto a person’s
phone, it knows when they have entered a store and sends a notification of coupons and deals
available. Customers show their device at checkout to receive discounts. Starbucks also has an
app that lets their customers pay for their coffee and track their purchases. The app also has a
loyalty program where customers can earn rewards for purchases made with their phone and
then redeem for more Starbucks products. When done right, apps can be a powerful tool. How
many apps have you downloaded to only use once or twice? Make it beneficial and they’ll use it
every time they shop with you.
Mobile-First Approach
Creating a mobile marketing strategy will help with your business’ online success. It is
important when doing so to start with a mobile-first approach, it will save you time in the long
run. Keep your content simple and engaging without overwhelming the audience and you will
drive higher website traffic, leads and sales. To put together a mobile marketing strategy for
your business, contact a Trinidad and Tobago mobile marketing company.