This guest article was written by Yoni Avital, CEO of Tradesmarter.
In such a technologically driven world, the use of mobile devices has almost become imperative in order to be seen. As a marketer’s main goal and focus is increasing traffic, targeting audiences, and building brands, finding cost effective and efficient solutions are key.
All agree that binary options as a simplified online trading product is a perfect fit for high conversion rates. What are the obstacles that marketers experience working with mobile, and how can new technologies be adapted?
Being able to utilize mobile devices and social media platforms and being able to optimize the conversion of clients through the marketing funnel enhances revenue. Marketers are constantly faced with ever changing trends, which makes fully understanding how consumers think and what they desire become time consuming and difficult, especially once every competitor is utilizing the same technology.
No matter what a marketer’s main goal is from the potential prospects- downloading, registering, or depositing- the bigger goal is to convert quickly because this in turn increases revenue.
Mobile is king
It has come to a point where the integral funnel roadblock is mobile conversion. Marketers understand the dynamics of effective campaigns but are working towards reaching people quickly, and around the clock. How do they gain full funnel self-conversion from lead to self-deposit?
Thinking about the daily routine of people worldwide, most everyone uses a mobile device and has one on them at all times. In the morning they will use their mobile devices while travelling, once in the office – desktops and/or laptops are primarily used and then back at home in the evenings it is back to tablets and mobiles.
Convenient and allowing most to have all of their information at their fingertips at all times, there are still some minor hiccups with mobile that can change the way things work drastically once they are figured out. Mobile devices remain the most widely used because they are compact, easily attainable and most people, once they own one, have it on them – always.
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Mobile traffic is much cheaper
Now, how do the marketers take advantage of the low cost acquisitions by utilizing the cross device phenomena? Gmail has this down pretty well when one thinks about the opportunities that it affords everyone. One can simply start composing an email in the office, save to draft, and then complete and send it later on from a different device. The conversion is seamless from desktop to mobile device and the user experience is not only simple, it is also highly effective and convenient.
Cross device reach
An obstacle that many marketers are running into currently is ensuring that their broker and their marketing sources are utilizing the same type of channel. Knowing how imperative mobile marketing has become, the main question to be answered is following the patterns and behaviors of the consumers between their devices. What are their personal preferences – mobile devices are plentiful between different platforms, and operating systems, size and shapes, etc.
The rise of the phablets and rise of mobile conversion
There is a new trend in which consumers are taking part, and this is the latest and greatest- upgrading their personal smart mobile devices to Phablets. Phablets’ screen sizes range between 5 and 7 inches, and are considered one of the smartest investments in advanced wireless users. At the rate that things are going, it is thought that within just a short amount of time the distinction between tablets and mobile devices will diminish, and disappear as if it never existed.
User experience across devices and functionalities
The way that people and businesses alike rely on their mobile devices, computers, laptops, etc., it only makes sense to be able to deliver the same user experience across all channels, because those without this capability are starting to fall behind their competition. Checking out the satisfaction of a visit, one will be able to really see what the user’s experience is like. While checking performance and the faults of the user experience is important, it is even more important to look at the entry and actions as well. Only then can one compare your user’s overall experience over one or multiple channels.
While mobile devices are not fully capable of everything that the web is, there are still going to be questions regarding whether businesses need to establish a mobile presence or not. The content and the goals desired by a business will help differentiate which path is the proper one to choose. If the main goals surround marketing and reaching out to as many people as possible, then what needs to occur is a smooth and seamless transition, as well as a broad appearance on mobile devices.
For the capability to share information and deliver content between devices (as mentioned before with Gmail), being able to access information, share information and utilize search engines, mobile websites become essential. If interaction is required and desired by a business, then a more personal, hands on computer based application makes more sense to utilize.
With all of these ideas, marketers are still faced with how to use the mobile conversion funnel from lead to deposit, auto login, and then trading all on one single device. Only then will marketers be able gain knowledge and utilize that window of opportunity to increase their conversion rate. Ultimately, the goal is to provide the same functionality across mobile and desktop devices to enhance traders’ satisfaction, as well as increasing the lifetime value.