The tides of the web are slowly but surely shifting from desktop to mobile. The claim is supported by the fact that since last year mobile searches have outgrown those done on big screens, according to Google. Nowadays, we use our mobile devices for almost everything that we once used our PCs and other bulky devices for. We visit and interact on forums through dedicated apps, we use them as navigation, cameras, payment tools, browsing devices, etc.

In such a climate, it is no wonder mobile marketing is the next big thing in the marketing world.

How it’s done

Before venturing into mobile waters, it is important to realize the most essential thing of all, scale. Though mobile displays have advanced and now pack powerful screen resolutions of up to 4096 x 2160 pixels, you have to remember that they are still relatively small in size with an average of about 4.5 to 5”. With that in mind, utilizing a full desktop website for such screens, even on the highest of resolutions is still a big no-no. That is why creating a mobile responsive website is a priority when entering the mobile market.

Now, translating a website into a responsive one doesn’t come without its costs (and we don’t only mean financial). Taking into account the average resolution of displays, you will need to scale your elements accordingly. Images, menus, fonts, headers, and ads will all need to be scalable to serve all screen sizes and to give a universal experience across devices, including ads as well. The downside is that you will probably have to rely on “hamburger” menus, slow loading times due to unequal network coverage, and the amount of content you should populate the site with.

Consider an app

There are nearly 6 million apps available today across different platforms, with Google Play and iTunes accounting for more than two-thirds of them. The number only goes to show the popularity of the platform and maybe an untapped window of opportunity for your business and marketing plan. Every bigger company out there has a mobile app and it is nothing strange when you consider the benefits from mobile marketing.

Mobile apps, unlike web apps or websites, have the advantage of utilizing the device’s services such as location, personal data, cloud services, etc. Also, they are able to operate without the need for a constant internet connection. Likewise, costs and implications of building and maintaining an app have declined drastically over the years with an abundance of mobile app builders on the market.

A great example of a powerful mobile marketing strategy recently performed is the launch of the new Fallout game – Fallout 4. Prior to the launch of the game, Bethesda has presented us with a mobile game called Fallout Shelter, where you were put in control of your own “Vault” – a sim game featuring Fallout Vault communities. Aside from creating an additional hype for the launch of its bigger brother, the game was an instant success, gathering tremendous accolades, among which are Google Play Best of 2015, Mobile Game of the Year – 2016 DICE Awards, and 2015 Golden Joystick Best Handheld/Mobile Game. Bethesda didn’t stop there, but the developers even created a mobile version of Pip-Boy, which allowed you to have real time insights into your character’s stats via mobile device while playing the game.

A well executed mobile strategy, a web and/or app based one can mean a great deal for your business. The costs of investing into mobile market are lower than ever and missing out on an opportunity like that could deal a great blow into your operations, especially if you have a harsh competition.