What is the best ally for mobile marketing?

Recently, one of the hot topics when talking about digital marketing is, without a doubt, mobile marketing . You've surely heard that it's the future of any strategy, and that it's the focus we should all be on if we want to achieve success in any campaign. But is that enough on its own? The truth is that all the recent studies indicate that mobile marketing has an important ally that allows for even greater optimization of its results: social media. Understanding how consumers use social media on their mobile devices is a key step in understanding how they will interact with a particular brand on this type of device. In fact, if you're preparing your online campaign and want your mobile marketing strategy to be successful, one of the first things you must assume is that consumers don't behave the same across all devices. Harnessing the full power of social media in mobile marketing to improve your brand image depends, in large part, on embracing this idea. A good example of this? The growing number of consumers accessing social media in-store to find other users' opinions on a specific product or the brand in general. How do you establish a good social media marketing strategy for mobile devices? Without a doubt, the first thing you should keep in mind is the need to make your customers feel safe and respected . Keep in mind that consumers are very aware of their vulnerability when accessing social media through smartphones and tablets. Therefore, to gain their trust in your brand or product, you need to ask their permission to try to contact them. You must also respect their time. Users accessing social media from a mobile device don't want to be entertained with long, rant-filled messages . Therefore, base your strategy on short, clear, and concise messages that provide your users with the value they're looking for. Of course, you can't forget the concept of usability either. Keep in mind that your potential customers will most likely use mobile access to social media and the brand's own website just minutes before making a purchase to find the feedback they need to convert. Therefore, if they have trouble accessing the site, they'll most likely give up. The moral of the story ? Invest in a responsive design that guarantees secure, fast, and reliable access from any device.