With a majority of adults always reaching for their smart phones and tablets, business owners are advised to understand and get into mobile marketing. That was the word from Randi Penfil, owner of RF Penfil Marketing, to members of the Chadds Ford Business Association during the CFBA’s monthly luncheon.
Penfil, who is also president of the CFBA, said 91 percent of Americans have cell phones and that most check email and their social media on their mobile devices, be they phone or tablet.
For businesses to get their word out to the public, owners need to understand some of the basics of mobile marketing.
“Some things can be done easier on desktops, but you get faster response times on mobile devices,” Penfil said.
She said 90 percent of all mobile searches lead to an action and that 70 percent of those actions take place within one hour.
Penfil told the business owners that they should check their own websites on their own phones and tablets to make sure the site loads properly and has the right appearance. She also said to create content with phones and tablets in mind.
She advised her audience to take control, or “claim,” of their business listings on other sites, such as Google, Facebook and other social media sites.
Taking control means making sure the information on the other sites is accurate and up to date and to always update information when business hours change or if the business is offering some special deal.
Penfil told owners to make sure their websites are responsive to mobile devices and offered some suggestions regarding content. There should not be too much text and that larger fonts work better than smaller ones. She recommended at least a 12-point size font. Also, keep the message simple. A single column displays better than multiple columns on mobile devices.
“Less is more,” she said. “Mobile marketing is not about the device, but how the message is received.”
About Rich Schwartzman
Rich Schwartzman has been reporting on events in the greater Chadds Ford area since September 2001 when he became the founding editor of The Chadds Ford Post. In April 2009 he became managing editor of ChaddsFordLive. He is also an award-winning photographer.
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