How much time do you spend on your phone every day?
One hour? Two?
Chances are, it’s a lot more — Americans spend an average of 5.4 hours on their phones daily. It’s no surprise that around half of the world’s web traffic is generated by mobile devices today.
That’s why it’s so important to incorporate mobile into your digital marketing strategy. Otherwise, you risk missing invaluable opportunities to engage your audience on the device that’s never far from their hands.
And because smartphones make it so easy to find any content, product, or service you could possibly ever need, the customer’s path to purchase is vastly different than it was a decade ago.
We tend to browse the web in short bursts, whether that’s searching for a pizza place in your area, comparing prices on a new video game, or sending an email. These small moments (AKA “micro-moments” according to Google) open the door to burst marketing.
In this post, we’ll explore what that means and how you can use it to your advantage.
Burst marketing explained
Burst marketing is, funnily enough, exactly as it sounds: marketing to customers during their frequent bursts of digital activity.
There are four burst types in the buying journey. A user will browse on their phone because they want to:
- learn about something (a product they’re seen advertised)
- find out how to do something (watch a tutorial video)
- visit a business or venue (locate a vegan restaurant nearby)
- buy (purchase an item they’ve just looked at in a store)
Burst marketing means being visible to prospects at any point in their journey — not just when they’re ready to buy.
How do you do this? By taking advantage of different advertising opportunities on every platform, whether that’s creating YouTube video ads, remarketing ads, or Facebook ads.
A firm understanding of your audience is crucial to determine where they’re likely to turn for information during these bursts. The aim is to provide the answers or products they need when they need it.
The power of speed and convenience in burst marketing
Burst marketing is about more than just ads. It’s about building your content, website, and app (if you have one) to be as user-friendly as possible. Responsive design is a must to ensure your content looks its best on every device.
A prospect may visit your site when they’re ready to hand over their hard-earned money for one of your products but flee to a more functional one if yours is too clunky for their device. That equates to a lost sale.
And that prospect may never give you another chance.
Burst marketing emphasizes speed and convenience. Make it as easy as possible for users to find the exact information or goods they need with minimal effort. If your site takes more than three seconds to load, 40 percent of consumers will abandon it.
Burst marketing is increasingly valuable with the ongoing proliferation of mobile search. But it can be difficult to start implementing into your campaigns — unless you have help from the experts.