Awards & Engraving

October '16

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W e live in a mobile world, a place where nearly every person has instant access to the internet and other useful information in the palm of their hand. Whether it's a smartphone, iPad or other mobile device, people are constantly connected to their email, news, games, etc. It is easy to stay connected wherever you go, and it's become the normal, even the expectation, to always have instant access. This expectation carries over to the awards and engraving industry. Customers in search of basic information about where to fulfill their awards orders don't want to spend time navigating the web waters to find it. They want easy access to information such as phone number, loca- tion and business basics without having to sift through a full website. They want to ask questions and interact with your business easily and efficiently. Is your mobile marketing campaign up to the task? If not, have no fear. There are plenty of ways to get your mobile pres- ence moving. MOBILE WHAT? Before diving into why it's beneficial, let's first explore what, exactly, mobile marketing is. In the broadest sense, it really depends on who you ask, and can mean different things to different people. For the purposes of this article, mobile marketing includes audience interaction using mobile-friendly websites, e-newslet- ters, apps and social media outlets. Now that we've defined the perime- ters, one might wonder why this type of marketing is so important to their general business plan. "Access to your business in the mobile environment has become a demand from online consumers," says Kelly "Rags" Ragland, Rags to Stitches Productions. "According to research from BIA/Kelsey, 73 percent of mobile searches lead to additional action, whether it is visiting a physical location, contacting the business, or purchasing something through e-commerce." By Cassie Green IMAGES COURTESY SAWGRASS Having a mobile-friendly website is crucial, as many users do not wish to scroll through pages and extra content while on their mobile devices. 38 • A&E OCTOBER 2016 On the Move Mobile marketing and why it's important for your business

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