We are now well into 2014. However, even though we live in a mobile world where almost every major brand in the world has a mobile presence, I still come across people asking how is mobile going to benefit their business. Some may laugh, some others may nod, agreeing in the above question as they too don’t see why they should invest in a channel that won’t have a direct impact on their medium-size business revenue.
I do understand where they come from and I aspire such reservations. Mobile is now more complicated than ever. And in order to unfold every aspect of it and develop a successful campaign with a positive impact on their ROI, we need to invest big in it. On the other hand, mobile is now as traceable as ever. Marketers rely on consumer data and analytics to shape successful campaigns. I am not going to try to convince everyone why mobile is important and how do the “big guys” benefit from it, but I will rather try to list some facts about current mobile tactics that may prove beneficial to everyone.
Without further due:
- mCommerce on the rise – It is not a niche market any more. mCommerce is here to stay as more and more consumers turn to their smartphones for instant purchases. Comscore reports that mobile purchases account for $1 in every $10 of all eCommerce purchases. Having a mobile catalogue destination for your customers where consumers can instantly make a purchase, and businesses can increases their visibility and revenue. Consider that if you are a small-medium business and someone stumbles across your web site that doesn’t have a mobile optimized check-out process, 90% chances the same user will turn to either your competitor or a larger retailer and finalize the purchase.
- Email as you go – Email marketing is not dead. Frankly, it will never die. People still subscribe for email newsletter and still need that piece of information you inject during their day. However, more than half of the daily emails are read over mobile. Email is still a very powerful direct marketing tool that needs to be customized and personalized according to your audience. Mobile optimized email campaigns are not a trent any longer. They are a must! Additionally, the chances of someone reading your newsletter increase during mobile’s pick use – during commute to and from work. Customize and restructure your email initiatives to fit your consumer needs, not yours.
- The right time and place – The time when a single bulk SMS or push message across your database raised awareness is long gone. Your average Joe wants to be reached at the right time and the right place. Targeting football fans on a Thursday afternoon will result in your campaign being severely drown. Your message needs to be sent to the right audience at the right time. By creating segments and customizing your message to your audience needs will bring you more conversions that you have ever imagined. Marry it with location based services like geofencing and bluetooth beacons and your average Joe will most likely buy that jersey from the stadium’s boutique after the game is over. SeeWhy research reports that from text messages sent to consumers at Geofences, 60% result in purchase and 33% plan to do so.
- Relevancy and Personalization – Analytics, analytics, analytics! It’s all about data and customer patterns. You now know who your audience is and what they like. So why target them with irrelevant and intrusive content? Mobile advertising is moving slowly (for now) to the native era. Native ads on mobile give you the ability to not only provide customized ads according to your audience preferences and likes, but also display them in a way that is less intrusive and more relevant for the user. Doing so you may see your conversions and click through rates rising high up.
- The social element – Yes, its well known that social networks play a big role in anyone’s marketing strategy. however, we are talking about embedding the social element on your mobile ads and campaigns. Enable your audience to select the type of ads or messages they wish to receive from you. Target them based on what they really like not just assuming. We can now simply provide our users with ads that can vote against. Do they like them? Do they not? It’s like Pandora or any other social music channel. Giving your audience the choice of personalizing what they see on their screen delivers higher response rates and a greater ROI for your strategy. To top this, the more personal your ad the greater the chances of your users sharing your ad with their network on their social channels; ultimately giving you the advantage of hitting two birds with the same stone.
- Target & retarget – As mentioned above, consumer insights are flourishing. You now know who your exact audience is, and in some case you know the actual person. Leveraging such data doesn’t mean you hit them up once and wait from them to convert. Take advantage of the micro targeting and analytics, see where your customer dropped off and retarget them with relevant messages. SeeWhy research reports that 2x -3x more abandoners will convert when remarked. However, remember that remarketing’s biggest impact will be in the first few hours, so make sure to move fast.
4G networks – In recent years more and more mobile operations adopt 4G technologies that leverage the mobile experience. The adaption of high speed mobile technologies will impact the mobile traffic while the 4G traffic will be expected to be more than half of the total mobile traffic by 2018.
Mobile vs Desktop – The daily time that we spent in mobile devices has been significantly increased over the last years. Many market analysts believe that mobile usage will surpass the time we spend online on desktop or laptop computer within the next 2 years. Mobile devices are gradually become the centrality and below stats lead to this conclusion:
- Smartphones will reach 66% of mobile data traffic by 2018.
- Over half a billion (526 million) mobile devices and connections were added in 2013.
- Global mobile data traffic grew 81% in 2013
- 50% of twitter user use twitter mobile
- Facebook has 600 million mobile users
- On average Americans spend 2,7 hours per day socializing on their mobile device.
- Mobile markets counts 4 billion mobile phones.
You don’t have to be a retail giant or a big corporation to take advantage of mobile’s power. No matter your organization’s weight, mobile is a power toll in everyone’s hand. It just has to be used wisely. Select your audience, identify your potentials and goals and shape a mobile strategy that will convert. Mobile should be applied by almost everyone who their audience are individual end-users and consumers.