The Growth of Mobile
As businesses wake up to the growing momentum behind the mobile revolution it is worth reviewing the scale of change and growth forecasted in this market. Although in its infancy the mobile undoubtedly will present some of the greatest opportunities for marketing.
Why? - because it links together the time and place of marketing; it is the on demand / real time delivery of information and the blending of online and offline that creates amazing ways to engage customers.
- Worldwide Smartphone Market Expected to Grow 55% in 2011 and Approach Shipments of One Billion in 2015
- Mobile media use up 600% as unlimited plans tune out
- Econsultancy have a great infographic on the Mobile Ecosystem and lots of links to facts and figures
- and your guessed it Facebook has a focus on mobile using html5
- Facebook’s iPad Plans, Mobile Platform Strategy, and Traffic Growth
The smartphone is driving a new set of behaviours as people rather than switching on their mobile are consuming more and more media through their phones. Of course accessing social networks (Twitter, Facebook) drives a lot of the viewing but it is also the use of apps as well as the imediacy of being able to access the internet - Google for instance that makes it so useful. Interesting but not surprising is the use of mobiles during other media consumption and activities such as watching TV.
Where the Eyes Are?
Just as there has been a shift in how we consume media, comes a subsequent shift in the move to increase mobile marketing spend. Borrell Associates forecast that by 2015, the mobile share will have grown to almost two of every three online marketing dollars spent will go to a mobile campaign. Other information - 53% of mobile users would share their location to receive more relevant ads (source: Mashable) and mobile coupon redemption is 10x that of traditional coupons (source: Borrell Associates).
This year more brands will experiment and explore how to use mobile to push the boundaries of user experiences.
Be Where Your Customers Are
When you search for a restaurant or takeaway on your smartphone using Google it will take into account your location (if you opt out of the location-based features). This local element is a vital ingredient in the search results. However, if a user then clicks through to a website that is not easy to navigate and find the information they are looking for e.g. your contact number, then users will simply click away.
Shopping habits are changing. Next time you are in a shop have a look around and see how many people are using there phones whilst in the store to look up products/reviews... There are now even apps that allow you to scan products whilst in the store and they will compare prices with other stores (often locally) there and then.The opportunities s to engage your customers on the mobile are expanding. QR codes for instance provide a rich and local context to blending the offline with the online world. A QR code can simply be used to connect to a website, Facebook page, mobile site...the opportunities are both incredible. See our feature on Scoopit for more examples and information.
This and more trends are explored in this presentation by Space150.
Key Takeouts
If the forecast is even remotely accurate to how real life plays out, harnessing mobile marketing will help you be where your customers are. It is important to have your digital touchpoints aligned so that whether a customer looks for you on their mobile, laptop, social networks....you branding and communications are easy to understand and relevant to your target audience.
With mobile you are putting your brand into the palm of your target audience’s hand. Mobile is overtaking the PC for how and when we access information, communicate, connect and share. Facilitate experiences for your customers and you will business will benefit:
- Whether you are a sole trader, SMB or large organisation you need to have a mobile website
- (over 80% of brands do not have a optimised mobile website)
- More than 90% of SMB's do not have a mobile website
- Research how your customers use mobile to connect
- Build your database of customers mobile numbers with an opt in campaign
- Provide relevant and timely information to them
- Use mobile advertising to reach your target customers
For larger organisations developing an app for your customers could well provide you with a unique way to provide value to your customers and develop a competitive advantage. In our next blog on mobile we will talk about developing a mobile strategy for your business and what you need to consider.
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