Is your marketing tactics in sync with the latest mobile marketing trends and insights or just keep on going without much consideration about what’s happening around? Did you give it a thought that your consumers are in loss when they just cannot find your offerings easily on their device? Even if you are already into mobile marketing, have you given it a perfect boost by complying with the latest UI standard and facilitating personalized user experience? These are some of the most crucial questions that every marketer should ask for when evaluating her position in respect of compatibility with emerging trends and opportunities in the area of mobile marketing.
Moreover, making your so called web presence ready for handheld devices is just not necessary for garnering revenues but they are equally important for better search engine optimization. This year on April 21st, Google improved its search engine algorithm and ranking placements on the basis of mobile friendliness of websites. After this, the sites with mobile friendly attributes will rank higher than the websites without responsive elements to display and function on mobile devices. The question is, can you afford to lose potential search engine leads for your business by not optimizing your web presence for the mobile?
Let us offer below some statistics in favour of mobile devices impacting every facet of life and business.
- Presently, 80% of the world’s population owns a mobile device whereas most of these people either do not have a personal computer or a fixed line phone.
- Smartphones are rapidly going to take over all other digital access points and devices with1.3 million Android devices are being activated per day, as per latest statistics.
Mobile devices together also present the most challenging field to incorporate and address the rapid change taking place across devices, apps and usability. Without making your business coherently updated with the latest change in mobile devices and apps your business is unquestionably going to suffer. Your challenge basically lies in how to effectively utilize latest mobile interfaces and technology to the advantage of your marketing efforts and making your consumer experience better and richer.
Let us now have a look at 3 key impacts of mobile on the marketing in today’s business environment.
1. Mobile devices are changing the way we buy
Undoubtedly, in just few years, thanks to robust mobile ecommerce apps taking over the so called browser based online shopping, for an overwhelming number of urban consumers the typical purchasing activities have been changed. According to a recent InReality’s report, business conversion has been critical in the following areas.
- 71% of buyers using loyalty programs use mobile devices during their comparing process.
- A whopping 88% of customers put their trust both on online reviews as well as personal recommendations for a buying decision.
- Lastly mobile devices and latest technology had a great impact on most stores, especially in regards to influencing the buyers mode of purchase.
2. Use of mobile devices within the store is increasing
The latest survey by Accenture can provide us some helpful insights concerning the in-store behaviour of consumers. A survey among U.S. retailer operations over various channels concluded on the importance of optimizing mobile in-store experience for meeting the expectations of consumers. The survey results that served as an eye opener on the impact of mobile marketing are provided below.
- For 39% of respondents in the survey it is important to earn loyalty points and save money through timely utilization of opportunities presented by in-store offers.
- Another 45% of survey respondents preferred receiving real time promotional offers through their mobile devices.
3. Accessing email on mobile is eclipsing computers user
For accessing emails, mobile devices has gained popularity, now surpassing all other stationary devices including desktops and laptops. Naturally, reaching consumers and updating them from time to time through emails never has been easier and unrestrained. Some latest statistics in this regard can really serve as eye opener for marketers who are still not aware of this.
- A Litmus study conducted last year covering 12 billion mails concluded that close to 50% of emails have been opened either on smartphones or on tablets and the figure represents a 500% increase in just four years. Obviously, at the time of writing this post the figure far exceeded other devices in comparison.
Final Considerations
Finally, it is important to ascertain the correct motivation and factors that shape successful mobile marketing success. Obviously, it is not just a trend that as a marketer you should follow blindly. Secondly, you cannot be too self conscious as to make your focus rest entirely on the business benefits. The benefits will automatically follow if you can make your consumers happy. Consider these 3 following aspects as your priority while putting together your mobile marketing strategy.
- Focus on using mobile devices to make your customer experience better. Bringing new technology to your business operations should have primary objective of adding value to the customer’s experience, not typical business goals.
- In an environment where a vast majority of customers prefer mobile over other digital avenues to buy a product or seek a service, your digital nubs should be mobile optimized to influence users.
- Make sure both your business website and emails are mobile responsive. Recent statistics are enough to prove the importance of this consideration. NetElixir, a marketing company, in a recent study found that among shoppers on smartphone devices, mobile optimized websites enjoyed a stunning 160 percent better conversion rate compared to websites that are not optimized for mobile devices.
Mobile devices are already at the centre of all considerations concerning digital marketing campaigns. And with the emergence of wearables and the “Internet of Things”, these devices will play more critical role as the hub of multifaceted campaigns across all digital devices and platforms.
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