Mobile Marketing: Here to Stay
Mobile growth continues to explode as we move into 2014. Mobile marketing, using mobile devices (tablets, cell phones, or smartphones) to communicate marketing messages or promotions to current and prospective customers, is proving to have a lasting impact and marketers are taking notice. According to a study run by eMarketer, 60% of the country is expected to have smartphones by 2016; 24% of US tablet owners use their tablets to shop 2-3 times per month; 24% use them to shop more than once per week; and 12% use them to shop everyday. According to SearchEngineLand, 9 out of 10 mobile searches lead to action and more than half lead to sales. Emails are opened more often on mobile devices and internet traffic on mobile phones is expected to exceed traffic from traditional desktops. If you are not already taking advantage of mobile as an additional marketing channel, 2014 is the year to do so.
Mobile marketing allows you to reach consumers with targeted and timely behavior-driven content unlike any other channel. Staying in touch with consumers is easier on mobile, keeping them engaged and informed on a personal level. Mobile marketing also increases the potential for attaining new customers through increased levels of communication and allows you to provide valuable and actionable information customized to specific consumers based on their needs and behavior patterns.
Another benefit of mobile marketing is deeper consumer insights. Google has introduced the ability to track cross-device and estimated total conversions, estimating the behaviors of consumers between mobile to desktop to tablet, recording those actions as “assists” in ultimate conversions. This enables marketers to see how mobile strategies are converting and the impact of their mobile strategies on other channels.
When building a mobile marketing campaign, a few things to remember include:
- Have a mobile-optimized website that is easy to navigate
- Understand how your message will be consumed, as consumers on mobile usually have shorter attention spans
- Retailers should build in-store opportunities within their mobile marketing to give additional incentives to visit their stores.
Need help developing a mobile strategy of your own? Harmon Group can help! Contact us today to get started.
Until next time,