According to Nielsen’s U.S. Consumer Usage Report back in 2012, smartphone owners officially made up “the majority of mobile subscribers, as 56 percent owned a smartphone as of Q3 2012.” And according to new research from the Pew Research Center’s Internet & American Life Project (2013), 61 percent of Americans own a smartphone. Pew’s research also states that twenty-eight percent of all cell owners are Android users, while iPhone owners represent 25 percent of the cell-owner population. As well-known digital marketing blogger Jay Baer puts it “the majority of adult Americans will have, in their pants, access to most of the world’s knowledge, at all times.” Thanks Jay, so that means if your business is online, you can get into your customers pants? Wow, I never knew marketing would come to this!
On a more dignified note, let’s get back to creating a mobile marketing strategy. What does your business need in its tool bucket?
First, a mobile friendly website. If you are thinking about re-designing your website or you are starting from scratch, think about designing for mobile first. Why? Because more and more people are accessing your website for the first time from their mobile phone. You’ll want to make it convenient for them to purchase or take other actions.
Second, analytics. Are you keeping an eye on your website’s mobile traffic? It’s an important metric for your overall analytics efforts. You will want to see how much traffic is coming from mobile users and which devices make up most of that traffic. Knowing what types of devices most of your customers use will help ensure your mobile design is easy for them to access and appropriate for the way they are viewing content. You can then also create mobile ad campaigns targeting users with those specific devices.
You will also want to get clearer insight into consumer behavior. Which videos are they watching from their mobile phone? Which pages are they spending the most time viewing? What is the average time spent overall on your website? By understanding those metrics you can change up or tailor new content to smartphone and tablet users.
Third, videos. If you do your research you will see various reports, like this one from Business Insider that “about 50 million people in the U.S. now watch video on their mobile phones. Fifteen percent of all online video hours globally are viewed on tablets and smartphones” and “40% of YouTube’s traffic now comes from mobile.” Set your business up with a YouTube channel and start creating videos to highlight your customer testimonials, products, services, staff, mission and culture and the benefits and solutions you provide.
Fourth, advertising. As mentioned above, by understanding mobile devise use, you can create better advertising campaigns. You can also use targeting parameters in Facebook, Twitter, LinkedIn and other social networks to drive specific target demographics to your mobile friendly website or to a landing page. Just make sure you do not lose any leads with a cluttered website that has small links, difficult navigation or tiny “purchase now” buttons. It’s such a let down when a brand has advertised some shiny new device or some life-altering service, and has made the rest of the purchasing process difficult. If you spent all that time creating an eye-catching Facebook ad, make sure you convert that lead into a new sale and a new loyal customer.
Fifth, Social Traffic. Are most of your likes coming from mobile users? Make sure photos posts are 620 pixels wide by 412 pixels high. Good new for retail: According to ComScore, “Nearly half (48 percent) of time spent in the Retail category occurred on mobile devices, with smartphones (34 percent) outpacing tablets (14 percent).” If you are in the business of retail create photos posts that also offer web-based coupons and promotion codes within your photo posts. If your customers are using Twitter and Instagram, they are very visual-mobile beings as well – another great opportunity to share coupons and promos.
Sixth, Email Marketing. Are all of your email newsletters or promotions optimized for mobile users? They should be! Here are some quick stats:
45% of decision makers reading their email from their mobile phones
Daily we spend 9 minutes on email via a mobile device, that is 7,6% of the total 119 minutes we use our phone per day. O2 – “Mobile life report” UK (2013)
More email is read Mobile than on a desktop email client. Stats say 49% of email is now opened on a mobile device Litmus –”Email Analytics” (Jan 2014)
52% of cell phone users use their phones to send or receive email (Pew)
Good luck on your mobile strategy and check back for future posts where we will cover this topic again.