Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Smartphones drive mobile marketing

Just when you thought  …

you were getting a handle on email and electronic communications … yeah, right.

New studies continue to show changing communication and consumption patterns. New technology is driving how we access information, how we communicate, where we look for information, and mobile marketing. More people, individuals and business people alike, are going to smartphones. And smartphones keep evolving, offering new applications, new access, new ways to communicate. FaceTime on an iPhone, continuous access to email keeps everyone in touch all the time. The following statistics give us an idea of where things are going …

Is your brand ready for mobile marketing?The following is from an article by Michael Barber, Director of Digital Strategy, Defero, posted on agencyside.net …

1. Consumption patterns are changing, dramatically.

Digital consumption patterns are dramatically shifting given the rise of smartphone platforms and tablet devices.  Some food for thought for mobile marketing:

  • By 2013, 50% of web traffic will come through mobile devices.
  • Year over year, daily email consumption via a mobile browser increased a full 40%. You think consumers will continue to read your lame email campaigns. Wrong. Timely, targeted and relevant becomes even more important within a mobile environment.
  • 91% of mobile users report they consume social media on their device; 71% use their desktop.
  • Almost the same amount of US households access the internet via a smartphone as do those via their home internet connection.

2. Smartphone domination

Bye, bye feature phones. The most recent published stats on mobile phone sales tell the whole story. 45% of phones purchased in December 2010 were smartphones and by that time 63.2 million Americans owned a smartphone; a 60% increase when compared to the previous December.

What do these numbers mean? More and more US consumers are ditching the flip phones for an iPhone, Android or Blackberry device. The more smartphone users, the more likely they will leverage the fancy smartphone features to interact with their favorite brands, which means brands need to up their mobile marketing.

Smartphones have changed the significance of mobile marketing... Can your brand keep up?3. Mobile now affects all channels

Pre iPhone, mobile barely affected other digital channels such as search, web and email. Sure, we had a miniscule amount of early adopters ferociously using their Blackberry’s, but marketers didn’t have a reason to care. There simply wasn’t enough consumer usage in the marketplace to really think about mobile marketing.

That has changed.

Mobile now affects every digital channel. From paid to organic search, to mobile banners and email consumption on mobile phones, the effects of mobile are far reaching.

4. Mobile is changing in-store behavior

If you think that just because your business operates within four walls that you are safe, think again. Smartphones give consumers easy ways to research products (including your competitor’s) and find better prices elsewhere.

On the bright side of things, mobile gives retail an opportunity to be sexy again. QR codes, apps with in-store integrations and augmented reality could all give consumers a reason to open the door.

Our takeaway from this article? Mobile is here. Hop on the mobile marketing train for one crazy ride.

Mobile is tablets, smartphones, QR codes, instant feedback, ongoing communication. Websites must be mobile friendly, and for some organizations, a mobile site will be essential. (Think students looking at colleges, and living on their smartphones.) Mobile access is shifting search and social, and adding to the growth of social media.

Of course it’s still about your audiences, the tools they’re using and how they’re communicating.

Before leaping head first into mobile marketing, consider where your audience is choosing to engage, to interact. Look around at your best customers who represent the best potential prospects. How are they communicating? Do the majority have smartphones? Are they using social media? Are you creating your website and communications to handle these changes?

The trend has been to online sources, and now it’s to in-hand searches. Are you ready?

Where to go next? Here’s a link to a HubSpot blog post about optimizing for the mobile age.

And below are links to more insights from our blog on the generations — where and how they search for information.

About the author

Jennifer Larsen Morrow

Jennifer's four decades of work in the industry, starting as a designer and adding marketing, copywriting and digital marketing, has generated response for clients since 1978.

Another blog post by Jennifer Larsen Morrow.

View Jennifer Larsen Morrow's profile on LinkedIn

Visit Author’s Website

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.