Marketing to Mobile

mtomMobile App Use Doubles in 2015

When it comes to smart phones and mobile marketing, businesses are at a tipping point similar to the one they faced 12-13 years ago with the advent of websites. It was the World Wide Web and consumers were online, but many small business owners struggled with the technology – getting online, creating sites, meaningful content, user experience, and in general, meeting the expectations of a new wave of digital consumers.

Fast forward and we find that once again consumers are leading the change, in this case it is smart phones and it has gone mobile. Mobile is now the screen of choice – According to comScore 56% of all time on US online retail occurs on a mobile device, yet only 16% of companies feel as though they are ready to meet customer’s expectations. Consumer needs and expectations have changed and brands have no choice but to change accordingly.

Mobile marketing can no longer be treated as a separate channel, but rather the default access point for your customers. Mobile means presenting content in form factors native to mobile – swiping and scrolling rather than typing.

Here’s three quick tips on things you can do right now:

  1. Make sure your website is mobile ‘friendly’. This means it is a ‘responsive’ design that will format properly depending upon what device it is viewed on – desktop, laptop, smart phones and tablets – both in horizontal and vertical format.
  2. Social is mobile. According to a DialogTech in June of 2015 78% of Facebook users are mobile only and 71% access social media from their mobile devices. Keep your content fresh by posting regularly and integrating more photos and videos into your posts. Also explore other social forums such Instagram, Twitter, Pinterest and YouTube for business. Mobile places a premium on brevity and images (and videos) are still worth a thousand words.
  3. Mobile Apps. There is a race going on as to who can stake claim to the consumer’s smart phone faceplate. Recent data shows that apps accounted for 86% of time spent on smartphones in 2014, up from 80% in 2013. This means that four out of five minutes a consumer spends on a smartphone is on an app. An app is more than just a ‘mobile’ website. It should have additional functionality where the value is obvious and benefits are ongoing.

One thing we do know is that the growth of technology is explosive, with many changes occurring by the day, the week, the month – let’s put it this way – it won’t take 12-13 years for apps to become the default access point between your brand and consumers. If you focus on the three tips listed above you will be well ahead of your competition.

Check out the growth of app usage from 2011 to 2014. Graphic shows minutes per day and the average number of apps on consumer smart phones.

app-usageStatistics from Statista.com show while the average number of apps on smart phones has been steady (around 26 per device) the amount of time spent on mobile has doubled.