How Is Your Mobile Marketing Strategy Working For You?

Mobile phones, tablet PC and player.Over half of the world’s population, or 5 billion people, have mobile phones but only 1.08 billion are smartphones, so the growth and opportunities to engage consumers has only begun and the benefits for both organizations and their clients continue to rapidly grow.  Recent statistics from Maximiser show that 37% of smartphone users spend 60-120 minutes per day on their devices and 25% of all internet traffic is accessed on a mobile device.   Yes, consumers use smartphones for e-mail, to play games, enjoy apps and share text and voice messages but also to search, gather information, engage and decide where to spend resources or using the device to make the actual purchase, as 31% of them did in 2013.  Already, over 92 million smartphones are in use in the United States and mobile has changed our lifestyles and how we make decisions and conduct commerce.  If your organization does not have a mobile strategy, now is the time to implement one in your marketing plan and position yourself to earn the benefits.

Website analytical tools can easily show you how many people are accessing your website from a mobile device, and chances are there are many.  Mobile strategy starts with your website and it must be “mobile-optimized” or be a “responsive website”: it responds or adapts based on the size of the device viewing it.  A recent survey said that 45% of consumers desire an easy to use experience so if the website, content or message does not have a good presentation to the user then your marketing strategy will be a non-starter. 

Established mobile payment players, like Google Wallet and Square allow transactions to occur seamlessly.  Mobile has the unique ability to market to circumstance, so Yelp, Foursquare, other review sites and even personal referrals via social media channels guide us to retailers, restaurants and other businesses to spend our hard-earned disposable income.  Again, does your mobile strategy include these apps or sites and will you actively support, engage and participate in them?

Mobile coupons are starting to make a big impact.  According to “Business Insider”, by the middle of 2014 the number of mobile coupons redeemed will increase to over 53 million a year.  Studies show an anticipated 10% redemption rate of mobile coupons vs. only 1% for printed coupons, therefore mobile coupon marketing strategy will quickly become mainstream.  The much higher redemption rate speaks to the power and effectiveness of target marketing – the coupons are sent to people who already are advocates or fans, have signed up for them and/or would like to see, and welcome the coupon. Mobile coupons are another channel that allow engagement with your target consumers and also affords you the chance to get valuable feedback from them.

The number of smartphone users will continue to grow at a brisk pace and every organization needs a mobile strategy to get noticed by their target market and to reap the huge benefits from these new marketing initiatives and opportunities.

Over half of the world’s population, or 5 billion people, have mobile phones but only 1.08 billion are smartphones, so the growth and opportunities to engage consumers has only begun and the benefits for both organizations and their clients continue to rapidly grow.  Recent statistics from Maximiser show that 37% of smartphone users spend 60-120 minutes per day on their devices and 25% of all internet traffic is accessed on a mobile device.   Yes, consumers use smartphones for e-mail, to play games, enjoy apps and share text and voice messages but also to search, gather information, engage and decide where to spend resources or using the device to make the actual purchase, as 31% of them did in 2013.  Already, over 92 million smartphones are in use in the United States and mobile has changed our lifestyles and how we make decisions and conduct commerce.  If your organization does not have a mobile strategy, now is the time to implement one in your marketing plan and position yourself to earn the benefits.

Website analytical tools can easily show you how many people are accessing your website from a mobile device, and chances are there are many.  Mobile strategy starts with your website and it must be “mobile-optimized” or be a “responsive website”: it responds or adapts based on the size of the device viewing it.  A recent survey said that 45% of consumers desire an easy to use experience so if the website, content or message does not have a good presentation to the user then your marketing strategy will be a non-starter. 

Established mobile payment players, like Google Wallet and Square allow transactions to occur seamlessly.  Mobile has the unique ability to market to circumstance, so Yelp, Foursquare, other review sites and even personal referrals via social media channels guide us to retailers, restaurants and other businesses to spend our hard-earned disposable income.  Again, does your mobile strategy include these apps or sites and will you actively support, engage and participate in them?

Mobile coupons are starting to make a big impact.  According to “Business Insider”, by the middle of 2014 the number of mobile coupons redeemed will increase to over 53 million a year.  Studies show an anticipated 10% redemption rate of mobile coupons vs. only 1% for printed coupons, therefore mobile coupon marketing strategy will quickly become mainstream.  The much higher redemption rate speaks to the power and effectiveness of target marketing – the coupons are sent to people who already are advocates or fans, have signed up for them and/or would like to see, and welcome the coupon. Mobile coupons are another channel that allow engagement with your target consumers and also affords you the chance to get valuable feedback from them.

The number of smartphone users will continue to grow at a brisk pace and every organization needs a mobile strategy to get noticed by their target market and to reap the huge benefits from these new marketing initiatives and opportunities. 

Please contact me if you would like to discuss your challenges or opportunities, how to focus on strategic business goals and integrating those with a comprehensive marketing plan.

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