You’ve already noticed the increase of mobile use.
From your family and friends to your peers in the workplace, people are frequently on their phones and rarely without them in reach. Pew Research Center reports that now more than nine out of ten American adults own a cell phone. 67% of which are smartphones. And the vast majority (90%) says they frequently have their phones with them.
For the first time, mobile browsing has tipped the balance as the largest source of Internet access. StatCounter reports that 51.2% of Internet usage is now done on a mobile device. Passing the 48.7% of desktop Internet users for the first time in history. This is a huge moment for the technology industry and marketers.
Rethinking Your Mobile Marketing Strategy
Companies that haven’t fully turned to a defined mobile marketing strategy for their company need to rethink their approach. With mobile use on the rise, mobile marketing is increasingly effective for a wide range of users in the majority of target audiences. This means that companies need to consider how mobile marketing can increase their reach and improve their connections with targeted leads.
Prevent poor mobile experiences by optimizing websites, content, and images for mobile. If companies don’t differentiate their users and visitors, they waste their efforts on non-qualified leads. When brands don’t take advantage of mobile-specific platforms, they miss out on a chance to reach users where they are already spending a good amount of their free time.
Mobile users are motivated to act and are not interested in visiting sites that aren’t formatted for their devices.
According to Google:
- Users are more likely to purchase from a site that offers a great mobile experience
- 74% of users say they are likely to return to a site that is mobile-friendly
- 67% are more likely to buy from a site that is optimized for mobile
- Users say they would quickly move on to another site if they couldn’t easily find what they were looking for (61%), didn’t like what they were finding (79%), or landed on a site not optimized for their device (50%).
- Nearly half of users are frustrated when a site is not mobile-friendly, feeling like they wasted their time and that the brand didn’t care about their business
Mobile is Huge
From connecting with users on a personal level to advertising in a convenient way, your brand needs a mobile strategy.
Don’t have a defined mobile marketing strategy? You’ll need to establish one with goals and deadlines that line up with your company’s direction. Direct mobile advertising to your audience through push notifications, search engine ads, app advertisements, and social media ads. Connection with your target audience can be better established with text messages, mobile-optimized emails, social media posts and branded mobile apps. Your strategy needs to consider how your brand can use mobile to approach specific users in your target audience.
From your website to emails and in-app messaging, care for your customer in every mobile experience. Don’t let your brand seem outdated or negligent toward your customers’ needs. You can work this major shift in technology to your advantage. Get on board with mobile now, while it is still fairly early in the game.