The True Power of Mobile Marketing Revealed

Smartphone usage has officially exceeded desktop usage!  This should not be too much of a shocker to most of us.  Many individuals today have a very close relationship with their mobile devices, especially their smartphones.  One could even envision mobile phones as an “adult Binky”.  People engage with their phones from the moment they wake up and check the weather or the stock market to evening activities such as checking the news or listening to the radio.  Americans in particular have difficulty living without their mobile devices.

“Mobile’s unique characteristic as a device is that it is always on and with the consumer. So it can be integrated into and enhance other consumer touch points, including TV ads and brick-and-mortar locations. In the absence of another touch point, mobile interactions are part of a larger consumer journey. And, it is not just a single media channel. Mobile enables delivery of a wide variety of interactive paid, owned and earned experiences.” – Paul Gelb, VP and Mobile Practice Lead at Razorfish

This close relationship could easily be attributed to the convenience and anytime access to the internet provided by mobile phones.  The high quality applications that are available to users is a key driver of the mobile markets growth.

Mobile marketing provides numerous opportunities for companies to leverage their brand in the mobile environment.  You may be thinking okay so what my company needs is an application.  Stop.  Before you think any further you should take into account the numbers behind mobile application usage by consumers.  As mention in comScore’s US Mobile App Report, “the majority of mobile app engagement comes from only a select few categories, with social networking, games, and radio contributing nearly half of the total time spent on mobile apps.”  In addition that about three out of every four minutes of application usage occurs on one of the individual’s top four applications.  These numbers suggest that unless you can be sure that your application will rank in if not close to the top four applications used than it is not a wise decision invest heavily in mobile application development.  Just because your competitor develops an applications that does not necessarily mean that is the right strategy for your business.  Although applications are getting most of the attention, there is still hope in the area of mobile-friendly website design and optimization.  One of the deciding factors between the two strategies is the way in which your customers are using mobile as well as when they are engaging.

In order to take full advantage of mobile marketing you need to figure out what your customer’s mobile needs are.  Are they using it to collect information or are they looking to make a transaction on the go?  By asking those questions you and your company can better optimize your website for the mobile environment and the consumers themselves.

The types of searches that consumer perform on their mobile devices are more geared towards informational searches such as quickly looking up a location, looking for directions, checking store hours as well as transactional engagement.  What is so great about mobile technology for marketers is that when consumers are using their mobile device they are often focused on one specific piece of content in one specific place.  Due to the limited focus of consumers in their mobile experience, marketers can have a better chance at successfully engaging with them in the right way, at the right time.  It’s really important for a mobile marketer to understand how and when people are active on their mobile devices.  Miller Brown provided a set of graphs that show the daily consumption patterns for each type of device.

Times for Device Usage

A digital marketer can take this information and use it to schedule their advertisements according to the user’s consumption patterns thereby increasing the chance of user engagement.  In the graphs above their is a clear distinction between the use of smartphones and desktops.  The difference between the two tech products are they way in which each of them are used.  Smartphones are great for checking things on the move, checking the weather, and other more frequent short term interactions.  While desktops show a moderate bell curve.  Desktop usage for internet engagement is definitely not dead, it is merely used for more complex searches that would be efficient when done on a mobile device.  So, with these ideas about how users engage differently amongst the various devices you can dive deeper into the mind of you customers and develop the most relevant advertisements for them.

To leave off this is what NOT to do:



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