Today I am going to talk about Mobile Marketing. So why is mobile marketing relevant to you? Well times have shifted in the digital marketing world. A challenge was proposed when consumers started engaging with digital content across a plethora of platforms. In addition to media consumption from different platforms, younger generations and their media habits offer important insight in to the future of digital marketing.
With this post, I will address the changes and shifts marketing has endured, mobile apps, and mobile site optimization.
Let’s take a look at some shifts and changes in the media environment.
The invention of smartphones has lead the shift from desktop to mobile platforms. Consumer technology trends have been evolving fast. Smartphones were first introduced in 2013, leading to the introduction of users who engage in both mobile and desktop devices, also known as multi-platform users. According to this white paper by ComScore, by the end of 2013, 56% of digital media consumers constituted the multi-platform majority. This change has made consumers potentially more reachable if executed correctly. An exciting new opportunity for marketers, and more open avenues for digital monetization.
Mobile usage is incremental. Almost all of the growth in internet usage has come from smartphone and tablet usage. Since the end of year 2010, smartphone engagement has grown from 131 billion total minutes spent on the platform to 442 billion by the end of year 2013.
Smartphones have surpassed desktop usage.
What does this mean? It is crucial for marketers to understand when, where, and how their target audiences consume content. Each of us must understand the multi-platform environment, develop and tailor the right strategies, and execute strategies through measurable analytics.
Now, I have mentioned that smartphones have surpassed desktop usage, but what specifically is being used on smartphones? Well not surprisingly, mobile apps. Approximately 7 out of every 8 minutes on mobile devices are spent in apps. Interested in more fun facts about mobile apps? Read on.
- More than 1/3 of all U.S. smartphone owners download at least one app every month.
- The top 7% of smartphone owners account for nearly half of all download activity in a given month.
- 57% of smartphone users accessed apps every single day.
- 3 out of 4 minutes occurs on one of the individuals top 4 apps.
What types of apps do people spend their time in? Well 54% of their time is spent in apps that belong to one of the following four categories: social media, games, radio, and multimedia. More specifically, the largest digital media brands hold the highest app engagement. These brands include top companies such as, Facebook, Google, Apple, Yahoo, Amazon, and Ebay. Facebook is not surprisingly the #1 app in both audience size and share of time spent among each of the different demographic segments.
Have you ever thought about companies that have successfully created addictive apps? I have. What comes to mind is an app affiliated with a coffee shop you may have heard of called, Starbucks. According to this article from The Washington Post, 16% of the total number of transactions are made with mobile payments. They have been successful for a few reasons. Most of their app is fully integrated with the My Starbucks Rewards program which connects shoppers to discounts and promotions. Their rewards program recently surpassed 9 million people! Not only has Starbucks been successful at increasing brand loyalty, but they have also managed to create rich amounts of data that can be leveraged for future marketing tactics. Some companies like Starbucks, have been hugely successful at implementing apps, but are apps for everyone?
Are Mobile Apps an Attractive Investment?
The answer is like most things in marketing, it depends. For top social media players like Facebook and Instagram, the answer is definitely. If your business fits in to one of the four mentioned categories, then I would also say, yes. However, for startups and smaller players that do not fit into the top apps list, there may be a more beneficial, less expensive alternative. What am I talking about?
Mobile Site Optimization
I am talking about mobile site optimization. From June 2013 to June 2014, the digital time spent on mobile sites has grown 17%. Mobile site optimization takes already existing sites and makes them more compatible with multiple platforms. It looks at things like site design, page speed, and site structure. What is the best part? If your site is already designed for search engine optimization, then often only minimal changes are required. This also means it is much less expensive than hiring an app developer to basically start from scratch.
Advantages to mobile site optimization? I did some digging and found these five reasons from The Huffington Post:
- Happier Users – Happier users are better for the overall brand image.
- More Traffic – Site accessibility from multiple platforms will increase site traffic potential.
- Better Brand Engagement – Ease of use provides a more satisfying experience that fosters trust and affinity.
- Decreased Bounce Rate – Users will be more inclined to leave your site if it is not optimized for mobile devices.
- Increased Conversion Rates! – Mobile shoppers have little patience. If your CTA’s are clear and easy to click, users will be more likely to purchase from an engaging mobile experience.
Hopefully by now you understand why mobile marketing is such a vital element of the digital media world. Mobile apps have been at the heart of media consumption from multiple platforms such as, tablets and smartphones. Whether or not they are right for your business, is a question left for you to answer. At the least mobile site optimization is a must for your company. It will only enhance the brand image and without a doubt, increase the potential of profit in your pocket.