Imagine going back in time and telling marketers they can now communicate with customers anytime, anywhere and on any budget. Not only can you communicate with them, but customers want and expect it too. Oh, and by the way, these same consumers will generate branded content and basically do half your job. Things that sounded crazy 10 years ago are so common today that we take them for granted. Becoming a marketer is one of the most amazing times in the history of marketing. Mobile technology and consumer habits are opening up new and exciting ways to reach your customers. The possibilities are endless, the only limit is your creativity. With the advent of new technologies such as augmented reality and artificial intelligence, these interactions have become more immersive. Brands are able to reach customers through authentic communications that provide value and build trust, not through giant billboards on their faces. More people have access to mobile devices Today, it's no surprise that owning a smartphone is more common than owning a desktop or laptop. People are more likely to use smartphones when considering a purchase or getting answers to questions. Mobile devices are more portable and convenient no matter where you are. If mobile is where consumers are, then this is where businesses should focus their efforts. More people have access to mobile phones Mexico, Indonesia and India each have more than four times as many smartphone users as desktop users.
Mobile customers in the UK, US and Canada will also be able to use desktops, but will spend more time on mobile and will likely only transition to mobile over the next decade. Today, about 20 percent of U.S. adults "use only their smartphones." People in these countries are already spending more than twice as much time on mobile devices, even if they have desktops. Mobile only Strong mobile connection We carry our smartphones with us—and let’s be honest, we panic if we can’t find it. We check our mobile phone an average of 47 times a day because it has become an important source of information in modern life. That alone can change things. However, mobile has not only gained rapid and widespread attention, it has also changed people's values. Mobile technology is industry mailing list an on-demand world where consumers expect items to be delivered to them faster and more efficiently. It has created new opportunities in almost every industry. This is possible because of the direct connection brands have with consumers on mobile devices. Many modern brands rely solely on mobile devices to interact and transact with customers. Google coined the term "micro-moment" to describe an intent-rich moment when a person turns to a device to fulfill a need—know, go, do, or buy. These micro-moments are increasing, and with them are opportunities to engage with customers. This gives companies the opportunity to deliver the content users are looking for and ultimately gain business. The winner of these micro-moments will be determined based on the quality of the user experience. Brands need to understand the mobile customer journey and how customers are there when they need something.
Mobile provides users with a variety of ways to interact with and consume media. For example, video is by far the most popular format for mobile users, regularly attracting 82% of mobile viewers. Social networking and audio content are a close second, attracting 70% of mobile users on a daily basis. Mobile games, while less popular, are still used by more than half of mobile device users. More ways to deliver information Mobile also "invented" and improved almost every other marketing method available. There are dozens of possible channels you can use to deliver your marketing message. The following eight are the most effective on mobile, and present some noticeable differences on mobile compared to their desktop counterparts: Social Media - Social media and mobile devices are linked in many ways. The way their audience grows and responds to content is very similar. The 55+ user base is the fastest growing on both platforms. For the most popular social media platforms, including Facebook, Twitter and Pinterest, 80% of the most active users will primarily connect using mobile devices. 55+ User Mobile Email – Email marketers can no longer ignore smartphones and tablets. They represent a large portion of all email interactions and revenue. Emails are primarily read on mobile devices, with 61% of email opens happening on mobile devices. Email Mobile SMS/SMS - SMS is becoming an increasingly popular way to contact customers. In fact, by 2020, 48.7 million consumers will choose to receive business text messages. These messages can be appointment reminders, promotions, or time-sensitive updates.
Customers are more likely to opt-in to receive messages from businesses they already deal with, and 90% of those text messages they receive are read within three minutes of receipt. Video – Video is the most consumed form of mobile media. Twitter believes that 90% of its video views come from mobile users. Mobile users are also 3 times more likely to watch video than desktop users. Native and Progressive Web Apps – Mobile phone users spend 92% of their time in apps. Proper use of mobile applications can provide your customers with a great user experience. With an app, customers are likely to spend more time with your brand. This can be research, shopping, communication or using tools. Push Notifications – A marketing tool almost exclusively for mobile devices, push notifications are interrupt-driven and can get noticed quickly. According to the Localytics research, “Push notifications that add the most value are triggered by users’ stated preferences. About 49% of respondents said these types of notifications lead them to use the app more .” Marketing Personalization Mobile marketing creates an opportunity to personalize digital experiences by collecting consumer data. While data may seem daunting at first glance, with the right tools, tailoring the experience to each individual is easy. The goal is to understand how much your customers want to interact with your brand and through which channels. In addition to understanding your customers' needs and wants, you want to allow them to choose how they receive communications. If they just want a weekly email newsletter, they should be able to have it, while everyone else gets it once a day. The same goes for push notifications. While these are arguably the most effective tools a mobile marketer can use, they're also the most likely to be a double-edged sword. Push notifications (if not needed) are annoying. The more relevant, the more personalized, the better.