The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business


Leave a comment

How Does Mobile Initiate Digital Conversation?

Mobile communication has rapidly evolved, as data technology helps us take it seriously. While we once somewhat playfully awaited “the year of mobile,” we now set our sights higher in light of some serious advancements in the mobile space. The bottom line is that sophisticated audience targeting, propensity modeling, and cross-channel execution are all now in play.

Go Mobile 56With the prevalence of mobile lifestyle and progress openly in play — as far as technology, infrastructure, data science, and the evolving tools set — we are very much living the maturation of mobile. As consumers, and as marketers, we are the mobile opportunity.

 

Advertisements


Leave a comment

Mobile Outlook for Business in 2016

Mobile Research For Your 2016 Marketing Plans

I’ve got one word for your 2016 marketing:Mobile.

Ignore mobile at your peril.

Mobile isn’t about you, your product or your brand.

Mobile is about reaching your prospects, customers and audience where, when and how they want to interact with you. This isn’t a new message, I’ve been trying to tell you this for 5 years now…. 

Mobile marketing success requires contextual relevance. Specifically your audience expects to get easy-to-find, useful-to-current-need-and-location content fast. They want instant information gratification.

2016 Mobile Marketing Trends

woman with smartphone-1

1. 2016 Mobile usage

Mobile, specifically smartphones, is our constant companion. It’s where your audience spends its time.

  • 73% of people always have their mobile device with them (October 2015 Facebook research).
  • People pick up their mobile devices 150 to 200 times a day. Result: Almost 30 billion US mobile moments per day total. (Forrester)
  • Mobile sessions average 1 minute 10 seconds or 177 minutes per day.(2014 Google data)

Before you integrate this research into your 2016 mobile marketing strategy, let’s put that into global perspective:

  • 4.8 billion people globally will use mobile phones in 2016 (Forrester Research).
  • 75% of Internet users went online via a mobile device at the end of 2015. In 2016, mobile devices aren’t only the most popular or commonly owned device, but also they’re starting to overtake all other devices in terms of time spent online (GlobalWebIndex).

Mobile Internet Access

US adults engage in a variety of mobile activities including video, radio (including Pandora) and social media (including Facebook).

US Adult time spent on mobile

                        US Adult time spent on mobile

16 to 24 year olds spend an average of 3.25+ hours per day online on a mobile. Younger demographic mobile usage has grown at a faster rate than older ones.

Mobile Time Spent Online By Age-Chart-3Q2015

 

Online mobile usage is growing fastest in areas where there’s lower Internet penetration, namely Latin America and the Middle East/Africa.

Mobile Time Spent Online By Global Region- Chart-3Q2015

BUT, India breaks the mobile mold.

  • 85% of India’s digital population access the Internet via mobile, an increase of 30 percent since 2Q2012. During this period, Internet access via PCs/laptops remained stable.
  • Average mobile time doubled to 3 hour per day in 3Q2015 from 1.5 hours per day in 2Q2012.
  • 40% of mobile web users share their handset with someone else. This trend differs from any other market (GlobalWebIndex).
  • 11% of India’s Internet users live in rural areas yet represent 70% of India’s population.
  • No brand dominates the Indian mobile market. Samsung (40%) has the largest market share.

Indian Internet Penetration - 3Q2015 - Chart

Indian Mobile Device Sharing - Chart- 3Q2015

Indian Smartphone Market - 3Q2015- Chart

Bottom line: We’re approaching a Mobile Tipping Point when mobile usage exceeds that of all other devices combined. Global Web Index predicts this will happen in 2018.

Your mobile connected and savvy customer (B2B or B2C) demands a quality mobile customer experience.

  • Roughly 50% of US consumers expect to find the information they want or need based on their context on their mobile device.
  • Only 14% of companies Forrester surveyed use mobile to transform their customer experiences. Examples include Apple Pay, Starbuck order-ahead, mobile boarding passes.

Make marketing mobile first to reach your maximum potential audience.

  • Only 25% of companies will fully integrate mobile into their overall business strategies to transform their customer experience (Forrester Research).

Actionable 2016 mobile marketing tactics:

  1. Focus on people, your target audience in particular. Reach them when and where they’re ready to engage with you. Concentrate your marketing on your audience not devices or channels. You need a seamless process. Be prepared to track and attribute customer interactions cross channels.
  2. Understand your customer’s buying process. With a variety of devices and channels available, most prospects no longer go from initial connection to purchase. Research and shopping often occurs across devices or channels.
  3. Plan for thumb action. Appreciate how your various potential audiences will use their mobile device to find, research and purchase your product.

 

2. 2016 Mobile marketing

Be present on mobile so people can find you when and where they’re ready to engage with you.

  • Have mobile websites (65%) and mobile apps (65%), the top B2B marketing mobile tactics.

Mobile Marketing Charts Used By B2B Marketers - Chart

  • Anticipate your prospects’ mobile needs and provide appropriate information.
  • 29% of visitors immediately switch to another site if they don’t get what they need. Every second counts!!!

Mobile Speed Needed –2015 Google-1-1

  • Reduce steps. Mobile owners may use voice search or have trouble with a small screen. Also, offer other options such as phone.
  • Make calls-to-action easy-to-see and respond to. Think fat fingers.

Mobile up, website down

Actionable 2016 mobile marketing tactics:

  • Talk to your prospects and customers to understand how and when they want your information on a smartphone device. Don’t guess–ask!!!
  • Think mobile first. Include mobile in your overall marketing plans.
  • Give customers a reason to buy in your store. Offer them a special deal or other incentive.

3. 2016 Mobile apps

Marketers must make their app critical to their audience’s regular activities or tap into larger third party providers (like Google or Facebook) where their audience already spends their time.

  • 84% of US consumer mobile time per month is in 5 or less apps. Of this, retailers, banks and travel apps collectively receive less than 10-15% of mobile moments measured in minutes (Forrester Research).

Total 15 US Mobile Apps in 2015 - comScore - Chart

Actionable 2016 mobile marketing tactics:

  • Plan for placement on third-party mobile apps. This may require budget just like advertising or content placement. Even if you have your own mobile app, you’ll probably still need the additional reach.

4. 2016 Mobile email

Email can be a filler activity. Translation: Employees read email and other content during their daily commute or other non-work hours.

53.5% was the mobile open share for 3Q2015 US marketing emails. Specifically, email click-to-open rates for 3Q2015 US marketing emails (Yesmail) were:

  • 2015 mobile click-to-open rates were 13.7% up 1.6 percentage points from 3Q2014.
  • 2015 desktop click-to-open rates were 18.0%, down 3.8 percentage points from 3Q2014.

Email opens by device - 2015 Chart

Email opens by device – 2015 Chart

Similarly, 48% of all emails were opened on computers, 40% were opened on mobile phones and e-readers, and 12% were opened on tablets according to 2Q2015 Experian data.

Customers check your email based on use:

  • Business emails were opened most on computers.
  • Multi-channel retailers were opened most on smartphones.
  • Travel emails were opened most on tablets.

Email opens by business type and device -2Q2015-Chart

Actionable 2016 mobile marketing tactics:

  • Check email readability and rendering on mobile devices. Often this depends on your email provider. Unlike other aspects of your 2016 mobile marketing, this service shouldn’t require additional work on your part.

5. 2016 Mobile search

Mobile search supports and improves your other marketing goals.

  • 46% improvement in unaided brand awareness through mobile search.
  • 51% of people find new companies via mobile search (Google).
  • 53% of smartphone owners feel more favorable to businesses providing instructional videos. Don’t forget that you can use YouTube to help you.

Mobile search supports sales - Google

Location matters for mobile

Location data matters. It has an impact on your marketing and results.

Location data types - Graphic

Voice mobile search

Voice mobile search continues to gain traction as smartphones improve and owners get used to it. Only 13% of users have NEVER used this function. 

Mobile Voice Search-16-34 year olds-International-Chart-3Q2015-GlobalWebIndex-1

Mobile Voice Search - GraphicMobile Voice Search – Graphic

Actionable 2016 mobile marketing tactics:

  • Include a separate budget for mobile search. Make sure your phone number, address and email appear in results.
  • Claim your location on maps. 
  • Be visible on search alternatives like Yelp and TripAdvisor. 

6. 2016 Mobile commerce (or Mcommerce)

Mcommerce defined

Mobile commerce is the process of making a purchase transaction using a handheld device. More broadly mcommerce includes pre-purchase research through post-purchase support. You must streamline your buying process as much as possible to reduce steps and time. 

Mobile commerce transactions are expected to reach $115 billion in 2015 and $142 billion in 2016. Mobile commerce accounts for 35% of ecommerce. By 2020, mcommerce will account for 49% of ecommerce ($252 billion) due to its 17% compound annual growth rate. (Forrester).

  • 82% of people consult their phone regarding a purchase they’re about to make in a store. (Google)

Most mobile sales follow into 3 categories:

  • Apparel
  • Consumer electronics
  • Media 

US Mobile Commerce - 2015 to 2020 - Forrester Chart

Mobile Commerce-Chart-3Q2015-GlobalWebIndex-1

In 2014, retailers spent $1.2 million on smartphone investments and $550,000 on tablet investments (Forrester). Invest your marketing budget in:

  • Making checkout easier. Consider the phone speed.
  • Optimizing emails for smartphones
  • Increasing product reviews.
  • Getting prospects to visit your retail location.

As a marketer be prepared to respond to each step of the mobile purchase journey.  Location matters.

  • Make online purchase.
  • Make in-store purchase.
  • Get customer service or make appointment.
  • Get directions to physical location.
  • Tell others.

Mobile purchase interactions

 Shifting mobile purchase behavior

The number of people making mobile purchase transactions steadily increased to 30% in 4Q2015 (24% on a phone and 6% on a tablet) (Facebook IQ).The frequency of mobile purchases increased 35%.

  • Translation: More people bought on a smartphone and they purchased more often.

Mcommerce increase - Chart

 Cross-channel shopping

Cross-channel shoppers used computers over smartphones or tablets to purchase for these reasons (Facebook):

  • 54% of respondents thought bigger screens were easier to use for transactions.
  • 54% of respondents liked seeing all available products on a larger screen.
  • 26% of respondents found getting sufficient purchase information and product/retailer comparison difficult on a small screen.
  • 26% of respondents had trouble entering their data on a smartphone.

Mobile shopper's journey - Research data

Younger demographics are more likely to purchase via smartphones. Also, in regions like the Middle East where there’s better cellular than Internet service, mcommerce is used more often.

Customers use both computers and smartphones to research products but they’re more comfortable purchasing via a computer. This is particularly true of expensive, high-consideration products like cars and insurance.

Mobile Commerce - Research vs Purchase chart

For less important purchases, customers use their smartphone to research products and make choices while purchasing on a computer or at retail.

GlobalWebIndex points out that some mcommerce requires smartphone owners to have a payment app installed and to be willing to use it to make purchases. Current services include Google Wallet, Samsung Pay and Apple Pay.

Apple Pay Chart

This research didn’t include the growing use of products like Square where the seller handles the purchase process. For example, my hairdresser uses Square to handle transactions and I get an email to track my purchases.

It’s still early in the mobile payment adoption process. Therefore people are more likely to use their mobile device to make small regular or impulse purchases rather than expensive, high consideration purchases.

Multi-screen attribution matters.

  • 40% of businesses use first or last touch attribution. Remember you have customers, regardless of which device they use. (Google)
  • 90% of people use multiple devices for purchase related activities.(Google)
  • 40% of people who research purchase via a smartphone buy via a computer. (Google)

Cross device data increases mobile conversions across categories. (Google)But understand that this is a major hurdle for many businesses.

Cross device data improves results - Chart

Actionable 2016 mobile marketing tactics:

  • Incorporate ways to track mobile research and purchase into your marketing. 

7. Wearables

The Internet of Things (aka IoT) has been on the radar for several years. It includes wearables, your home, your television and your car. To increase adoption, people must see its value to their lives.

Given the extreme speed of smartphone growth, wearables have lost some of their edge. People view these products as accessories, not for core enduser experiences. Many use targeted smartphone apps to accomplish the same functionality as a wearable.

  • 5 million US adults 18+ used wearables, including smartwatches and fitness trackers in 2015, up 57.7% over 2014. People wear these accessories or clothing at least once per month embedded with Internet-connected electronics and exchange data with a manufacturer or other connected device.
  • 7 million US adults are expected to own wearables by 2018 (eMarketer). Older Americans are expected to drive wearable growth when wearable health monitoring devices are available. Wearables will become a fashion statement as price decrease.
  • 74% of respondents plan to purchase a wearable device within the next year. Fitness is the key reason: 30% will purchase a fitness app and 27% will purchase afitness wearable. Smartwatches tend to be owned by younger, more affluent demographics. The challenge is still increased functionality.

US Adult Wearable Usage-2015 data-Chart- eMarketer

Wearable Usage By Age-2015-Chart - eMarketer

Wearables Consumers Plan to Buy-2015-Chart - eMarketer-1

The analysis overlooks the issue of tiny screen size for older demographics. Perhaps a smartwatch with voice activation may be better adapted to this market’s needs.

Context is key to 2016 mobile marketing

Where have you heard this before? (Again, for the last 5 years!)

Unlike PCs, your 2016 mobile marketing must be dynamic. It depends on where and what your audience is doing at that specific time and location. Their content matters. You need to deliver the right message at the right time based on your audience’s location and needs.

To tap into the 30 billion US mobile moments per day, Integrate your mobile and desktop marketing plans to respond to your audience on their terms, not yours.

 

 

A special thank you to my colleague Heide Cohen for putting this information together from the Forrester 2016 Mobile And App Marketing Trends Report. Heidi can be found here: 

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on , Facebook and .


Leave a comment

No Joke, Mobilegeddon is 20 Days away. Is your site ready?

Google has announced it’s going to be adding Mobile-friendly and indexed apps to its search ranking algorithm, in what many SEO’s are affectionately referring to as Mobilegeddon. According to Google this will be the largest search algorithm update in terms of number of websites affected in a very long time. So what does this all mean and what you need to do to prepare? In this article we’ll be going over who this will affect and how to best ensure that your website is prepped and ready.

MMG

Google was hard pressed to release any details on the specific number of queries affected but we do know that close to 60% of all Google searches are done through a mobile device. Odds are if you are at the upper end of the search spectrum, your site is already mobile optimized and you won’t get too much of a boost unless your direct competitor falls. The same is probably true for the site that already get very little traffic and doesn’t have a mobile friendly site (because they aren’t getting traffic from mobile anyway).


2 Comments

Own These 5 Tips For A Successful Mobile Marketing Strategy In 2015

Mobility continues to drive major behavioral change in our day-to-day lives. Research has shown that 86% of Americans now use their mobile phones for what is called “just-in-time information”, opening up a world of on-the-go opportunities for creative marketers to sell their wares. So where should they be focusing their efforts?

1. Be Relevant palm-of-your-hand-300x242

Marketing organizations are quickly becoming savvy about the full range of capabilities of smartphones, such as geo-location, and motion and ambient noise detection. These tools enable marketers to surface offers to consumers at the right point in their purchasing process.

What you need to work out out in 2015 is: what are the myriad experiences of your end-users and how can you connect with them in the moment in a meaningful way?

2. Be Contextual 

While some organisations have dipped their toes in the contextual waters in the past year, full power will come when organisations look for relevance beyond their own doors.

Maribel Lopez, author of Right Time Experiences, says these contextual experiences will be delivered by native apps: “Contextual integrations with third party services will be big [in 2015]. For example, an airline app that connects to Uber for airport transportation and traffic data to figure out when to leave.”

This is a huge opportunity to provide value to your end-users beyond just your service.

3. Use in-store or near-store notifications

Many retailers will want to extend offers to potential customers either as they walk past their stores or once they are inside. Lopez explains: “A store will know if you’re in the building, but mobile can help pinpoint where and what content or experience should be surfaced.” The opportunity is to present information based on the exact location.

For example, if your end-user is the children’s department on the 2nd floor, it is a great time to present an offer for buy one, get one free on children’s shoes. It is probably a terrible time to blast them with an offer for power tools.

To improve the seamless experience even further, if your mobile experience includes some sort of rewards programme and you have user purchase history available to you, it is possible to create an experience that takes off from previous shopping experiences. You could also cross reference past history with other similar offers from partners that extends the current experience even further.

4. Make the most of new notification streams

Android and iOS are following in Facebook and Twitter’s footsteps by making data streams a central part of the user-experience. Apps will raise alerts, information, and offers to the notification stream of the mobile device. Users will be able to take actions directly from the interface. This is both an opportunity and a challenge for marketers in 2015.

It is an opportunity because users will be expecting brands to have a presence on the OS’ most prominent platform. The challenge is that there is very limited space to provide any meaningful experience. Marketers will have to get creative and learn how to really pare down their message without diluting its impact; think Twitter marketing 2.0.

5. Seek users’ permission

Next year offers lots of exciting opportunity for mobile marketing. But brands must be careful to not be too invasive. Get permission before extending information and offers to individuals.

Finally, don’t inundate your audience with messages. Remember you are just one part of their overall stream of information. Respect that, and you’ll reach your audience and your 2015 targets.

It’s 2015 and mobile 3.0 is here. Isn’t it time you dive in and own it?


Leave a comment

Five Reasons Why Your Nonprofit Must Prioritize the Mobile Web in 2014

Nonprofits-and-the-Mobile-Web

The Mobile Web is often discussed as a future trend that nonprofits have time to prepare for, but the reality is that by the end of 2014, the majority of your supporters and donors will be viewing your website, email communications,  blogs, and social media content on smartphones and tablets. In truth, the Mobile Web is already here. Going mobile will not be free and for many small nonprofits a costly upgrade, but to successfully communicate your mission and programs and fundraise online in coming years, it is a necessary investment.

1. The Mobile Web will rule by 2014.

2. Mobile email is on the rise.

3. Social networks have gone mobile.

4. Texting is a tool still not mastered.

  • One trillion text messages sent globally in 2008. 10 trillion sent by the end of 2011.
  • Mobile phone owners sent an average of 678 texts a month
  • The majority of the nonprofits that are pioneering texting and/or text-to- give do not have mobile websites. (View CDC TextCDC Mobile Website)
  • Priority #4: Start collecting mobile phone numbers and launch a texting and/or text-to-give campaign.

5. Mobile giving is the future.

 

Original post Here


Leave a comment

For mobile, it’s the right place, right time, right now

Mobile’s impact is undeniable, but its “moment” cannot be boxed into a single year – it is an evolution. 

mobile-ads-boom

This evolution is now at a point where mobile – specifically smartphones and tablets – is more pervasive than it has ever been. Consequently, the experiences it enables is allowing brands to engage with consumers in ways and at a scale unlike anything before.What does this mean for mobile in the next 12 months? With our mobile-first roots, we see four key themes that will propel the next phase of mobile marketing in 2014: audience targeting; creative capabilities; programmatic; and measurement.

Audience targeting and “the era of you”

What is relevant to a consumer changes throughout the month, the day, even the minute. With mobile, marketers are able to determine when they reach their consumers, increasing relevancy to their target audiences at the moments that matter most.

New technologies will help brands to reach defined audiences in specific places by leveraging data such as real-time location, cross-screen as they move from device to device, and demographic profiles – including age, gender, household income, language, education and more.

Mobile is a highly personal device, and consumers are willing to receive content and messages from brands that are relevant to them at any point in time. In 2014, brands that are switched on to this will be able to gain competitive advantage by responding to every shift in data, continually refreshing and identifying audience segments when individual interests, activities and needs change.

Mobile is the ultimate blank canvas for creatives

There are still some marketers who feel that the mobile screen doesn’t present the same opportunities as TV and online when it comes to engaging consumers, because of its size.

As smartphone and tablet penetration continues to rise, these marketers are in danger of being left behind as others capitalise on the capabilities of mobile devices. Mobile ties together many features – from voice to touch, accelerometers to vibration, connectivity to location and everything in between.

Rich-media solutions including gamification and video also enhance brand messaging and create more memorable consumer experiences. As understanding of the capabilities of mobile increases across all device types and platforms, marketers in 2014 will push to devise creative solutions that have even more impact on consumers.

Programmatic will have an impact on buyers and sellers across mobile

Programmatic buying – one of the buzzwords of the past year – looks set to increase by more than a third (38%) in 2014 to $4.66bn according to eMarketer, which raised its estimate for the second time in three months at the end of 2013. But the way things are progressing, this could still turn out to be a fairly conservative prediction.

One benefit of programmatic buying is its flexibility, as it provides marketers with lots of data to help them quickly view performance and shift budget to maximise interactions and conversions. This flexibility will lead to significant advances in 2014 for media buyers, as marketers embrace programmatic mobile buying to target consumers more precisely by leveraging multiple pieces of data.

Real-world measurement arrives

Measurement is one of the most important issues in mobile advertising. Mobile has moved from an “experimental” to a “strategic” phase in the past year, and brands need to feel confident their investment is having an impact. Hot topics like targeting, real-time bidding and video are already helping to demonstrate the effectiveness of mobile marketing. However, the next step will see measurement move into the physical world, allowing advertisers to track conversions beyond the device itself.

In 2014, marketers will look to real-world measurement as they track how mobile is driving consumers to specified actions, such as foot traffic to a specified point of purchase, transactions per purchaser and high-funnel activities such as awareness, intent, consideration and recall.

At the core of digital advertising

Mobile remains (arguably) the most exciting domain in digital advertising. While marketers need to move away from trying to label a “year of mobile” in 2014, the stars are aligning to suggest it is in the right place at the right time. So we can expect to see the continued growth and opportunity as brands no longer ask “why?” but “how?” when it comes to mobile.

Original artical here