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.
With 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.
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.
Mobile, specifically smartphones, is our constant companion. It’s where your audience spends its time.
Before you integrate this research into your 2016 mobile marketing strategy, let’s put that into global perspective:
US adults engage in a variety of mobile activities including video, radio (including Pandora) and social media (including Facebook).
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.
Online mobile usage is growing fastest in areas where there’s lower Internet penetration, namely Latin America and the Middle East/Africa.
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.
Make marketing mobile first to reach your maximum potential audience.
Actionable 2016 mobile marketing tactics:
Be present on mobile so people can find you when and where they’re ready to engage with you.
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.
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:
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.
Mobile search supports and improves your other marketing goals.
Location data matters. It has an impact on your marketing and results.
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.
Actionable 2016 mobile marketing tactics:
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).
Most mobile sales follow into 3 categories:
In 2014, retailers spent $1.2 million on smartphone investments and $550,000 on tablet investments (Forrester). Invest your marketing budget in:
As a marketer be prepared to respond to each step of the mobile purchase journey. Location matters.
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%.
Cross-channel shoppers used computers over smartphones or tablets to purchase for these reasons (Facebook):
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.
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.
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.
Cross device data increases mobile conversions across categories. (Google)But understand that this is a major hurdle for many businesses.
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.
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.
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:
Any business owner will tell you that offering free Wi-Fi for guests is never free.
Like all other monthly expenses that plague a business’s profit, Internet is too costly a resource to just give away. There are ways to generate a return on the monthly investment of providing Internet for your guests, such as collecting info through Wi-Fi sign-ons for your marketing database. You can also prompt them to follow/like/check-in on your company’s social media pages or submit a review using Yelp. These tactics are known as Wi-Fi marketing, as they assist your marketing strategy using the power of Wi-Fi.
Did you know that 77% of consumers spend more time in venues with Wi-Fi and 63% spend more money? Turnstyle transforms your Wi-Fi network into a powerful marketing asset that builds your customer database, promotes your business and collects valuable insights.
Location-based marketing is quickly becoming an essential part of every retailer’s business strategy. 72% of consumers are more likely to respond to marketing messages when they are received within sight of the retailer.
“What gets measured, gets managed”, holds true for any organization. Our analytics feature takes the guess work out of determining the success of your marketing campaigns, while also giving you deep customer insights.
|Retail Segment||Average Sales Increase (%)||Average EBITA %
Revenue Before WiFi/Mobile
|Average EBITA %
Revenue After WiFi/Mobile
|% Increase in EBITA|
|Food, Drug, C-Stores||0.9%||4.8%||5.1%||5.8%|
Eighty-four percent of mobile owners say they use their devices while watching TV to socialize with friends and surf the Web. Of those, more than one million a day use Twitter to comment on the programs they’re watching.
What does this point to? It points to the fact that the days of considering social and mobile as two separate items are over. There is no social or mobile. There’s only social and mobile.
Here’s another fact worth considering: Facebook has nearly a billion users who access the platform via a mobile device. Even more amazing is that the majority of Facebook’s revenue comes from mobile ads. That’s right – Facebook makes more money off of mobile than they do off of desktop.
The starting point is to wrap your mind around mobile marketing in general. By understanding the fundamentals of mobile marketing, it’ll be easier to see how to use social and mobile to connect with your prospects and customers.
Let’s start with a key fact-we’re a nation of multi screeners. In other words, we don’t simply use TVs or computers or smartphones or tablets to gather information about products or services. Instead, we use TVs and computers and smartphones and tablets to gather information.
Given that, it’s important that any mobile campaign integrate seamlessly into a larger marketing program. Traditionally, this meant that a mobile campaign would be reverse-engineered to fit back into the larger marketing program. In other words, businesses would develop their marketing campaigns and then insert a mobile marketing campaign into the larger program.
But a more sophisticated approach is to actually think mobile first. After all, in the very near future, the primary way your consumer will connect with your brand will be via mobile device. In other words, mobile should be thefoundation of your marketing program, not an afterthought.
It’s important to consider the environment your prospect will be in while using their mobile device. Will they be entering a restaurant and using their smartphone to check in on Facebook? Will they be using a tablet to tweet to friends while watching TV? Or will they be uploading a photo to Instagram while on vacation?
The likely result is that they’ll use their mobile devices in all of the aforementioned scenarios and many, many more. After all, part of what makes mobile relevant is that people have their mobile devices with them virtually all of the time. That includes while they’re at the store, while they’re watching TV, and while they’re in the office.
So, it’s your job as a marketer to engage them with your brand in a contextually relevant manner. In other words, it’s your job to provide them with information about your brand that takes into consideration where they are at the time they’re receiving your messages.
They might understand what a mobile website is and might even understand how it differs from a mobile app, but they still haven’t had a chance to see all the tools at one time. In other words, they haven’t explored each element to see how it might work with the other tools available to them.
Although new mobile tools are coming online with relative frequency, several are particularly important. What follows is a brief summary of each:
Here are some immediate action steps to help you dive in to social/mobile. For detailed descriptions or for customized solutions to fit your own goals and objectives, please don’t hesitate to contact me.