This 2 minute video should help clearly define what mobile first really means to you and your business.
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:
Dramatic performance improvements in mobile communications standards have propelled mobile to become the fastest adopted technology of all time.
Mobile is connecting and empowering consumers—everywhere.
Small and medium-sized enterprises (SMEs) that adopt advanced mobile technologies are the fastest growing.
Mobile technologies are fueling economic growth, driving recovery from the global recession.
The mobile industry has made massive investment in new infrastructure and R&D.
To ensure that the mobile revolution continues and expands, policymakers must support an environment that fosters innovation and investment. Future growth of mobile depends on continuing the policies that enabled the industry to get where it is today.