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
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).
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.
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.
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:
- 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.
- 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.
- 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.
- 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!!!
- 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.
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).
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.
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.
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.
Location matters for mobile
Location data matters. It has an impact on your marketing and results.
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.
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)
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:
- Consumer electronics
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.
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.
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.
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.
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.
Actionable 2016 mobile marketing tactics:
- Incorporate ways to track mobile research and purchase into your marketing.
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.
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:
Facebook and Twitter are two of the most popular social media platforms available – and yet, the efforts of companies to promote their product on either platform may just be wasting their time and money, according to a new report by market research firm Forrester Research. At the same time that social media advertising is on the decline, text message marketing efforts are on the rise.
So if you’re a marketer trying to decide where to allocate your budget for consumer engagement, read between the lines – or just more of this blog post – in order to understand what it is, exactly, about social media that doesn’t work, and what it is about text messaging, that does.
The decline of Facebook and Twitter
The Forrester report, titled “Social Relationship Strategies That Work,” explains that on Twitter and Facebook, posts from top brands reach only 2 percent of their followers. And the percentage of people who engage with those posts? An even smaller number: .07 percent of users. That small number includes targeted advertising and promoted content – in other words, the kind of content that brands think will engage people over social media.
“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” says Nate Elliott, vice president and principal analyst at Forrester. His suggestion? Stop making Facebook the center of your relationship marketing efforts.
Text messaging picks up the ball where social media drops it
While social media advertising wanes, mobile marketing is stronger than ever. A 2015 Global Data-Driven Survey reported that the future of marketing is “all about getting personal”, which means that marketers should start trying to connect to consumers on the most intimate channel there is – text messaging. Text messaging, with its 100% delivery rate, instantaneous reach, and ability to segment and target users, is the perfect tool for marketers who are looking to take their company or product to the top.
90% of marketers say that individualized marketing (such as SMS campaigns) is a priority for them. Even beyond segmentation, they want to create one-to-one personalization in real time. The reason marketers prefer text messaging is because it is faster and more accurate than other channels. Text messages are delivered right to a person’s phone, speaking to them in the moment and connecting with them where they’re at.
Indeed, the psychology behind marketers wanting a more direct connection with consumers is easy to understand: in a world that is increasingly packed with information, people don’t have the time or inclination to scroll through ads that may or may not apply to them. They want to feel personally addressed and not just another face in the crowd, along with everyone else that your company is trying to reach.
Text messaging is the best platform to create value
This is not to say that brands should stop using social media altogether. Twitter and Facebook are great places to build a brand identity, but social media is simply not where engagement happens. Text message marketing is where real relationships are built – and where the real value is.
The value of a “like” on Facebook is not the same as the value of somebody responding “yes” through the intimate, one-to-one channel that text messaging provides. A person who retweets a Twitter message does not have the same impact as a person who texts in a friend’s phone number as a personal recommendation for joining your mobile list. To put it simply, text messaging offers a one-to-one connection that cannot be beat – and that is where its real marketing power lies.
Read original article from Mobile Commons here
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.