In an Adobe study of 4000 marketers worldwide, 80% reported not having a mobile marketing strategy for the next 12 months. It’s the mobile age with nearly two-thirds of Americans owning a mobile device so marketers can no longer turn the other cheek to integrating mobile into their marketing strategy.
Just take a look at the following statistics:
- 80% of Internet users own a smartphone. (Smart Insights)
- Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. (CMS Report)
- Smartphone penetration among Millenials is 93% – (comScore)
- 28% of e-commerce happens on mobile devices – Adobe
- Mobile offers are redeemed 10x more frequently than print offers (eMarketer)
- By 2018, it is expected that there will be 242 million LBS users in the U.S. (Statista)
- 72% of consumers agree that receiving a relevant offer on their mobile device while shopping in-store influences their decision to make a purchase. – (ResearchNow)
Today’s consumers utilize their mobile devices for just about everything including, texting, social sharing, researching and shopping. As mobile use continues to grow, businesses need to focus on the consumer experience and deliver a consistent more personalized journey.
A good place to start a mobile marketing strategy is by optimizing your website for mobile. Consumers have different objectives using mobile than a desktop. On mobile, they typically want information quickly. So, keep the content short and simple and easy to locate. It’s important to note that today’s consumers become easily frustrated so any business who doesn’t have a mobile-friendly website is ultimately going to lose sales.
A next step might be to implement a SMS marketing program. Through SMS, you can build a mobile subscriber list that allows you to send consumers who have opted in marketing messages via SMS. SMS marketing is relatively easy and inexpensive, and if utilized correctly highly effective.
Another consideration is integrating location-based technologies. By using beacons or geofencing or both, you have the ability to trigger personalized content while a consumer is in a given geographic area. In a study conducted by Research Now, 72 percent of the consumers surveyed agreed that receiving a relevant offer on their mobile device while shopping in-store influences their decision to make a purchase.
While there is a multitude of technologies to be utilized, it’s imperative that for survival in today’s marketplace, businesses must develop a mobile marketing strategy that focuses on creating a better, more data-driven consumer experience that will ultimately gain consumer loyalty.