mobile marketing: why you can no longer do without it
TRANSCRIPT
Mobile marketingWhy you can no longer do without
it
A constant growth
In the last year alone, 2015, the number of people that use mobile apps and sites grew by 38%
“Super User” - people that use apps from 16 to 60 times a day, are 590 millions, up 34% in the last 12 months
http://flurrymobile.tumblr.com/post/124152019870/mobile-addicts-multiply-across-the-globe
What do people do on mobile?
75% of emails, 60% of Facebook posts and 90% of tweet are viewed on a smartphone or tablet
By 2020 over 70% of the World population will own and use a mobile device
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?IR=Thttp://www.ericsson.com/mobility-report
Why mobile marketing is essential and strategic?
To understand why mobile marketing is an essential tool and unstoppable trend you need to explore what new consumers want, grasping the new “mobile mix”:
1.“what”
2.“when”
3.“where”
4.“how”
#1 What - a custom experience
People expect tailor-made communication that are in line with their habits
If you knock at your customer’s door (with a mobile-optimized email, push notification or other) to offer him cookies while he is having tea - you have already won his heart
#2 When - the importance of immediacy
People love when brands and businesses are synced with their daily activities and respond very well to contextual promotions in line with the moment they are living
Coupons that are sent to the customer while he is in the store are a simple yet extremely effective way to “seize the moment” and do more business
#3 Where – proximity mobile marketing
Search engines are the most visited sites on mobile and 70% of these searches leads to an action within one hour
L’Oreal created a campaign where customers could find the closest shop with GPS and an app. Redemption was 20% versus the average 8% of “traditional” campaigns
http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey
#4 How - the integrated path
The buying experience is increasingly more mobile and lived on-line and in-store
It is also a multi-platform experience: customers use PC and mobile when shopping in the 57% of cases
Contents have to be optimized for any device and be part of a common “story”
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/UK-Digital-Market-Overview-February-2014
So what is the first step of a sound mobile strategy?
The first step starts at the bottom: a website which works perfectly on mobile
Trying new ideas and tools on mobile can be done with small investments and very short development times, also for very small, small and medium businesses
The Return On Investment will be astounding - while waiting might prove lethal
Start now!