Whether you’re in the elevator, grocery store or a work meeting, how often do you see people using their smartphones? While running errands, have you ever tried to get home before having to use it? With more and more apps offering the ability to sync all your information, it’s almost impossible not to reference it, hourly.
If you’re looking for innovative ways to connect with consumers and engage new audiences, start by taking a good look into mobile marketing as part of your marketing strategy. Mobile and responsive design (RWD) websites on the rise and are a great way to facilitate engagement and convert more customers for your business.
We’re a real-time society
Imagine if you received news reports on a two week delay. You’d feel outdated and irrelevant, right? We all want information now–this includes your consumers and prospective consumers. If your information isn’t up-to-date you’ll be disregarded almost instantly.
Give your customers real-time information and connect with them where they are (on their phones). The following can help as ways to create mobile content:
- Think about frequently asked questions from your consumers: are there ways you can facilitate those into a mobile app?
- Could you update the search functionality on your current site so that it’s mobile-friendly?
- Is there a way to provide opt-in text updates about sales or coupons based on geographic location?
Your audience wants real-time engagement. “Do you have an app/mobile enabled site?” will be a common question from your followers. Start by using the information you know about your current consumers/clients–their needs, their likes, their frustrations–and develop ways in which you can answer those with mobile marketing.
Effects of mobile marketing
Businesses have the most to gain from mobile marketing. Mobile marketing can play a critical role in consumer’s decision making process: do you include maps/directions to your locations, distinguish between various location hours or provide readily accessible contact information?
Also consider mobile marketing for the following:
- Increasing your current follower/conversion rate
- Increasing consumer engagement
- Establishing your business as innovative
- Providing positive customer service experiences
- Reaching clients faster (90% of smartphone users read texts in matter of seconds)
Mobile’s math is solid
While you might see everyone using their smartphone or mobile device on a regular basis, do the research about how to effectively use it for your area of business. Know the facts before going all out with your mobile plan and have the statistics to back up your theories. Think about what the following means for your business:
- 79% of smartphone users use their phones to shop (and 74% make a purchase as a result)
- 70% of all mobile searches result in action within 1 hour (Source: Mobile Marketer)
91% of all U.S. citizens have their mobile device within reach 24/7
30% of 55-64 year-olds own a smartphone (and their rate of adoption is increasing faster than any other age group); it’s not just for the young crowd
- In 2012, users spent 63% more time on their mobile device, interacting with apps and websites
Google believes in mobile so strongly it has created and entire methodology to measuring mobile users vs. traditional, mobile site traffic vs. regular and creating fluidity between your different mediums.
Practice what you preach
It’s hard to sell yourself, let alone someone else, on a concept if you don’t understand it or have never used it yourself. Confused about QR codes? Go ahead and snap a picture of one to see how it works. Never participated in a text-to-give campaign? Select your favorite cause and see about making a donation that way. Not sure what an app is or how to use it for your business? Download a few that are in your area of business (e.g. healthcare: First Aid-American Red Cross, nonprofit: Goodwill) to see how they work. Look at how your competition uses mobile to engage followers as a starting point for your strategy.
My point is: You need to immerse yourself in the technology and trends through which your business will grow. Mobile is one of these ways.
Mobile is here to stay
The bottom line is that mobile isn’t going anywhere. Your customers are using mobile every day, and your competition is taking full advantage. In order to sustain, engage and communicate effectively with your customers and any potential customers, it’s time to jump on board the mobile marketing train and start visualizing a plan for how you’ll use mobile to communicate.