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.
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.
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)
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 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.
Be present on mobile so people can find you when and where they’re ready to engage with you.
- 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.
- Mobile email. Email can be a filler activity. Translation: Employees read email and other content during their daily commute or other non-work hours.
- Check email readability and rendering on mobile devices. Often this depends on your email provider (I use Aweber.) Unlike other aspects of your 2016 mobile marketing, this service shouldn’t require additional work on your part.
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.
What do you think will be the key 2016 mobile marketing trends and why do you think so?