The Significance of Mobile Marketing
What is mobile marketing? This concept encompasses the entire process of marketing to, and communication from, a mobile device. This article will concentrate on cell phones, as they are the devices driving the changes in consumer shopping and buying behavior (as opposed to tablet devices such as the iPad).
The mobile marketing process includes all actions from cell phones with websites, phone calls, advertisements, internet searches, and eventually, purchases. This also includes analyzing (analytics) all of those transactions to determine which campaigns, landing pages, and internet searches drove the traffic and the sale. In fact, it doesn’t matter whether you’re in the B2C or B2B universe, mobile is king.
Statistics and Trends
- Do you need some convincing on mobile’s importance? If so, check these internet and mobile statistics below.
- 61% of global internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)
- 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012)
- We conduct an average of 12 billion searches per month on the web in the United States. (comScore, July 2014)
- 80% of all cell phones in the US are smartphones
- 75% of Americans admit to using their phone while in the bathroom, according to a study by 11Mark
- 70% of all mobile searches result in action in one hour (Mobile Marketing)
- Click-to-call commerce stands at 1.12 trillion in 2015 and is expected to grow to 1.94 trillion in 2019.
The following numbers are supplied by comScore from the 2015 Holiday season. In particular, look at the increase in mobile commerce increase in 2015 over the year prior.
The time for mobile marketing is now. If you do not yet have a plan, do it now. The longer you wait, the farther behind your competition you will be.
Let’s talk about mobile
So, how big is mobile? Well, have you looked around you? We’re using our phones all day, every day – talking on them, texting on them, and searching on them. In fact, as their screens become larger, people choose them over tablets, and as the above table shows, their use as a sales driver is growing as well.
In certain industries, you absolutely must have a “mobile-first” mentality – such as restaurants, bars, and nightclubs. The first thing I would do if I owned a restaurant would be adding a call extension to my search ads so that in one touch my customers can reach me. In making reservations, locating the restaurant, letting the restaurant know they’ll be late, it’s an indispensable tool in keeping in touch with your customers. In the end, it’s really an understanding of how the modern world works.
In other words, consider when you search for something on your cell phone. You use it differently and at different times from your computer; very often, you’re away from home when using your cell phone and in need of something. That’s the key difference between search on a phone and search on a computer – immediate need. If you’re not prepared for business on the mobile platform and that includes all elements of the marketing process, you’re losing business.
It’s more than customers calling you
In short, mobile marketing is about SMS as well. There are many people who are opting in to receive text messages from companies and becoming part of a new and immediate marketing channel.
Why are more and more businesses choosing SMS? It’s simple, really. The majority of all texts are read immediately – compare that to radio and television, which are instant media forms as well, but many people will abandon the channel before the message is seen or heard. They may not act on a text message, but the chances are overwhelming that they will have read the message. This is a huge marketing advantage.
SMS is being used by small and large companies, as well as by B2C and B2B businesses; from doctors and hairdressers to the bigger corporations like Pepsi, people who have voluntarily opted-in to receive your messages are becoming an increasingly valuable marketing commodity. SMS is also the perfect way to communicate with your customers in real time, such as texting your consumer and letting them know their table is ready.
This is a key feature for any full-service call logistics company, which would offer you the opportunity to take advantage of SMS and text messaging.