V1 Technologies – Dialaphone
Mobile Adoption and its Impact on Mobile Marketing
The rise of the smartphone has been responsible for mobile internet usage increasing nearly twofold each year since 2009. This has led to industry analysts forecasting that mobile users will outnumber desktop users within the next two years.
Unlike the PC, a mobile device offers instant access to emails, the web and much more while you’re on the move. More consumers now look to smartphones, like the iPhone 5 and Samsung Galaxy S4 for tasks they may have previously reserved for their computer or laptop.
The future of mobile
Mobile technology is constantly expanding, both in terms of consumer use and monetary gain for businesses. This year global mobile advertising revenue grew 400% and is expected to continue to do so in 2014 and 2015.
These figures coincide with a press release from IT research and advisory firm Gartner, which states that companies will generate 50% of web sales via their social presence and mobile applications by 2015.
If mobile use continues this rapid growth, online advertising and campaigns need to become ‘mobile first’. Currently only 1% of marketing budgets are spent in this space. Eric Schmidt, Google Executive Chairman, said: “If you don’t have a mobile strategy, you don’t have a future strategy.”
The power of the mobile strategy
Mobile devices are changing the way in which people socially interact with each other as well the way in which brands are looking to engage with their consumers.
If a brand fails to invest enough money to optimise its mobile experience, Google has found that 61% of consumers would switch to a competitor site or application to find what they were looking for. However, if a site is mobile friendly, Google found that 74% of consumers would return again in the future, with 67% likely to buy from a site there and then using their contract phones.
Mobile advertising is one area which businesses are turning to to help increase brand awareness, and it’s already proving to be effective. In January this year analytics company ComScore found that 27.6% of UK smartphone owners recalled seeing advertisements while browsing the web or using applications on their phone. With sites like Facebook now tailoring their advertising to users’ likes and interests, this figure looks set to continue to rise.
Mobile marketing opportunities
Carin Van Vurren, Chief Marketing Officer for technology platform Usablenet, said: “One out of every $10 spent online comes from a smartphone, meaning having a mobile optimised website is now a basic customer expectation.”
Here we take a look at some of the most popular marketing methods currently being adopted by brands as they look to increasing their presence in the mobile space…
> QR Codes
One of the more prominent on the go technologies is the QR code generator. Codes are often found on products, in magazines or on promotional posters and allow potential customers to quickly view information, messages and URLs by simply scanning the code with their mobile devices.
Market research firm CMBinfo.com has estimated that 50% of smartphone users have scanned QR codes, with 18% making a purchase as a result.
> Email marketing
Email is a major area for businesses who want to keep in contact and build relationships with their consumers. Companies can develop brand trust and ensure consumers consider them first and go on to recommend them to others.
Email marketing comes in many different forms, and many companies now encourage customers to sign up for updates or newsletters. This means a company can send its messages directly to the consumers’ inboxes, with mobile marketing statistics suggesting that 74% of mobile users now read their emails on their handsets.
> Social Media marketing
Social media engagement is vital for businesses and while many companies have implemented successful strategies, there are many which are yet to make the most of social media.
Social networks can be one of the strongest and quickest ways to promote a business, product and website, and goes a long way in building trust with consumers.
The average time spent by users on mobile social media rose by 387% from 2011 to 2012, and the use of social media apps now outrank all other types of application. This means a quality presence on social media can be a game-changer in the business stakes.
Greg Stuart, CEO of the Mobile Marketing Association, said: “Every moment is mobile. There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time.”
The adoption of mobile is certainly having an impact on mobile marketing and it’s now vital for businesses to have a strong mobile strategy, in order to capitalise on the fast-growing mobile audience.
This guest post was written by Stefanie Keeling of Dialaphone – home of the latest mobile phone deals.