So, what is “Mobile Marketing”, anyway?
Maybe it’s best to know what it is not.
First, mobile marketing is not slapping a logo on Flappy Bird, Words With Friends, or Unicorn Disco. These are Whoopie Cushion apps — fun, but kid stuff.
Next, think about your neighborhood restaurant’s website and how difficult it is to use on your phone. Tiny script. Hide-and-seek animation. Two finger pinch and zoom. Over-sensitive scrolling left and right. Whack-a-mole taps on tiny menus and links? Hello, back button. This smart phone app makes us feel clumsy and stupid. Welcome Gulliver, to the Lilliputian web.
It’s not that either.
Mobile marketing is as simple as optimizing marketing usability for people using a mobile device. I’ll say that again: “optimizing marketing usability for people using a mobile device.”
In the USA, 94% of people with smartphones search for local information on their phones. Even 77% of mobile searches occur at home or work, places where desktop computers are present.
According to the Google Multi-Screen World Study (more on that later), 90% of online users utilize multiple screens sequentially to accomplish a task over time. This means that an individual could start reading about your product or service on their Android, continue on a tablet, then purchase on a laptop.
Mobile marketing creates a seamless, optimized, easy-to-use experience on each of these devices.
To do this successfully, marketers need to be thinking about responsive design, lead generation, and mobile-specific Return on Investment (ROI).
- When you have a responsive design, your website will appear formatted and beautiful across any device.
- Then, zero in on lead generation using familiar tactics used in other areas of your marketing.
- And, once that’s executed, track the actual ROI associated with your efforts.
Let’s get down into the nitty gritty here, and in future posts, to help get you started on your journey toward mobile adoption enlightenment. The best place to start is to ask this questions:
Isn’t “being mobile” just building an app? Short answer: NO!
MORE THAN JUST BUILDING AN APP.
When you hear, “We need a mobile strategy,” do you think, “We need a mobile app”? If so, stop it. Just stop it.
Having a mobile strategy extends far beyond having an app.
According to KPCB Internet Trends 2014
- Smartphone subscribers are up 20%
- Tablets are up 52% with huge growth
- Mobile Data Traffic is up 81% with accelerating growth
In addition, video is a strong driver. Your current website analytics will show you how much; we have seen clients with as much as 70% mobile internet traffic.
As these numbers continue to grow, how do you ensure that the audience coming to your website with mobile has the same experience as the desktop audience?
Learn more in this blog series:
- What is Mobile? Isn’t it Just Building an App? (this post)
- Next: Generate Leads with Responsive Design
- Coming very soon: Generating Leads With Mobile Marketing
- And lastly: Best Practices: Unlocking Mobile ROI