Consumers are spending more and more time on their mobiles rather than desktop. When it comes to search 50% of mobile users start their search process on their phones and 46% use their mobile as their primary search tool. They are constantly checking their emails at least once a day on their phones and regularly use social at least once a day and increasingly doing mobile shopping. And it is also the extent and intensity of a consumers interaction with their mobile device that is also worth noting. On average consumers check their phone more than twice an hour and interacting more than 50 times a day (Deloitte, 2014).
In a recent survey by Deloitte, Australia was the sixth most concentrated smartphone market in the world with 76% penetration higher than the US and UK (Deloitte, 2014). What once was a new concept in digital marketing is now one of the first to be considered in many marketing campaigns because of its rapid growth in recent years.
More than ever, marketers have to consider mobile into the mix. A Salesforce report indicated that 31% of Australian marketers plan to shift spend from traditional mass advertising to advertising on digital channels (Marketingmag.com.au, 2015). So what does this mean to marketers?
Marketers need to consider developing content suited for mobile audience, time targeted or location-based campaigns and improving the experience for mobile users.
Content suited for mobile audience and improving mobile experience
With more and more consumers searching on their mobile, marketers should consider to mobile-optimise their content strategy to extend visitor engagement and convert mobile users into customers. Don’t you hate it when you go to a website on your mobile to purchase something only to have a really bad experience trying to check out? The first thing digital marketers need to do is ensure their websites are equipped being mobile friendly. This allows for a positive consumer experience and navigation. Functionality, navigation and content consumption need to be factored in to help convert audiences into potential customers.
Marketers also need to leverage video content on mobile with more than 28% of online consumers watching video on their mobile device (CMI, 2014). Options of short or long form video depend on the platform in which it is being played to make sure the message is catering to their audience within that platform (for example short videos on instagram and long from videos on youtube).
Besides having a mobile friendly site another effective mobile strategy is considering having a mobile app. More and more small to medium sized business are either creating apps or associating themselves with mobile apps. Take for example the mobile app ‘Skip’ which is an order and pay service allowing cafes and other restaurants to reach more customers by associating themselves with this app which allows consumers to ‘jump the cue’ by pre-ordering their coffee at their favourite café. The benefit of having an app based on Haselmayr, 2014 is that:
- Visible to customers at all times
- Create a direct marketing channel
- Provide value to customers
- Build brand and recognition
- Improve customer engagement
- Stand out from competition
- Cultivate customer loyalty
Time-targeted or location based campaigns
Understanding how your consumers engage with mobile and their usage habits allows marketers insight into their habits and how best to target these consumers at a time that is welcomed and relevant. Bauer Media recently conducted a study about women and their habits and found that in terms of mobile usage there are several times throughout the day where mobile usage is higher and it is what they are consuming as well which is just as important. Early morning, lunchtime and post 8pm is when women were most active and usually consumed social media, shopped or browsed through websites for inspiration. This allowed the major publishing house to tailor their content to be sent out during those time when women were more susceptible to advertising, engaged more relevant content at a time when women are more relaxed and happy. What this tells marketers is that time-targeted campaigns can allow for maximum exposure when it is relevant to the consumer.
Mobile also has the capability to geo-target users. This can allow marketers to target their consumers with relevant information based on their location. For example business’ can send consumers the latest sales event or offerings based on their location.
Marketers need to understand how consumers interact and engage on mobile to ensure that they are utilizing the best formats and connecting with potential customers in an engaging and relevant context.