Why Mobile Needs To Be Centre Stage In Your Marketing Strategy
90% of all media interactions today are on some kind of a screen and 90% of us move between multiple devices to accomplish our daily goals. Additionally, TV no longer commands our full attention with 77% of times where viewers watch TV with another device; and online shopping is now a multi-screen activity where 67% of people have multiple devices sequentially to shop online.
This infographic, (please click to enlarge), makes it easy to see how people are hopping between screens, what they are doing on each and how prevalent mobile and tablet have become.
There is also a natural ebb and flow of mobile, tablet and desktop use through the day so there is no one-size-fits-all solution. The following comScore summary shows the pattern of behaviour you should keep in mind to prioritise your marketing communications through the day.
WHY MOBILE IS A PRIORITY
There are hundreds of statistics, (yes and damn lies!), out there that support the case for mobile and we have shown a few in the supporting image. But in the cold light of day, when you consider that now 1 in 2 website visitors are accessing websites via a mobile device and over 50% of emails are opened on mobile devices it is clear that brands that do not support mobile in their campaigns, are effectively turning away 50% of potential customers.
TAKING ADVANTAGE OF MOBILE OPPORTUNITIES
So now we can see that mobile is a game changer, what does this mean for Marketers? Firstly, when developing your strategy, try not to think in terms of mobile sites or apps, but instead think about the different situations where consumers use mobiles.
For example, as they follow up on a TV ad as they sit at home; search for a restaurant in town; scan barcodes or action codes in a store or simply read their emails as they commute to work. Don't think smartphones, but smart users and how you can then use mobiles and tablets in practical and innovative ways.
Also important to recognise is that consumers are looking for a more personalised, seamless mobile experience that is consistent with their overall experience when engaging with your brand. They are more demanding and expect their mobile screens to present them with quick and easy ways to find the information they need with clear calls to action.
The following diagram illustrates many mobile touch-points and the opportunities they give for brands to interact and engage in new or different ways with their customers.
Although you do not have to work on all of these activities, your mobile marketing strategy should be split into reviewing the best investments for mobile brand discovery, (which are the options for mobile marketing communications through messaging and other sites). This mainly involves promotional push to encourage adoption of mobile services and interaction with the brand, plus pull via search engine optimisation (SEO) as customers use search, publisher sites, and offline ads (for example through QR (Quick Response) codes).
The secondary element is providing mobile brand experiences which is where you create mobile-optimised sites, apps or mobile commerce sites – basically the 'vehicles' - to interact and engage more deeply with customers.
Whilst this article is not meant to be a turnkey strategy, the following are key areas to consider in your strategy.
Mobile optimised (or responsive), website: 55% of online searches related to travel were made from mobile devices, (similar percentages to other verticals). So if we know that 1 in 2 visitors to your website are accessing via a mobile device and that 30 percent will abandon a booking or purchase transaction if the shopping cart isn't optimised for mobile devices, then it is clear that ensuring your site is optimised for mobile and tablet is a key priority. A useful exercise is to check the difference between the bounce rates in your analytics, (basically how many people leave the site from the entry page), for mobile visitors vs desktop visitors. If there is a higher bounce rate from mobile users it could suggest they are not receiving a good mobile experience.
Mobile Apps: Should your brand, product or service have its own mobile application? Mobile apps have the potential to provide much richer interaction than mobile websites. In fact, 85% of users prefer mobile apps to mobile web. However, most app offerings tend to be a replication of an organisation's online offering and usually falls flat with their users. Brand objectives usually fail to meet the needs and behaviours of their mobile users; they fail to fill the "missing link" or engage. The reality is that it is generally accepted that 26% of apps are downloaded and opened only once. The following reasons are attributed to this:
- The user wasn't getting anything of value from the app
- It didn't make a good first impression or was difficult to use (poor UI and usability)
- The user grew bored of the app
- The app has served its purpose
- The user had a bad experience
- The user didn't find anything to engage with and could not share content with other users
To overcome these common failings, the primary function of an app is to repeatedly engage with users to enable you to push various marketing communications, send vouchers, coupons, offers, promotions and elicit feedback. Push notifications and in-app messaging are great ways to make sure your customers return to your app.
Know Your Customers: 54% of consumers want more personalised messages, deals & offers. So it goes without saying that the precursor to doing this right is to collate whatever data, (the new buzz word is 'Big Data', but essentially, this is any CRM type of information with customer transactional history, preferences, behaviours, demographics etc.), that will enable you to identify the most important, (profitable), customers and create a segmentation model which will help you run more relevant and personalised marketing campaigns.
Mobile Marketing: Mobile marketing involves reaching and engaging audiences on smartphones, tablets and other mobile devices to create mobile customer experiences that help support omnichannel marketing goals.
Reaching exactly the right people with the right message at the right time is critically important to your mobile campaigns. Effective techniques can include:
- Promotional codes via SMS campaigns (text-messaging)
- QR codes within other digital outposts, i.e. newsletters, social media, website, etc.
- In-app offers and/or advertisement
- Facebook Ads or Promoted Posts, with a mobile-specific audience
- Mobile-optimized AdWords campaigns
One tactic we favour is based on promotional push and uses SMS and Over The Top messaging technology standards, that allow us to implement targeted push services to prompt an action to your messages; anything from click to call, visit a website or jump to a mobile landing page, right from within the message itself.
Equally, mobile display ads are fast becoming acceptable by mobile users, (although great care must be taken). Currently more than 60% of Twitter's ad revenue will come from mobile advertising by 2015 with Facebook controlling 16% of the global mobile ad market in 2013!
Mobile Optimised Email Campaigns: Mobile now makes up the majority of email opens at 51%. Of these 69% of mobile users delete emails that aren't optimised for mobile. Despite this, well under half of organisations do not optimise their email campaigns for mobile, so effectively not communicating with half of their audience.
Mobile Search: Search, (SEO), is still a big thing. Optimising search, (for web and mobile), is still a priority for brands and today it is more important than ever. 50% of searches are now made on a mobile device and 70% of conversions (store visit, phone call, booking or purchase) happen within 1 hour of a mobile search. In terms of SEO, Google have confirmed that 'modern sites' (meaning responsive/mobile friendly sites), will rank higher than those that do not support mobile.
Social Media/ Sharing: People rely on recommendations when making their travel decisions - with social media and review sites, the way they do this. Brands should have an effective social media and content marketing strategy to ensure your content is engaging and shareable. Facebook is still the favourite platform, but image-based Instagram and Pinterest both lend themselves very nicely to the world of travel, tourism, retail and leisure.
Your social media strategy should also include real-time reputation monitoring so you can respond to any negative feedback and engage with users who leave positive feedback.
Loyalty & Rewards: Customer loyalty is fundamental to any business strategy providing a significant competitive edge and a highly effective business tool for increasing revenue. Loyal customers are not only a source of recurring revenue; they also become your brand advocates who share positive experiences with others, especially with the exponential rise in social media and mobile.
Loyalty schemes on average, improve company turnover by 5% and customer retention by 15%. Research shows that consumers are much more active and engaged with mobile loyalty and rewards programmes than traditional channels with for example, ten times more coupon redemptions via mobile over email and traditional coupons. We have a more in-depth article on loyalty marketing on our blog.
Location Based Services: Although geo-fencing has been around for some time, there has been relatively little uptake due to mobile users reticence to turn on location based services. However, with recent technologies such as iBeacons and NFC tags where there are definite advantages for the mobile user to interact with these technologies, they are now a serious weapon in any marketer's armoury. Read more about iBeacon and location based services here.
Think multi-channel: It is easy to focus all of your efforts on your website, but it is important to include other channels in your campaigns as well. Different channels include social media, TV adverts, billboards, events and more - whatever you think will reach your audience. The goal is to create a message that is memorable and is consistent with your brand.
At Heart New Media, we understand the power of personalised and consistent messaging to change the way that people think and behave and know the importance that mobile has to play as a channel. Our digital services and expertise help brands create, design and deliver intelligent, relative and targeted messages that meet their business objectives across all channels – from growing brand/product awareness to driving footfall, increasing sales and creating deeper loyalty and greater retention. The result: intelligent, personalised marketing campaigns that deliver results.
If you would like us to help you FIND, ENGAGE and CONVERT more of your audience, we can help in the following areas:
- Create and shape your mobile strategy.
- Mobile Design approaches and development. Including responsive design and app creation.
- Search marketing. The opportunities of mobile SEO and AdWords targeting.
- Mobile CRM, marketing, loyalty and mobile coupons. Encouraging longer-term mobile engagement.
- Location-based marketing and social media.
- Mobile commerce and payments.