For the past 5 years we have been told that mobile is where we need to be as marketers. We hear it, but do we understand it? How does mobile work for you? So many of us struggle with these questions; does this mean we need to make a mobile app? Does it mean we need to start SMS or MMS campaigns or does it mean something else? The easiest answer is it depends, on what you sell, who your customers are and what you have the ability to offer.
Target Marketing Magazine did a media usage survey which found the following in the mobile categories:
- Mobile SMS, short codes: 15% will increase budgets, 16% will stay the same and 66% are not doing this at all
- Mobile optimized website: 44% will increase budgets, 31% will stay the same and 22% are not doing this at all
- Mobile apps: 23% will increase budgets, 21% will stay the same and 54% are not doing this at all
- Near field communication: 7% will increase budgets, 11% will stay the same and 81% are not doing this at all
- GPS/location based messaging: 17% will increase budgets, 15% will stay the same and 66% are not doing this at all
As you can see from the survey there are a lot of people not using the technology. This also did not factor in other mobile opportunities such as mobile shopping carts, landing pages, QR codes, augmented reality and others. Now that you know what others are doing or not doing in a lot of cases, let’s look at how consumers behave.
- Millennial: 49% make mobile purchases weekly. They love texting, so consider using SMS. Wide use of mobile apps is reported for this target group. They spend 3.1 hours per day on their mobile phones.
- Gen X: 26% make mobile purchases weekly. They love texting, so consider using SMS. Wide use of mobile apps is reported for this target group. They fall in line with millennials at around 3 hours per day of mobile phone use.
- Baby Boomer: 11% make mobile purchases weekly. They prefer talking on their phones and use some texting. They spend 1.5 hours per day on mobile phones.
So taking into consideration how much people use their phones and how little many companies are using mobile, it is pretty obvious that we need to step up our mobile marketing. Start by doing an analysis on who your customers are, how they buy from you now and what would make their buying experience easier with mobile? Take that information and write your mobile marketing plan. By taking it one step at a time and using mobile where your customers need it will help you to have success.
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