Set aside your traditional marketing channels; mobile marketing is exploding like dynamite. Reaching customers on a smartphone or hand-held device is one of today’s marketers’ best strategies. And it isn’t just growing; it’s booming. So, as a marketer, you know it is highly effective in enticing consumers to buy what you have to sell.
Marketers use mobile to reach customers quickly (in real-time). And customers use their smartphones and tablets to communicate, shop, search, travel, play, read, and discover from dusk to dawn.
The proof that mobile users are surging in popularity isn’t just in knowing there are 1.4 billion smartphones in use worldwide; the evidence lies in the latest research on how and why customers and marketers are really into their mobile devices.
Let’s look at the following statistics:
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· Consumers check their mobile devices 150 times a day.
· Ninety percent of the time, mobile users respond to text messages within 90 seconds of receiving them.
· Seventy-nine percent of smartphone owners use their devices to buy products and services
How Marketers Use Mobile
Consider that customers use their smartphones and tablets to email, text, post, tweet, buy, and connect. This means that mobile is a multi-channel “product” and that marketers can use mobile marketing in several ways. For example, marketers can measure what customers want in a brand. They can advertise, post messages, and move customers to commerce sites to view their products. Finally, they can answer customers’ questions and measure their satisfaction with a purchase.
According to a multi-channel communication provider to some of the world’s best retail brands, 20 percent of all current mobile traffic goes to e-commerce sites.
If you’re still not convinced of the value of mobile marketing, consider that customers spent $182 billion on mobile commerce last year alone. And that number is estimated to grow to $707 billion by 2018.
What’s more, mobile empowers marketers to create, deliver, and measure personalized marketing campaigns. “Nothing gets marketers closer to consumers than mobile,” says Greg Stuart, CEO of the Mobile Marketing Association. “There is no other platform that is as personal and pervasive.”
The personal value of a mobile marketing campaign
Because mobile is personal, research shows that one campaign message doesn’t appeal to all consumers. In a one-message-fits-all campaign, the marketer sends a single message to teens, seniors, business professionals, and other target groups.
For years, marketers bought 30-second radio commercials and mailed brochures to millions of homes. However, research shows that these campaigns may entice some, but not all, of the consumers reached. It calls for focusing on each customer group by deploying a deeply personal and practical campaign.
Summary of Mobile Marketing
This article has looked at impressive research findings surrounding mobile. The key to making mobile marketing effective is knowing that:
· Mobile marketing must be a key strategy in your marketing plan, especially since smartphones and tablets are used to communicate, shop, search, travel, play, read, and discover.
