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May 7

Embrace Mobile Now, The Success Of Your Business Depends On It. Really.

A quick update: Campaign Monitor & Return Path just (May, 8, 2012) released data showing “Use of mobile email clients is set to surpass desktop and webmail client usage by JulyArticle Link.

An important milestone in marketing has been reached. Smartphone ownership of mobile users in the U.S. has reached 50%. (Source: Nielsen, 2012). Buckle up for this next stat:  By 2015, 81% of U.S. cell users will have smartphones (Source: Goldman Sachs, 2011).

Spend a bit of time reviewing the behavior of mobile-enabled consumers and the impact becomes clear: you must have a marketing strategy that embraces your mobile customer.

Consider that RIGHT NOW…

  • 37% of your customers are using their smartphones to access the internet.
  • 95% of smartphone users have searched for business or product info from their phones.
  • 90% of these acted within 24 hours of their search.
  • 57% of smartphone users say they won’t recommend a business with a poorly designed mobile site.
  • 40% have turned to a competitor’s site after a bad mobile experience.

It’s time for some action.

Your number 1 priority is to build a mobile website. There are a number of ways to make that happen. To see your way clear through the decision making process it is critical to understand one thing: Your web presence can be programmed to determine what device is viewing it, and deliver different experiences to each type of device. Understanding this detail helps point the way to having a successful web experience for your customers, no matter what device they use.

Many companies have realized that the web experience has changed significantly since their last site update. Many choose to revisit their entire site, and many are designing for mobile first. Some create a special slimmed down version of their existing site that functions well on a mobile device. Others still are creating a separate mobile experience.

There are many approaches to take and your agency should be able to help you make the right decision.

Priority number 2 is adapting your marketing strategy for mobile. Embrace mobile across your marketing channels. Examine your marketing initiatives through the mobile lens.

  • Example: Email marketing. Up to 30% of email opens come from mobile over 50% of email opens come from mobile (see update at top of article) and this number will continue to trend higher. You should be optimizing your emails for mobile users with your layout. Consider the mobile screen: make your messages longer rather than wider, and be selective with images.  You should also take care with your call-to-action links – send prospects to mobile optimized pages. Remember, your website can tell what device is browsing it, so design for the mobile browser.
  • Example: Social media. Social and mobile media are tightly interwoven. Every single day more than half of mobile social networkers access social content from their mobile device. You can deliver them trackable coupon and promotions.
  • Example: Offline media. Mobile can activate more traditional promotions channels. QR codes can energize print campaigns and drive traffic from mobile devices.

The implications for email senders like you and I are fairly clear. As Tom at Return Path states in his summary:

“… those that aren’t tracking which device their subscribers are reading their emails on, or optimizing their emails or websites for mobile devices stand to lose out.  A poor user experience could mean no response, no action, or plainly put, no ROI.”

In April 2012 Google published the Mobile Playbook. In it, Google predicts that “Mobile represents a sociological shift with how users relate with both the digital and physical world. Business that understand that will win.”

We agree with them.

– Bradley Fitzhenry, Brand Manager, MJR Creative Group

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Image: Smartphone a Creative Commons Attribution Share-Alike (2.0) image from Phil Campbell’s photo stream.

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