Mobile-optimized content will reign supreme in 2015. This requires brands to ensure that their content strategy takes into consideration varying screen sizes. With a smaller screen comes a bigger responsibility. Businesses need to reinvent the way they interact with their audiences across mobile, social and email, or else they will risk losing them as customers.
Mobile plays a vital part in content, email, search and social media marketing. Take into account these stats:
- 63 percent of Internet access is made on a mobile device. —Pew Research
- 48 percent of emails are now opened on a mobile phone or tablet. —Experian Quarterly Email Benchmark report (Opens as a PDF)
- 46 percent of mobile users say they are unlikely to return to a website they had trouble accessing on their phone. —Gomez
- 74 percent of tablet users perform searches more than any other activity. —eMarketer
- 71 percent of people use their mobile devices to access social media. —Adobe
The simple takeaway from these stats is that a brand's approach to marketing will be outdated if it hasn't already adapted to appeal to mobile users. Consumers will continue to migrate from desktops to mobile devices; the companies that don't include mobile functionality in design and marketing will ultimately lose both current and potential customers.
Where to Start?
The next step is to start planning your mobile strategy.
Keep in mind that consumers want the same experience on their smartphones that they would get on their PCs.
Start by considering the following questions:
- What are your business objectives? Specifically, how do you do business with your customers?
- What are the costs and benefits for your business?
- What do you want your consumers to do when they come into contact with your business on a mobile device, and what must you provide to get them to take that action?
- What is the best route for your company in regard to mobile?
Then consider: Do you want to build your website to be mobile-friendly, mobile-optimized or responsive?
Mobile is going to continue to grow as will its use as a way for brands to interact with their customers. However, the mobile device is far more personal than your email inbox. Fortunately, there are ways to implement a mobile marketing strategy that delivers relevant information that your customers want to receive. By understanding how your customers want to engage with you will help you build loyalty and in turn, help you see faster returns on your marketing investment.
Greg is a 12-year mobile industry veteran and vice president of mobile solutions at Hipcricket, Inc., where he's responsible for the vision and strategy to deliver consumer experiences that increase mobile engagement and lifetime value across mobile messaging and advertising, mobile websites, social media and branded apps