Mobile Marketing and How It Changes Your Understanding of Online Marketing
let’s examine how our lives with mobile devices look like today
Just as you’ve mastered the basics of online marketing and how to use the internet to reach online consumers, mobile marketing comes into play, as another form of online marketing that has emerged as such due to the development of modern technology.
Just as you’ve mastered the basics of online marketing and how to use the internet to reach online consumers, mobile marketing comes into play, as another form of online marketing that has emerged as such due to the development of modern technology. Mobile devices have completely changed the way we interact online, so companies are now focusing their efforts on this new media, which is changing the way we think about online marketing.
Influence of mobile marketingBefore we explain the influence of mobile marketing, let’s examine how our lives with mobile devices look like today.
- 87% of millennials always have their smartphone at their side, day and night. 78% of millennials spend over 2 hours a day using their smartphones. 68% of millennials consider their smartphone to be a personal device. (March 2015)
- 65% of US smartphone users check their phones within 15 minutes of rising. 64% check their phones within 15 minutes of going to bed. (March 2015)
- 64% of decision-makers read their e-mail via mobile devices. (February 2015)
- Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%). (July 2015)
Source: https://www.cmocouncil.org/facts-stats-categories.php?category=mobile-marketingIt’s evident that mobile devices are slowly taking over. As they become an inseparable part of people’s lives, they also become the best way to reach people. Mobile devices have long surpassed their main usage, to make phone calls and send messages. They are now used for online interaction, obtaining information, reading emails, placing orders, shopping, etc. The statistics above support the fact, that we have come to see our mobile phones as something we can’t live without, which puts media such as newspapers and television to second place. Having this in mind, it’s safe to say that mobile marketing has become a very important aspect of the business to customer relationship, and consequently, the influence of mobile marketing on business success is substantial.
Reevaluating site performanceEverything you know about online marketing and how to optimize your website in order to boost its performance needs to be reevaluated from the perspective of mobile users. Although online marketing helps with website positioning, mobile presence is a completely new world where different rules apply. Therefore, if you want to get the most out of mobile marketing, you need to start focusing on mobile user experience. Nearly half of the website visitors will leave the mobile website unless it loads within 3 seconds. That short interval is what you have to either convert the visitors or lose them forever. People are also more likely to leave the websites that aren’t mobile-friendly. Even if you manage to convert visitors and get them to buy from you, researches have shown that those customers are unlikely to come back due to the poor website performance. Online users expect an instantaneous response, and unless they’re getting that from your website, they are most likely to find another website that will provide such response. Besides lost clients, having slow-loading websites also increases bounce rates, lowers conversion rate, etc. All of this has a negative influence on your website performance and thus leads to less successful business. Optimizing the websites for speed and responsiveness is today more important than ever. Here are a couple of tips that can help with mobile optimization:
- Speed up the pages by reducing the large number of page elements, which lead to complex pages that take too long to load
- Reduce the number of images to reduce the page’s total weight
- Use simple graphic such as JPEG rather than a PNG to cut down the file size
- Optimize the fonts and the overall structure of the website
- Avoid redirect links
The importance of micro-momentsGoogle defines micro-moments as “the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy” (Source). This basically means that when it comes to mobile users, you have that micro-moment, a brief period of time to fulfill their need, a brief period of time to convert visitors into customers and to ultimately satisfy the need the user has. This opportunity is the major characteristic of mobile usage and hence the essence of mobile marketing as a marketing approach aimed towards grabbing the attention of the users in a short instance. As the overall internet usage is shifting towards mobile usage, the importance of these micro-moments is growing each day. What does this mean for you and your business? You need to do the following:
- Provide quick help
Understand the user’s intent and act on itHaving in mind the importance of micro-moments and the fact that users reach for their mobile devices to fulfill a certain need, you need to dive into this a little bit deeper, as it ultimately helps you understand how mobile marketing practice may change in comparison to online marketing in general. The following chart nicely illustrates the four types of moments the mobile users can have:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
Source: https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdfEach of these moments represents a user’s intent, something the user wants to achieve through the mobile device. Your goal is to recognize this intent in advance. Analyze your business and user behavior to define and predict the moments your target users will experience, as this helps you define your mobile strategy as a whole, which should be aimed at facilitating those moments by providing relevant information. For example, if you have an online store, I-want-to-know moments and I-want-to-buy moments are something you should expect from your target users. In the first case, the user needs to know a little bit about the product, he or she is interested in checking out reviews, features, etc. This kind of intent helps you design your website content in order to meet this intent and help users to slowly transfer from the first moment, where they do the research, to the next phase, I-want-to-buy moment. When it comes to the second moment where the user is interested in buying, you need to have a mobile-friendly webshop where you will provide information about each product. Thinking about user experience, in this case, is very important, as you need to allow easy and safe purchase for the users. As you can see, each intent of the user is something that should be a goal for you, something that you need to incorporate into your mobile marketing strategy, in order to be able to engage the users you reach through mobile devices.