Getting smarter with mobile (and other devices) – your audience is literally ‘in your hands’

It's getting easier to market to people via mobile devices

Chances are that you’re reading this from a mobile (or other device), as statisticians predict that by the end of 2017 75% of online content will be viewed via mobile devices.

What does your business look like via mobile?

Research shows that on average, for most digital businesses, more than 60% of searches online are done via mobile, so if your business isn’t mobile friendly you’ll be losing out on a lot of traffic, because your visitors simply won’t enjoy the experience of getting to know you. Add to this the fact that more than 80% of revenue generated from social channels is also done via mobile, and you really cannot afford to ignore this trend. The fact that phones are generally getting bigger means that they are overtaking tablets – being more accessible, your online audience is literally ‘in your pocket’.

But let’s not forget that whether customers are accessing your site on mobile or other devices including desktop, offering a consistent experience across multiple platforms need to be deployed. It’s worth checking out what people are actually seeing on different devices and platforms, there are a number of sites that can help you do this.

It will also pay to assess what type of apps will work best for your customer’s behaviour patterns, and it may be worth looking into chatbot apps that provide interactive 1-1 customer service, as this is one of the fastest growing trends in marcomms.

The customer has you in the palm of their hands

Customers will continue to force the expansion in-store WiFi, enabling browsing whilst sat in the store’s café rather than on foot, and businesses need to be savvier too. Think about where your customer may be when considering whether they need what you’re offering. Are they more, or less likely to be using a mobile device? If the answer is they are more likely then it’ll pay to not let that ball drop! Making your site digitally commercial with a seamless option to purchase from a mobile will become a staple requirement, and one that requires specialist IT skills. At CDM we have a large team of developers trained in this area in anticipation of this growing need.

Shopping; an ‘always-on’ lifestyle

Mobile devices have enabled this gradual change in behaviour, making it increasingly easy for consumers and businesses to function 24/7. This requires automation of course, but once the hard work is done, you can sit back and watch growth happen. Augmented (or reality) marketing is still advancing, but has really proven to connect with customers, improving their ‘experience’ and also injecting a little ‘fun’ into the buying process. It’s overtaken the use of bar codes, as the consumer simply points their phone at a product and then sees it in action, or reveal information that no static marketing piece could deliver, such as nutritional advice or a suggested recipe on a food product.

So before you consider whether your business needs to be mobile friendly, here’s a few statistics:

  • 58% of companies have a dedicated mobile marketing team
  • Google says that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
  • 79% of emails are now being opened and read on a mobile, and 70% delete emails immediately if they cannot be read on a mobile

If you want to get your business mobile friendly come and talk to us today.


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