Just how mobile are we? Well for starters, this year American’s accessed the Internet more from smartphones and tablets than PCs. More than half of U.S. adults use smartphones, and there are 200 million+ smartphones and tablets in use in the U.S. If that doesn’t tell you how critical mobile strategy is, than this should: according to Social Media Hat, nearly half of consumers say they won’t return to a website if it doesn’t load properly on their mobile devices.
Mobile marketing and advertising budgets are greatly increasing year-over-year, promoting products and services to a highly targeted customer-base. Per Gartner Research, global mobile advertising spending will surpass $18 billion this year, a nearly 40% increase from the estimated $13.1 billion in 2013.
Below are a few points to consider as you move your campaigns into the mobile arena:
- Understand Where Your Customers Are: Mobile advertising allows for incredible targeting opportunities. You can reach customers at a specific time, in a specific place. Want to reach 70,000 fans at the Linc in Philadelphia during an Eagles game? You can. Do your research to make sure the majority of them want to see your message.
- The Phone is Extremely Personal: Most of your customers go to sleep and wake up a few feet from their phone. Focus on being relevant and adding value at every touch point. Treat the information you provide like you would in a personal relationship – with authenticity and respect.
- Keep Each Message Simple and Clear: You have a limited window of opportunity to cut through clutter and noise. Mobile communication should focus on a single message – one at a time. Don’t over-communicate or use too many images.
- Test, Measure, and Optimize: Just like any other advertising medium, it’s important to create multiple versions and multivariate test creative to see which has the strongest engagement. You might be surprised at the results – the message you thought was clever may not resonate with customers. The performance and data will guide your decisions to meet objectives.
Mobile payments aren’t just for buying espresso. 75% of B2B vendors say they plan to offer mobile commerce by early 2015. Make mobile a significant part of your strategy and look to the small screen for big results. Stay #TopRight