Consumers have embraced mobile devices with a vengeance. Everyone has a mobile device. Everyone has access to a huge percentage of all human knowledge in their back pocket. And everyone expects always-on, everywhere access to virtually everything.
More than half of all email is opened on a mobile device and a third of e-commerce takes place on either a smartphone or a tablet. Think about these astounding statistics curated by Gravit8:
Americans are Totally Mobile
Text Messages are Commercially Acceptable
- Wireless penetration is at 104% in the USA
- 75% of those devices are SMS-enabled
- 91% of the U.S. population has a mobile device within reach 24/7
- Americans spend an average of 2 hours and 57 minutes each day on a smartphone or tablet; more time than watching TV
Mobile Search Drives Purchases
- Over 90% of text messages are read in the first three minutes after receipt
- Text messages have a response rate 20 times greater than email or direct mail
- 64% of those who’ve subscribed to mobile marketing messages made a purchase as a result
To anticipate and proactively serve the growing expectations of mobile users, we have to rethink mobile marketing and engagement tactics.
- Consumers spend 15+ hours/week researching online using smartphones
- Mobile searchers visit a website, on average, six times
- 93% of those searching on mobile devices complete a purchase
Build an Opt-In List. Brands have been skittish about asking for mobile opt-ins. Fearful that mobile is the last bastion of consumer privacy, brands have not aggressively sought or incented consumer opt-ins. Evidently, this taboo is overstated. Start asking for mobile numbers and start building your list. Connect mobile numbers with existing data to create robust segments and enable micro-targeting.
Develop Use Cases. If we have the devices at hand 24/7, plot out what we are doing, where we are going, and what we are thinking or feeling. Then craft experiences and messages to intersect our moods and our movements through time and space. The widespread use of mobile devices offers brands a virtual VPN to customers. Once you are in their pockets, if you can get in their heads and track them through the day, you can potentially create intense and loyal relationships, assuming brands can create relevant, personal, and valuable content or offers.
Be Spontaneous. Text messaging is an immediate and reflexive response device. It’s well suited to spur-of-the-moment offers, games, and quick polls or surveys. It’s also a great way to time announcements or seek instant feedback. Think about how your brand can leverage the technology, the unique beeping sounds, and the expectation of immediate back-and-forth to surprise or delight customers.
Focus on Search. A huge number of users search first. Licensing a robust mobile search tool that can be geo-targeted, can store user search history, and maybe even predict searches based on past use are worth the expense. Embed offers in search terms and develop dedicated mobile landing pages to capitalize on the purchasing tailwind that search provides.
Zero In on Device Usage. Consumers are turning to specific devices to accomplish specific things. Smartphones are the all-purpose in-motion utility device. Tablets are becoming multi-dimensional infotainment centers. Keep an eye on these behaviors. Create content, manage messaging, and produce promotions using native functionality to leverage existing device usage and provide consumers with an experience that will feel natural, organic, useful, and fun.
If you’re not mobile, you’re standing still or falling behind. That’s the clear implication. Either you’re embracing increased consumer mobility and the continuing evolution of mobile devices or you’re roadkill on the information superhighway.
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.