Mobile is getting bigger, but ask these questions first.
Mobile is only getting bigger. As I wrote in a previous post, we’re doing almost everything on mobile, with statistics showing that mobile-only internet usage has surpassed desktop-only usage. It’s expected that all businesses should have a mobile-friendly website.
Just as you would ask questions prior to improving your regular site, you would ask yourself questions regarding mobile marketing. After all, you are spending time and money, and you want to see valuable and measurable results. You want to see an increase in profits.
By 2018, over 80% of the U.S. population is expected to have smartphones. These numbers will excite marketers that will be competing for the attention and money of these consumers. More and more transactions will be done via mobile. But while this is exciting, you should ask yourself about your audience and what you will be communicating to them. As the following graph shows, marketers will have plenty of opportunities to try to reach their audience.
1. Is my audience on mobile? Although mobile usage will increase, there may be some holdouts. Depending on what type of industry you are competing in, and the demographics of your audience – age, income, tech-savvy, etc. – you want to know if your audience is on mobile or not.
2. Do I need an app? With the rise in mobile usage, there will be a rise in app usage. But it isn’t just enough to jump on the app bandwagon; to execute a successful mobile marketing strategy, you must know which apps your customers are on. You must also know how to utilize those apps to the potential that they can be used.
3. What will I share via mobile? How different will my mobile site be from the regular site? After all, you must be consistent, yet there can be some slight variation. Will your mobile site be sharing the same information as your fixed website that’s also mobile-friendly? You have to give customers a reason to use your app, especially if it helps solve a problem they are facing, bringing the answer to a need they have.
4. Which mobile platform will be the best for my business? Examine your company’s core objectives and strength. If you are a small company, you might want to consider local advertising to reach a local audience. If you want to reach consumers in a particular area or country, a company like AdMob or Millennial Media might serve you best with their services.
