It should be pretty obvious by now that the shift to accessing the internet via mobile devices is not going to wane any time soon. Some have already recognized this and capitalized by integrating mobile into their overall marketing and media plans, but there are still many untapped ways to take advantage of the mobile market.
While one ROI firm recently suggested that marketers allocate 7 percent of the budget to mobile, leaving room for growth to 10 percent by 2016, Bill Dinan at Search Engine Watch argues that there’s a high amount of opportunities for mobile minimization and you should be giving a higher percentage of your ad budgets.
Mobile consumers tend to be more ready to buy than others, and a study conducted by Nielson found that local mobile searchers are converting at much higher rates than desktop users.
Over 60 percent of those participating in the survey said they ultimately make the purchase. 20 percent even stated that when using mobile they are often looking to purchase immediately or within the hour, which shows a window of opportunity for marketers.
We have 3 tips to help you fully take advantage of the opportunities created by mobile.
- Know the Mobile Customer – Any good advertiser should be paying attention to customer motivations and the ways their intents are often connected with their methods. Mobile customers have different needs and desires, and a one-size-fits-all approach isn’t going to cut it.
- Contact Info is Essential – Calls and location information are always an important step in the path for mobile users to purchase. Most users will want to connect with a business before making a purchase, so make sure your phone numbers and location info are clearly displayed. If the customer can’t contact you when they want to make the purchase, they will likely move on to the next business.
- Understand the Differences Between Tablets and Smartphones – Consumers use smartphones and tablets for different things, and it is important for mobile marketers to keep this in mind. Most smartphone users are looking for and contacting local businesses, while smartphone users tend to do more research activities. Brand websites also tend to be more popular on tablets, while local directory apps are more popular on smartphones.
If your company is ready to leap into the mobile marketing world, and you should, remember these tips. They will help get you headed towards an effective marketing plan.