Unless you’ve been living in an outback tin shack for the past decade, chances are you’re well aware of the significant increase in mobile growth trends. However, what should you be aware of for the coming year ahead?
Below, we share five of the top mobile marketing stats every business should know, in order to capitalise on advertising in 2017!
According to Laura Beaudin from Bain and Company, the average smartphone user interacts with their mobile 13 times per hour. Interestingly, consumers identified that 60% of the ads which they deemed influential in helping make a purchase, were viewed on a mobile device (Think With Google, 2017).
By 2019, it has been predicted that 72% of all digital ad spending in the US will be represented by mobile advertising (eMarketer, 2015). Meanwhile, according to Salesforce, 57% of marketers believe mobile apps are vital to a cohesive customer journey.
Everyone knows that mobile use has grown exponentially in recent years, and yet surprisingly, only 13% of marketing budgets are spent on mobile advertising (Bain and Co, 2016). In 2017, make it your goal to prioritise a mobile advertising budget.
Customers have short attention spans (approximately three seconds), so think about which platform your content is best suited to. If you’re advertising with video, make sure it grabs the attention of your target audience straight away and delivers the right message in a short period of time.
Above all else, it’s also important to ensure your mobile marketing is user-friendly! According to Google, 61% of users will likely give your company the flick if your mobile site is too difficult to use, and 40% will actually go to your competitor (McKinsey and Company, 2014)!
As you can gather, mobile marketing is essential to the success of your business. By keeping an eye on mobile marketing stats and trends, you can ensure you stay ahead of the competition and create strong campaigns for 2017!
I don’t know about you but I’m sitting here with four devices displaying a variety of entertainment/information. Don’t get me wrong, I’m a male, if sitcoms have taught me anything, and they have, I should not be able to multi-task like I seem to be doing right now. But I’m not going to lie, while I may have all of these devices open, I have to pause Netflix on the TV while I type this, despite the fact that I tried, oh geez did I try, to write this while a comedian peddled their wares in the background. I had to pause every so often because otherwise you’d be reading his material instead of mine (happens all too often).
I want you, yes, you, the person looking to sell their product to me, to sell it in a way that is both subtle, yet in my face enough that I’m impelled to purchase. I want you to place something in front of me that not only am I interested in, but that I am ready to purchase. I WANT to give you my money, why are you stopping me?
I can tell you why, because I understand mass psychology in a way that few do, including people who study psychology. I’m an online marketer. Day in and day out I watch trends online, behaviours of purchasers, and dummy spits of people who don’t purchase because they are annoyed that they have to fill in some innocuous yet tedious section of a form that stands in the way of them and their desire.
I’m logged in from the moment I wake up to the moment I go to sleep, literally. This is not hyperbole; I am literally writing this from my bed on my laptop at 11:05 pm (according to studies this makes me creative). I am listening to music on Google Play on my Android and will likely sing myself a lullaby by reading the latest posts of my favourite martial arts forum on my iPad. At all stages I am logged in to my Google account, so why don’t I know about you? If I’ve searched for your product on my mobile on the way home from work, why aren’t you tailoring a cross device strategy to target what I am interested in so when I am comfortable, you’re popping up to remind me that you’re there?
Don’t feel bad, this isn’t about shaming you, but really, I do need that new thing that you have on the market, so get it in front of me. Nobody is doing it, believe me, I’m seeking it, I want someone, anyone, to blow my mind with how they’ve tracked me from my mobile, to my laptop, to my tablet.
Pop up advertising used to be a dirty word, but it’s not (really it’s not). If you can slip something on one of my apps that can replace the usual crap which bears no semblance to my interests, based off my search history, I will be grateful. As much as I understand that my teeth will be whiter with [insert brand here] toothpaste, I do not care, but if you, with that thing that I searched for at home two days ago on YouTube, on my iPad, that then appeared on my darn smartphone with a notification of some sort, man, I’m buying.
I want you to provide me with a marketing strategy from the moment I wake up to the moment I sleep. I want to dream about your product in my possession. This will become easier and easier as more and more operating systems will be able to sustain technology from a variety of platforms. Don’t believe me? Windows 10, you know about it, there’s a pop up at the bottom of your screen that you’ve been putting off ‘upgrading’ for about a month and a bit, well, Microsoft has indicated it will run across smartphones, tablets, desktops, and even gaming consoles. Eventually apps will run on all devices, it will be the job of the operating system to accommodate the differing code. Hell, it’s happening now with all the cloud based services available to individuals and businesses.
There must be a billion possibilities when it comes to integration which are either in the works, in the development pipeline, or in the head of some genius just waiting to hit the stage. Are you prepared to take advantage of the upcoming technological shift? Do you have a website? Is it mobile optimised? If not, you already know you’re behind, but even if you have, I’m here to tell you that unfortunately you’re still running in a pack.
Don’t get left behind. Speak to Get More Traffic on 1300 332 256 and learn what we can do for your online marketing across multiple devices.
The suffix ‘-near me’ is becoming more prevalent in search queries on Google, having experienced a significant increase in the last year alone. As the world becomes more and more comfortable with the fact that the device in their pockets, and more importantly, the websites that they visit are becoming better to navigate on mobile devices, we will continue to see better and more targeted results from Google. Google is putting a lot of research and development into responding to more ‘human’ enquiries. Humans don’t talk in ‘keywords’; they ask questions, make statements, and the more Google is able to recognise these, the more in-depth its returning results will be.
Think about this, you’re driving down the road listening to the music on your device connected wirelessly through your car stereo (this alone is a ‘future is now’ scenario) when the music dims and your GPS navigation reminds you to turn left. As it does this, it also mentions that there is a sale on at that store you like on the same street. Intrigued, you pull up outside said store and wander in. You find that item which has been sitting on your ‘want’ list for quite some time and purchase it.
You jump back in the car with your shiny new item, keen to get home to test it out. You make your way to your final destination of which you have forgotten where you were going. You ask your phone, “where was I going?” and it replies, “to the supermarket for ingredients for the dinner party you’re throwing for your friends”.
You arrive at the supermarket – what are you going to buy? You speak into your phone, “what would you suggest for a dinner party of 15 friends that doesn’t include coriander as an ingredient?” and your phone supplies you with several options. You choose one and log in to the supermarket’s website, pushing your order direct. You saunter up to the counter and pay for your groceries with your phone at the mobile PayPoint. There’s a beep and you’re on your way home.
Believe it or not, this type of mobile device advanced development is 100% in the works. Google has purchased apps to integrate with Maps that will allow companies to push specials to you *as you approach their venue*, and you’ll be able to talk to your phone like you would to a human. Even omni-channel experiences are very much already here in our major department stores. Search is going to change as we know it and it is vital that your business is adaptive and fluid enough to be able to handle that change. Get in touch with Get More Traffic on 1300 332 256.