Building the newest marketing muscle starts with mobility
By Leanne Hoagland-SMith November 17, 2012 7:20PM
Leanne Hoagland-Smith. | Provided photo~Sun-Times Media
Updated: November 19, 2012 6:42PM
Is your small business marketing mobile friendly?
According to Pew Research Center, half of all U.S. adults now have a mobile connection to the Internet either though a tablet or smart phone. The transition to mobile marketing muscle is beating at a high rate. Ownership of smart phones has increased approximately 25 percent in just one year while tablet ownership has doubled in that same time frame.
This ownership has translated into two-thirds of smart phone owners reporting they “cannot live without” their phones. (Source: The Online Publishers Association). The two most frequent behaviors outside of answering the phone are accessing the Internet and checking email. What is interesting to note is approximately one third of those with smart phones look to video content when accessing the Web.
Twenty-first century customers have changed their expectations from awaiting for the morning paper, the mail or the business magazine to expecting to have “the world as their fingertips anytime, anywhere” (Pam Horan President of OPA).
What all this data suggests is your website, your blog, your other Internet marketing channels including email are being viewed on some type of smart device. And compounding all this change is browsers such as Mozilla, Internet Explorer, Google Chrome may make your website look differently.
One of the significant advantages of mobility is the ability to track the marketing activity. For example, tools such as AWeber or Constant Contact can tell you when emails were opened and then you have quick access to new sales leads to click through rates.
Understanding when to send those marketing emails is no longer a guess. A recent report by GetRespnse (October 2012), revealed the best time to schedule emails is morning and early afternoon. Sending emails between 8-10 a.m. and 3-4pm can increase open rates by 6%. Additionally, this research suggested the first hour after being received generates a 23.6 percent open rate. Automation tools such as AWeber to Hootsite allow you to pinpoint the exact time to send your mobile marketing messages.
When it comes to sales -- especially retail -- mobile marketing may actually become the meat of your overall marketing endeavors. In 2012, mobile payments reach a record $20 billion and much of this was through the increasing use of tables.
This past September, Javelin Strategy and Research revealed that consumers spend $10 more on average when shopping using a tablet compared to a smart phone or other mobile device. There are distinct differences between the amounts, types and frequency of purchases by owners of the Kindle Fire and Apple iPad.
These changes have not gone unnoticed by the CEOs from global media and entertainment companies. Another survey conducted by Ernst & Young, “Opportunity and optimism: How CEOs are embracing digital growth,” identified mobile devices as the biggest drive of growth and content consumption.
The purpose of this column is to illustrate how mobile has indeed become the new marketing muscle for the 21st century. If your business is not mobile friendly, especially when it comes to attracting attention and building relationships (marketing), then you are potentially losing many opportunities including new sales leads to increase sales.
Maybe this phrase from years gone by best sums up mobile marketing: “Be there or be square.”
The final column for the month of November examines the often ignored area of measurement in marketing.
P.S. Shout Out: More and more small business owners will be treating their customers for lunches during the holiday season. In Valparaiso, the Old Style Inn is a great place for a quiet business lunch and over in Schererville, Zuni’s Pizza also provides a good dining experience.