People & Dreams

Building the Case for a Mobile Marketing Strategy

Working with mobile

No matter what business or industry you’re in, when you hear predictions like Microsoft Tag’s stating that by 2014 mobile Internet should take over desktop internet usage, it’s clear that mobile is significantly changing the online landscape for everyone – B2B and B2C companies alike. 

 Even if you are excited and ready to start forming a mobile strategy, odds are that you’ll still need to prove the point to someone else in your company that mobile does indeed need to be part of your 2013 strategy.

We’ve compiled some convincing facts and stats that will help you get the rest of your team on board and make mobile a part of your 2013 plans:

Mobile Internet usage has reached a tipping point:

A majority of American adults with cell phones are now using them to go online, and within that group, 31 percent use their phones for the majority of their Internet use. (Source: Pew Internet & American Life Project)

Your target audience likely uses mobile Internet:

Age groups with high levels of cell phone Internet usage include adults 18-24 (75% of cell owners in this age group use their phones to go online) and ages 35-44 (68% of cell owners in this age group use their phones to go online). (Source: Pew Internet & American Life Project)

Mobile traffic is growing significantly:

Mobile phones and tablets now account for 1 in 8 Internet page views in the U.S. (Source: ComScore)

Mobile search is growing too:

One in seven searches happens on a mobile phone. (Source: Google)

Mobile users expect high-functioning mobile optimized web experiences:

Mobile users do not have much patience for retrying a website or application that is not functioning initially — a third will go to a competitor’s site instead. The majority of mobile web users are only willing to retry a website (78%) or application (80%) two times or less if it does not work initially. (Source: Gomez)

While these stats will help frame the growing importance of mobile, it also helps to pull some of your own stats. There are two simple ways to show that this trend applies to your brand too:

  1. In Google Analytics or your preferred site analytics platform compare mobile traffic to your site from Q3 in 2010, 2011 and 2012. We bet that whether you are B2B or B2C, you’ll be surprised by the change.
  2. Take a look at the number of leads, customers and prospects who have viewed your recent emails on a mobile browser compared to two years ago. Again, the numbers here will be telling.

And if at any point someone in the group you’re trying to convince of the importance of mobile starts to look at their phone, you can stop stop, take a picture and end your argument there. It’s a simple illustration, but it proves your point: mobile matters now, it’s here to stay and it needs to be part of your business and marketing plans.

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Christian Johannesen

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