It’s a big week for mobile. iPhone 5 was released and Facebook founder Mark Zuckerberg finally addressed shareholders about concerns of the crashing stock. Facebook founder Mark Zuckerberg knows how important mobile is to consumers. He greatly attributes decreasing stock prices to Facebook not being as mobile-friendly as users would like: "Six months ago, we were in a bad place in mobile," he said in an interview this week. Which leads me to the question: what are your customers saying about your mobile approach?
“Millennials” and "Generation Z" are terms that is used to describe the up and coming generations: those raised on smartphones, tablets, social media and Web 2.0. generations that are more likely to know who Snookie is than what a Wookiee is (teardrop). A recent Neilson report shows that teenagers between 13 and 17 years old demonstrated the most dramatic increases in smartphone adoption, with the majority of American teens (58%) owning a smartphone … compared to roughly a third (36%) of teens saying they owned a smartphone just a year ago. The Massachusetts Aggression Reduction Center performed a study in April and found that 83 percent of middle school kids have a mobile device!!
I don’t know about you, but I do everything on my mobile phone or tablet nowadays. I do my banking online. I adjust my fantasy football roster. I use Groupon, Ebay, Amazon, order pizza, check TV listings, email, get on social networks and text, all from one device. My mobile phone is an extension of my hand more days than not.
According to a Chief Marketer survey, 42% of brands surveyed are not using mobile as part of their approach. Just like many businesses and marketers are still trying to catch up with the impact of social media marketing, the importance of developing a strategy for mobile marketing, and doing it now, is so very important for any business.
So start here:
- Look at Google Analytics to see how people are visiting your site. By seeing the percentage of visitors that come from mobile devices, you can first see the immediacy of making your website mobile-friendly. Also, this will give insight into your other marketing plans, as you might want to integrate QR codes, mobile-ready advertisements and mobile video as part of your plan.
- Assure your presence on social media, and market on these networks with mobile in mind. The social media sites have already taken the work of developing apps and mobile-ready sites out of your hands, so use these tools! You will quickly find out how many people are on social networks, and as Zuckerberg outlined in his recent speech, search within Facebook is a main goal as Facebook strives to be the entire online experience for many users. Make your messaging concise and integrate pictures and video, as these are the most viewed items for mobile users.
- Make mobile part of your multichannel strategy instead of an entity to itself. Mobile marketing is only as good as your direct mail, social and email campaigns that accompany it. SMS/text campaigns are gaining more and more in sophistication and returns, but are only as successful as how you use the data and integrate it with other channels. 13 million text messages are sent EVERY MINUTE, and the data gathered for the follow-up to an SMS/text campaign will make it pop.
So yeah, maybe I’m getting old (32...), but I’m still hip. I know the latest dances. I use mobile devices. I go on Facebook. And the younger generation is doing it even more than me. Look for mobile to be a primary way to communicate with your customer in five years. Will you be ready?