Smartphone usage accounts for one-third of every minute on the Internet, a statistic that is driving a new wave of mobile marketing trends. A recent Mobile Share Report tapped into more than 6,000 different brands and analyzed 5 billion — yes, billion — webpages in order to quantify mobile performance over desktop counterparts. Businesses are often looking for the next big thing to stay a step ahead, but this big thing has grown 125 percent over the past year in terms of traffic.
What to Know about Mobile
While smartphone usage skyrockets, it’s important to take a look at contrary mobile marketing trends. Conversions, another term for when a smartphone or computer user discovers a page or link and clicks it (as in performs an action proposed by a marketer) are much lower on mobile devices than desktops. But why? Aren’t people more likely to search out a business on the go than sit down at a desk and use keyboards and mice? Actually no.
One contributing factor to this statistic is that mobile users are a lot pickier. Maybe it has to do with E-attention spans, but smartphoners tend to search out well-formed information that is easy for them to find. A lot of this has to do with local search results, or at least the influx of priority mobile search engines are putting on location-based queries. On desktops, people are more likely to hunt for info and convert.
Like other desktop and mobile marketing strategies, it’s crucial for marketers to know that multimedia is a driving force behind conversions — video, for that matter. Mobile video conversions are 160 percent higher than desktop. Close behind are hospitality and travel conversions followed by eCommerce, two categories often filtered through apps.
So is it convenience, ease of use, format? It turns out that every mobile marketing conversion is gained through inherently different strategies than on desktops. One flaw for smartphone campaigns is that companies are sticking to bulky marketing systems familiar for PC users rather than jumping directly into the user’s smartphone experience.
How Not to Succeed on Mobile
Brands that use hodgepodge marketing techniques across the wide chasm of the Internet are missing the boat. The idea is to filter every piece of marketing content through a fresh mobile interface in order to bring something fresh to the table. This mistake arises when companies are making transitions to mobile and start rushing their campaigns and is similar in nature to how businesses misuse social media.
You can think of mobile marketing like social media. There are platforms like Facebook, Google+, LinkedIn, Pinterest, Instagram, and dozens of others that you can use to espouse a brand messaging. But once an interested consumer is on the hook, he or she will often feel disjointed between the various platforms. Why? Because there isn’t a set voice between them. Every social media platform requires a different approach. What companies post on LinkedIn is much different than something they’d do on Pinterest — the same applies to new-age mobile marketing trends.
Another common mistake for mobile marketers is when they disregard analytical tools and big data. Analytical software allows you to track a webpage or ad’s performance. With consumer information like where searchers are from, where on the page are potential converts leaving, and how effectual a campaign is allows companies to shape their marketing investments to create more conversions. The worst thing a business can do is throw up a mobile campaign and twiddle its thumbs.
Big data, another name for the overwhelming amount of analytical information, often goes right over marketers’ heads. Businesses usually lack the strategies to pick through big data in order to maximize campaigns and tap into consumer wants and needs.
Using Digestible Content
For mobile marketing’s sake, it is necessary for companies to create smartphone-friendly content that is easily digestible on any given device. If you are an avid mobile user, you may well know that the most eye-catching things on a 3×5 inch screen are flashy images and videos. These two mobile marketing trends are rather new for companies that still count on billboards and traditional online banner advertising. However, with the right analytical data and brand messaging, it’s not impossible to front a mobile marketing campaign with user-friendly multimedia.
Photo by: Cristiano Betta