Ah, the mobile consumer. They’re on the go, they’re everywhere, and they want all the information they could get on their desktop right on their smartphones and tablets. It’s not a small feat for marketers, agencies and designers. In fact, it’s a pretty hefty undertaking. The good news, however, is that there is a lot of data to be gleaned and shared across your business thanks to these mobile consumers, which can be used to market to them in innovative + refreshing ways.

First, the trends:

It’s true that most people still do much of their in-depth product research on a desktop (65%). However, the number of people utilizing their smartphones and tablets for research is growing: 37% of consumers say they use a tablet for research and 14% use a smartphone. Not very surprising.

It may surprise you to know that when consumers are shopping online at a retailer that also has a brick-and-mortar store (e.g. Pottery Barn, Macy’s), they prefer mobile websites to mobile apps. However, when shopping at online-only retailers, they prefer mobile apps.

So what does a mobile consumer look like? What does a non-mobile consumer look like? Mobile consumers tend to skew male and a bit younger than non-mobile consumers. They are also likely to be more affluent and have kids at home. This all makes sense, right? Essentially, we’re looking at male gadget lovers who are on-the-go and need to get their shopping and research done quickly. Empty-nesters and retired people might be more likely to shop + research on their desktops since they are not working full-time and managing a child-filled household.


Source: Forrester

Second, the opportunities:

So where do the opportunities lie in reaching the mobile consumer?

1. Mobile consumers move in and out of touchpoints so fast it can make your head spin. In order to grab their constantly-inundated attentions, you must have a consistent presence across lots of platforms. This means in-app advertising, mobile paid search ads, location-based targeting initiatives and social media.

2. Therefore, education is necessary. Giving them the information they want quickly becomes imperative. On average, a consumer interacts and purchases from a brand six or seven times before they consider themselves to be brand-loyal. In order to make this happen, your brand’s voice has to be clear, consistent and giving. By “giving,” I mean not self-serving.

3. App + website design has to be sleek and simple. If you have great content but it’s in a font too small to read on an iPhone, you’re in trouble. If your website’s photos or videos don’t seamlessly translate, you will have an enormous drop-off rate. If you can’t afford to re-do your entire site, create mobile landing pages for all campaigns that work across all devices using responsive design. Don’t hide contact info, hours of operation or maps of locations. Think like the consumer: what is it that I am likely seeking from this site or app? Then make that information readily available and in a LARGE format (with big buttons!).

4. Streamline promotions. Gone are the days when we need to wait for the Sunday paper and clip coupons. Instead, offer easy-to-use promotions and coupons that consumers can access and redeem from their mobile devices. When you think loyalty cards, rewards points or gift cards, think about making them digital. Everyone has their smartphone with them; almost no one has their loyalty card handy.

5. Location, location, location. If you’re brick-and-mortar, you absolutely have to invest in a mobile marketing campaign. You can create targeting that only serves ads when people are searching for relevant keywords nearby. Tell them how quickly they can get to your place of business and communicate why they should come there (display reviews, photos, competitive pricing) in an instant.

6. We now know more about mobile consumers than we ever have because of the rate at which they’re sharing and consuming content. Therefore, personalization of marketing is quickly becoming an important trend. Hyper-relevancy is on the rise and the brands that get there first are likely to reap a lot of benefits.

By leveraging these mobile consumer trends, you can find the best ways to interact with your potential customer across all of their devices and get your brand’s message to the masses. It is now easier than ever to be in your customers’ pockets. And if you’re not there, you need to ask yourself why not.