Mobile marketing has been going through its awkward teen years. It’s had some success and has made some friends, but it still isn’t fully accepted by the major players.
Less than half (45 percent) of Fortune 100 companies have dedicated mobile websites, and only 57 percent of the top 100 brands have optimized their websites for mobile, according to the Interactive Advertising Bureau. These numbers show that big brands still have a long way to go when it comes to a successful mobile marketing strategy.
That’s all going to change in 2014.
In America alone, mobile spending rose by 75 percent in 2013 and is projected to hit $11.8 billion in 2014. Around the world, mobile accounted for 15 percent of web traffic in 2013. In 2012, global mobile traffic was 10 percent, and in 2011 it was six percent, according to the KPCB Internet Trends report.
Marketers, of course, should already know the importance of mobile when building a brand, but those of you who have to persuade the decision makers of this can face a serious challenge, especially in a corporate environment that’s generally slow to change.
If your New Year’s Resolution is to establish an effective mobile marketing strategy, we’ve got all the ammunition you need to convince yourself (and your boss!) that 2014 is the year of mobile.
Mobile Shopping Expected to Grow
More than half (56 percent) of adult Americans have a smartphone, and they are increasingly turning to these devices to surf the web, check the weather and, most importantly, shop. Mobile visits accounted for 31 percent of traffic and 17 percent of sales on Cyber Monday.
Further, consumers expect to make more purchases on their smartphones in the future. To ensure your mobile site is shopper friendly, a positive customer experience is a must.
Nearly 60 percent of consumers will leave a site if it takes more than three seconds to load. What consumers want, more than anything, is a simple, easy-to-navigate, responsive design. Force them to do too much work and they’ll abandon your site for a competitor’s.
Measuring Mobile Metrics will Become More Important
As mobile becomes more mainstream, it will be more crucial than ever to understand how to measure mobile metrics to properly measure your ROI. The best metrics to measure are:
• User acquisition
• Delivery rate
• Open rate
• Opt-out rate
• Click through rate
• Conversion rate
Email Goes Mobile
Email marketing is still the undisputed champion of marketing, partly because marketers are optimizing their email marketing campaigns for mobile. More than half of all emails are opened on smartphones, and 64 percent of decision makers check their emails on their phones.
This trend is expected to continue, and if you haven’t already adapted your email marketing strategy for mobile you need to make a few changes ASAP. Some good rules of thumb are to enlarge fonts and buttons, use powerful images, have a strong call to action and, perhaps most importantly, keep it short.
Customized Mobile Messages Will Become Mainstream
Perhaps the most noticeable change in 2014 will be the growth of targeted mobile messages. Location-based marketing, targeting individual customers when they’re near your business and, therefore, most likely to stop in and buy something, is the most obvious example of this trend.
Consumers don’t just want personalization from businesses, they expect it. Sending out strategically timed messages or coupons is a much more effective tactic to increase sales than sending out a generic message and hoping it will resonate with your customers.