Mobile Marketing: Trends and Challenges

We are all attached to our mobile phones, using them when we are commuting, waiting in line, or even at home. Interestingly, a survey by 11 Mark, 75% of Americans have also been found guilty of taking their mobility devices to the bathroom.

             According to a study by app maker Locket, an average person unlocks his phone 110 times a day. Why is that so? The reasons often extend beyond the usual functions of calling and texting. Checking emails is a common reason given by many. This is not surprising. According to a study by Smart Insights, mobile email open rates have grown 180% in three years, with 48% of all emails opened on a smartphones. Social media sites like Facebook, Twitter and Instagram are of course other reasons why people are frequently on their device.

     Another popular reason why people use smart phones is for online purchasing. According to IBM’s digital analytics, mobile sales have increased by more than 27% compared to last year’s numbers. A report by Smart Insights reveals that 90% of smart phone shoppers use their phones for pre-purchase activities. Interestingly, even while present in store, 84% of smart phone shoppers will use their phones to help make better purchasing decisions.

         Time spent on mobile media is now is greater than desktop. With this growth in mobility devices, mobile marketing has grown in tandem. In 2016, mobile ad spending is expected to exceed spending on desktop, reaching almost $70 billion worldwide (Smart Insights). As companies start investing more and more in mobile marketing, it is important for an organization to have an effective mobile marketing strategy to ensure their presence.

The Challenge
Despite this growth, marketers are facing challenges with developing an effective mobile marketing strategy. One crucial hurdle is the low conversion rate appropriate to mobile devices specifically versus traditional marketing methods. According to a report published by Ecommerce Quarterly for Q4, 2014, the conversion rate for a mobile device is 2.86% as opposed to 3.41% for traditional devices like desktop computers. In addition to this, mobile devices also have a much higher bounce rate.

Addressing the Challenge
Not surprisingly, there is a need to ensure that your company develops the right mobile marketing strategy for their specific target audience. Enhancing the user experience is one arena where companies wanting to improve their mobile marketing can look into. A report reveals how consumers today spend 86% of their time online on a mobile app, rather than on the web. The report also suggests that 79% of smart phone owners use an application everyday. Developing an application for your product is potentially a profitable means to expand and enrich the consumer experience. Mobile applications are also subtle advertisements of their own, the little icon serving as a reminder for your company and the product.

             However, this will need to be done keeping in mind the security concerns that mobile applications and technology will bring to it. Companies designing these applications will have to bear in mind the need to keep their application secure.
Cisco’s Senior Director of Security Marketing strategy, Jennifer Leggio pointed out:

“Application developers will assume even more responsibility as companies will no longer be able to sacrifice security over user experience. Especially in the face of so many high profile breaches, a lack of diligence in security even for the most entertaining of applications can lead to loss of business or consumer data, an impact to the bottom line and even loss of brand integrity”.

           Mobile advertising is yet another area for companies to explore with regards to their mobile marketing strategy. A report by Smart Insights revealed that mobile advertisements would exceed desktop advertisements in 2016. Advertisements through social media can be useful in providing your consumer with a means to engage and learn about your company. In addition to traditional marketing, using creative videos, pictures, infographics and other creative content marketing strategies, you can keep your consumer engaged in what your organization offers on their mobile phones.

         Mobile marketing is promising but at the same time, there are challenges in this area of technology. Organizations need to prepare themselves and develop a strategic road map to using mobile applications effectively. By creating a safe, secure and user friendly experience for your customers on mobile, many organizations will be able to ensure a higher conversion rate on mobile devices.

Desktop and other forms of marketing will remain important in the near future but mobile is fast becoming a channel of significant use for research and instant decision making. Prepare yourself for this second wave by downloading our Ebook “Branching into Mobile Marketing – 3 immediate benefits for a Marketer”:

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