Mobile Marketing: Why It Matters for Your Company

If you aren’t promoting your company’s product or service over mobile marketing channels, you could be losing out on a large and growing segment of the marketplace. To clarify, mobile marketing involves sending promotional or advertising messages to customers and prospects using wireless media, such as smartphones and tablets. 

We all know people who are tethered to their mobile device 24/7, and their numbers are increasing every day. In addition to sending and receiving messages, checking social media sites and viewing funny cat videos, these folks are shopping online and conducting research to help them make purchasing decisions. These are your potential customers - if you doubt that mobile marketing is important to you now and will become even more important in future, here are some stats that may change your mind:

  • Goldman Sachs reported in March 2014 that mobile devices resulted in $133 billion in ecommerce sales worldwide in 2013. That number is predicted to reach $204 billion in 2014 and increase to $626 billion by 2018.1
  • The same report showed that there are more than a billion devices across the world with connection to the Internet and the ability to perform online transactions (987 million smartphones and 73 million tablets). By 2018, this figure is expected to reach almost 2.3 billion (2.1 billion smartphones and 181 million tablets).2
  • A February 2014 report from e-commerce platform ShopVisible showed that in 2013, mobile devices were responsible for 30% of Internet traffic and 15% of sales. StatCounter data confirm these figures.3
  • A study from ComScore in mid-2013 found that consumers now spend more time (55%) interacting with online retailers on smart phones and tablets than they do with desktop computers or laptops.4
  • According to the same report, 34% of smart phone users used their device to locate a store, 24% to find coupons and deals, and 19% to look up product availability.
  • Research firm eMarketer reports that m-commerce (sales from mobile devices) now represents at least one-third of e-commerce sales (sales over the Internet).5
  • A 2013 survey of 500 mobile device users by MobPartner showed that 61% have used their mobile device to make a purchase, 40% regularly use their mobile device instead of a PC or laptop as their primary means of researching prices, and 55% have done research and price comparisons over their mobile device while standing in a brick-and-mortar store. 5
  • Conversion rates for sales on mobile devices are expected to increase as improving technology makes it easier to complete orders. For example. Apple Inc’s biometric fingerprint scanner could enable one-touch checkout.

Mobile marketing is here to stay, and it’s picking up speed, so don’t be left behind. Here are a few things you can do to get started with mobile marketing:

  • Find out what percent of visitors to your website are accessing it by mobile. Using these analytics will give you an idea of how important mobile is to your company. 
  • Make sure your website is mobile-friendly. If you’re not sure, try pulling up some pages on a smart phone and see how they look. This is especially important for pages with product information and for your online shopping pages.
  • If you send out marketing emails, make sure they are easily read on mobile devices and are short enough not to require scrolling through multiple screens.
  • See if text messages or alerts will work for you. Sending reminders or links to coupons via text messaging can be a good way to contact customers on the go.
  • Sending mobile messages like appointment reminders or order tracking information can be a good customer service tool.

Bottom Line: Now may be a good time to commission a survey of your customers to see how many of them would like to receive more information over their mobile devices and to solicit suggestions on how you can use mobile communication to improve not only your accessibility, but also your customers’ overall satisfaction. Then brainstorm with your marketing team and your website designers to see how you can make it happen.