There’s no doubt about it — cell phones and tablets have made us a mobile-focused society. A recent study done by Cisco reveals that 40% of 18-30-year-olds in the U.S. check their smartphones at least once every ten minutes, and 42% of respondents stated that they would feel “anxious, like part of me was missing” if they couldn’t check their devices constantly.
With this extreme dependence on mobile technology, it only makes sense that your brand should have a mobile presence. Below are some ways you can make your brand go mobile.
- Mobile Web. Half of all local searches are performed on mobile devices, and mobile Internet usage is projected to overtake desktop usage by 2014. Is your existing website optimized to be viewed on mobile devices? Nearly 60% of web users say they expect a website to load on their mobile phone in 3 seconds or less, and 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit. Setting up the content of your website to be easily navigable is a critical step toward making sure you aren’t losing mobile users.
- SMS. Text messages are a simple, cost-effective way to reach your customers, drive sales and gain valuable insight. 44% of Americans have already opted-in to SMS marketing campaigns. Are you reaching all of your potential audience? While mobile web has limited reach (85%), SMS reaches 100% of cell phone users. The numbers don’t lie: text message open rate within 3 minutes is 97%, and SMS coupon redemption rates are 10x higher than that of traditional paper coupons.
Another exciting development in the mobile space is augmented reality (AR). AR takes traditional print materials and gives them a digital spin, using an app and triggers on the ad to create a 3D experience. Global revenues for AR apps are expected to reach $1.5 billion by 2015, and can be a remarkably effective marketing tool to generate excitement around a brand.
In addition to utilizing Mobile Web and SMS, don’t neglect social media as part of your mobile strategy. Among the 19-29 crowd, 62% use their mobile phone to log in to social networks on a daily basis. Many mobile users use social media to find company/brand contact information, so it’s important to stay visible in the social media realm.