If you’re not mobile-first, you might already be second

Technology is evolving fast. Mobile devices are both a catalyst and a consequence of digitisation and Digital Transformation. They have democratised the process of technological innovation by making it more accessible. We all spend a huge amount of time on our phones, in fact the majority of time spent online is now spent on mobile devices, and most of that time is spent interacting with apps rather than browsing websites – in particular email, messenger and social networking apps.

In 2016 mobile advertising investment increased from $52b in 2015 to $83bn. A plethora of brands are competing for our attention in these online spaces, but it’s a fight most of them are losing. Mobile is now an unavoidable part of life for the majority of consumers – is your brand making the most of this technological opportunity?

How can we take advantage of ubiquitous mobile usage?

Incorporating mobile into your marketing strategy is vital. Brands can use mobile to:

• Gather feedback and conversation around your brand
• Gather product and service ratings
• Activate campaigns in a way that is agile and user-friendly
• Track via geolocation
• Collect data

But there’s so much more we can do with mobile – they’re experience generators. Mobile users interact with an average of 20 apps each month, although the number of apps they interact with on a daily basis is usually limited to a much smaller number. In-app experiences are an incredibly effective way of driving brand engagement. Consumers can interact with brands either through their own personal, branded app or through other, already established third party apps like Instagram, Deliveroo, ASOS or via chatbots installed on popular social networks. Through apps, brands can also boost brand loyalty and drive traffic to other online platforms or physical stores.

Source: Business Insider

Source: eMarketer

Left in the dark

Around 84% of outbound sharing now happens through Dark Social channels like email and private messenger apps. Dark Social is hard to track, but if you’re a data-driven marketer, it’s just as important and just as difficult to monitor as traditional word of mouth marketing. The statistics speak for themselves – we’re using more messaging apps, and we’re sharing more and more content on Dark Social.

Source: Business Insider

Dark Social is becoming increasingly influential, and brands are finding it tricky to engage with customers on these platforms which are too big to ignore. By developing engaging, sharable content – brands can, to a certain extent, trust their audience to relay their message for them, in a way that is genuine and more appealing to their peers.

Increasing CR via mobile

Online conversion is still a challenge for many brands, but offline, mobile presents us with another huge opportunity. It’s a key factor in physical store conversion; according to Think with Google, 76% of people who search on their smartphones for something nearby visit a business within a day. Brands who invest the time and effort to optimise user experience on mobile are one step closer to completing the consumer journey. When potential customers use mobile to search for products and services they’re also 51% more likely to make a purchase.

Source: Think with Google

Geolocation is a big factor. Facebook is leading the way with their investment in offline conversion monitoring technology. Their system allows brands to take existing offline data, sourced through CRM tools, marketing automation technology or POS systems, and match it with specific Facebook campaigns. Facebook now gives brands the option of optimising campaigns for sales and offline conversion. Google AdWords offers a similar service, providing marketers with a more comprehensive look at cross-channel conversions.

What’s next?

Your mobile marketing strategy should be user oriented, focused on user experience and SEO. 79% of mobile users have admitted to searching for another site if the first one fails to meet their expectations. In 2016, Google’s DoubleClick found that the average load time for mobile sites is 19 seconds. Another Google study conducted this year found that average load time for mobile ad landing pages had increased to 22 seconds. Without attention to UX optimisation, you’re setting yourself up to fall at the first hurdle.

You should also be aware of new technologies, and how they will affect mobile marketing – Artificial Intelligence, for instance. According to ComScore, by 2020 50% of all searches will be voice searches. The use of virtual assistants to manage our daily lives will change the way users process information and, depending on the brand of personal assistant they’re relying on, the products and services users are exposed to.

Marketers should be focusing on mobile, and not just on app performance, but on brand advertising too. Mobile marketing is a form of Smart Social. Smart Social is all about being relevant – working smarter, not harder by focusing your time and attention on high-value social outlets like mobile. When implemented correctly, a mobile marketing strategy is an effective way of driving social excellence.