Mobile Positioning: A Business Must

May 3, 2012

Guest post by University Alliance.

Mobile access to the web has surpassed browser usage. Consumers are growing fonder of their smartphones and tablets, using them to access content and make online purchases in staggering numbers. In fact, by 2015 more U.S. Internet users will access the web through smartphones than through PCs, according to technology site Mashable.com.

Still not convinced? Consider these 2012 statistics:

  • • Twitter estimates 55% of users access the site through a mobile device.
  • • 34% of marketers have generated leads using Twitter.
  • • Click-through rates on search result ads are higher on mobile, according to a Marin Software study. In the fourth quarter 2011, smartphone click-throughs were 1.25%, tablets were 1.31%, and desktop/laptops were .95%.
  • • 57% of Facebook users “like” a business because they want to receive special offers and promotions, according to Mashable.com.
  • • Consumers are engaging with their favorite companies on Facebook, says Mashable.com. 77% said they interact by reading posts and updates, while 17% share experiences and news stories, and 13% post updates about brands they like.
  • • 56% of consumers are more likely to recommend a brand to a friend after becoming a Facebook fan, according to Mashable.com.

Social Media Statistics InfographicBut what do these trends mean for today’s businesses? And what do marketers and business owners need to know—and more importantly, do—to keep ahead of consumer demands? First, they should recognize the benefits of creating a mobile strategy that their best customers will respond to.

What Can A Mobile Strategy Do For Me?

Once upon a time (like a year ago), having a mobile strategy was an option, and revamping your company website for mobile was very progressive. Now, having a mobile strategy is a must—no matter what size your business is.

Consumers use mobile devices for entertainment, with books, movies, games and videos; to interact with friends and business on social networks, like Facebook and Twitter; and increasingly, to find information and make immediate buying decisions. What does mobile mean to your company?

Mobile is a direct channel to your target audience. It can have a significant impact on your marketing efforts by increasing awareness of your brand, events and special offers. Mobile marketing can drive traffic to certain locations, and provide a mechanism for instant feedback and engagement. Plus, it can create a whole new generation of opt-in prospects, and give you the means to convert them to customers and evangelists.

Mobile can help you acquire new customers, increase your engagement with them, and drive sales; and you’ll be more successful at all three when your brand message is delivered across all mobile platforms.

Cross-Platform Is a Must

It’s important to note that all mobile platforms are worthy of attention. Focusing on just the iPhone ignores huge sections of your market. Apps, games and videos must be developed for Androids and iPads, as well. And don’t forget about the Amazon Kindle, Windows Phone and BlackBerry. Fortunately, cross-platform mobile frameworks make it easier for developers to generate new versions of an app, so it functions properly across platforms.

When done well a smart mobile marketing strategy can be hugely successful, as demonstrated by the Oklahoma Lottery.

How One Organization Successfully Embraced Mobile

The Oklahoma Lottery recognized mobile marketing’s power to reach new markets. They launched a 30-day promotion, creating an exclusive Mobile VIP club. Participants had the chance to win $100 per day by texting in to join the club. Updates and winners were posted on the company Facebook page and mobile website.

At the end of the month-long contest, the Oklahoma Lottery had over 13,000 new, highly engaged fans. The very next day, they launched an iPhone app, and invited the Mobile VIP club members to download it. The result? 667 click-throughs from the text to the app on Day 1. By targeting their audience through their mobile devices, they amassed an entire community they can tap into to promote special events, drive sales and introduce new products.

With the enormous growth of mobile devices, mobile marketing strategies are a must for every business. As the Oklahoma Lottery’s effort shows, knowing how to create and execute a mobile marketing campaign can open up tremendous opportunities for your business.

Developing a Mobile Marketing Strategy is Essential

Mobile media marketing puts your brand right into the hands of your target audience. No one knows what the next mobile craze will be, but it’s clear that mobile devices are increasingly the consumer’s choice for staying in touch, finding information and making buying decisions. Savvy marketers will continue to stay on top of mobile marketing trends and deliver informative, usable content that their customers want—no matter where they are.

This guest post was provided by University Alliance and submitted on behalf of University of San Francisco.  USF offers online marketing courses including SEO training, search engine marketing, social media training, advanced mobile marketing training and more.  To learn more about University of San Francisco’s certificate programs visit www.usanfranonline.com.

References:

Mobile stats:

http://mashable.com/2012/02/16/mobile-commerce/

Social Media Stats:

http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/

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3 Responses

  1. It would be interesting to compare the 2012 statistics each year through 2014. In the seo training I just completed, we learned about the importance of mobile seo and how to do it. It’s amazing how far things have come in just a few years!


  2. Tom 

    Indeed! Mobile web access has been growing dramatically, at the expense of desktops. You may also be interested in this post, Mobile SEO: How to Search Optimize Mobile Websites.

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