Mobile Marketing: 5 Facts Every Marketer needs to Know

A fundamental principle every marketer understands is that it is important to be reactive and adaptive to human behaviour. Generally speaking, the different technologies and mediums that continue to change and evolve in day to day life are somewhat irrelevant - however it is a marketers duty to position itself where their consumers are most prevalent.

In many ways, choosing where to market your brand at the end of the day comes down to raw statistics. In the past few decades, some of the best and most effective avenues to reach consumers have been radio, newspapers, magazines, television – and recently the internet and social media. Like any of these powerful channels, the latest to emerge from the pack is Mobile technology – and it has the consumer usage stats to prove why it should be considered as important as the most effective channels available. 

The History of Mobile

Mobile technology has come along way since the Zack Morris phone and has become an essential part of everyday life.  For a quick rundown on how things have evolved to where we are – have a watch below to see the Growth of Mobile: Stats and Figures That Will Shock You.

As mobile and smart phone technology continue to play a more prevalent role in everyday consumer life – one must understand the importance of this technology and how it can effect your brand. Below are 5 facts that every marketer needs to know about Mobile: 

1. Mobile (and Smart Phone) Usage is Drastically Rising across the World  ↗

You don’t need to look far to see that mobile usage is on the rise.  Most people today have substitued their land line for a smart phone and use them not only to make phone calls – but to browse the web, social network, play games and download apps. In 2011- over 70% of the world’s population now owns a mobile phone.  By 2014, mobile internet is expected to take over desktop internet usage.  What this means for marketers is: a (new) platform to showcase products, advertise brand information and connect with potential customers from literally anywhere.  

79% of  smart phone users, use the device to help them while shopping and 70% use their smart phones while in a store. – Google Survey

To take a closer look at mobile and smart phone usage in Canada, check out the infographic below:

2. Tablet Devices are Emerging as a Highly Effective means to Market and Advertise 

Like the smartphone which is becoming more prevalent across the world – the tablet is now beginning to see a similar spike in sales and usage.  However -it’s important to note that users are substituting the time they would previously spend watching tv or using their personal computer with their tablet device instead. 

Here are 3 important statistics about Tablet users: 

• they spend at least an hour a day on their tablet

• they primarily use it at home

• after getting a tablet, their use of desktop/laptop computers decreased

As tablets are mostly used at home, they are considered to be used in a safe atmosphere where purchasing decisions are more likely and users are more susceptible to promotional techniques. – SmashApp

Versus the mobile phone, the tablet is better suited for engaged content where a user can spend more time and discover what is being offered: Tablet apps should consider this in its design –  Mobile apps on the other should account that users prefer quick, to-the-point information.

3.  Mobile coupons get 10 times the redemption rate of traditional coupons –  Borrell Associates 

Let’s face it, wipping out coupons you cut out from your local newspaper just isn’t cool. I don’t know about you – but I’m not ready to have a George Constanza wallet full of coupons – nor am I prepared to carry the Entertainment Book out with me in public. 

Mobile coupons and offers are easy to claim and share – and can even been exposed through geotagging and location based marketing techniques. Mobile coupons are just as revolutionary to the “deals” search as newspaper clipping were some odd years ago – and your customers won’t suffer the social humiliation!

4. Geotagging and Location Based Apps are changing the way Consumers Purchase Products

Consumers in today’s world are in search of the deal. Location based deals and offers are becoming more and more commonplace and mobile users are starting to catch on. Now when a consumer tags their location on a smart phone or tablet device they can not only see what services are around them but also who is offering the most compelling deal. If a consumer is going to choose between company A and B – and one is offering more product information or an incentive – it’s obvious who will make the sale. 

Instead of competing in a “global marketplace,” local business owners now have access to geotagging, local search, and location-based services. All of which make the Internet more useful to small business than it has ever been before. - Social Media Examiner

Sites like Foursquare, Gowalla and Groupon are allowing business’ to offer deals on the go in real time. Maybe you need to get rid of extra inventory in a hurry or maybe your restaurant just isn’t that busy this afternoon. In any case, offering a location based incentive can pay huge dividends.

5. Phones Aren’t Phones Anymore!

To best wrap your head around mobile marketing…don’t think of the mobile phone as a phone! The graph below clearly shows that most people aren’t using their phone as a device to make phone calls. The majority of time spent on a smartphone is used to run apps:

With all this time being spent using apps – this can be seen as a new advertising platform for your brand or even creating your own app is the best answer.  In any case, making yourself visible across a technology which is glue’d to the hip of all of your customers is probably a safe bet.

Mobile communications is still a relatively new platform to market products and services.  What is known as the ‘third screen’ (television and computer being the first two) is essentially the newest untapped resource for marketers and businesses alike. One thing for sure is that cellphone technology will continue to change at a rapid rate and marketers must be prepared to research and adapt accordingly.  With over 3.4 billion people across the world with a mobile phone and growing (compared to 600 million on Facebook), its safe to say that mobile marketing is here to stay…In fact, it’s just getting started!