As the future of marketing is increasingly focused on mobile, brands need to rethink their traditional approach to measurement. Bain & Company and Econsultancy Inc. explored how leading marketers—marketers who exceed their business goals—who are driving growth to find out what they have learned about mobile marketing.
Here are some of their conclusions from their research:
It’s no secret mobile has changed how consumers behave. With the consumer journey fragmented into hundreds of micro-moments, it’s increasingly important for brands to be there when consumers reach for their devices.
How would you describe the role of your smartphone in your everyday life?
- When we asked people this question recently, they used phrases like “attached to my hip,” “butler,” and “lifeline.”
- Over two-thirds of smartphone users (68%) say they check their phone within 15 minutes of waking up in the morning, and 30% admit they actually get “anxious” when they don’t have their phone on them. Millennials? They’re really attached.
- 87% always have their smartphone at their side, day and night. In many countries, including the U.S., more searches take place on mobile devices than on computers.
- 69% of mobile users turn to mobile search in a moment of need.
- In the past year alone, websites have seen a 20% increase in mobile’s share of online sessions and an 18% decrease in time spent per visit on the website
- 76% of people who search for something on line visit a related business within a day and 28% buy something
- Walgreens shoppers who use their apps spend 6x’s more than those customers who don’t have an app
- Macy’s customers who use multiple channels (including mobile) spend 8x’s more than those who use just one channel
- Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs.
- 80% of smart phone shoppers have changed their mind about which brand to buy after searching Google. (ARE YOU CHECKING YOUR GOOGLE REVIEWS?)
What does all this mean?
Simply put make sure that your digital communications are optimized for mobile communications and understand that mobile, rather than their PC or Mac, is their “go to device used first” by the vast majority of people.
Bottom line? If you don’t look good on mobile or load up quickly, you are “long gone.”
Next time you send out a blog or an email or change your website, see how it looks like on your smartphone before pressing “send.”
Will you share this email or Facebook post with two friends who might benefit from this advice? I’m certain they’ll thank you for it once they’ve read it.