With all the technology that is now available, content is being consumed in many different ways and on many different devices. While desktops and tablets are big players in the game, mobile devices seem to have a big influence on click through rates and browsing. In 2013, mobile content marketing will generate a large return on investment if done properly.
We gathered research from our corporate blogging platform client, Compendium, and email marketing software client, ExactTarget, to show the impact of mobile marketing over the past couple of years and what is yet to come. When all the data was put together, there were some startling findings:
- Open rates on mobile devices have increased by 300% from October 2010 to October 2012.
- Mobile email creates twice as many conversions as social activities or search.
- Mobile may not mean “on the go.” 51% of US mobile users browse, search, and purchase on mobile devices at home.
- Web visits on a mobile or tablet device are highest on Thursday at 15.7%.
- SMS marketing messaging is becoming more popular, with 31.2% of agencies using this tactic to increase click through.
What is the state of mobile content marketing? Get in the game, or lose the opportunity for click throughs, conversions, and engagement.
You may have seen the statistics – one study claims that more than 80% of small businesses that invest in mobile marketing see increased business as a result – but how can you go about capturing some of those gains yourself?
Small Business Computing recently looked at a few companies that are engaged in mobile marketing to find out.
Ron’s Auto Repair Center of Ames, Iowa, uses Yodle, a service that helps small businesses with mobile-optimized websites, listings on Google, Yahoo and Bing maps, and paid-search services across multiple desktop and mobile outlets. The service doesn’t require much sophistication to use. Using a unique tracking number, Ron’s Auto Repair can tell where calls come from and see how many of them are a direct result of online and mobile marketing spending. The service has so far been worth about $9,000 in new sales a month, the business estimates.
Rok Bistro of Sunnyvale, Calif., uses FanMinder to send out marketing messages to all channels, including Twitter, email, texts and Facebook. Mobile coupons have turned out to be a good marketing tool for Rok Bistro. The coupons, which are trackable through FanMinder, allow the restaurant to see how many people click on the offer and redeem it at the restaurant. When a customer shows the server a coupon on his or her mobile device, the server simply clicks a button to redeem it. In the restaurant, customers can also scan QR codes or send a text message to get an immediate discount and sign up for the Rok Bistro mailing list.
At a minimum, all businesses should have a mobile-optimized website, and make your website mobile-friendly by placing your location and contact information in a prominent place. Clarity, simplicity and speed matter most for mobile users, so make sure it’s clear what you do and how you can help customers. And monitor mentions of your business on Yelp and other sites that can influence consumers.
Adapted from Small Business Mobile Marketing Strategies That Work by Vangie Beal at Small Business Computing. Follow Small Business Computing on Twitter.
Speaking in confidence to Reuters, two unnamed sources confirm that the daily deals giant is now actively testing in the field a new mobile payments platform with a select few Groupon merchants.
Groupon’s nascent payment service comes with an Apple iPod Touch, and a case that wraps around the back of the device, which allows merchants to swipe credit cards, the people said. They did not want to be identified because the service has not been officially announced, and is in an early testing phase with some Groupon merchants.
If the offering successfully makes it out of testing with the company’s blessing for national launch, the service will likely be competitively priced and perhaps significantly undercut the transaction fees charged by Intuit and Square.
Would you be inclined to use a Groupon-branded mobile payments service?
The skyrocketing number of smartphone users and amplified mobile marketing budgets tell us one thing: the scope of mobile is broadening more and more each day.
As we near 2012′s median, here are insights into the booming world of mobile:
- Mobile Web is predicted to reach 2 billion users by 2015.
- The largest age group of mobile Web users is ages 25-34, making up 25.6% of the user population.
- When looking at the entire population of mobile Web users, 51.3% are male and 48.7% female.
- An average mobile device user has their smartphone with them 23 hours per day.
- The most common mobile activity is text messaging (74.3%), with photos (60.3%) and email (40.8%) trailing close behind.
- 58% of all SMS opt-ins are done by the 25-34 age group.
- The average mobile marketing/advertising budget is between $75,000 and $100,000 per campaign.
- The mobile advertising market is expected to surpass $5 billion by 2015 (compared to the $1.24 billion in 2011).
- Mobile search makes up the largest investment of advertisers (49%), and following that are display advertising (33%), SMS/MMS marketing (12.2%) and mobile video (5.8%).
- 71% of smartphone users have used mobile search after seeing an ad.
- Nearly 1/3 of consumers say mobile is their go-to shopping method.
- 87% of consumers shop via websites on a laptop, 14% on a smartphone and 9% on a tablet.
- Men and women engage differently on mobile devices when it comes to shopping: women use smartphones to make their shopping experience more social, while men use it to find information about their potential purchases.
- Mobile coupons generate 10x the redemption rate as traditional coupons.
- 70% of smartphone users use their devices when shopping in-store, and 29% who do end up purchasing the item online–this is called the Showroom Effect.
- 53% of those mobile searchers have made a purchase after a smartphone search.
- 50% of smartphone owners have scanned QR codes, and 18% of them made a purchase after scanning.
- 48% of companies plan to invest in advertising with QR codes in 2012.
So, there you have the numbers and be you informed! Ignorance is no longer an excuse for marketers not tapping into mobile. It’s clear that advertisers certainly have a wide range of mobile options to choose from, with mobile Web, advertising, SMS, coupons and QR codes at their fingertips.
Hello generation mobile!
Check out the following sources to see where the numbers came from:
As a foreign correspondent in London 10 years ago, my job was to unearth innovative new startups for my business magazine’s readers. I traveled across the Continent, from Helsinki to Milan, meeting entrepreneurs, venture capitalists and big company researchers to write about the next big thing.
In the summer of 2002, I attended a launch party for a startup demonstrating their nascent service at a swanky Haymarket bar. Upon walking in, there were printed instructions to visit one of the tables playing music and then navigate through a maze of confusing WAP mobile phone menus. What resulted was my phone magically telling me the name of the song playing in the room. The event was Shazam’s coming out party. It took almost 10 years for the music recognition app to truly gain widespread recognition but, for me, it was the first time I saw firsthand what was only possible with a mobile phone.
Ten years later, publishers are still plotting the best ways to engage readers on mobile devices.
The stakes are high. As technology continuously improves, the percent of content consumed from mobile devices increases. On average, 20% of sites’ content is now being consumed in mobile browsers. But, evolving technology platforms and consumption patterns makes it far more difficult to succeed on mobile than it is on desktop.
And the challenge of building a great mobile experience isn’t solved by simply ensuring the content displays in the right way in the right environment. The bigger challenge is to figure out how best to match the content and mission of that publisher with the unique properties associated with varied operating systems, devices, browser and app environments.
Different technology translates into different consumption patterns. For example, users are consuming content in very different ways in apps than they are on the mobile Web. Gaming and social apps account for 80% of all app activity. By comparison, those activities account for just 40 percent of time spent on the desktop. Mobile Web consumption more closely mirrors what people do at a desktop with news, utilities, entertainment and topic-specific content accounting for the bulk of activity. Most publishers are responding to the rapidly evolving technology landscape with a wait-and-see approach.
A brave few are experimenting early, and with promising results.
Food52 has tailored its approach to the screen size. Its iPhone app is focused on its Hotline, a forum for user questions and answers. To take advantage of the bigger screen and encourage users to take their iPads into the kitchen, Food52′s Holiday app included a variety of entertaining tips, such as step-by-step instructional videos on how to prepare a dry-brined turkey or Tuscan onion confit.
The logical first step for publishers into mobile publishing is to create a mobile-optimized site. SAY makes that easier with technology used by Remodelista that automatically resizes the page based on the screen size the content is being accessed from.
Still others are pushing the envelope even further. Kinfolk Magazine’s luminous iPad app complements its quarterly books about small gatherings by encouraging readers to experience the content in a way unique to a tablet device. Whether swiping down for a peek at an intimate dinner by a freezing lake or rearranging the layout and size of photos of a salty dinner of buttered clams and beer in Maritime Canada, readers have never been able to personalize content like this before.