Why Mobile Marketing should be your priority - NOW!

A few years ago, mobile marketing was considered text messaging, or SMS marketing, but that has changed dramatically over the past few years. While there continues to be a marketing for SMS marketing,  there is continuous access to consumers because of their obsessions with their mobile devices and use of social media. If you have been waiting, or doubt the power and future of mobile, take a look at the latest stats from hubspot.

Based on a Business Insider article, There Will Soon Be One Smartphone For Every Five People In The World :

"Mobile web use will continue to surge over the next five years, and at an astonishing rate of 66 percent each year! As the world gets its hands on more mobile devices and more are connected to each other and the Web, according to a report from Cisco. In fact, connected devices will outnumber humans this year. The surge in mobile Internet traffic will come from a global population doing more throughout the day over wireless gadgets. By 2017, the average mobile user will watch 10 hours of video, listen to 15 hours of music, make five video calls and download 15 apps each month. In all, global mobile traffic will increase to 134 exabytes in 2017."

Customers want the same experience, on a mobile device

Mobile-only users aren’t some strange new breed of customer, signaling their desire for different messages, content, and services through their choice of screen size and form factor. They’re just your customer. You can and should speak to them in same way you address all your other customers. They just want to engage with you on the device that’s most useful and convenient for them.

Here is an overview of mobile facts:

1. There's 6.8 Billion People on the planet, 4 billion using mobile devices, and 1.5 billion on smartphones

1. 91% of adults have their mobile phones at their fingertips 24/7 and within 6 feet at all time. We have access to people more often on mobile.

1. 55% of Americans said that they ONLY use mobile devices to access the web. Are you missing this key demographic by not offering a mobile friendly experiences to your audience?

1. There are 5 times as many cell phones in the world as there are PC's!

1. 82% of U.S. Adults own a cell phone.

1. 90% of mobile searches lead to an action; over 50% lead to a purchase!

1. 70% of mobile searches lead to action within 1 hour!

1. 74% of smartphone users use their phone to help with shopping and 79% of them ultimately end up buying.

1. Mobile coupons receive 10 times higher redemption rates than print coupons. If you're not allowing people to redeem offers by showing a screen or coupon code on their device, you better start now! (groupon, foursquare are examples)

Smartphones are consumers’ close companion in their daily tasks. Research shows the top five places where these smartphones are used in the US are 

• 96% at home 
• 83% on the go
• 76% in retail stores 
• 70% in restaurants 
• 68% at work

For many, using their smartphones is the only option for web access.

Aaron Smith, Senior Research Specialist, Pew Internet & American Life Project, shared that “Some 88% of U.S. adults own a cell phone of some kind as of April 2012, and more than half of these cell owners (55%) use their phone to go online."

Smith calls these individuals “cell Internet users” in his report and said, “This represents a notable increase from the 31% of cell owners who said that they used their phone to go online as recently as April 2009.”

The same Pew study found that 45% of those who use the web on their smartphones prefer Web browsing on mobile devices.

Mobile device visit share and conversion rates for Ecommerce sites

The Monetate Q4 2013 Ecommerce Quarterly published February 2014 gives insight on smartphone vs tablet vs desktop share of audience for large Ecommerce brands.

This graphic shows the tremendous growth of mobile web visitors. Tablet and smartphone use nearly doubled in from 2012 to 2013, based on over 500 million visits for retail clients, with mobile share now  27% on average.  Look for the next report to show even more percentage growth as people are ditching their PC and Laptop for mobile devices.

Mobile technology is transforming the business’ marketing efforts, giving them the opportunity to engage with their customers at a more personal level.

Is your business presenting a mobile friendly environment for your mobile users? If not, you are potentially missing out on more than 27% of your business.  

What keeps your marketing team up at night?

What keeps your marketing team up at night?  

If you answered content,...or a lack of content, read on!

Not just words, but stories behind those words.  Truth, with great and compelling monologues that turn into dialogue to let people know you are as a human company, and that you care.  It becomes a complex thought-process, stuck behind processes and meetings, without getting to the heart of the matter.  Bringing out the old acronym KISS - Keep It Simple Stupid!


Content Marketing is more than a tidy buzz phrase - Content Marketing is the most important marketing innovation since “branding”, and the most under served piece of the marketing puzzle in most organizations.


The truth:

• Customers are smart, interesting and fair.• Companies are smart, interesting and (sometimes) fair.• Content is the smart, interesting and fair way to connect customers with a company’s mission.

Content marketing forces you to express a well-formulated, well-supported, well-told story. Content marketing must compel you as a marketer to sit down with company founder and ask “Why in the hell did you start this place and why should customers care that we exist?”

Many small businesses are kicking their larger competitor's butts by telling enchanting narratives about their culture, the products, and the role customers play - Think Zappos - They never stopped telling that story, even when became larger.

First question: “Do you have a story that is worth telling?” 

Second question: Now how can you turn this story into a sustained, multi-platform experience for people who resonate with how you do business?  

You want to improve our messaging and content, right?  Then start with and answer the two questions above, individually or as a team.  

Then, social media becomes an afterthought - It even becomes easy.
Facebook and Twitter are inadequate and one-dimensional on their own without compelling content.  

When we get the story right, the medium really doesn’t matter.  Are you ready to get your story right and conquer content in your organization?  

Look forward to your comments and how YOU defeated the content wall!