Whether you personally like it or not, if you’re in the business of marketing to businesses, or even more so, if you are marketing to consumers, if you haven’t already, it’s now time to focus on mobile.
The average UK consumer now spends over two hours per day on their mobile device, from the moment they wake, to last thing before bed, they are constantly ‘in touch’. IDC research shows that 62% of smartphone users check their devices as soon as they wake up, and 79% within 15 minutes.
It can be irritating, when you’re trying to communicate with them personally, but, from a business perspective, there are a number of opportunities to be exploited.
Three specific elements of mobile marketing are relevant to us small and medium size enterprises:
- Responsive website: You must ensure, first of all, that your website is responsive, or at least, mobile friendly – it’s surprising to see so many out there who clearly haven’t thought about it. If your customer cannot read your website on their mobile instantly – they will move on to your competitor.
- Marketing by text message: It’s great for immediacy, let’s face it we all open text messages almost always immediately, whereas e-mail ‘can wait’. And even more importantly, the average open rate on e-mail is now running at around 27%, text messages are about 95%.
- Your own App: If your organisation does not already have an App – now is the time to get it sorted. A well designed App can keep your company ‘front of mind’ at all times.
Using push notifications through your App gives you a very close relationship with your customers, so you can easily, and on a timely basis, remind them of special offers, promotions, and your loyalty ‘card’ – without having to print them!
Developing your own App positions you as a more serious player in your market, you are effectively creating your own marketing channel.
If you haven’t embraced mobile yet, you know where to come…