When I was writing Go Mobile (affiliate link) with Jeanne Hopkins, we spent a good amount of time aggregating data about mobile marketing. Our goal was to get a deep understanding of how mobile was being used by corporations and individuals around the globe.
It didn’t take us long to develop a list of amazing and incredible facts about mobile marketing, many of which can be seen below (or by visiting 50 Amazing Facts About Mobile Marketing on SlideShare).
We hope you enjoy them. Feel free to download the slides and use them in your own presentations. And a special shout-out goes to the team at HubSpot for their help assembling and spreading the word about the SlideShare deck.
Is technology a good thing for children? Some parents think it can be a great education tool. But others think that plopping a kid in front of a desktop, tablet or smartphone is just plain lazy.
A recent study shows that 52% of kids surveyed between the ages of 5 and 8 have used tablets and smartphones. The same study showed that 10% of the kids under the age of 12 months have used a tablet or a smartphone. Is that a good thing or a bad thing?
Another question is whether too much time using technology makes people socially awkward. In one study conducted by Badoo, 39% of those surveyed spent more time socializing online than face-to-face and 20% prefer texting or communicating online to talking face-to-face. Does that mean that children who use technology grow up to be socially awkward?
In a more recent study, Kindergartners in Maine who used iPads in the classroom ended up scoring better on literacy tests than those who didn’t. Students in the iPad classes outperformed non-iPad students, on average, across every literacy measure they were tested on.
What are your thoughts? Should there be an age limit for kids using technology? If not, then how much is too much? 1 hour a day? 2 hours a day?
And if you do allow your children to use tablets and smartphones for entertainment, what are the best apps you’d suggest? Do you even know what apps your kids are using?
Read the infographic below and let us know your thoughts.
Google has a terrific website called Our Mobile Planet that has a number of cool tools and research reports on it. When you get the chance, take a spin around — it’s worth checking out.
They have some great data on the website, including some research into activities people do while their on their smartphones. As you can see from the Pinterest-ready chart below, 52% of those surveyed use their smartphones while watching TV. 51% listen to music. And a full 17% use their smartphones while reading a book.
When all is said and done, this data may not surprise some of you. After all, research from Morgan Stanley indicates that 91% of those surveyed have their mobile phone within reach 24/7. Even so, it gives you some insight into how people are using smartphones as more than just a stand-alone device — instead, they’re using it as a utility to enhance their existing behavior.
What do I mean by that? I mean that smartphones are more than just passive devices used for inbound texts and calls. They’re actually becoming part of our daily existence. In other words, smartphones are becoming all-encompassing utilities that augment our existence and are as much a part of our lives as our wallets, our eyeglasses or our shoes.
Enjoy the data below. And feel free to post it on Pinterest if you think it’s worth sharing.
Local marketers can choose from a number of mobile-specific search ad formats that Google offers. "Mobile Ad Sitelinks" and "Click-to-call" are featured above.
Are you using mobile to reach customers in a specific location?
Location-based advertising is nothing new, but mobile has brought it to an entirely different level and the numbers tell the story: BIA/Kelsey predicts explosive growth for mobile local advertising over the next four years, from $784 million in 2011 to $5.01 billion in 2016!
So if it’s local customers you’re after, check out these recommendations for reaching them with mobile:
1. Build a mobile site.
At the risk of sounding like a broken record, I’m going to list this as the first step, with the key benefit being discoverability. A customer looking for a shoe repair shop in his area is most likely going to plug those keywords and a city name into Google. Make sure your business can be found and deliver an experience that is optimized for mobile.
As with your desktop site, search engine optimization (SEO) is a mobile must-have. However, mobile is different – searches tend to be task-oriented and location-specific. Cindy Krum from Mobile Moxie suggests the following in an article from Bluetrain Mobile:
Set up proper device detection and redirection to your mobile site.
Optimize meta data (title tags, alt tags, etc.).
Spend some time on local SEO, meaning get your business information listed in local search tools like Google Places and Yelp.
3. Invest in paid search.
Last year, Google released a study showing that 89% of paid search clicks are incremental to those from organic search, meaning that they would be lost if a paid search campaign were stopped.
Don’t neglect this powerful tool for driving local mobile traffic. Google offers a number of mobile-specific ad formats, some of which are tailor-made for local searches (“Location Extensions” or “Ads with Offers,” for example).
4. Run a mobile display campaign.
Mobile display affords marketers almost limitless targeting capabilities. Aiming for the businessperson contemplating lunch in her area? Run a campaign targeted to business publications, from 11am – 2pm, targeted to a specific city or zip code. Just don’t refine too much or you won’t have an audience!
We’ve sung the praises of SMS here before. When combined with geofencing, which is the practice of creating virtual fences around locations like stores or offices, the result is very powerful. A user could enter a geofence around your store and receive an exclusive SMS coupon!
It is especially important to develop a geofencing campaign that is relevant to individual customers, doesn’t message too often and respects privacy. Consider Placecast and iLoop for such an initiative.
Mobile presents marketers with new ways to reach local customers more effectively than ever before. Today, pick one of the tactics above, contact a vendor or your agency and get started today!
About the Author: Cory Gaddis is a regular contributor to the 60 Second Marketer and helps Mobilize Worldwide create mobile marketing campaigns for a wide variety of clients.
If you’re like a lot of people, you might be asking, “What is mobile marketing?” It sounds like a basic question, but in doing some keyword research for the 60 Second Marketer, I found that “What is mobile marketing?” is the third most common mobile search phrase after “mobile marketing” and “mobile media.”
So, given that, I thought I’d shed some light on what mobile marketing is and how it’s used.
The definition of mobile marketing is pretty straightforward — it’s the set of techniques and practices that enable organizations to connect and engage with their audience in an interactive manner through any mobile device.
The tools and techniques that are used in mobile marketing included the following:
Near Field Communication and BlueTooth (i.e., wireless communication between two devices)
SMS and MMS (i.e., text messaging)
2D codes (i.e., QR codes, EZ codes, Microsoft TAG, etc.)
In Go Mobile (affiliate link), the book I’ve written with Jeanne Hopkins from HubSpot, we provide a roadmap on how to set-up, launch and manage a mobile marketing campaign.
What follows is an excerpt from the introduction in the book. It’s currently the #1 mobile marketing book in America, so if you like what you see, feel free to take a closer look by clicking here.
Here’s the excerpt:
“Are you curious about how to use mobile marketing to grow your business? Would you like to know how to use QR codes, mobile apps, location-based marketing and other mobile tools to increase your sales and revenue? And are you wondering how companies like Coca-Cola, Delta and Starbucks use mobile marketing to connect with their customers?
If so, we have some good news. That’s exactly what we’ve set out to do in Go Mobile. We’ve demystified mobile marketing and re-packaged it as a simple, easy-to-understand tool that you can use to grow your sales and revenue. The questions you have about how to set-up, launch and run a mobile marketing campaign have been answered in this book.
There are four primary mobile operating systems in the U.S. Percentages indicate total U.S. market share.
It’s worth noting that mobile marketing isn’t just an evolutionary new technology, it’s a revolutionary new technology. In fact, it’s a once in a generation shift in the way consumers connect with brands. And it’s going to have more impact than radio, TV and the personal computer – combined.
How can we say that? How can something as small as a smartphone be as powerful as radio, TV and the personal computer combined?
The reason is because mobile provides all three of those things (and more) in a small device that can be put in your pocket. There’s no need to be tied down by a big box that needs to be plugged in all the time. Instead, you (and your customer) can access it whenever they want and wherever they are.
In fact, research by Morgan Stanley indicated that 91% of all mobile phone users have their phones within arm’s reach 24/7. Additional research by Nielsen shows that the growth of the iPhone was 10 times faster than the growth of America Online.
It gets even more incredible. According to the 60 Second Marketer, there are 6.8 billion people on the planet, 4.0 billion of whom own a mobile phone. Do you know how many own a toothbrush? 3.5 billion. That’s right, more people own a mobile phone than own a toothbrush.
What’s more, Gartner predicts that by 2013 the primary way people will access the internet is via their mobile browsers. In other words, more than half the time someone accesses the internet, they’ll be doing it from a mobile phone. That has huge implications for how your business needs to connect with prospects and customers.
Given all that, it’s not surprising that you’re curious about mobile marketing and that you’re reading this book. After all, people like you have realized that mobile is going to be huge. No, wait. Strike that. Mobile is huge. And it’s going to get even huger. (Is huger a word? Why, yes. Just Google it from your mobile device if you don’t believe us.)
Is Mobile Marketing Right for You?
Thestarting point for anyone interested in diving into mobile marketing isn’t to run out and develop an app or set up a mobile website. Instead, the starting point is to begin by asking yourself, “is mobile marketing right for my business?”
With that in mind, we’ve come up with a handy little checklist designed to help you figure out if mobile is right for you.
Mobile marketing is right for your business if…
You need new customers
You want existing customers come back more frequently
You want to improve your profit margins
You need to appeal to a broader audience
You want to differentiate your brand
You’d like to improve your marketing ROI
You want customers to spend more money each time they buy from you
You’re looking for new distribution channels
You want to grow your market share
You want to be in front of your customers 24/7
See where we’re going with this? The odds are pretty good that one or more of the items listed above is important to you. Who doesn’t want more customers? Who doesn’t want to improve their marketing ROI? And who doesn’t want to differentiate their brand?
5 More Reasons Mobile Marketing Might be Right for Your Business
If the list of reasons above wasn’t enough to get you started in mobile marketing, here are five more that will almost certainly help you along your way.
It’s easier than you think. Setting-up, launching and running a mobile marketing campaign is easier than you may think. If you’re interested in getting a helping hand, reach out to an SMS service provider, your digital advertising agency or a mobile ad network like AdMob, iAd or Millenial Media. A quick phone call to any one of those entities will help you understand just how easy it is to get started in mobile marketing. (Of course, reading this book will help, too.)
There’s a huge untapped mobile audience. The mobile audience is huge, which leaves a large gap between the amount of marketers targeting mobile users, and the actual amount of people using mobile devices, like smartphones. This means that now is the ideal time to test out a mobile marketing campaign for your business to see how effectively it can build your brand and sell your products.
Mobile converts prospects to customers. The conversion rate for many mobile marketing campaigns is dramatically higher than the conversion rate for traditional campaigns. eMarketer reports that 1 in 10 people currently redeem mobile coupons, which is 10 times higher than the redemption rate of some traditional coupons channels.1
It costs less than traditional methods. The cost of running a mobile marketing campaign is currently less than the cost of running many traditional marketing campaigns. Because of that, the ROI of most mobile campaigns is higher than other marketing channels. What’s wrong with a healthy ROI? Nothing.
People respond to mobile. Just like it’s easy to start a campaign on your end, it’s also easy for customers to opt-in or respond to an ad through a click of a button on their smartphone. Easy sells; and more people are willing to reply to a text message or a mobile banner ad than are willing to clip a coupon out of a newspaper.
The bottom line is that there are amazing opportunities for any business interested in taking a dive into mobile marketing. Better still, mobile marketing is not that hard. If you have a basic understanding of marketing, it’ll be a piece of cake. And even if you don’t have a basic understanding of marketing, it’s incredibly easy to learn.”
If you’d like some quick tips on how to get started in mobile marketing, check out the video below from the 60 Second Marketer YouTube Channel. It includes some additional tips on how to get started in mobile marketing quickly and easily.