— “Well if you didn’t want to get me on my mobile, then don’t call me on my mobile!” – Phoebe Buffay from F.R.I.E.N.D.S. One would assume that digital marketing done on the computer is perfectly compatible with mobile devices, however, that is not the case. Digital marketing for mobiles require different algorithms, different software, etc., and are as important to know as ever because people are more accustomed to using their smartphones and tablets more or in conjunction with their laptops. Also, this is several months out of date, Search Engine Watch gives us statistics to give us some perspective as to what consumers use their mobile devices for.
- 99.5 percent access content/information
- 63.1 access the Internet
- 62.1 percent check email
- 49.2 percent listen to music
- 46 percent play games
- 41.7 percent download and use apps
- 15 percent make purchases
- 15 percent read a book
Yes, these numbers are pretty impressive. Search Engine Watch again released a thought-provoking article in January of this 2015 year, “Why Mobile Web Still Matters in 2015.” This article will give you more accurate statistics.
Millward Brown gives a more interactive experience for us to discover even more interesting statistics of the mobile web. Play around with it!
ComScore‘s white paper, entitled “U.S. Digital Future in Focus 2014,” explains to us the dramatic shift to mobile. They claim that this adjustment to mobile is bigger than the invention of the internet. Now that’s a bold statement. This is the most disruptive shift for digital media, leading to multi-platform usage.
By a multi-platform, we will see many people using two or more devices at a time. Not that I condone this, but you will see students taking notes on a laptop during class while using their cellphones to check their Instagram updates. Or people will be Tweeting their hearts away to update the universe while watching the live Bachelor finale. (Ps. Only one more week until we see who Chris Soules chooses!) I have all three types of devices, a laptop, a smartphone, and a tablet. Although the tablet is of use to me and is packed away in some boxes, I will constantly have the laptop and phone on me at all times and use them simultaneously almost 90% of the time while I am home.
One thing they have to thank for the increase in the use of mobile are apps. Over 80% of things people do on mobile devices are through apps really more than mobile internet browsing. Sometimes, apps are actually more efficient for businesses to have rather than a mobile website. However, I still consider a website to be more vital as they are searchable and helpful for SEO while the apps are more difficult for a potential customer to come across without the help of an actual search for an existing website.
And if you want tips on how to make a great mobile site that will bring you the most traffic and highest conversions, visit an article by Moz, titled, “The SEO’s Guide to Building a Great Mobile Site.”
Starbucks does a fantastic job of implementing the perfect app. Like the coffee from Starbucks isn’t addicting enough already, the renown company created an app to create easy and quick access for the consumer to get their hands on a drink. The Washington Post addresses this. About a month or so ago, Ryan Currie, the marketing manager for the Corporate Starbucks who works with global digital marketing, came to one of our SMA meetings to speak about what he does for their digital marketing along with their progressing Rewards Program along with their app that coincides with it. He talked about the increase in loyal customers through the program along with the ease to track and observe their customers behaviors with the profiles they can gather with their accounts. Then he talked about the app and how customers love the offers they can earn through it. Ryan also brought up the test in Portland, Oregon. In that location alone, people are able to pre-order drinks through the app, pay through the app, and quickly pick up the drink at their closest and most convenient location. Hopefully their trials will result in only positives so that they can bring them to the suburban areas rather than the busy cities where this system may get too chaotic. The Washington post addresses the loyalty that has increased through the current app. This new order system can very well increase their number in loyal customers significantly.
One critical difference between mobile search and desktop search that marketers should recognize are that people search for different things on different devices. Most people will be doing more in-depth research on a desktop. The information that they seek is not needed immediately. On the other hand, mobile search is really meant for those who need quick results on the go. For example, for a nearby restaurant for a specific craving, or reviews on a certain carpet cleaner that will clear out the wine stain spilled on the carpet during the girls’ night the night before.