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Mobile Marketing is in Your Future

The continuing growth of smartphone usage demands your attention

This page last updated September 10, 2018.

Smartphones are a primary tool for local marketing

Are you reading this on a mobile device?

Based on the following statistics, I'm willing to bet you are.

Marketers have been following the rise of mobile marketing for years, but considering how ingrained mobile devices are in our lives as both consumers and professionals today, it shouldn't really be considered a "growing trend." It should be considered a given

If not creating a dedicated mobile marketing strategy now, it is something you should've already planned for. If you haven't, it needs to be done right now! No excuses. 

The mobile marketing statistics and facts here will help you understand why and also provide some guidance when shaping your mobile marketing strategy in the coming years.

You can safely assume that if your potential customer has internet, they have a smartphone.

Consider these facts:

  • People prefer reading emails on their mobile device and use their smartphones more for reading emails than for making calls.
  • Marketers are optimizing for mobile  and focusing more on mobile marketing at an increasing rate.
  • Consumers are more likely to recommend and buy from the business that has a better mobile experience.
  • The majority of money spent on digital advertising is targeted towards mobile.
  • Most social media activity takes place on mobile

Mobile Codes, QR & Other

(This code will take you to our introductory landing page)

Since “QR Code” is just one of several different types of two dimensional codes used for mobile marketing, and since EAS and UPC one dimensional codes are still widely applied, it is probably more accurate to refer to these codes as Mobile Codes.

These new mobile marketing tools have finally reached a point where they can be truly valuable. Granted, some of the uses of mobile codes play into the hands of the major competition, but there are many ways you as a small business owner can use these codes to great advantage in mobile marketing campaigns.

80%+ of internet users own a smartphone. (Smart Insights), and with so many cell phone services giving away free smartphones with their contracts, this number is only going to keep increasing -- which is good news for companies with a mobile marketing strategy. 

Two thirds of consumers will use them to search product information and pricing online while in the store. . As 4G service continues to become more universally available, mobile usage will skyrocket, so you as a competitive business owner must be planning for this change now if you haven't already started. How can you take advantage of this trend?

Take Advantage of This Trend

The most popular uses of smartphones are mobile search, reading news and sports information, downloading music and videos, and email and instant messages. Coming up very quickly are; money transfer; location-based services; m-health and m-payment will be key drivers. (Gartner)

In the US at 25 percent, a large minority of mobile Web users are mobile-only. In developed nations, and in the US particularly, many mobile-only users are older people and many come from lower income households. Today in the US and Western Europe, 90+ percent of mobile subscribers have an Internet-ready phone. There is a myth that only people with smartphones can access the mobile Web This is a complete fallacy. Many handsets can surf the mobile Web – which is good because most handsets are feature phones – but a smartphone delivers a richer Web-surfing experience.

Just because people can view your PC Website on a mobile device with an HTML browser, doesn’t mean it is a pleasant or fulfilling experience. With device screens averaging about 5 to 5.1 inches, viewing a PC Website requires scrolling left and right and up and down and however good the mobile connection, large images will be slow to load, and sites that use flash will not work on some handsets, including Apple's. What’s more, mobile users have different requirements from desktop Web users and provide different mobile marketing opportunities for your business. 

The top 10 ways consumers will use mobile in 2019

The top 10 ways consumers will use mobile in 2019, as predicted by Gartner are listed below. (The order was determined by impact on consumers and industry players, considering revenue, loyalty, business model, consumer value and estimated market penetration):

• No. 1: Money transfer – most services offering person-to-person transfers, using Short Message Service (SMS or texting), signed up several million users within their first year. Gaining great popularity in many foreign countries, but not too popular in the U.S.,yet Mobile money is an electronic wallet service. This is available in many countries and allows users to store, send, and receive money using their mobile phone. The safe and easy electronic payments make Mobile money a popular alternative to bank accounts. It can be used on both smartphones and basic feature phones.

• No. 2: Location-based services (GPS) – The location based service user base has grown globally from 74% of cell phone users in 2009 to well over 95% of all age groups in 2017! LBS includes driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, geographically targeted advertising, etc. 

• No. 3: Mobile search – the user experience of mobile search is improving to drive customer loyalty and drive sales and marketing opportunities. 48% of the buyers use smartphones to start searching with a search engine. Source: Google Research

• No. 4: Mobile browsing – 90 percent of handsets shipped in 2015 were able to browse the mobile Web. Therefore, the mobile Web will be a growing part of most corporate B2C mobile strategies.

• No. 5: Mobile health monitoring – i.e. using IT and mobile telecommunications to monitor patients remotely and individual monitoring.

• No. 6: Mobile payment – Paying for goods and services over the mobile Web such as using mobile apps in place of credit cards will continue to rapidly grow in importance.

No. 7: Near-field-communication services – NFC allows contactless data transfer between devices and terminals typically to pay for transportation or to cash in a mobile coupon.

• No. 8: Mobile advertising – By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. (MarketingLand) Revenue in the Digital Advertising market worldwide amounts to US$266,238m in 2018.( A substantial portion of this will be local advertising.

• No. 9: Mobile instant messaging – Gartner thinks users really desire Mobile IM, especially in developing markets. This presents an opportunity for mobile advertising and social networking.

• No. 10: Mobile Entertainment– apart from ring tones and ring-back tones, which have turned into a multibillion-dollar service, mobile music has been gaining ground from a slow start. Worldwide projections are that in 2018, 377 million downloads and 1,319 million streaming connects are predicted. Of all the mobile areas, music shows the most maturity and slowest growth, video the largest.

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Now, just take a moment to relax......

How to Capitalize on These Trends

Now with all that data in hand, how do you, the local merchant capitalize on this growing medium? The following will hopefully give you some ideas.

Mobile barcodes are a necessary element for retailers to integrate into their cross-media initiatives whether online, television or print. For examples of various uses, go back to the page discussing QR code . For instance, by embedding a mobile barcode on a billboard or sign, your business is able to activate the advertisement and engage the consumer on the go.

Once you have established the dialogue with the consumer, whether around product information, sales or coupons, you can then continue to correspond, based on consumer opt-in, and continue to communicate your message.

Another very important factor is that by utilizing the analytics based on the consumer scan of the mobile barcode which can include the time of day and location you can make better purchase decisions around your advertising,both digital and traditional,and ensure optimal ROI.

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