Mobile Marketing – How to Market for Screen Time on a Variety of Screens

In the United States alone 90% of American adults own a cell phone and 64% own a smartphone. Today we will be focusing in on how to reach this massive crowd as well as the tools necessary to reach future generations of mobile device users.

The Pew Resource Center has an excellent breakdown of what people are using their phones for. If you’re in the music industry you’re in luck and if you’re not consider advertising to listeners.

Cell phone activties

The leading users of this technology are Millennials, but with each new generation you have a greater and greater number of tech users. That being said be careful not to underestimate the reach of mobile devices. Other generations can still be reached this way, just not as easily as with Millennials and young people.

Some of the key factors to this rapid growth in mobile usage include:

  • Demand for information
  • Increased Access to Information
  • Ever-improving technology (Particularly with processing speeds)
  • The desire to make life easier

In an ever expanding digital landscape it is important to optimize your share of the real estate. Many users in the United States, (Approximately 56%) use multiple platforms (Mobile, Desktop, Tablet, TV) all of which have varying screen sizes and user interfaces. Mobile allow users to do more on the go; something that TVs and Desktops can’t really offer. This helps explain how mobile has overtaken desktops with 57% of internet usage being accounted for on mobile devices.Screen Shot 2015-05-30 at 12.08.08 PM

One of the biggest challenges for successful marketing campaigns and integrated Marketing communications is reaching the right consumers at the right time. The beauty of Mobile is it allows you to meet your customer on their term and at their convenience. On average in 2013, mobile users spend 151 minutes (that is approx. 2.5 hours!!) interacting with their screens. This window is crucial in presenting your offering in the right context for maximum effectiveness that leads to app download, purchase, or increase brand awareness (i.e conversion). Remember this is a valuable opportunity, but consumers also have more control over the type of interactions they have with your company in these mediums than in other forms such as SEO or Print Advertising. This is were I believe App revolution has created an ideal portal to provide value to your consumers while presenting your offering in a less direct brash manner than push marketing strategies. Although, searching within a browser within a mobile device are still considered ‘mobile’ they are difficult to measure and often don’t provide optimal user experience. Want to read more about the value of User Experience, read my past blog.

Here is my recommendation:

  1. Evaluate if your target market is using Mobile platforms. If they are use your digital analytics to determine their patterns of behavior, where your high C-T-R’s are, and how effective your goals are at being achieved within the buying funnel.
  2. Clearly articulate the value your mobile platform provides to your customer. Does it provide a way to communicate, research products, or read review? To be valuable you should of
    fer an engaging, responsive, and sticky interface for users that provide value to their lives in the form of increased productivity, entertainment or ease of communication. Remember– 35% of search tasks that begin on a TV or Desktop then continue onto a Mobile Device, which means your mobile device must be ready for these eager researchers. Not to mention with the advent of Native Advertising it is easier to convince your organization to invest in such mediums because of the unique access point for advertising. My most recent favorite Native Advertising is the Jack Daniels sponsored post in Instagram I have been seeing a LOT recently. Clearly, they realized I am of drinking age based on my digital behavior. Facebook, Twitter, and others are following this Native Advertising Train as part of their advertising strategy specifically on mobile devices,Forbes says. Native Advertising allows Markets to profit from their social media presence. Integrating promotion into social networks is the newest addition to improving the user experience with their device or app.

Decide whether to allocate additional resources to SEO, PPC, add Google Adwords Extensions, or develop an App to reach your customers on mobile device. Whatever you do will depend on who your customers are, what your are offerings, and value of your app to the customers. Starbucks App is a create example of a well designed, well executed, and valuable app that has been great rewards through increasing business. But, others are following in their footsteps and gaining notice for their Apps, like Taco Bell–read morehere. See Business Insiders list of 100 Best Apps for other examples. Apps that are focused around gaming, entertainment, communication and productivity are most popular amongst consumers are are most frequently downloaded. Unsurprisingly, Facebook is the #1 most used App, other top grossing Apps are Twitter and Pandora. Plus, advertising revenues from these apps via Native Advertising run between 75 and 50% of Overall Advertising revenues for these companies. Imagine what it could do for your business! And, the App revolution hasn’t reach maturity yet, hence Facebook’s 2014 acquisition of Whatup App (messaging App) that cost $19 Billion.  I’ll beat we will see more Mobile App acquisitions in the next few years.

Note: It is important to note that much of the Google (or, Bing/Yahoo) searches happening on Mobile devices are about directions, contact information, or shopping on the go. These are not happening in Apps but rather through a browser. Making sure your site is optimized for Mobile Viewing or using Google Adwords Extensions is key. Our friends at Moz have some great insights into this.

Few final points:

  • 1/3 of US Smartphone uses download at least 1 App per month.
  • If you create an App shoot to be in the Top 3 used Apps for your Target Market for maximum effectiveness.
  • Word-of-Mouth has a BIG impact on App downloads. Never underestimate WOM.
  • Most Users (3/4) expect Apps to be free, and the 1/4 will only pay on average $2.17 for any given App.
  • On Average App users have 36 apps installed on their smartphones. Only 1 in 4 of those are used on a daily basis. This just means your App needs to be good, and engaged users on a daily basis. Starbucks App is a great example of this.
  • User download Apps because they were recommend by others, Sounded fun, were familiar with the brand, or in order to get access to a discount or promotion.
  • Are you in the E-Commerce industry? Mobile Apps are increasingly valuable around the Holidays when purchases increase in frequency and amount, yet customers want to avoid lines and hectic shopping centers.
  • If you launch an App you can either select a Responsive site with Identical content to your website or a Separate Mobile Site. Whichever option you select will be based off of your business goals. Explore the options further here. Note: Creating a Seperate Mobile site may improve your SEO because it gives search engine bots different content to crawl.

Here is your next challenge; making certain that your Digital Presence is Mobile Ready whether that be in an App or on a Mobile Device Search. The number of Smartphone and Tablet users in the US alone presents an invaluable opportunity to reach your consumers at their fingertips.


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