Mobile is becoming a primary content channel with more and more consumers turning to mobile to buy and to research purchases. There has been a dramatic increase in smartphone usage with statistics showing that in the coming year more brands than ever will be increasing their mobile spend. This is why it is imperative for brands to start thinking about mobile strategy - your consumers and your competitors are already there.
A new trend that companies have noticed is 'second screening', more people are opting to view a second mobile screen while actively viewing another such as a TV or desktop monitor. Brands are already tapping into this trend by marrying their TV advertisements with mobile - encouraging people to interact with mobile apps or social media as their TV advert airs.
Mobiles are smarter than ever
Almost all mobile phones are evolving into smartphones and modern smartphones are more than just phones. The modern smartphone is a powerful, location-aware computer that could not be better suited to commerce. The latest technology allows marketers to create great, interactive apps and good looking mobi sites that can drive sales. Location-based marketing
is another option brought about by smartphones with GPS, allowing brands super targeted advertising.
If you don't embrace mobile you will be left behind
Many experts are comparing the mobile and tablet revolution to the internet revolution more than a decade ago. The brands that kept abreast of online developments were rewarded by becoming the most established brands (Think Amazon or eBay). Mobile technology is here to stay - web browsing is moving from the PC to the smartphone and from the moment they get their first mobile phone, the mobile lifestyle - including mCommerce - will be second nature to tomorrow's adults. In order to stay with the moving tide, your brand needs to embrace mobile.
More and more people are using their smartphones to surf the web and make online purchases. Having a mobile friendly website will put you a step ahead of your competitors and will lead to customer loyalty among avid mobile users. With the high street currently facing tough times, it makes sense to have your product available to more people on the channels where they are spending most of their time. Optimising for mobile means better display for smaller screens, easy to navigate buttons and a simpler layout for fingers browsing on touch screens.
The latest statistics have shown that the increasing numbers of smartphone users has lead to a dramatic increase in mobile email usage
. One of the ways brands can start optimising their email marketing campaigns to this market is by investing in responsive mailers. These are new email versions with the ability to adapt to the various screen sizes of mobile devices. While the technology is becoming increasingly vital to marketers, it has not yet been perfected, so you'll be sending multiple test campaigns before it's smooth sailing.