May 10, 2017

Mobile is the Future of Digital Marketing, and the Future is Now

Mary MahoneyBY Mary Mahoney

J. Robinson Group Blog

You don’t really need data to see the future of digital marketing.

virtual smart phone

Now that smart phones are permanently attached to most of the population, it’s pretty clear the future is all about mobile.

For accessing the web, mobile usage already has surpassed desktop activity in most of the world, with mobile online time in the United States now hitting 71 percent, according to comScore Mobile Metrix. 

According to Google, we look at our phones about 150 times a day, with 68 percent checking in within 15 minutes of waking up. And a full 30 percent of us admit to feeling anxious if we don’t have our phones with us.

So, while making sure your internet strategy is compatible with smartphones obviously is key, that’s often much more complex than many people realize, and the complexity varies depending on your business and your targets.

There are a host of online resources to help businesses navigate the mobile landscape, offering guidance on everything from SEO optimization to the importance of branded apps.

Most experts agree that simplicity, speed, brevity and use of photos, video and social media are key.

One recent report from Google, Micro Moments: Your Guide to Winning the Shift to Mobile, boils the mobile landscape down to four basic points:

  • Be there: Being there on mobile is imperative to shape decisions and preference, Google says, noting that “one in three smartphone users have purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.”
  • Be useful: Google says if you aren’t “useful in the moment, not only will consumers move on, they might not ever come back.”
  • Be quick: “Consumers won’t wait for a clumsy mobile site or app. They expect to move at lightning speed,” Google says.
  • Connect the dots: “You don’t have mobile customers and desktop customers,” the report says. “You just have customers. Organize your teams around a single view of the customer however they convert.

In other words, a company’s mobile strategy must be “Immediate. Relevant. Frictionless,” Google says. “That’s the experience consumers expect when they turn to a device to find, do, or buy something. To win, marketers have to be there to meet them in these micro-moments.”

In later posts we will explore the promises and challenges of big data and future media, such as virtual reality.

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