Partner Article

Deconstructing the mobile hype for businesses

You’ve probably heard about mobile by now: what it is, what new trends are becoming popular today, and how it is used for marketing. There is no denying the increasing number of mobile users—you can see the proof all around you.

When you walk on the street or go to any public places, chances are, you see people clutching their mobile gadgets and poking touchscreens to communicate, to be entertained, to shop, to engage in all sorts of activities. You can also observe your own use of mobile.

If your own experience and observation do not convince you enough, and think that maybe it’s all just a fad, then consider the following stats on mobile usage as compiled by Hubspot:

Mobile internet usage is projected to overtake desktop internet usage by 2014. (Source: Microsoft Tag)

• 7.96% of all web traffic in the U.S. is mobile traffic. That number has skyrocketed to 14.85% in Africa, and 17.84% in Asia—up 192.5% since 2010. (Source: Pingdom)
• One half of all local searches are performed on mobile devices. (Source: Microsoft Tag)
• Mentioning a location in mobile ads and search results can increase click-through rates up to 200%. (Source: ThinkNear)

How does this impact small business in the UK? Data shows that the upward mobile trend presents a huge opportunity for UK small business owners. In May 2012, Google reported that

• 51% of the population used smartphones
• An overwhelming majority (85%) looked for local information
• Of that 84% looking for local information, 54% connected with the business, 59% visited the business, 12% told others about the business, and 32% made a purchase

It doesn’t take a big leap of insight to understand why mobile adoption by consumers has been growing exponentially. Mobile phones and gadgets (tablets, phablets or phone-tablet hybrids, ultra-portable and wearable computers, portable game consoles, personal digital assistants or PDAs) embody convenience and allow for computing and connecting on-the-go.

A lot of marketers, however, failed to immediately see the trend and capitalise on the opportunities mobile has opened up for them. Even worse are small businesses that still resist building a website, much less invest on a mobile version or a mobile app.

Make no mistake about it, there’s real data backing up the hype, and it’s changing how businesses interact with customers.

4 Ways to Apply Mobile Marketing

Understand that mobile marketing is a multi-faceted thing. Depending on the nature of your business and your marketing goals, any one or a combination of the following mobile strategies may work for you:

1. Build a mobile app

Build a custom mobile application or software, not only to showcase your business, but also to reach more customers and engage them interactively. You can create mobile apps for every need imaginable. However, it would make sense to create one that will bring the business results you need. If you’re a restaurant business, for example, think if a simple reservation app would suffice, or if a restaurant game would pull in more customers and sales.

2. Create a mobile version of your website

Instead of building an app from scratch, you can, instead, use your business website to reach out to the increasing number of mobile users by creating a mobile version for them. A variation of this is a “responsive” website that automatically adjusts to different screen sizes. Mobile versions are often minimalist, content-focused, and have simpler navigation and larger buttons.

3. Optimise emails for mobile readers rather than desktop readers

If you are into email marketing, and if a big percentage of your target market is using mobile devices to check their emails, then this is the way to go.

4. Allow for easier online shopping via a mobile device

More and more people are browsing, shopping, and purchasing on their smartphones. In fact, in 2012 Google found out that 56% of UK smartphone shoppers purchase at least once a month. Are you a retailer? You can provide smartphone users the convenience of a one-click checkout, assure them of a safe and secure transaction, and provide a fast and efficient payment process.

Are you ready to buy into the mobile “hype”? Which of these strategies do you think would benefit your business the most?

This was posted in Bdaily's Members' News section by Rita Auta .