What’s the first thing you do when you wake up? It’s likely you reach for your companion; and by companion, we mean your mobile phone. This blog post explores what is driving the mobile-growth and the three trends that marketers should take advantage of in order to drive business growth.
Where Is Consumer Attention?
In a recent study, nearly 9 in 10 respondents said they check their phone within an hour of waking up in the morning, and almost as many do the same right before they go to sleep. Overall, we are increasingly connected and dependent upon our devices; in future, this dependency is only set to increase.
According to Forrester Research, digital marketing spending in the U.S. will surpass $118B in 2018. Four of the top vehicles: paid search, display, on-line and email are growing between 8% - 18% CAGR. Interesting to note that impressions served on mobile devices grew over 5.5x faster than on desktop.
According to a survey conducted by Ipsos MORI on behalf of Deloitte which polled 2,000 US Internet users ages 18 to 75, most people check their device approximately 47 times per day. And according to eMarketer, this translates to 175 minutes of time per day spent on a mobile device.
Whether it’s scrolling your Twitter news feed for trending events, browsing your Facebook posts, checking your email, or hitting snooze on your alarm, it’s no secret that wherever we go throughout the day, our mobile devices go with us.
Go Mobile Or Go Home
There are a few reasons for our mobile-dependency: mobile represents instant, unfettered access to all the information we need on a day-to-day basis and allows us 24/7 connection to our peers’ activities.
News and media aside, there has been a massive shift in recent years towards mobile usage for brand engagement and content consumption, especially among millennials, who represent a buying power of $40 billion within the current marketing ecosystem.
The reason mobile usage and engagement is growing so quickly is simple: mobile is an instant, on-the-go gateway to relevant content for end-user purchasing decisions, such as reviews and price comparisons. The information that end users require to make to their decisions is more accessible and available faster.
When it comes to maximizing your business success in the long-term, it’s clear that leveraging the mobile behavior is the key.
Where Mobile Behaviour Is Headed
In a world of continuous partial attention (CPA), 80% of reading is done through scanning. Additionally, content gets consumed 1.7X faster on mobile than on laptops; attention spans are getting shorter and only the most essential information is retained by the end-user. Almost everyone is mobile-enabled and Smartphone penetration rates are high across most age groups:
Moreover, consumers use more than just one device. A study done by Adobe reveals that end-users are using 3+ devices daily, while marketers typically only have a view of 1. Inbox Marketer client data confirms that, although people have a preferred device to read their emails on, up to 20% of an email subscribers reads email content across multiple devices.
In order to successfully leverage end-user engagement and achieve better business results, marketers need to be present on all devices and channels where end users engage. It’s no longer a matter of whether mobile is important or not within the marketing ecosystem, but a question of how your marketing is keeping up with the following trends.
Trend 1: Micro Moments, Macro Impact
Google defines micro-moments as the intent-rich moments where users reach to devices, especially mobile, for content and information related to a purchasing decision: know, go, do, or buy.
To leverage these micro-moments within your marketing efforts, think about optimizing the speed of your mobile site, adding sitelink and callout extensions to your listings for easier end-user access, updating your location information to drive in-store traffic, and implementing mobile-friendly abandoned cart automations to recapture otherwise lost purchase opportunities.
Studies have shown that you can increase unaided brand awareness by 46% simply by showing up in mobile search ad results. When considering email, relevance and timeliness is a key driver of engagement, click-through and conversion rates.
Essentially, the best way to leverage micro-moments for mobile is to implement dynamic, responsive experiences that are optimized for the device and channel where your end-users are viewing your content.
Trend 2: Artificial Intelligence (AI) And Digital Assistants
Hey, Alexa: What are the current mobile trends in AI and how can I leverage them?
The argument isn’t whether or not AI and digital assistants will be major players within the market, but how you can leverage them to improve your end-user engagement through mobile to provide a better user-experience.
For example, Amazon is pushing hard to shore up its leadership role in AI, including licensing Alexa for integration into a host of new devices like thermostats, home lighting systems, remote controls, automobiles and more. This in itself has massive implications for marketers and end-users alike.
Chatbots are expected to grow significantly in the next 3 years and will have an impact on the way end-users interact with companies.
Optimize and make digital content “machine friendly” in order for your brand content to be easily found by Siri, Cortana, or Alexa when end-users need it.
Trend 3: Take More Control
Relying on algorithms to match target audiences with content can be risky. Today's leading marketers want to ensure the right message gets directly to the right person at the right time.
Some advertisers are making a transition from “open exchanges” to “programmatic direct”, partly in response to the EU’s General Data Protection Regulation but also to have better targeting.
From an addressable message perspective, make your email marketing content easy to read and a more simple user experience. Don’t overload content in email and remember clarity trumps persuasion.
Millennials want to make their buying decisions fluid among devices, often beginning their search on a desktop and continuing down the funnel on mobile. Being direct with your email subject lines, call to actions and copy are all important steps for better mobile-success.
How will you leverage these trends to drive success for your marketing program? For more information on how to test, refine, and master your mobile-marketing efforts, contact us today.
*As seen in the March 2018 issue of Direct Marketing Magazine on page 6.