Mobile usage is a trend that will only continue to skyrocket in 2016. Experts believe that we are approaching a tipping point when mobile usage will exceed that of all other devices combined. Global Web Index predicts this will happen in 2018. So if you ignored mobile to this point, you can no longer risk being left behind. The usage statistics below indicate an explosion that is unrivaled in our modern history. Marketing strategy must include a mobile element, even if you just dip your big toe in the mobile marketing waters.
Numbers, and surveys, and charts, oh my!
Just go to any public place today and you will know that these figures aren’t being exaggerated. Restaurants, public transportation, sidewalks, malls and shops, campuses, and waiting rooms around the world are filled with people using their mobile devices. The folks at The Mobile Marketer share these statistics:
-4.8 billion people globally will use mobile phones in 2016 (Forrester Research).
-75% of Internet users went online via a mobile device at the end of 2015. In 2016, mobile devices aren’t only the most popular or commonly owned device, but also they’re starting to overtake all other devices in terms of time spent online (GlobalWebIndex).
So how do I dip my toe in the mobile marketing water?
For those of you who are just getting started with mobile marketing, there are some simple ways to dip your toe without diving in completely. Cost is always a primary concern for small to mid-sized businesses. The bottom line for any business is to simply be present so users can find you. Here’s how:
Mobile website: having a mobile responsive website is the best option. Simply put, it’s your existing site built on technology that’s smart enough to detect the type of mobile device and adapts to the best format for viewing. If your website is relatively new or updated recently, chances are the technology platform is mobile responsive.
Mobile landing page: if your website is not mobile responsive, consider building a separate landing page to accommodate users. Using a separate URL just for mobile is also common practice.
Mobile email: check your emails for readability on mobile devices. Usability varies based on your email provider and the mobile user platform like Outlook, Gmail or Yahoo.
Something to keep in mind: according to this article from Appticles.com, 29% of smartphone users will immediately switch to another site or app if they don’t get what they need. Issues like the site being too slow and information being hard to find will send them packing. Ouch! Make their lives easy by being easy to find and easy to interact with on mobile devices.
Next time we will focus on simple mobile marketing tips to streamline the user experience. Is your website mobile responsive? Do you use a separate landing page or URL for mobile? We’d love to hear about what’s working for your business.