It's Time to Connect With the Mobile Customer | Social Media Today

The Rise of The Smartphone

Smartphones are now the preferred mobile device representing over 50% of all phones in the US and the UK.

Mobile is changing the way customers:

• Mobile devices accounted for 13% of search spend in June 2012, yet took a 20% share of clicks - source: Marin
• Search the internet - mobile will account for 25 percent of all paid search clicks by the end of 2012 source: Marin
• A recent report from AT&T, Local Insights Report, found that 30% of all search comes from mobile. Not only that but 54% subsequently click to call the business.
• Shop:
• According to Nielsen 79% of smartphone & tablet owners use their devices to shop online - source: Nielsen
• Mobile (tablet + smartphone) shopping now accounts for over 15% of online shopping source: IBM
• 97% Of iPad Moms Shopped From Their Tablet Last Month - source: TechCrunch
• Social Media:
  • Facebook users spent more time accessing the social network on smartphones than on computers in March - source: Comscore
  • Social media drives and influences purchase behaviour - source: Dialog
• Email:

• Businesses Not Harnessing Mobile

  Despite the rise of smartphones only 26% of small businesses have got a mobile optimised website and it is not only small businesses that are at fault - 20% of FTSE as of Feb 2012 had a mobile site.

  Now you may ask yourself does it really matter? A study by Google?gives some answers:

  • 74% of people say they?re more likely to return to a mobile friendly site
  • 61% of users said they would click away if site doesn't provide information quickly
  • 52% of users said a bad mobile experience made them less likely to engage with a company

  3 Ways To Gain More Customers

  Mobile is like gravity you can debate how it works, but you will feel its affects regardless of the answer. Quite simply being having a good mobile (tablet & smartphones) strategy and plan is a necessity. So here are 3 simple ways (actions) you can focus on to improve how you get more customers from mobile:

  1. Develop a Mobile Strategy

     Simply getting a mobile site is not enough. Focus on how your customers are using mobile, what they are searching on and how you can then use this to best present information, click to call, opportunities to buy and/or capture customer details - e.g. if you are a local restaurant then presenting opening times, click to call and menu prices would be a priority. Also using paid search would clearly for your services would benefit your business. Audit your site: ask yourself - Is my site easy to navigate currently?, also test to see how easy it is to find essential information in a timely fashion?

  2. Simplify and prioritise

     Customer behaviours on mobile are different than on PC. That long landing page you built will seem to long too small and reduce traction. Simplify for mobile - reduce the text and ensure pages are responsive. You need to understand how your customers use different devices. For instance if you are a fashion retailer, a customer might want to find your address on a smartphone but browse your collection on a tablet.

  3. Think Across Your Digital Touchpoints

     Your overall marketing communications need to reflect the change to mobile: landing pages, downloads, website pages and of course email. 40% of mobile users will close or delete an email not optimised for their mobile. Emails need to have clear CTA's at the top of the email, less images used (check how they render) and get your message across quickly - less is more.

Source: http://socialmediatoday.com/tribalcafe/865996/3-ways-get-wmore-mobile-customers

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