When I look back at 2012, mobile marketing had some tremendous growth with consumer device adoption and media channel fragmentation. This growth has allowed consumers to be anywhere at anytime to fulfill their multitasking needs. These smart devices are changing the consumer’s experiences and now bridging the gap between offline and online media. This shift is causing marketers to start to look at the marketing funnel with a different view. When we take a look at a graph provided by eMarketer, we see the average time spent with consumers with major media. The top three have very little growth if any; however, when we look at mobile, the growth continues to rise, with as high as a 60% increase from 2009 to 2012. This should wake up the brand marketers and get them thinking about “mobile first.”
The primary three screens marketers normally look at are TV, PC, and mobile, however with the exploding adoption of tablets and usage brands, they must start to look at a new screen, the tablet.The tablet is the next screen that brands must start to consider as part of their funnel due to the way consumers are using the smart device. When you look at the chart provided by eMarketer on how consumers are using select devices with other media it becomes clear that the tablet and smart phones are providing marketers with new opportunities to engage consumers. Just think about the possibilities of engaging consumers through one of the smart devices anytime and anywhere. The ideas are endless for creating new experiences and closing the gaps between multiple media and multiple channels.
As we have only opened the first page to this very long book of mobile marketing growth and consumer adoption, I hope you are starting to see some key consumer mobile trends that need to be reviewed and included as part of any brands marketing planning and go to market strategies. So what does this really mean for marketers and what do they need to do to start thinking mobile first in our ever changing multitasking word? Without going too far into the weeds, there are some questions below that brands should be trying to identify. The first thing that must be looked at is the data, and you must ask yourself a few top line questions. What does the data tell us? Are your consumers and/or target audience mobile? And if so, how are they engaging with your brand (email, social, web, app, SMS, MMS, etc...)? What does the current contact strategy look like and is it working?
What content do you have available for them, and is it optimized for mobile? Does your site get over 15% of its traffic from mobile devices? What does your traffic do while on the site – not time spent, but how are they engaging and are we getting them to convert? All these questions lead back to the data and how analytics should be utilized to provide insights for maximum performance. The thing to remember is that most digital consumer interactions can be measured in some way; the key is knowing what to measure and how to measureit. The eMarketer graph shows some of the top opportunities that brands should be reviewing to improve insights and performance, however this is just the tip of the iceberg.