Everyone knows that smartphone use is skyrocketing both in the U.S. and abroad. Marketers appreciate the importance of mobile marketing yet many are unprepared and struggling. Marketing departments are scrambling to learn how to reach consumers effectively through their smartphones.
Only 30% of businesses regularly use mobile search engine optimization, according to a Forrester Research study. Only 17% say they have used mobile to transform their overall customer experience, and 47% view mobile as merely a scaled down version of other online activities. Many businesses are just starting to build mobile websites and apps that cater smartphone-toting customers and many face organizational hurdles.
Marketers remain enamored by apps despite lack of success. Most (83%) say their company has an app; some (13%) have over 10 apps. However, few consumers use branded apps, according to Forrester.
Many marketers even struggle with mobile advertising, including testing, creative and measurement. Only 37% spend more than $50,000 a year on mobile advertising.
Many suffer from organizational confusion and lack of resources. Citing lack of resources, only 10% consider their organization to be mobile savvy.
Confirming Research
Other research also indicates marketers are struggling to develop effective mobile marketing strategies. Half of the marketers responding to VentureBeat’s Holistic Mobile Marketing survey dedicate 26% or more of their budgets to mobile marketing and almost 30% dedicate over half to mobile. The problem is that mobile marketing is often walled off from the rest of marketing and treated like an unwanted step child.
“We see this all the time, even in the largest companies,” Sigal Bareket, cofounder and U.S. general manager at Taptica, told VentureBeat. “Different marketing teams deal with developing content for email marketing and the company website, but the mobile marketing team never receives the creative elements designed and used in those campaigns. Mobile is a siloed activity, and it is tacked on to the end without planning.” If that changes, mobile marketing will produce better results.
Mobile Marketing Solutions
In order to develop a successful mobile marketing strategy, it’s crucial to align strategies to the correct stage in the lifecycle of the customer’s information search, according to Forrester. First determine how much the target audience uses mobile and its level of sophistication. Then match the information to the consumer’s cycle.
Discovery stage. As consumers seek product information in the discovery stage, mobile search and advertising on media sites and apps can enhance the customer’s discovery process. Since most consumers don’t start on your website or app, it’s important to consider the context of ads.
Exploration stage. Provide consumers essential information quickly in the exploration stage. Engage consumers directly. Samsung’s Facebook ads provide customized device comparisons. InterContinental Hotels Group’s mobile site makes it as easy as possible to research hotels and determine room availability.
Buy stage. Marketers can influence purchases on and off the mobile phone. Nearly one-third of desktop sales involve previous mobile research. BestBuy uses 2D bar codes on shelves to provide information and reviews about products. Other retailers use apps to boost repeat purchases of loyal customers.
Use stage. Apps and messaging can provide customers useful information and notify them about product news and sales. Krispy Kreme’s messaging reminds customers when hot doughnuts are available nearby.
Ask stage. Reduce support costs and strengthen relationships. Mobile apps that deliver customer service can also complete sales. An airline customer who checks an app to see if she received a free upgrade, then learns she did not, may purchase the upgrade through the app. The key is apps that deliver a high degree of utility.
Engage stage. The best apps and websites make it easy as possible for customers to share posts on social media. “Guinness’ Pub Finder app taps into the customer’s desire to share with friends the best place to quaff a cold, dark pint,” the Forrester report states.
Better integration of mobile marketing into the full marketing strategy and into the consumer’s information search cycle is essential to better meet consumer needs and to achieve better return on investment from mobile marketing.
Bottom Line: Although brands are now well aware of the widespread use of smartphones, many marketers don’t understand how to develop effective mobile marketing strategies. Many simply move desktop strategies to smaller screens. New research provides helpful advice and examples of mobile successes that can guide marketers as they explore the new arena of mobile marketing.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
Hey William
Couldn’t agree more with you! Forrester said that while marketers do fully realize the potential that mobile holds for their business, curiously, they don’t know how to use it effectively. Mobile is the most disruptive change in consumer behavior in years. Marketers know this. However, reality is that they struggle measuring ROI of mobile because they do not clearly articulate how mobile can serve their marketing objectives and because they don’t measure the right metrics.
Kathy Spencer
Thanks for sharing this. I agree that it definitely isn’t as simple as copying a desktop strategy over to be used for mobile devices, but leveraging the convenience of mobile apps at the right time can do a lot to enhance consumer interaction and satisfaction. Developing a specific strategy for mobile users is key to tailoring your marketing efforts for maximum impact on-the-go.