Increased mobile connectivity has brought about a myriad of changes not only for consumers, but also for the companies seeking to drive their businesses to those consumers. Digital firms have had to adjust to customer expectations, which continue to rise with new mobile possibilities. Mobile interactions between businesses and consumers are becoming a lot more immersive with newly adopted technologies like AI and augmented reality.
Thanks to these technological developments, brands can reach prospects through reliable communication anchored on bringing value and building trust, as opposed to bombarding them with useless information. The impact of mobile on online business has been felt due to several solid reasons.
More people can now access mobile
Today, there are more people owning smartphones. While a relatively smaller number of these people own a laptop or a desktop, they will opt to use their mobile devices whenever they want to do a quick purchase online, or to search for some information on the internet. Mobile devices are portable and offer high levels of convenience regardless of time and place. Besides, people spend most of their time on their phones, meaning that new digital marketing trends are mainly focused on capturing mobile users.
People are so connected to their mobiles
It is known as a mobile phone because it is meant to be carried wherever you go. The portable device has become so vital for the ordinary human as a handy source of information on the go, and it has caused significant changes in what people value.
The rapid surge of mobile technology continues to create an on-demand scenario where customers expect to receive everything they need faster, and more efficiently. Its influence cuts across all industries where new opportunities are being created. The direct connection between a brand and customers using their mobile device makes these goals attainable, with newer brands relying solely on mobile marketing to transact with their customers.
Versatility in delivering messages
Suffice to say, mobile technology came in as a reinvention, and an improvement to nearly all other existing marketing methods. Information remains a very crucial tool in marketing, and mobile combines dozens of channels through which marketing messages can be relayed to target customers. While some of these channels can still be applied on desktops and laptops, mobile offers some hugely distinct features.
- Social Media – More than 90 percent of the active Facebook, Twitter, LinkedIn, and Pinterest users mainly use mobile phones to access these sites. It is a no brainer that much of the adverts ran through most social media sites are better suited for mobile.
- Email – Customers receive instant email alerts on their mobile phones, therefore, smartphones and tablets make essential tools for email marketers. Email interactions through mobile may not be as high as social media interactions, but they are also quite significant they cannot be ignored.
- Bulk SMS – SMS is not a new way of reaching customers, and the numbers of customers willing to receive business alerts via SMS are close to 50 million as at the beginning of 2020. They could be promotional messages, appointment reminders, or even updates on new products, but regardless, SMS messages have a higher read rate because people are on their phones most of the time.
- Video – Did you know; video is the highest consumed form of mobile media? Twitter and Facebook see an average of 90 percent of their video viewership coming from mobile users, with desktop users less likely to view posted videos.
- Customized apps – Website owners already know where the business is, and they’ve developed progressive web apps for the mobile user. Ideally, a mobile app should be focused on improving user experience, with a professionally designed app prompting customers to spend more time on your brand.
One underrated advantage of mobile marketing is that it creates a rare opportunity for personalizing the digital experience through a collection of user data. In modern business, consumer data is highly valuable, but while it might seem a little intimidating at first, it is practically possible to personalize experiences per individual, but with the right tools. Essentially, you want to get a better understanding of your customers in terms of how they want to interact with your brand.
In addition, you would also want to give your customers the freedom to choose their preferred mode of receiving communications. For example, if they prefer to receive email newsletters on a weekly basis, so be it.
Unobtrusive form of marketing
Mobile offers the ultimate seamless marketing experience, but when done appropriately. Granting your consumers the freedom to choose how they want to interact with your brand is one sure way of creating a rapport. Timing and tracking are of the essence, and so is intelligent use of data. It gives you an edge and the ability to fulfill a customer’s need even before they realize they are in need.
With the world gearing towards better and secure data collection and protection of the same, brands have no option but to invest in more personalized efforts to build formidable customer relations.
Mobile audience continues to grow
Already, the amount of time spent on mobiles accounts for more than triple the amount spent on any other internet-enabled devices globally. Ownership of smartphones over laptops and desktops has also been widening significantly. It becomes difficult to see the mobile audience growing further, but this growth is determined by two key areas; primary business applications, and ownership of mobile devices at tender ages.
The older generation was hesitant to adopt new mobile technologies, but it has since joined in the bandwagon. Today sees kids owning smartphones at very tender ages, and their presence in the online space cannot be overlooked by brands.
As a daily mobile phone user, you are bound to come across all sorts of mobile marketing approaches daily. Your personal judgment plays a major role in determining whether they strike you as effective interactions or a nuisance. That has become digital marketing today, where everything goes. Technological developments are dynamic, and so are the advances on the marketing scene. More will come on the mobile space, but that is mainly determined by how people relate to what they already have, but at the end of the day, digital marketing will continue relying heavily on mobile technology.