Posts tagged mobile device
Mobile growth is exponential with no change in sight. In fact, mobile use grew 58% in 2015. But we don’t have to convince you how big of a deal mobile use is. The key factor is honing in on what is driving the explosive growth of mobile markets — and that’s video.
How Much Video Content Are Mobile Users Watching?
In 2015 the amount of video consumption on the small screen increased by 35%. Projections put mobile devices as the screen of choice for 58% of online videos by next year. In the meantime, TV is struggling for the first time in, well, ever. So far, 2016 figures make it appear that this will be the first year since the invention of TV that the number of viewers declines.
Why People Are Switching to Digital Mobile Markets
You can do everything on your phone. Social media? Check. Shopping? Check. Make a phone call? Not many of us do that anymore, but that one gets a checkmark, too. Why not stick around to watch the gobs of mobile videos that are available—from screaming goats to the latest movie trailers.
And while people are watching all of those videos, they also see mobile ads. That’s because mobile ad spending exceeds more than $10 million per year. YouTube has even simplified the process. Tired of having people skip your 30-second video just 5 seconds in? No problem. Simply create 6-second videos that are “unskippable.”
Creating a Journey for the Consumer
Mobile videos grab and hold the viewer’s attention. In 2015, one study revealed that more than a third of people with smartphones watch a 5-minute (or longer) video every single day. So you don’t really have to cut videos to just seconds…but you do have to tell a story that will captivate the viewer.
This is a great opportunity to confirm loyalty toward your brand. Smartphones now get the second most video ad views, and the ever-present device shouldn’t stay number two for long. Yes, mobile markets rule the world right now, and a big part of the reason is video.
Does it seem to you like most marketers today are more focused on the actual mobile devices—rather than the people who carry them? This is a new trend, and while the mobile-first movement isn’t necessarily a bad thing for advertisers, treating consumers like machines isn’t going to work. Here are a couple of ways to fix the mobile ad industry.
The Right Way to Use Cross-Device Tactics
The problem with cross-device campaigns is that most marketers are merely using this as a means to interact with users on as many different devices as possible without paying enough attention to the behavioral data. Sometimes it comes across as annoying or just plain creepy, rather than as a good sales pitch.
You should use cross-device campaigns to find your customer at the moment he or she is ready to buy. A consumer may be on a laptop at one moment and a phone the next. Meeting up with your ad on both may give a more negative impression than positive. But if you can tell the difference between research and looking to make a purchase, you can find a consumer in the right place, at the right time, with the right offer.
Think About Consumers, Not Mobile Devices
You get a lot of information about how consumers use their devices. Put that information to work for you. If someone does research on a mobile device but likes to make purchases in a store, provide them with in-store coupons through a mobile device. If someone likes to shop at a desk and buy from a tablet, provide education on the benefits of your product when the consumer is on a desktop computer, then go for sale when he picks up his iPad. Paying attention to behavior is key to closing the deal.
The fact is that mobile advertising is about more than just going where the people are. Yes, people are on smartphones more than ever before, but we still have to be smart about the way we interact with a consumer, especially on a mobile device.
According to one U.S.-based online analytics company, half of all searches will be verbal requests by 2020. Voice search is not something people only use on mobile phones and tablets. Windows 10 users can speak to Cortana rather than opening a web browser. Amazon’s Echo sits in the room and listens to everything you say. Voice search is no longer just mobile-based.
How Voice Search Is Changing the Internet
Even Google had to react to voice searches. The fact is, we word things differently when speaking, as opposed to typing in a search bar. Search has to be able to respond to complete sentences and fully formed questions. No one types, “What is the best Italian restaurant near me?” but that’s exactly how we ask Siri or Google.
On the plus side, voice search gives us a glimpse into the mind of the searcher. Is this simple research, or is the person who’s speaking ready to make a purchase right now? The type of question gives away the answer. Questions that begin with what, who, or how are usually informational. For example:
- Who is the Executive Chef at The Forge?
- How much horsepower does the 2016 Nissan Maxima have?
These individuals are still trying to make a decision. But what if someone asks:
- When does The Forge open for dinner?
- Where can I buy a 2016 Nissan Maxima near me?
When and where questions generally indicate that someone is ready to make a purchase. Armed with this knowledge, how can you successfully market to voice searchers?
- Natural Content – Voice searches are spoken naturally, so naturally written content is more likely to rank higher in a search engine. “Where is the best donut shop in town?” is not only easier to fit into your content—it is probably not the most contested search term.
- Discern Intent – Send who, what, and how searches to your authoritative content to build confidence in your brand. Send when and where searches to your sales copy to close the deal.
- Website Structure – Make sure it easy for searches to crawl and understand your website. The easier it is for Google to look at what you have, the more likely you are to appear as a top result for a long-tail keyword like an entire spoken sentence or question.
You know what I’m talking about. A customer is shopping in your brick-and-mortar store. Your sales clerk on the floor moves in to ask if he can help, but the customer waves him away or doesn’t even notice him. Why? Because the consumer is looking up product reviews and pricing on her smartphone.
The Trend of Self-Sufficiency
It’s a new world thanks to mobile devices, and one of the big challenges for companies is that consumers are becoming self-sufficient. In other words, they do not need or want someone trying to help them select a product. At least, they don’t want a live person to help. Apparently, the people posting reviews online are entirely acceptable.
According to one recent report, well over half of consumers who are using their cell phone to research products while shopping in a store said they don’t want to talk with store employees. The trend is much stronger among men than women. It is also at its highest in the 25-to-44 age group.
So how do you sell to these people when they walk into your establishment if they don’t even want your help?
One Brand’s Solution to the Smartphone
The fact is that there is no simple, across-the-board solution for every business. However, consider the group that is the prime self-shopper. We’re talking about men between 25 and 44. They are likely to frequent stores like Lowe’s, Home Depot, True Value, and the like. What are these stores doing to guide consumers?
Lowe’s is focusing on their mobile app to give consumers a place to go while on their phone that will provide similar assistance to what an in-store employee would offer. The sales people are also being trained to use the app to help people.
Obviously, each company will need to take a look at their business model in the upcoming year and see how they can reach mobile-dependent users, especially as this trend becomes stronger and stronger. After all, with more people than ever buying their smartphones online rather in a store, it is clear that consumers desire self-sufficiency.
Mobile app advertisers are losing nearly $1 Billion per year in ads to zombies. Zombie apps, that is.
We’ve all had it happen. You download a new app – maybe a game or even a simple utility like a flashlight app – and suddenly your phone is acting wonky and running really slow. You check your data, and suddenly you are almost out. Your battery practically drains while it’s charging. You’ve been bitten by a zombie app.
Zombie apps continue to run regardless of what you attempt to do to close them. All the while, the app is running through ad after ad – 16,000+ per day. And zombie apps are virtually undetectable regardless of what type of antivirus you run.
Will turning your phone off and back on again help? Nope. Zombie apps are programmed to run when your device starts. With more than 1 million phones being infected daily, on average, what is the implication for online advertising?
About 1.3% of total online ad dollars will be lost to zombie apps.
How to Protect Your Devices?
Always check the permissions an app requests. Be suspicious of any app that wants to run at startup, prevent your device from sleeping, or that wants access to your location even when you are not using the app.
Americans already dish out more than $2 Billion per year to combat malware. This threat, however, may cost consumers far more. It already costs businesses a small fortune in ad money.
Where There Is Money, There Are Criminals
The fact is that people are flocking to mobile devices as they once flocked to their computers. The money has moved, and the criminals have followed. This is new territory, and only time will tell what effective solutions can be discovered. Hopefully, more mobile app advertisers will help prevent zombie apps from disrupting their marketing campaigns with apps.
Customer Engagement Through Mobile: How Many Should You Be Reaching?
Many in the business world are saying that a mere six percent is the sweet spot. But, the fact is, this figure only includes consumer engagement and not necessarily a sale. Would you count that kind of a figure a success? If six percent of your customers download your app and none of them even use it to make a purchase through the app, what did you gain? At most, you get a small percentage of in-store sales through a coupon on the app. Or, maybe you sell some advertising space.
It is well known that consumers are doing their research on mobile devices before making purchases. Can you take your customers from the planning phase to the buying stage, right there on their mobile device? Now, that is a far more tangible success. Use your app as the jump point between research and sale.
Take 1-800 Contacts as an example. What do you think holds people back from buying contacts online? Before filling a prescription, contact sellers need to see the prescription. That’s something that has to happen in person, right? I mean, some people will be willing to type in the info, but if they mistype something, or misread the doctor’s handwriting, they are stuck with useless contacts and no recourse. A lot of people are unwilling to take that chance. Enter the 1-800 Contact app, which lets you send in your prescription via taking a photo with your mobile device. This puts the responsibility on the company to get your prescription right. Customers feel more secure and mobile sales ensue. The app isn’t just fluff. It’s a sales device.
The other thing to consider about customer engagement through mobile is when to engage your consumers. Will it be considered a convenience or terrifying if a coupon pops up on their phone when they come within a certain distance of your store? Some people may spend a little extra thanks to the incentive. While I, for one, welcome personalization, others may feel that tracking their location is an invasion of privacy. You have to gauge how your customers will deal with such a mobile solicitation.
Mobile is Rapidly Changing: The World of Technology
Mobile is rapidly changing, almost on a daily basis, and it can be easy for companies to get left in the wake. What are some of the most current trends that you need to keep up with in order to stay relevant?
More people than ever are shopping directly from their smartphone or tablet. Has your company developed a mobile website or an app for mobile users? Did you decide that responsive design is the better option for your company? The fact that people will judge your company based on their experience surfing your site from their mobile devices can be nerve wracking. It is up to you to make sure that online shopping with your company is an enjoyable experience.
Then, there is the collision of the world’s two current great passions: health and fitness and technology. The result has been numerous wearable devices, and now even Apple® has gotten on board with a smart watch. Fitness has become a major concern for people, beyond just New Year’s resolutions. Whether it is the combination of fast food and video games, which has led to an obese world, or, just that people are obsessed with looking like their favorite superhero or Victoria’s Secret model, there is no doubt that fitness is a major fad. Leave it to technology to capitalize on this too. The question is: can your business benefit from this trend?
Finally, mobile usage is almost synonymous with social media. Whether it is Facebook®, Instagram®, Pinterest®, Twitter®, or another networking app, people constantly want to be connected. To reach mobile users, you need to meet them on their turf, and that means providing engaging content across various social media platforms.
It seems the one thing that isn’t going to change is the fact that mobile is rapidly changing—and digital marketing needs to change along with it. It’s time to take stock of your business stands and ensure that you haven’t fallen too far behind in the mobile marketing race.
Is a Mobile Website the Best Option? Or Should You Use Responsive Design for your Business?
Whether to use a mobile website or employ a responsive design is a big issue for many companies. The fact is companies can’t afford to lose 25% of their potential customers or clients because their site can’t be viewed properly on mobile devices. This leaves business owners with a decision: should they use responsive design or create a separate mobile site? Responsive design can work well when done right, but it can be very detrimental for a company’s business when done poorly. So, is a mobile website the best option? It can be, but there are several factors to consider.
Unfortunately, a dedicated mobile site presents its own set of problems. For example, a mobile site can require an entirely different set of images than the desktop version. This can add a substantial amount of time and effort involved in the production process and, of course, higher expenses that are passed on to the company. This cannot be avoided, however, as a professionally designed mobile site is all about creating a better experience for mobile users. Choosing images that are designed for smaller screens is the smart choice and, in regards to the company’s professional online presence and profile, actually the most cost-effective.
There are those who maintain that Google prefers responsive websites over mobile dedicated ones. This is not exactly true. The truth is, Google favors responsive websites only when they work well. In fact, Google favors sites that provide the best user experience, regardless of whether the site is responsive or a dedicated mobile website.
Another worry is that Google will not recognize that the mobile website and the desktop version are essentially the same website and, thus, they will be penalized for content duplication. They also are concerned that one of these sites might be removed from the ranking list, if it is considered a duplicate. Let’s give the search engine giant a little credit here. Google has different techniques for dealing with the different types of websites. Overall, Google is most concerned with speed, when it comes to mobile sites, and many mobile sites meet their requirements. The emphasis, as should always be the case when it comes to SEO, should be on quality.
Generally, mobile sites have the best conversion rates, as they are usually faster and easier to use. This is because much of the work is actually done on the server and not on the user’s phone. A responsive website typically will take much longer to load on a mobile device than on a desktop. When it comes to mobile sites, speed is more important than modern design. Mobile sites also allow for the additions of features unique to mobile devices, such as click-to-call and location services.
So, as to the question, is a mobile website the best option? Unless you can be sure that you can develop a responsive site affordably, professionally, and that also works with mobile devices, a mobile site still seems to be the way to go.
How Consumers Are Using Their Devices Today
These days, there are some obvious trends in the way people use their gadgets. Many have several mobile devices and switch between them for various tasks, with much of their social interactions taking place on these as well. It’s clear that the way people communicate and entertain themselves nowadays is definitely changing.
These trends shouldn’t be overlooked, especially from a marketing perspective. If you want people to see your ad, you need to know where their eyes are—and though that’s very often on their smartphones or tablet computers, you may be surprised to find out where they actually spend most of their time.
While almost three quarters of families with television sets also have a computer, the time they spend watching TV is around five times more that what they spend on their desktop PCs. Three fifths of these households also stream TV shows from the Internet, but this only makes for a small fraction of their TV viewing, too. One fifth of those viewers are primarily watching the majority of streaming TV, and even they’re watching more regular TV than streamed shows.
If these facts are surprising, it helps to realize that when families are home, they’re still sitting in front of the television more than anything else.
On the other hand, nearly every U.S. home has a cell phone, and more than half have smartphones. People spend more time using social networks on their smartphones than on their tablets, and conversely, more time is spent watching videos on tablets than on smartphones.
Even so, the time spent on social networks and videos on smartphones and tablets is still only a portion of the time that people spend watching television. Of course, some of that time on mobile devices is spent while watching TV simultaneously as well, so brands still need to convince people to watch commercials instead of texting or checking their Facebook® pages while their ads are on.
Though TV still packs a strong marketing punch, it’s also best to take advantage of these new and booming forms of technology in order to reach as many people as possible.