According to a new report by the Pew Internet & American Life Project, almost two-thirds of American cell phone owners go online using their mobile phones – a 100% increase from 2009:
The study conducted in April and May of this year shows that demographic profile of cell phone Internet usage skews younger, mirroring that of smartphone ownership. In addition, consumers who use their cells to access the Internet are more likely to have a college degree, income above $75,000 and be an urban or suburban resident:
But younger consumers aren’t the only ones using mobile phones to access the Web – the report found that usage among cell owners aged 50-64 increased 15% in the past year, from 36% in 2012 to 51% in 2013.
Interestingly, the report found that 34% of consumers using their mobile phones to access the Internet said they mostly use their cell phone rather than any other device like a desktop or laptop computer.
This mass migration to mobile for Internet access means that the successful delivery of marketing content to mobile devices is directly impacted by the optimization of your website, landing pages and email for mobile. It is no longer a question of if you should optimize for mobile, it’s now just a question of when.
Despite explosive user growth in the past year, mobile remains a largely untapped opportunity for marketers according to the recently released Mobile Share Report from enterprise SEO firm BrightEdge.
Mobile Internet usage now accounts for one out of every three digital media consumption minutes. The BrightEdge Mobile Share report tracks the business impact of mobile usage across 6,000 brands, analyzing the web traffic for more than 5 billion web pages to quantify how the mobile channel (smartphone and tablet) compares with the desktop channel with a key focus on how these channels drive conversions.
Some key findings from the report:
In the past 12 months, mobile traffic grew by 125% while desktop grew only 12%.
Tablet converts at nearly the same rate as desktop; mobile converts at about one-third the rate (0.3X) as desktop.
Video content drives conversions. While overall smartphone conversions lag desktop conversions, media and entertainment sites are an exception. Smartphone conversion rates exceeded desktop (1.6x), driven by people consuming videos and articles on mobile. Travel/hospitality (.7x) and e-commerce (.6x) also experienced above-average mobile conversions.
The growth of mobile Internet use offers a massive opportunity for marketers who learn how to optimize customer mobile experiences to drive conversions. To push mobile from its current high traffic/ low conversion rates, marketers need to invest in a holistic approach. It’s also essential that marketers leverage big data insights to understand the impact of their activities.
Recent research by emarketer.com showed that mobile use among U.S. adults is rapidly rising, with Americans spending one hour and 22 minutes every day on their mobile devices, up 34% from the previous year:
Mobile marketing strategies have evolved with the technology, and the use of complex mobile data has enabled marketers to deliver relevant messaging to consumers in a more personalized fashion than ever before. The three primary strategies for mobile marketing today include:
Location-based ads – delivering relevant ads based on a customer’s location.
Customer loyalty offers – apps that trigger personalized offers based on the consumer’s actions via the app.
Games – large brands like Starbucks include games in their apps to keep customers engaged.
With more than 75% of the world’s population having access to mobile devices, the marketer that takes advantage of this exceptional technology gains an important competitive advantage.
Mobile marketing allows dealers to take advantage of dayparting – delivering marketing messages during precise times – but doing so effectively requires a good understanding of how customers prefer to engage with your business.
To get to that understanding requires a deeper analysis of customer data to present the right message at the right time. For example, if you have an intelligent customer database that can alert you when customers are most likely to be thinking about a new car purchase, you can send marketing messaging around free test drives on a weekend. Sending the same message during the week will not likely result in much traffic since not many people are able to do test drives during a weekday.
As with other forms of media, there are different times of the day that appeal best to different audiences. With a system that helps identify opportunities for service – pinpointing those customers who are overdue for an oil change or other service – dealers can send a morning message with an incentive to get the customer to drop their car off before work for service.
Dayparting not only enables marketers to deliver a timely message but also to maximize media value and effectiveness. Reaching mobile users at the right time with an offer can be a powerful way to drive traffic and increase sales.
1. My customers aren’t using mobile.
Research shows that in the past year:
- Smartphone usage in the U.S. increased by 50 percent (Kleiner Perkins)
- The number of emails being opened on mobile increased by 330 percent (Litmus)
- Tablet usage doubled in the U.S. (Pew Research Center)
The fact is that mobile has a great influence over consumers and it’s only growing more influential with every passing year.
2. Mobile isn’t important in my industry.
One of the most prevalent uses for mobile technology is search – and by the end of this year, mobile search is expected to eclipse desktop searches. But one of the most staggering statistics from a recent Google study is that 73 percent of mobile searches triggers additional actions like a purchase.
3. I don’t have the budget for mobile marketing.
If you are already using marketing tools like email, social media and search, you just need to be sure what you are doing in each of these arenas is optimized for mobile. Here’s why:
- Facebook reports that half of its page views come from a mobile device
- Litmus says 43 percent of emails are opened on a mobile device
- Yelp says that 45 percent of all of its searches are performed on a mobile device
4. I can’t afford a new technology infrastructure.
You don’t have to invest in a new technology infrastructure to support your mobile marketing efforts. Automotive CRM systems like uNotifi can integrate all your marketing and automate the process for you at an affordable rate with a choice of four options.
With women now responsible for 85 percent of all purchasing decisions in the U.S., marketers are always searching for new ways to reach women with offers and incentives. Mobile marketing is the perfect solution, according to a recent Business Insider article.
A recent Google survey showed that 66 percent of smartphone owners use their devices to help them shop while they are in a retail location. An independent survey of 1,000 women by mobile marketer Swirl found that 58 percent of them would like to receive a personalized offer on their smartphone while shopping in-store.
Much has been written about showrooming, the practice of using smartphones to search for lower prices and buy online after visiting a brick and mortar store, but women are also using their smartphones to get product advice and feedback, search for product information, and look for special offers and discounts while they shop. Rather than fear this smartphone-enabled behavior, dealers should find ways to use it to their advantage.
For example, dealerships that utilize technology like uNotifi’s Communicator can provide dealership personnel with a text alert when a customer walks into the dealership and can also deliver personalized coupons and offers directly to a customer’s smartphone. Implementing mobile strategies and technologies that enhance the in-store shopping experience help dealers sell more and incentivize customers to purchase.
According to a new Nielsen report, more than 8 in 10 U.S. mobile consumers used their devices for shopping during the first quarter of 2013. Nielsen said that 84% of mobile consumers had shopped on tablets and smartphones in the last 30 days, an increase of 5% from the same period one year ago.
Nielsen defines mobile shopping as using a smartphone or tablet to make a purchase, research products, find stores, read or write reviews and check prices. More than 25% of mobile consumers said they now buy more frequently via mobile than PC.
Mobile shoppers are split evenly by gender and skew younger and more affluent than the general population. Most (57%) are under 45 years old and 34% are under 34, up from 29% from a year ago. The share of mobile shoppers ages 25-34 increased the most in the last year, to 28% from 24%.
In terms of income, the report said that wealthier consumers tend to be more active shoppers on devices, with 35% earning more than $100,000. The study also pointed out that the share with household incomes below $50,000 has grown the most, up eight percentage points to 21% from a year ago.
Consumers today expect content to be personalized and relevant, but how many marketers are delivering on that expectation? Mobile provides dealers with the ability to leverage today’s technology to deliver personalized marketing messaging directly to consumers wherever they are.
The following infographic illustrates how mobile makes marketing more personalized and how marketers can start delivering customized campaigns directly to consumers’ pockets:
Fill out this short form for more information on uNotifi’s personalized mobile marketing solutions for the automotive industry:
A sales optimization study by Leads360 shows that text messages can make a significant difference in closing deals, yielding conversion gains of more than 100%.
However, knowing when to send a text message is vitally important, since the research showed that sending text messages to a prospect prior to making personal or phone contact actually decreases the likelihood of ever converting the lead by 39%.
The data suggests that texting in business is an earned privilege. However, as long as text messaging is used responsibly, sales people can send as many text messages as the interaction with prospects requires, and often helps establish a greater rapport with prospects that can lead to better sales conversion rates:
The study also showed that texting by businesses is in its infancy, with less than 1% of those surveyed saying they had received a text from a business contact. This is clearly an incredible growth opportunity for sales organizations not currently taking advantage of this effective form of communication.
The easiest way to implement text messaging in your sales process is to have an automated system that does this for you. uNotifi’s automotive marketing CRM system helps you segment your customer database by his or her preferences, and provides you with the ability to deliver personalized, targeted messaging to each customer’s mobile device.
A new report released Monday by the Pew Research Center’s Internet & American Life Project shows that in just the past three years, the percentage of Americans who own tablet computers has gone from just 3% to 34%, with more affluent households leading the way in adoption:
The fastest growing groups for tablet ownership include more affluent households making over $75,000 a year, college graduates as well as adults between the ages of 35 and 44, especially parents.
In the past year, tablet ownership among parents with minor children living at home, rose from 26% to 50%. Tablet ownership among adults living in households making at least $75,000 per year rose from 34% to 56% and tablet ownership among college graduates rose from 28% to 49%. Analysts predict that tablet sales will surpass laptop sales within two years.