While browsing the web, you will undoubtedly encounter countless presentations and articles that many reasons why experts are overwhelmingly persuaded to believe that mobile is the imminent future. What’s more, they will be happy to demonstrate proven methods by which you can initialise and track your mobile advertising and marketing campaigns. Yes, mobile is without any doubt really big; and in every sense of the word.
Still, there will always be a few of those unwavering business owners who are perfectly at ease with their total reliance on desktop interactions; irrespective of their customer preferences, I can safely assert that this is a potentially dangerous game and trend of mind which you should avoid.
A recent Google study also helps to elucidate this contention point further. As many as nine varying verticals were covered by this Google study, which included Food and Cuisine, Restaurants, Travel, Finance, Homes and Gardens, Beauty and Apparel, Nutrition and Health, Electronics, and Automotive. With 950 individuals as participants, each candidate was to be over 18 years and needed to have made a minimum of one purchase within his/her selected vertical during a period of last 30 days.
1. Research Stage and the Mobile
Gaining a firm grasp over the whereabouts of your customer on the life cycle of a purchasing phase is pivotal to perceiving the exact message that you need to send out to that customer; other than a manner in which you opt to deliver that message. Predictably, with mobile browsing on the uptake, the key action is research where your mobile customers are concerned, as:
• overall, mobile customers tend to spend over 15 hours in a week to research products, services, special deals, and a lot more besides
• business websites are visited by about 59% of them
• on average, roughly 5 to 6 visits of the mobile customer are needed to a specific website, before a purchase is finally made
• browsing the web via the mobile is almost at par with usage of mobile apps (that’s 7.3 hours in a week and 8 hours in a week, respectively)
Looked upon from a research stage; these comprise just a fractional part of the ground statistics that cover mobile browsing. While studying the figures closely, you will also find that more than 50 per cent of your mobile audience commonly visit websites, by bringing their phones into use. Additionally, they also generally tend to re-visit in order to validate/confirm their search for the product, related to the brand offered by you, on other available sites.
If for any perceivable reason you should tend to show even the slightest indecision in making it reasonably easier for your esteemed customers to execute these actions, you will have simply turned these customers away to some waiting rival who will be more than happy to oblige them.
2. Search Process and the Mobile
Search action involves naturally tying in with mobile usage for research. In spite of the reality that web browsing via mobile and the usage of app accounts for an appreciable percentage of customer habits related to your brand, mobile search is still an uncontested leader where research is concerned. Simply because:
• in an overall process of shopping, as much as 74 per cent customers prefer using a search engine for mobiles
• while breaking down mobile search against branded properties (both, app or site), mobile search comes up with a 48 per cent lead, in comparison with a 33 per cent lead for business websites, and a 26 per cent lead for mobile apps, in general.
Not only does this help brands in answering the prickly issue of whether they ought to opt for the mobile optimised app or site, it also helps them in drawing out effective plans for their marketing campaigns and mobile ads. This is particularly so when confronted with the wearisome obstacle of raising the awareness of their brand at a search point.
3. Benefits of GeoLocation and the Mobile
Over the last twelve months or thereabouts, geolocation marketing has received more than what could be said to be its fair share of an ongoing backlash. Platforms that include Facebook Places and Foursquare too have not been spared the rapid fire blasts; with several questions being asked about any real-time benefits driven by check-ins on mobile at a physical location.
While a few likely merits of such a geolocation can probably not be denied outright, today’s informed mobile customer would rightfully demand to know if a location he/she has researched is authentically local, before an actual purchase is made. As noted:
• more than 69 per cent or two-third customers normally expect an enterprise to be ideally located in an under 5 mile radius, while searching the web
• there are those of course, actually a big 10 per cent, who would be more than happy if the concerned enterprise was actually under a mile distance from them
• details of store locators on a website as well as a search are definite key factors; what with as much as 71 per cent customers making use of this special feature to pinpoint a location that’s closest to them
While Facebook and Foursquare have both earned fixed reviews for their respective geolocation services, what matters most is that customers tend to look for businesses based upon proximity and location. Tying Foursquare ads into a geographical search could be one method that would prove beneficial to owners of local businesses.
With Google continuing to evolve its algorithm for searches, the site’s own business solutions on Google Places is anticipated to act out a much bigger role for apps users who are logged into Google during the period when mobile searches are being used by them.
4. Urgency of Purchase and the Mobile
What’s even more interesting about this study, and perhaps a part that should be considered by every endeavouring business owner, is the manner in which a large number of customers are now beginning to adapt their major purchasing choices and decisions, primarily based upon the usage of mobiles.
Given that validation through peer reviews on various leading social networks and research are only the thickness of a hair away from every potential consumer, customers now show a far greater urgency when it concerns a purchase that’s instigated via mobile search, in comparison to browsing on your desktop. As a consequence:
• in less than an hour after their validation (peer recommendation, research, or search), as much as 55 per cent customers will now want to or be absolutely prepared to go for the final purchase of a product or service desired
• for those with a real-time urgency, as much as 83 per cent will want to or be absolutely prepared to go for the final purchase of a product or service desired in less than 24 hours of first initiating the purchase
As such, more than a good half among your target potential customers will want to reach your store in under an hour; with another 30 per cent customers who will be anxious to stop over by your store and shop the following day by the latest. If you are a business that’s keen to progress and achieve a name on the marketplace, would you really have the nerve to turn this wonderful opportunity away, for nix? You should now be beginning to give that a real thought.
5. Purchase Point and the Mobile
If these statistics are still unable to project a fabulous graphic presentation of the manner in that mobile is starting to manoeuvre the behaviour of your customer, then I suppose you would do well by simply ignoring the data that follows, since you and your business are clearly oblivious of the larger (but also the somewhat smaller) picture frame of why it is pertinent for your future business strategy to include the mobile too.
On the other hand, if you’ve already started taking notes on how you plan to put together just the perfect team for due implementation of your future mobile strategy, we are definitely on the same wavelength, because:
• in spite of growing mobile browsing for majority of validation and research accounts; stores still continue to make fantastic sales; with mobiles helping to drive up pedestal traffic for businesses that have managed to place a healthy mobile strategy as their shop front
• as high as 93 per cent research and searches on mobiles result in product purchases
• when making their physical purchase, 82 per cent customers went for a direct storefront purchase, while others who waited till being online via their tablet or desktop scored at 45 per cent, and 17 per cent customers chose to make on-the-spot purchases, using handsets
The gist of it all is – mobiles give businesses the trust they need and drive traffic. That’s how it is now and that’s how it is going to remain for a long while
STATISTICS overpoweringly portray a stance which is fundamentally contradictory to the norm that relates to the role played by mobile solutions for the customers of a business. And sad as it may appear, there are still many businesses that have chosen to neglect this awesome modern day digital marketing resource.
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