And this number is growing according to Google! The increasing number of smartphones being sold, especially when compared to dwindling PC sales, is having a pronounced effect and shift in consumer behaviour. That the smartphone can be used to search the web and access web content while on the move is not lost on consumers, especially when there is a specific call to action instore to check out a mobile website or QR Code to obtain more information or a promotion.
Google's study found that in response to ads 58% of smartphone users researched products on their smartphones while at home, dropping slightly to 43% while on the go. Notably 31% searched while in a store! … making retail locations the #1 out of home place for smartphone users to take action. This study shows an apparent trend to a new generation of consumers, the "Mobile Consumer" with apparent unique behavioral characteristics that can be targeted and marketed to.
Mobile is a Direct Response Marketing Channel
Consumers are going everywhere with their phones which are truly a direct-response marketing tool. Calls to action from other media to obtain information, a coupon or other promotional items, are proving to be effective immediately whenever and wherever these mobile consumers are located … even in front of a TV where the study food that 43% of smartphoen users used their mobile devices to search in response to a TV ad.
Implications are clear that retailers that are not having promotions targeted at this growing base of Mobile Consumers are losing out! Marketing techniques to target this new mobile consumer include use of QR (quick response) codes and mobile websites optimized and formatted for the smaller screens of mobile devices, smartphones and tablets. Brands, companies and retailers using the mobile channel are therefore gaining a competitive advantage over their slower moving competition.
On the flipside, ads being served within the mobile environment continue to enjoy higher than average clickthrough rates than those on desktop websites. It is believed this differential is in part due to the novelty of the mobile advertising. Similarly, SMS text open rates are much higher than for email messages. Accordingly, the mobile platform for marketing purposes remains a bight light in this age of digital alternatives when so many channels are over saturated and becoming less effective.
Where there's mobile there should be a Mobile Website
Being aware that consumers are becoming increasingly mobile presents a great opportunity to the savvy marketer, but operationalizing a successful mobile presence means more than simply obtaining a QR Code pointed to a website. These new Mobile Marketers must understand that the mobile marketing experience must be consistent throughout the mobile transaction and a key element thereof is the use of mobile website, landing page, form or coupon that shows well on the smaller screen form factor of mobile devices. For instance, if a mobile consumer has to scroll side to side, must enlarge the content to see it, or can't view certain content as not being capable of being shown on a mobile device, then the effort to attract this new Mobile Consumer has been in vain!
In addition, the psychological approach to mobile web design differs from that for desktop PC's. Consider that the current Mobile Consumer is primarily focussed on getting information immediately in response to a call to action. This means that mobile website information should be prioritized and rationalized from that of a desktop version. Therefore before Mobile Marketers start upon a mobile strategy, they should take their time and consider what their mobile visitors want and how they can most easily get it - in this way Mobile Marketers will be able to tap into the psychological drives of their target audience resulting in happier visitors that will then perform the actions desired (to get in touch, buy a product or service, refer their friends, etc.) Some considerations in this regard include:
- To the Point copy - given that the mobile screen space is tighter than for desktop displays, content should be shorter and to the point to initially engage and keep the visitor engaged.
- Call to Action buttons - have visitors take some action, to request further information by completing a form, downloading something, viewing a video.
- Social Media - one of the best uses of mobile is to take the visitor to social media channels whether it be Facebook, Twitter or YouTube that all have mobile friendly displays, and which can be done easily and automatically through a QR Code link.
- Colour Presentation - one of the most important aspects of a mobile presence since there's a tighter space are that the chosen colours should be welcoming and not overwhelming so as to detract from the content.
- Images - the power of suggestion implicit in an image cannot be underestimated and when working with a smaller space is a great way to convey a message quickly and impactfully … such as when using images of persons ensure that the pictures "look right" to be consistent with the target audience.
Using these neuro-marketing principles within the mobile space enhances the brain's response to advertising, thereby allowing Mobile Marketers to influence the subconscious of the mobile user and satisfy these new mobile consumers better as a key objective of mobile marketing.
So what are you waiting for? This trend of increasing Mobile Consumers that are literally waiting for your Call to Action is a fantastic opportunity that should not be missed, although execution must recognize the unique limitations and benefits of mobile devices to be effective. In today's marketing environment there is no more immediately effective channel that that offered by mobile devices - so mobilize your marketing but do it right and effectively with QR Codes and Mobile Websites.