To say Mobile use surpasses print for the first time was and still is a shocker when I first wrote about this in 2011.
Now transferring it to my current blog for another discussion around mobile. In this article from the Business Journal, – we can clearly see based on this measurement – how important online and mobile advertising is… What a monumental shift from 12 years ago and how much print advertising really has very little ROI – nor can you easily prove ROI with Print.
You can and could use these examples such as creating a unique phone number to validate the snail mail campaign for people to call. Set up a marketing mailbox to capture requests or registrations. Or setup a Marketing Campaign site (Single page) that speaks only to the message with unique content vs. what is on your web site. However, the clear issue is time to market and the ability to use analytics to prove how successful you are. You cannot use the opinion of the company you hired to tell you how successful you were with the campaign (it will always be “Great!”. With online, you can see how many people see the information and you can make a clear connection to sales. This was the number one reason why the change happened.
“Mobile marketing is often a core part of a businesses overall marketing strategy. That’s because smartphone and tablet use is still on the rise. This year, over a third of the world’s population (2.4 billion people) will own a smartphone, according to projections by Statista.
And it’s apps that are getting the most attention. According to eMarketer, US consumers spend 86% of their smartphone time in-app rather than on mobile web. Advertising on mobile is now crucial to reach consumers using apps like Facebook and Gmail.
However, consumers aren’t simply ditching their laptops for mobile. They’re accessing content across more screens than ever before. Sixty four percent of internet users still name a laptop, desktop or tablet as the most important device for going online. comScore have termed these users the ‘multichannel majority’. Marketers and publishers must now work to effectively advertise across platforms.”
So unlike Print in this space, laptops and tablets are not going away… people are using certain devices for specific purposes. Most of you won’t have a need for a dedicated smartphone app, however it is important to understand the impact these devices have on your content.
For example, in simple terms if you have your address and phone number on your site make sure they are in a standard format.
123 Company 101 blvd.
Winston-Salem, NC 90210
Call us M-F 8-5 (1) 336 123-3245
And your phone numbers should always contain the country code (especially if you have international orders): (1) 336 123-3245. To ensure that mobile and PC devices with a phone program understand these are phone numbers. Add a hyperlink and always use the “TEL:” hyperlink tags. This tells the smartphone this hyperlink is a phone number. If you put in the hyperlink “TEL:(1) 336 123-3245” mobile phones will understand this link. Today, the good news this is needed less and less as most modern phone recognize a phone number without the hyperlink – but it helps Google to index it too.
Why give you this example? It is important to know and understand who your users are. If they are on mobile (which they are) be prepared. IF you are a brick and motor shop that people come to see you in person make sure all of your contact information is mobile friendly. If you have an eCommerce shop – make sure your content and teasers are setup to “help” people see your business on mobile. Don’t forget – use your phone too to test and validate your web site. If you have one use it, check out what your customers and potential customers see on a phone, tablet and PC.
Be prepared and make incremental adjustments to keep with the current technology and your life will be easier. Not everyone has the time to spend hours or days working on there web site (or a dedicated person). Set time in your schedule to work on one item a day, or a week or at the very least once a month. Over time it will help you and your companies web site to stand out over your competition next door.
Mobile use surpasses print for first time back in 2011 was a huge change. The good news is that use of desktops and tablet are not being replaced by smartphones, but you might have double the work to make sure you are capturing and converting all your potential customers.