As technology makes it possible for us to bring the Internet with us wherever we go, the world, including digital marketing, is going mobile. Nearly everyone has a smartphone that allows them to browse the Internet and use social media, news, shopping and any number of apps. Tablets are also becoming more popular, adding to the list of ways people are taking technology with them wherever they go.
In 2011, the number of smartphones sold in the UK surpassed the number of computers sold, and 28 percent of Internet use is mobile, according to Westminster eForum. This trend may mean that as more and more people purchase mobile gadgets, more people will use them to connect to the Internet, and potentially interact with your brand.
Why People are Taking the Internet With Them
With new, and more affordable, gadgets being rolled out every few months, more people are able to get online from a mobile device. Gone are the days when you needed a desktop computer with a dial-up connection to get online. Now, getting online is easy. So easy, that it can be done from almost anywhere.
In fact, research done by Kleiner Perkins Caufield & Byers tells us that in 2011, 33 percent of Facebook’s traffic came from mobile devices, a huge increase from the 1 percent of mobile traffic it attracted in 2008. Needless to say, mobile Internet use is growing incredibly fast.
Our culture is saturated with social media. We are always scrolling through Facbeook, posting pictures to Instagram and checking in on Foursquare. Some of the most common ways we interact with social media are through mobile means. We post pictures on social networks as we take them and we use restaurant guide apps to find the closest and best restaurants while we are traveling.
In short, people are using mobile Internet because it’s easier now than it has ever been before and because so many Internet experiences are enhanced when we do them on the go.
Why Your Brand Needs to Go Mobile
Mobile ads already exist and they are only going to become more targeted and more effective. Many apps include ads in their free versions, and many mobile sites have ads that are targeted for a mobile market. Depending on who your customers and potential customers are, the best place to reach them may be through their mobile devices.
However, it’s not all about ads. Worldwide mobile traffic accounts for about 13 percent of all Internet traffic (according to StatCounter Global stats), meaning your audience may be accessing your company’s website from a smartphone or tablet. Making sure your site is mobile friendly will enhance the experience readers have, making them more likely to become customers or advocates of your brand.
Many big brand names are carving out their own mobile space by creating their own apps. Stores, travel agencies, game companies, software producers and entertainment companies are just a few of the types of organizations reaching their customers through mobile apps. Specialized apps can help raise awareness of your brand and get your services directly into the hands of potential customers.
As with any other new piece of technology or industry development, it is vital that your company’s digital marketing plan includes a mobile strategy. Whether that is through social media, a mobile site, more targeted ads or your own apps, the objective remains the same. Your company needs to follow its target market wherever it goes, and if that means going mobile, your strategy should reflect that.