Mobile web may be a well-tread topic, but its certainly not old news. In fact, in 2014 mobile looks to be making a splash all over again.
Not only have the predictions that mobile web browsing would overtake desktop come true, but mobile commerce is on the up as well. Yet, mobiles and the impact of ubiquitous connectivity have a considerably wider effect. Mobiles and tablets are more than just a substitute for desktop computers; they have changed consumer behaviour altogether and, as a result, are changing the way we as businesses market ourselves.
As consumers, we now spend more time online than ever and are just a click away from a world of choices. Time, location and even a wifi connection no longer limit our ability to connect. We practically carry the world in our pockets and with the average person checking their mobile around 34 times every day we make ourselves readily available to making new connections.
Nowadays, 91% of the world’s population has a mobile (56% own a smartphone) and the number of mobiles in existence is predicted to overtake the world’s population very soon. More and more, mobile devices are becoming our primary means of communication and digital connectivity.
Consumers are just a touch away from the Internet at any one time, meaning that not only are they closer to your online presence but also are constantly bombarded with marketing messages from your competitors and others seeking their attention.
In 2013, sales made via mobile devices more than doubled to an incredible £8.2 billion (18% of total UK ecommerce sales). This trend is forecast to continue into 2014, doubling again and growing at three times the rate of the UK retail ecommerce market. It’s not surprising then that mobile ad spend is predicted to surpass the £2.2 billion mark in 2014.
Clearly, the power of mobile as a marketing tool is mounting. In fact, 51% of all emails opened were via a mobile device and a massive 90% of mobile searches culminated in an action and, even more impressively, 50% lead to a transaction.
A third of all mobile searches conducted have local intent, showing the significance of geo-targeting in 2014. In fast, last year 27% of companies worldwide stated that they intended to make use of location-based marketing.
Such trends are clear in the way the big players have adjusted their offering. Take, Google Now for example. Built exclusively for mobile devices (including smartphones and tablets) Google Now aims to provide ‘the right information at the right time’. As well as answering user-initiated queries (in the original Google search format), Google Now automatically presents highly targeted data that it deems as useful or desirable to the user, based on the user’s browsing history, calendar events, habits, location, time and date.
As consumers utilise mobile apps and sites they provide suppliers with a unique insight into their personal lives. Mobile marketing allows businesses to unlock unprecedented volumes of rich, real-time customer data. In 2014, this will open up opportunities to serve anticipatory products and services that are in line with individual’s current goals, ambitions and situations – inching closer to the ever sought-after ‘market of one’.