Updated: Apr 6, 2018
As the Mobile World Congress comes to a close, we take the time to digest and analyze last year's industry developments and thought leadership. As smartphone usage continues to grow at an exponential rate, the importance of mobile marketing has never been more crucial. We have three simple tips with real-life examples to help small businesses develop a mobile first strategy.
Why Mobile Marketing?
2.53 billion smartphone users in 2018 (from Statista)
80% of internet users own a smartphone. (from Smart Insights)
70% of people report disliking mobile ads (from HubSpot)
Consumers spent an average of 3 hours 16 minutes on mobile devices each day (from eMarketer)
Consumers spent 69% of their media time on their smartphones (from comScore)
48% of consumers start mobile research with a search engine, 33% start on branded websites and 26% start on branded apps (from Smart Insights)
89% of mobile media time is spent on mobile apps, while 11% is spent on websites (from Smart Insights)
87% of mobile search traffic is from Google, 11% from Baidu and 1% on Yahoo (from NetMarketShare)
61% of email are opened on mobile devices and 14% on desktop (from Adestra)
1. Marketing Is Mobile, Not Just Another Channel
Over 40% of online transactions are completed on mobile and consumers expect brands to be mobile. And increasingly, even local and small businesses are expected to be on mobile to be able to compete effectively.
“We used to think about mobile as a channel and we realize that’s not sufficient” and “Marketing essentially is mobile today” - Eric Reynolds, CMO of Clorox
Eric believes that brands should use mobile to engage with consumers through many little touch points. Focus on where consumers spend time, where they learn, where they discover and win through micro moments on mobile. How can small businesses learn from Clorox mobile marketing strategy?
An interview with Eric Reynolds, CMO of Clorox. Video by Think With Google.
What Is Clorox's Mobile Marketing Strategy?
Clorox has been actively building its mobile presence over the past 5 years. With digital marketing representing more than 40% of Clorox's marketing budget and mobile marketing being at the center of their marketing strategy (from Adage).
"What we've evolved to today is where mobile is integrated into our marketing, communication and media strategies, not completely as an independent entity, but trying to embrace the utility and value that the channel brings." - Ellen Liu, Clorox Senior Director of Media
Clorox's mobile marketing strategy revolves around micro-moments, moments where people are likely to pick up their mobile devices in search for solutions. Their needs based marketing approach focuses on helping consumers find answers to their questions. For example, "How to get rid of red wine stain on my carpet?".
1. Mobile Responsive Websites. Every Clorox brand website is created with a mobile responsive design to give visitors the best mobile browsing experience. These days, most website builders like Wix, Squarespace and Weebly offer tools for small businesses to build mobile responsive websites easily.
2. Facebook News Feed Video Ads. Every 15 second video is designed to capture the attention of consumers and optimized for mobile devices. Keep your social media videos short (15 seconds) and capture your audience's attention. Check out Vorbly's affordable social media marketing solutions for small businesses.
Clorox Clean Matters: 15 Baby Bottle. Video from Clorox.
3. In-Game Advertising. Clorox promoted its Hidden Valley Ranch sauce in Zynga's FarmVille, Harvest Swap game where players could harvest ingredients for a Hidden Valley recipe. If customizing a game for your brand is out of your budget, consider in-game display advertisements. Small businesses can leverage on Google AdWords to feature their banner ads in millions of games in Google's display network.
4. Mobile App. The Clorox myStain mobile app helps consumers remove stains from various surfaces with simple step-by-step instructions. With so many app builders like appmakr, ibuildapp and appypie, small businesses can build their own mobile app quickly and at an affordable price. The mobile app highlights the importance of having effective content marketing strategy where brands target consumers searching for solutions with "How to" and "Step-by-step" guides.
2. Meet Consumers’ Expectations and Needs
The mobile revolution has dramatically increased consumer expectations.
Brands need to understand how mobile has changed consumer behavior. Mobile devices have empowered consumers to choose which products and media to consume which resulted in an increased expectation of how brands will meet their needs. How can small businesses learn from Lego's mobile experience strategy?
"If you as a brand can’t provide that service to them when they want it, they will move on quickly. They find another brand or another experience.” - Amy Pascal, VP and Head of U.S. Marketing for Lego
An interview with Amy Pascal, VP and head of U.S. marketing for Lego. Video by Think With Google.
How Has Lego Embraced The Mobile Revolution?
1. Chatbot. Ralph the “Giftbot” helps consumers decide what to buy for Christmas. As artificial intelligence and machine learning technologies progress, making chatbots is both simple and affordable. Some websites like chatfuel, bottr, botsify allow individuals and small businesses to create chatbots in a matter of minutes and without coding.
2. Creative Storytelling Through A Mobile App. Lego released the innovative Life of George Lego set and created a digital world through a mobile app. Lego successfully combined physical toys with a seamless digital experience. Creating great digital experiences will help your brand stand out from the competition. Small businesses should augment their physical products with a digital experience to give consumers more value. For example, mobile loyalty programs, online reservations and bookings.
LEGO® Life of George. Video by Lego.
3. Make Mobile First Creatives
Mobile is no longer a nice-to-have but a must have. Marketers should design mobile first creatives instead of adapting mainstream creatives to mobile. Focus on video length, format and sound to give mobile users the best experience. Use mobile devices as the focus of your marketing campaigns (e.g. mobile coupons, giveaways).
Coke Zero: The Drinkable Poster. Video by Ogilvy.
Marketers need to understand how consumers interact with their brands through their mobile devices. How do your customers consume mobile media (e.g. social media)? How do they manage their lives through their devices (e.g. fitness trackers)? And design mobile experiences that are accessible, streamlined and user-friendly.
From a marketing perspective, mobile marketing adds a layer of complexity but the effort is well worth it. Is your brand ready for the mobile revolution?
Vorbly | Marketing Made Easy
Mobile Marketing Solutions For Small Businesses