Is Your Business Prepared for the Rise of Mobile Consumers?

The use of mobile devices is growing at an exponential rate. Apple has currently sold 316 million iOS devices in total and in 2011, they sold 156 million iOS devices which surpassed the total number of Macs sold (122 million) in the company’s entire 28 years of existence. Check the chart below, created by Asymco, to see the cumulative sales for Apple, and in particular to see how quickly mobile device sales are growing for Apple.

This increase in mobile device sales isn’t just limited to Apple. Google has also seen an acceleration in their growth rate, seeing a 250% year-on-year growth rate. They also recently announced that approximately 850,000 new Android devices are turned on and activated daily.

There is little doubt that with the rapid proliferation of web-enabled smartphones and tablet devices, a change is occurring in the way customers research their purchases, interact with brands and shop online. Mobile technology holds a potential benefit for businesses, but only if they are optimized for mobile. Many businesses have difficulty in understanding how to best adapt their marketing strategies in the wake of this rise of mobile consumers. While the answer will vary from business to business there are a few steps that businesses can take to start taking advantage of their customers’ mobile habits.

1) Optimize Your Website for Mobile

Have you taken a look at your company’s website from a mobile, web-enabled device such as a smartphone? Most websites have been designed with the intention of being viewed from a larger computer screen as opposed to a long and narrow screen. A design that may look great on a laptop might appear as cluttered on a smartphone creating usability issues that end up frustrating your mobile customers. This can lead to lower conversion rates and put a damper on your online marketing efforts.

If you want to make mobile a priority in your online sales funnel, then it’s important to optimize your website for mobile browsers. Thankfully, it’s possible to create a mobile website, without having to change your current website design when viewed by a computer. You can create a second version of site that only users with smartphones or tablets get directed to. This mobile site should incorporate a more simplified navigational menu and layout to keep it mobile friendly.

2) The Importance of Social Mobile

Social media and mobile marketing are the fastest growing segments within the marketing industry. Nearly 75% of consumers are believed to connect with the companies and brands they have interest in through the use of Social media making it important for businesses to approach social media marketing through amobile lens.  

When creating your ad campaigns, you should put a focus on content that’s social mobile-friendly; it should be concise and visually appealing.

The use of mobile devices and social media is not a trend, but a reality. Don’t allow yourself to fall behind your competition. By recognizing this shift in consumer behavior and accepting it, you can adjust your marketing efforts to ensure that you stay ahead.