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Help Companies Understand their Mobile Customers

Sure, you have the tools to create professional, customer-grabbing, revenue-increasing mobile websites. But most companies still don’t understand the value of having a mobile presence. What’s a mobile marketer to do?

Step 1 – Reinforce the fact that having a Mobile Website is rapidly becoming a necessity

Small business decision makers are increasingly allocating more resources to mobile marketing. In 2009 only 2% said they planned to more with Mobile marketing. In 2010 that number increased to 12%, and this year 20% say they understand the importance of Mobile and are going to take advantage of the new marketplace in 2012.

Step 2 – Point out that an important Target Market is using Mobile Devices

Being in a position to reach these young and wealthy consumers now, also means that these companies will stay in touch with them over the long term.

Step 3 – Let Big City clients know that Most Mobile Consumers are in right their back yard

The IAB used an index that aggregated stats for mobile phone ownership, mobile coupon usage, mobile retail app ownership, and mobile social media usage, and determined the top 15 mobile-shopping cities. If any of your clients are near these areas, they need to be especially proactive with their Mobile Marketing efforts.

  1. Houston
  2. New York
  3. Atlanta
  4. Los Angeles
  5. Dallas-Fort Worth
  6. Tampa/St. Petersburg
  7. Chicago
  8. Philadelphia
  9. Washington D.C.
  10. Seattle
  11. San Francisco
  12. Boston
  13. Detroit
  14. Minneapolis/St. Paul
  15. Phoenix

eBay also released data showing that New York and Houston used Mobile more than any other cities for shopping on Black Friday.

This doesn’t mean that companies outside of these cities shouldn’t go Mobile. The movement is nationwide (worldwide, even) and all businesses should get involved as early as possible.

Step 4 – Even without a Shopping Cart, Mobile is still Important

Pre-purchase decisions are made on mobile devices. Bar codes are scanned, pictures are sent for approval from friends and relatives, even which store to visit is decided via Mobile.

  • 15% of mobile shoppers look for Store Locations. How easy is it to “Find a Location Near Me” from a mobile device on the company’s current website?
  • 9.8% compare product prices. A company may have the best deal, but is it displayed in an easy-to-read format? Or will the consumer go to a mobile-friendly website to compare prices and miss this one?
  • 9.5% look for Coupons and Deals. Wouldn’t an Offers/Promotions module (like the one included on the MobiFriendly platform) come in handy for this?…

If these numbers seem “too low to matter” to your clients, try these ones:

  • Over 50% of all local searches happen on a Smartphone.
  • 61% of mobile users will leave a website if they can’t view it on their mobile phone.
  • 40% will go to a competitor’s website.

Any opportunity to reach your customer is an important one.

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