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Essential Mobile Marketing for your 2016 Plan

mobile marketing planWhen you create your 2016 marketing plan, make sure all of your marketing efforts are mobile optimized because mobile is an omnipresent channel now. More people spend time online through their mobile devices than spend time on desktop. Smart phones are the most popular, but tablets are catching up very quickly.  Let’s look at some numbers. 

Nationwide mobile device usage:

  • 73% of people always have their mobile device with them (Facebook research).
  • Owners of mobile devices use them 150 – 200 times per day (Forrester research).
  • Mobile sessions average 1 minute 10 seconds per usage, or 177 minutes per day (Google research). 

Global mobile devices:

  • 8 billion people use mobile phones world wide.
  • 75% of internet users were online via a mobile device at the end of 2015. 

This means that technology is rapidly approaching a tipping point in mobile, when mobile usage exceeds that of all other devices combined. With that many people accessing the internet via a mobile device it is essential for you to add a mobile marketing focus to your marketing plans. Even if you don’t sell products online your potential clients will research your products and services through their mobile devices before they walk through your doors. 

Time Spent Online via Mobile:
According to GlobalWebIndex.com: 

Age Range: Mobile Online:
16 – 24 3.26 hours
25 – 34 2.69 hours
35 – 44 1.82 hours
45 – 54 1.07 hours
55 – 64 0.58 hours

When they’re connected to your site, your customers and prospects demand a quality mobile customer experience. The people visiting your website through a mobile device expect to get easy-to-find, useful-to-current-need-and-location content fast. They want “instant information gratification”.

  • Roughly 50% of US consumers expect to find the information they want or need based on their context on their mobile device.
  • 29% of visitors immediately switch to another site if they don’t get what they need. 

Mobile Marketing in 2016:

How can you address the mobile revolution?  Here are some steps:

  1. Focus on the mobile needs of your target audience. Concentrate on making your website mobile-friendly. Make sure the mobile version is easy to read and interact with and not just a smaller version of your website.
  2. Prepare for multiple mobile devices. Most people don’t buy immediately when they’re browsing your site. Most prospects do a lot of research first. Since they tend to have a variety of mobile devices, they often do it across several devices. So make sure your website can present information effectively across all kinds of mobile devices from smart phones to tablets.
  3. Reduce steps. Make sure your mobile website is easy to navigate and information is easy to find. Don’t make your mobile visitors drill down through multiple screens before they find what they’re looking for.
  4. Make calls-to-action easy to see and respond to. You want your mobile visitors to take action. Make the call-to-action obvious on the mobile page so that the prospect doesn’t need to search for it.

Mobile device usage and mobile marketing is the wave of the future. Oddly though, only 25% of companies will fully incorporate a mobile strategy into their marketing plans. Don’t be one of them.  Download our 2016 Mobile Marketing Guide to learn how. Take the time now to understand how your customers use their mobile devices and use that information to build mobile into your marketing plan.

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    About Sheila Kloefkorn
With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.

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