What is the most indispensable thing in our lives today?
The answer might shock you.
One billion people own cars and 1.5 billion own computers. But there are more than 6 billion mobile phone subscriptions.
Mobile communications have become an essential element in our everyday lives. Therefore, we must change the way we think about our marketing programs. To simply ignore the mobile market-scape risks losing a significant audience. And that could potentially reduce the success of your marketing campaigns and affect potential revenue. Mobile marketing is one aspect of doing business that has changed the future course of customer marketing today.
So how do we apply mobile marketing to a campaign? Marketers need to treat mobile development as a point of entry and integrate it into to every step of their marketing campaign.
Today, 74% of mobile users rely on mobile devices to check email, and that percentage is steadily increasing. Businesses can no longer afford not to create the best experience possible for this large customer population. We’ve all suffered the frustration of trying to resize an email or web page on our phone to make it readable and workable. In fact, according to Google, 48% of mobile users say they feel frustrated and annoyed when they visit a site that’s not mobile-friendly.* One key question is, how will a mobile customer with a less than optimal experience impact your results? It is uncertain to what degree, but both logic and emotion suggest you will see a reduction in click-through rates for emails and conversions for landing pages.
The chart below illustrates a method for estimating the downside and associated forgone revenue of two different universes:
To estimate the potential success of your program, download this convenient chart to begin to understand the differences in the total universe that will view an email. Then apply your click-through rate, conversion rate and average revenue per email (assumption) to complete the calculation. It is easier to make an argument for some additional resource against mobile optimization once the shrinking universe and associated forgone revenue are considered. However, there is a compelling argument for mobile optimization when you see 1.5 times as many emails (see chart) viewed by a mobile-optimized universe vs. a non-mobile-optimized universe.
Also, we typically recommend marketers strongly consider responsive design for truly mobile-optimized communications. In technical terms, responsive design determines the screen size of each user’s device and then configures your email or website to deliver the appropriate user experience for that device. Responsive design translates the design to ensure your communications embrace a wide spectrum of mobile experiences. This will engage the most users with your message. The recommended spectrum includes mobile phones and tablets of every configuration.
To see a responsive design mobile-optimized campaign translated across smartphones, tablets and desktop, visit the J&C portfolio.
*Google mobile ads blog, Tuesday, September 25, 2012
Topics: Digital Marketing
