Over the past few days, we’ve posted information on the importance of mobile and apps are to small businesses. One of the biggest concerns among SMBs without a mobile solution is that they don’t know how to build a mobile app. Before embarking on any new tactic, you need to develop a marketing plan. Spending time and money to create something without figuring out how you are going to attract an audience to it will likely cost you a large amount of time and money on the back end. A recent study shows how consumers find out about mobile apps. This type of information is key to developing a successful mobile app strategy.
● More than half of all consumers said they learned about an app they downloaded from friends, family or colleagues
● 40% found apps through browsing through an app store
● 27% discovered apps through search engines
● Nearly 25% said they learned about a download app from the company’s web site
● Just over 20% said they found out about an app they downloaded from the Television
What Does This Mean To You?
A majority of people found out about apps from the people around them.
This cyclical situation means that you definitely need an audience
Before developing any marketing plan, you need to ask yourself 2 questions:
● Who is my target audience
● What are my objectives/goal for this project or campaign
Both of these need to be actionable. That means that everyone is not a target
audience and make money is not a quantifiable objective.
In the case of spreading the word about an app. Start with telling consumers what the value you is. Sell them on the why, then tell them the how.
Promote it through your current loyalty programs and through social presences.
If you are a physical store, create signage promoting that you have a app.
Don’t forget about your current web site, create a direct link from your page to
whatever download portal you are using. It might be a good idea to create a
micro site to promote your app. Talk to your web developer about adding tags to
that site to drive specific app publicity traffic.
Once you’ve created a buzz, the next hurdle is getting people to download it.
For more information on creating a strategy to increase your visibility and
profitability, please contact:
Sources: MarketingCharts.com; Ipsos MediaCT
Consumers are fully engaged with mobile technology. Recent studies show
that 75% of US consumers own a smart phone and nearly half of US
households have a tablet. Recently we’ve posted articles on the growth
of the mobile only consumer. While national and regional businesses are
taking advantage of mobile visibility, small businesses are not as involved
with this key consumer medium.
Nearly 80% of SMBs don’t utilize mobile, here
are some of the factors preventing them:
● 50% said they don’t know how to build a
● 23% said they were too busy running their business and can’t maintain a mobile app
● 22% said it’s too expensive to develop a
● 5% are worried about the security risks
associate with mobile
What Does This Mean To You?
Mobile commerce continues to grow. Last year, Mcommerce reached over $200 billion, this year it’s expected to hit nearly $300 billion. By 2018, mobile will account for nearly half of all Ecommerce. Also, desktop/laptop penetration is deteriorating. Some studies are showing that mobile device use eclipsed desktop/laptop use last year.
All this adds up to one thing – by not including mobile in their portfolio, small businesses are cutting off a potential revenue source. Mobile technology continues to evolve and everyday new functionality that is developing that can drive consumers to your business.
The growth of mobile has made it cheaper to have a mobile solution that small businesses don’t have to build and are easily maintained.
Lots of businesses were weary of developing online solutions. How many of these businesses that did not adapt to online are still operational?
Consumers see mobile technology as an extension of their lives. By not embracing mobile, these small businesses are at risk of putting a barrier between themselves and customers.
For more information on how small businesses can better compete with regional or national competitors, please contact:
Sources: eMarketer, Edurance
When most people think of cord-cutting, they are talking about giving up
their cable or satellite subscription.
While most consumers have been talking about cutting the cable cord for a while, consumers are just beginning to actually follow through on it.
The larger amount of cord cutting happened with consumers and their
Since 2010, the number of mobile phone only consumers increased
by nearly 70%.
● In 2010, 26% of consumers only have a mobile phone
● Today, 44% of consumers only have a mobile phone.
● 64% of Millenials are mobile phone only
● 45% of Generation X consumers are mobile phone only
● 32% of Baby Boomers are mobile phone only
● 60% of Hispanics are mobile phone only
Nearly half of those consumers who are mobile only have been forced cut service because of financial constraints and over half have reported hitting their maximum data allowed on their plan.
What This Means To You
With more and more consumers moving away from landlines, loyalty programs and digital communication are becoming more important. Just like there are SPAM laws protecting your email inbox, there are laws that protect consumer’s mobile phone numbers for voice and text. A solid loyalty program can help you get your message to customers without legal penalties. The growth of mobile only consumers means that your customers can receive your while they are on the go. The key to getting them to act on your communication is the offer itself. A valuable offer will drive customers to your virtual/physical business. An offer that is not valuable will not only lead to an offer being ignored, it could mean future offers won’t be considered. For more information on how to maximize your businesses footprint, please contact:
Sources: eMarketer; GfK MRI
People all over the country are packing up the old Queen Family Truckster and hitting the open road. Over 80% of travelers are using mobile functionality to make their trips smoother. While mobile technology has been a huge help to travelers, it would make a movie like Vacation pretty boring. Clark would most likely have seen that Wally World was closed and they would’ve gone to Hawaii. He also could have found an all-night mortuary for Aunt Edna instead of leaving her on Normy’s porch.
Here are the most popular ways that travelers are using mobile technology while on the holiday road:
● 45% are using Map apps
● 18% are using Travel Recommendation apps
● 17% are using Airline apps
● 13% are using Hotel apps
● 9% are checking into their hotel via mobile and other 9% are using
What This Means To You
While restaurants, attractions, lodging businesses and other traditional hospitality companies are not the only people who benefit from travelers. Medical, auto service and retail organizations are just a few types of businesses that could use mobile visibility among travelers. While most people plan where they are going to stay and what they are going to do, they will need to find local businesses when the unforeseen appears. It doesn’t always have to be an emergency; it could be something simple as trying to find a movie theatre on a rainy day. Because travelers may not be familiar with the local area, you need to maximize you social reputation. Consumers are very reliant on the opinions of others and digital testimonials, likes and favorites could swing visitors to your business versus a competitor. For more information on how to maximize your footprint with new revenue streams, please contact:
Sources: eMarketer; HarrisInteractive
We are just a couple of weeks away from the “official” start of the Winter Holiday Shopping Season. Because many retailers have started their Holiday campaigns before Halloween and because Thanksgiving falls late on the calendar this year, it’s estimated that nearly 30% of shoppers have already started shopping for the Winter Holidays. Digital shopping through both mobile and desktop/laptop devices is expected to increase again this year. The better your mobile/digital strategy, the merrier your season will be.
● Mobile is expected to account for 31% of Thanksgiving sales –
that equals over $418 million
● Mobile shopping on Thanksgiving is anticipated to increase by
21% over last year
● Mobile will also account for 21% of Black Friday shopping – a total of $644 million
● Mobile Black Friday shopping is predicted to increase by 20%-30%
● Mobile shopping on Cyber Monday is forecast to account for 20% of total online sales – that’s roughly $520 million
What This Means To You
Why have mobile devices become such an integral part of our lives? One of the obvious answers is of convenience and value. While everyone wants to save money, more people want to save time and that’s what mobile devices can do. Mobile shopping on Thanksgiving gives consumers the ability to spend time with families and take advantage of sales…all from the comfort of the couch while watching football in a semi-turkey coma. Mobile also allows consumers to multi-task while shopping in store. Holiday shopping is a tradition, but not everyone is into mall crowds. In fact, new research has come out that shows
65% of consumers consider holiday mall shopping as one of their worst nightmares. Mobile shopping can help you increase your share of shoppers, gain earlier Holiday sales and create an efficient revenue pathway – but it all depends on your strategy.
Are you offering your Black Friday deals on Thanksgiving?
Are you incentivizing shoppers to visit your stores on
How are you marketing your holiday online offerings?
Do you offer in-store WI-FI?
Are you using beacon technology?
For more information on taking full advantage of mobile shopping,
Sources: Mobile Commerce Daily, Adobe; Accent