Social Media Coordinator
Mobile optimization is a term heard often in the marketing world. Marketers are starting to understand that having mobile-friendly websites and emails are important for their business, but they shouldn’t sleep on the idea. Mobile is not a passing trend. It’s not renting an apartment across the street; it’s buying a house next door.
People are consuming more and more data every day with the numbers growing exponentially over the past few years. According to a recent study, 46% of U.S. adults own a smartphone, up from 35% in 2011. Wireless companies, such as Verizon, are not just sitting back and enjoying their royalties, either; they’re capitalizing on this movement to mobile.
Verizon recently announced that they’re moving away from the family share plans of mobile minutes and texts to a data share plan that allows multiple phones and tablets to share a bulk amount of data. The plans, which roll out this week, would include unlimited minutes and texts, as well. Less people are using their phones to make calls, so mobile minute limitations are being phased out. Data sharing is the future of wireless, and Verizon is setting the stage for other carriers to follow their lead.
The question remains, how are consumers using that data? They’re surfing the web, shopping online, updating Facebook, posting to Twitter and, most importantly, they’re checking their email. According to a study by Return Path, between March 2011 and March 2012, email opens on mobile devices grew 82.4%. Mobile is on track to surpass both desktop and webmail email views by midyear. So what does that mean for businesses?
It means optimization. According to that same study by Return Path, 63% of Americans will close or delete an email not optimized for mobile devices. The bottom line for marketers is that mobile has to be considered when creating a campaign. The first steps are creating mobile-friendly emails and a mobile website. Navigation is the key here. If your site and emails are easy to navigate, consumers are going to be more inclined to browse and engage.
Once the important things are optimized, then the fun begins. Creating exciting mobile content can really bring in the eyeballs and increase ROI. Exclusive offers, QR codes and a mobile app are just some of the creative content marketers can utilize in their quest to conquer mobile marketing.
Mobile devices are the new PCs. Consumers are ditching their laptops in favor of smartphones and tablets. Who wants to lug around a bulky computer when a smartphone or tablet can slip right into your pocket? Marketers need to go where their customers are, and, if the numbers are any indication, mobile is where they are and will continue to be.
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