Avionics News July 2017 - 62
G R E G
L A S L O
In the palm
of their hands
How to market to customers who use mobile research
n case you missed it - perhaps while you were
staring at your smartphone - that device in your
hand is the next frontier in marketing.
About three-quarters of the U.S. population owns one
of these gadgets, and the typical user picks up his or her
phone 13 times per hour, according to Bain & Company.
That's an eye-crossing 1,092 times per week. Not
surprisingly, this is a relatively new phenomenon, and
some of the behaviors smartphones have inspired are new,
too. Today, more and more of the tasks formerly done
with desktop or laptop machines have moved to pint-sized
screens, and that includes shopping and product research.
As a result, businesses increasingly must consider
their customers' mobile experience. Doing otherwise
portends to drop search rankings, reduce online traffic,
and increase the number prospective customers looking
somewhere else to meet their needs, according to web
consultancy CWS. In other words, you should consider
how you plan on reaching these customers in the form
they prefer - or else.
Adding mobile to your marketing mix - that is, having
a coherent plan for doing it effectively - requires you to
rethink your tactics and look for new ways to connect
with prospects. By understanding how the marketing and
advertising world has changed, you can start to recognize
where you need to focus your efforts, and learn some best
practices to do it right. After all, small is the new big. If
you want to get these customers into the palm of your
hand, you must be sure that you're in their palm, too.
As small-screen use grows among customers, earlyadopter small businesses already pair their traditional
business-outreach efforts with mobile-friendly tactics.
If you're not one of them, to get moving, you should
appreciate how big this segment has grown, how much
bigger it can get, and what unique customer expectations it
requires you to meet.
Even by 2014, 2.1 billion consumers worldwide
owned smartphones - that's nearly 30 percent of the
global population - according to the Internet Trends 2015
report. By 2015, mobile traffic eclipsed desktop traffic,
according to Google. That gulf has grown every year since.
In the U.S., about 80 percent of online searches occur
via smartphone, and two-thirds of all email is read on
these devices, according to Movable Ink - and one-third
of customers use mobile devices for email exclusively.
Additionally, more than 50 percent of smartphone users
check their devices immediately after waking up, according
to email-marketing company ExpressPigeon, so if you're