Avionics News July 2017 - 63
trying to talk to affluent, tech-addicted customers, you
should probably keep reading.
But let's pinch-and-zoom in a little closer to see how
customers are doing beyond checking email, including search,
social media and content. Nearly half of mobile customers
start buying research with search engines, while another
third go to branded websites, according to digital-marketing
advisors Smart Insights. In either case, smart search-engine
optimization strategy requires you to provide valuable content
that customers - and search engine algorithms - find useful,
so that more of these customers can find you. Delivering that
content in a mobile-friendly way helps customers get to know
you. Conversely, a bad mobile experience can cause you to
lose business, and more than half of the customers will walk
away from mobile sites that are hard to use, according to
WOW Local Marketing; likewise, nearly 60 percent won't
recommend a business with a bad mobile site, according to
online-data researcher Formstack.
The most common approach involves creating a simple,
reactive website that looks and reads well on all devices -
phone, tablet and desktop - as well as mobile-appropriate
email templates, according to email marketer Adestra. To
the latter, as many as seven in 10 customers will delete your
email immediately if they can't easily read it on their mobile
device, according to email marketer BlueHornet. Industry
research suggests that holds true whether you're marketing
B-to-C or B-to-B; in fact, business clients are using mobile -
even when they're in the office, with desktop tools available
- with rates and behaviors similar to consumers.
To wit, 92 percent of B-to-B customers watch
online videos, and nearly half use video to research
products, according to Janine Popick of email marketer
VerticalResponse. Whether it's consumed on YouTube
or social-media sites - think Facebook, Instagram and
Pinterest, which occupy about 89 percent of users' mobile
time, according to Smart Insights - video is a huge draw
for all customers. According to YouTube, half of all videos
on its site were watched on mobile devices, and the average
viewing session was more than 40 minutes.
And speaking of social, visual content is more than 40
times more likely to be shared than other types of content,
such as organic posts or linked articles, according to
HubSpot, which makes social the digital version of wordof-mouth marketing. But don't overlook the usefulness
of mobile-optimized social advertising, according to Liis
Hainla of DreamGrow Digital. Indeed, mobile offers are
consumed at significantly higher rates than print ones,
according to eMarketer.
Continued on following page
"IF YOU WANT TO GET THESE CUSTOMERS
INTO THE PALM OF YOUR HAND, YOU MUST
BE SURE THAT YOU'RE IN THEIR PALM, TOO."
avionics news
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july
2017
63
Table of Contents for the Digital Edition of Avionics News July 2017
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Avionics News July 2017 - Intro
Avionics News July 2017 - No label
Avionics News July 2017 - Cover2
Avionics News July 2017 - 1
Avionics News July 2017 - 2
Avionics News July 2017 - 3
Avionics News July 2017 - 4
Avionics News July 2017 - 5
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Avionics News July 2017 - Cover3
Avionics News July 2017 - Cover4
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