How to make your business go viral via mobile
When was the last time you watched an entire TV program without looking at your phone?
Can't remember? Don't worry, you're not alone. Deloitte’s multigenerational State of the Media Democracy survey polled more than 2000 consumers and found that more than 80 per cent of American consumers are multi-tasking while watching TV. This includes texting, streaming video, social networking and web browsing. And yes, live-tweeting a TV show or movie counts as well.
On top of that, 26 per cent of consumers own a laptop, smartphone and tablet, making them digital omnivores. Tablet ownership alone has jumped by 177 per cent in the past year.
Can't remember? Don't worry, you're not alone. Deloitte’s multigenerational State of the Media Democracy survey polled more than 2000 consumers and found that more than 80 per cent of American consumers are multi-tasking while watching TV. This includes texting, streaming video, social networking and web browsing. And yes, live-tweeting a TV show or movie counts as well.
On top of that, 26 per cent of consumers own a laptop, smartphone and tablet, making them digital omnivores. Tablet ownership alone has jumped by 177 per cent in the past year.
Deloitte Centre for the Edge chief edge officer Pete Williams presented at the L'Oreal Melbourne Fashion Festival marketing breakfast last week and said the world is re-platforming from web to mobile, so it's crucial for businesses to think mobile first.
As individuals, we're absorbing technology as a quicker pace compared to businesses and corporations, and it's not going to stop any time soon. As Greek philosopher Heraclitus said: "The only constant is change."
So what does the rise of mobile mean for us?
According to Williams, maintaining an innovation tempo is crucial to ensure that businesses keep up with the shifting interests of consumers.
Nothing has ever moved as quickly as mobile technology, which has changed human history by interconnecting us to the world, regardless of geographical location.
This makes it easier... and more difficult to engage consumers at the same time. While they are more accessible due to their interconnectivity, it's also a challenge for businesses, corporations and organisations to stand out from the crowd.
Here are a few tips on engaging with mobile users today:
- Start with your website - optimise it for mobile. According to a Google research study, 96 per cent of consumers say they have encountered sites that were clearly not designed for mobile devices, while up to 74 per cent of people say they are more likely to revisit a 74 per cent mobile site. Your website can be accessed from the palm (or lap) of billions of consumers, why wait to capitalise on your consumers?
- Location is key. Hypertarget your audience by using local social media platforms already frequented by mobile users. Foursquare is an example of a medium which has been successfully used to attract local mobile consumers - businesses are able to provide special offers for people who "check in" via the app, raising awareness of the location and driving new leads. Facebook and Google have also been used to attract mobile customers with great success.
- Make your e-marketing mobile. Email marketing is such a big part of campaigns and should be made mobile-friendly for consumers. Delivering mobile-optimised email marketing is no longer optional. Don't forget that consumers nowadays are easily distracted and short on time, so keep subject line and messages short.
- Give mobile consumers what they need. According to HubSpot, 40 per cent of US smartphone users compare prices on their mobile devices while shopping in a store. Your organisation's most sought-after information and features should be front and centre where customers can easily find them.
- Eliza Sum
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comments ( 7 )
33Wilson
19 May 2017I must say it was hard to find your website in google.
ReplyYou write great articles but you should rank your website higher in search
engines. If you don't know 2017 seo techniues search
on youtube: how to rank a website Marcel's way
Melinda
08 Apr 2013Mobile-optimized websites are definitely a lifesaver, saving us time and effort without the need for constant zooming in and out, scrolling back and forth all in attempt to scrutinise the tiny font. In saying that, I think all businesses should focus on nailing their desktop websites first before attempting to make them gadget friendly. The amount of times I've been on websites where it's almost impossible to find their operational hours or their location is highly frustrating and almost pointless. Businesses need to take today's fast-paced and impatient consumer lifestyle in mind when designing and updating their web content.
ReplyDiana Wilson
04 Apr 2013I feel that retailers must be more and more aware in this mobile technology age that it is becoming easier for the customer to compare prices and products in competitor stores or online offerings in the palm of their hands.
ReplyWhile in this way mobile technology poses a risk for the traditional retailer it can also be utilized effectively, for example in displaying catalogs or product information through a simple scanning app on their phone or ipad. I think there are both opportunities and threats involved in the use of mobile technology and traditional retail services.
Arnaud
27 Mar 2013Interesting post!
ReplyIt's clear that smartphones and tablets are nowadays the easiest tools in order to connect with other people or to get any type of information online. It's so easy that sometimes we just can't stop using these devices when we are doing something else like watching the TV.
A lot of TV channels have well understood that and developed what we could call "social TV" to let people interact in live during their shows with second screens like smartphones or tablets. It's according to me one the best example of what can be done to take advantage of the today's world interconnectivty.
More generally, it's obvious businesses must consider mobile as the new efficient tool to connect with customer.
To do so - and as you wrote in this article - companies have to facilitate connections with clients in optimizing website for mobile, etc.
Maria
26 Mar 2013So true, websites which are not optimized for cellphones can drive me crazy. Especially when half of their features doesn't work properly.
ReplyWill Bowman
26 Mar 2013I honestly can't remember the last time I didn't check my phone during a movie or a TV show, that is very accurate! Here I was thinking that I had a concentration problem!
ReplySmartphones are now the go to device for consumers due to their convenience and connectivity with others. As such, organisations need to ensure that their website has a mobile format, so users of smartphones can interact with them off their small screen. It allows for greater convenience and accessibility, encouraging organisations to streamline their information that is provided to customers on their smartphones
Damien Schulze
26 Mar 2013Today we are uber connected. Never before have we been so connected. There is so much noise, so many sound bytes to compete with. The challenge is to get their attention and to keep them engaged and entangled with your message.
ReplyI believe that it is not just pushing out more content to your mobile audience. It is about being relevant and knowing your why and then sharing that why with an audience who is willing to receive you.
Thinking about it a bit more . . . we are so connected and never have we been so alone. So there is a need to bridge this fundamental flaw in our connectivity by building meaningful relationships that matter. Too much content is pushed and means little to the recipient. This causes them to turn off, disconnect and to move to another source in preference to your message.
So it takes time, energy and effort to make solid connections in a world that is now so distracted. But if you get your engagement right, then you will see incredible results.
Mobile is today's new concierge! We are all naked without it!