Today’s professionals know it because we are them:
Our smartphone is our life.
Is our marketing smart enough in the smartphone world though?
In little old New Zealand alone there are now more phones than humans, and 70% of the humans are using smartphones. In fact they are using them in rapidly increasing dollops. Our smartphones are the go to source for news, weather reports, using social media channels to stay engaged with their community of friends, finding a restaurant, researching businesses and the issues of the day, accessing our emails, and being entertained.
We see the funny memes and laugh at those poor addicted suckers…yet the first thing I do in the morning while waiting for my coffee is grab the phone, scan the emails, then check the social media notifications and start responding, and then quickly check the news headlines…and by then my coffee is ready.
All I have done up until that point is look at my smartphone (eye contact with other humans should be avoided before coffee as a rule anyway – it is a safety thing).
So what do you think future clients are doing?
Certainly when it comes to our website design we have to assume – and have built in – the flexible design that enables the site to be optimised for smartphone viewing. Not doing so is simply not an option these days. If your website looks rubbish on mobile, you look rubbish. If you look rubbish consumers will simply disengage.
Just as importantly, email has to be optimised for mobile too – after all that is where most of the customers are increasingly first opening your email: on their phone. Hard to believe?
36% of people are reading their emails while eating a meal.
14% are reading their emails while in the bathroom.
21% are reading their emails while travelling to or from work.
…and my personal favourite of the statistics: 7% read their emails when trying to avoid interacting with another human.
The keys to getting email right for mobile are:
The third of the big themes for connecting with tomorrow’s customers on mobile is to include video in your marketing.
Short duration video experiences massive engagement with consumers on mobile. Think snapchat and vine. Periscope. The consumers are increasingly engaging with ever shorter video content that is NOT professionally produced. It’s almost becoming like personalised reality television: just you and the viewer….and the consumption of video content is increasing rapidly.
Despite the tips and suggestions, the big tip on how to get your marketing right for the smartphone consumer is to think about your own mobile use. The clients we want are actually just like us in their use of smartphones. We are them.
Use mobile in your marketing the way you’d like mobile to be used for yourself. That will be pretty close to how your future customers will want it too.