The boom of mobile traffic is hard not to notice. The reports of a wide variety of organizations literally “shout” about this: from Google to telecommunications companies and statistical platforms. So, Cisco predicts that by 2021 it will exceed seven times in 2016. And the SMM platform Hootsuite together with the analytical agency We Are Social released the Global Digital 2018 report package, where they gave Mobile a special place.
The rapid growth of the mobile is because high-speed mobile Internet is becoming more accessible, as well as inexpensive smartphones. There are more and more new budget Chinese brands on Android.
Also, mobile traffic is growing at the expense of countries in which not everyone can afford a desktop computer. For example, in Kenya, India, and Nigeria, about 80% of site visits happen to be from smartphones. Half of all Internet users in the world, check their mobile phone. Every day we spend an average of 3 hours on the Internet from a smartphone. In a word, mobile is already an integral part of our daily life.
How has user behavior changed
The victory of Mobile is not about choosing a device, but rather about changing perceptions. It is one thing when you sit behind the big screen and slowly surf the net. And quite another when you are trying to kill time in traffic or looking for a smartphone, where is the nearest tire. Let us look at the facts to understand how user behavior and the principles by which people consume content are changing.
• By making a search query, the smartphone user wants to get a comprehensive answer quickly. It is inconvenient for him to open many tabs at once, like on a computer, and switch between them. Therefore, it increases the likelihood that the leader will receive the one who will be higher in the search results.
• Mobile audience is ready to make purchases as quickly as possible. For example, one of the most popular morning requests is “sending on the same day.” And the “open now” query applicable to different companies has become three times more popular from 2015 to 2017.
• Before buying, the audience prefers to learn about the product using the mobile Internet. It is what 70% of users who buy something later do.
• Most often, the first contact with the brand comes from the phone, because people carry it everywhere: at home on the couch, at the airport. 51% of clients use mobile devices to find information about new brands and products.
• According to a Google Mobile Movement Study, 88% of consumers who are looking for a local business on a mobile device take brand-related activities within 24 hours.
• After searching for a local business on a smartphone, the user most often calls, visits the company or searches for a way to it on the map. It is more convenient than filling out an online application or writing to the chat from the phone. Also, some of the sites have no full adaptation for mobile.
People search online for offline stores from smartphones or various locations on travels. It makes especially relevant linking of online advertising hits to Google geo-targeting.
• People spend much time on social networks. And now sales successfully generate not only websites but also social networks. 26% of people who clicked on Facebook ads end up making a purchase.
• Almost a third of investments in e-commerce fell on the mobile. And predict that by 2021 this figure will exceed half.
If to speak about the mobile audience is more loyal. According to Google, 35% of people who initially searched for information about a product on their phone, spent more than expected in an offline store.
We can say that the mobile audience is a dream of a business and a marketing specialist. It wants a product here and now, is almost always in touch, it is easy to get in touch with her through social networks, etc.
Features of promotion in the mobile
An adaptive version of the site
The fact that the mobile version of the site is not a luxury, but a necessity, was said more than once. But not all companies have adopted this advice. I will give an example: a popular portal of announcements of cultural events. When switching to it from a smartphone, we see only a smaller version of the site. A list of dozens of concerts and exhibitions described in microscopic font, pictures in which it is impossible to make out anything, dates and menu items that are difficult to hit with a finger.
If I want to buy a ticket, I cannot do it quickly. It will be necessary to find a pale and small inscription in the footer, enlarge the screen, etc. Admit it, and this is an example of a sad UX. At a particular stage, I want to keep my eyes and leave the site.
Therefore, the first thing to start with is a website with a version for mobile. According to a Google report, 89% of users will most likely recommend the brand after the best practices of visiting the site from a mobile. In 46% of cases, when people had a negative user experience with the mobile version of the site, they say that they will not buy anything from this company anymore.
What you need to provide:
• high download speed – mobile users are more demanding than their “brothers” from the desktop;
• a callback form – it is useful by itself, and then the visitor does not need to strain and look for a company number;
• noticeable phone number with click-to-call function – when you click on it, the phone immediately dials the number;
• user interface with easy navigation, for an online store with an intuitive menu where you can easily select filters – in short, the smartphone user should be just as comfortable on your site as behind a large screen;
• leave only the necessary content on the site – the mobile version should not wholly duplicate the desktop, the user will not spend as much time on a detailed study of the goods as he does on the computer;
• Optimized for voice search – the use of this technology has increased by 178% over the past year, and mobile users find it more convenient to set a voice query than to enter manually.
Needed for the desktop, but in the case of the mobile has some features. According to Zenith, in 2017, global spending on mobile advertising grew by 38%, and by 2020 they forecast annual growth of 19%. Therefore, for companies that advertise for mobile devices, the return on it must be continuously analyzed and optimized campaigns. Strategies that are effective for the desktop, in the case of the mobile may not work.
Mobile users often call the business. It is since the user who is looking for a product or service from a smartphone most often needs a solution right now. If a person’s car broke down and he found the nearest car-care center, he is unlikely to turn in a chat or make an online application. In this case, the natural desire is to call, find out if there are spare parts in stock and how to drive.
Therefore, if the company has a part of calls from customers – these are calls, you need to understand what kind of advertising leads to them. To do this, at a minimum, you need to configure the target to click the click-to-call button and track conversions on it. Only here the calls are different, and not the fact that they indicate a future purchase. For example, a customer who needs after-sales service or wants to clarify the availability of goods in a warehouse can call. In this case, it is not the fact of the call that is important, but what happened next.
If we evaluate the channel by the total number of calls that it brings, then we can overestimate it. It is essential not only to see from which sources customers come but also to listen to requests to determine their value in terms of sales. It can be done using call tracking, and be sure to have integration with CRM. So you will see not only the source of the call but to understand which transaction it relates to, whether it ended with a sale, etc. On the other hand, it is essential to pay attention and analyze the report on multichannel sequences to understand what combinations of channels lead customers to you.
This feature allows you to show ads to mobile users who are at a certain point. It only works on smartphones and helps optimize mobile traffic. What is especially applicable to reach people in certain places during events, exhibitions, concerts, etc. This technology will help save on other marketing activities, but at the same time effectively attract customers.
For example, we use similar campaigns during thematic conferences to increase brand awareness. It is not necessary to go to an event in another city or country; it is enough to set up mobile ad impressions for a potentially interested audience that is at a relevant fact. In essence, this is branding, which costs a penny.
For B2C, geolocation targeting has additional benefits. As already mentioned, purchases from mobile go under the influence of emotions. Targeting will allow you to show your ad in places where people are especially susceptible to it. For example, guests of the premium class hotel offer walk-on yachts. You can compare it with the display in the supermarket – people buy part of the goods under the influence of emotions, although they were not originally going to.
Another good life hacking for hotels is to target the station and only to mobiles, showing only the number on the page or the “Call” button. It works because many are looking for housing on arrival and will not write to the post office or fill out a form, but merely call immediately.
What to do B2B
According to the Boston Consulting Group for 2017, 50% of search queries in b2b come from smartphone users, and by 2020 their number will grow to 70%.
It is because in b2b, as in b2c, the final decision is still made by a person. And if the site answered his questions, and the sales manager worked to the maximum, then the decision on the purchase can be made, if not immediately, then quickly enough. The same report says that mobile marketing can speed up purchasing decisions in this area by 20%. Therefore, if you have a product/service, the essence of which is natural to explain on a small screen – you should not neglect the mobile.
Similarly, for the premium segment – nothing prevents a future buyer from reading about a car or an apartment in a traffic jam or lying on the couch in the evening. But it is possible that he will go to the site several times from different sources before deciding on the purchase, and then he will order the goods. It is also useful to report on multichannel sequences to understand the contribution of each channel to the conversion.
Mobile traffic is rapidly crowding out the desktop, and companies need to take this into account when forming a strategy. Make a decision only by clear data – on the ratio of the two types of traffic specifically for your business, the number of online and offline conversions, the profitability of investments in mobile and desktop advertising, etc.
Not all companies on the market are actively working with mobile traffic, and this niche is relatively free. I will not argue that it is straightforward to take, but all the recommendations described above can give good lead growth with small investments.
About the Author
Melisa Marzett is a devoted writer who is currently working for custom rewriters here and looking for more guest post opportunities. She enjoys traveling, cooking and scuba-diving very much.