According to information collected by Ofcom, the proportion of people who use their mobile handset to access the internet has risen from 57% in 2014 to 66% in 2016. Ofcom’s 2015 Communications Market Report highlighted that two thirds of people now own a smartphone, using it for nearly 2 hours every day to browse the internet, access social media, bank and shop online. In fact:
33% of internet users see their smartphone as the most important device for going online
Ofcom suggest the surge in smartphone ownership is due to the increase in take-up of 4G mobile broadband. In 2014 alone 4G subscriptions leapt from 2.7 million to 23.6 million. This increase in faster online access has improved accessibility and made smartphones a preferred device for accessing the internet for many consumers. In fact, we now spend almost twice as long online with our smartphones than on laptops or personal computers.
As mobile devices prove to be a consistent feature of everyday life and a primary method of online access for an increasing number of consumers, businesses could be missing out on a large percentage of their market by omitting mobile marketing from their digital activities.
If you are looking to make the most of mobile technology to maximise your customer and sales opportunities, we’ve got 4 key tips that can help you to get started now!
Make your website mobile-friendly
A non-mobile-friendly website will not only frustrate potential customers visiting your site, but it will also negatively impact your ranking in Search Engine Results Pages (SERPs). Following Google’s mobile-friendly algorithm update, websites that are optimised for mobile will be viewed more favourably than those which are not. Test how mobile-friendly your website is here!
Be social with your audience
It’s easier than ever to stay in touch with your audience at any time as Media Literacy Tracker highlight that 73% of online adults use social media. Social media platforms are a free (or low cost) option for businesses who want to engage with their customers in real-time. Social media provides a great opportunity for you to not only develop the business brand online, but to begin developing those lasting relationships that could see customers turn into loyal brand advocates.
Make mobile payments easy
Mobiles can do a myriad of things… and that includes payments! NFC (or Near Field Communication) is a form of contactless communication which makes mobile payment possible. According to Berg, global sales of handsets featuring NFC is expected to reach 700 million units worldwide in 2016. Make it easier for customer pay by getting on board with mobile payments. For those customers who don’t carry cash, or prefer to use their mobile devices to pay, you will improve the sales process and remove any potential barriers to conversion. Extending your payment capabilities will improve your chances of getting consumers down that path to purchase!
Quick ways to capture your customers
The square black and white graphics which often appear on magazines, product packaging and other marketing materials are called Quick Reponse (QR) codes. These could provide a quick, easy way to direct your customers to your online touchpoints. The codes can be scanned by potential customers with a QR scanner on their mobile device and could help your to drive customers to a key landing page. The accessible and direct nature of QR codes can enable you to increase digital engagement from potential customers and, ultimately, increase conversions.