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How Mobile Marketing Trumps the Web

Deltina Hay – the author of The Bootstrapper’s Guide to the Mobile Web and The Social Media Survival Guide and also a web developer, publisher, and entrepreneur – recently wrote an intriguing post for us, here at smallbiztechnology.com, titled “If you are not Mobile, You’re Not Going Anywhere

If nothing, that post is a sure “knock on the head”, wake-up call for all businesses regardless of size, market, and geographic presence.

Why mobile? What’s the big deal anyway?

Today, there isn’t anything as ubiquitous as the mobile phone, all over the world. From an interesting Infographic  from Deltina’s Bootstrapper’s Guide itself, it’s clear that there would be as many mobile devices as the number of people in the entire world by 2015. Over 8 trillion SMS messages were sent in the year 2011. At least 48 million people who don’t have electricity have mobile phones at least, and the world now records in excess of 5.5 billion mobile device subscriptions.

How does this mean anything for marketing my business?

Brace yourself for the numbers: more than 788 million mobile-only Internet users are expected to surface by 2015. It’s predicted that the estimated mobile ad revenue is at least $20.6 billion. Mobile users, much to the delight of any business, will spend $119 billion by the same year.  Further, mobile browsing (for the web) is going to surpass desktop browsing by 2015.  Clearly, there’s a fundamental shift in an average Internet user’s browsing habits and choice of devices.

It’s time to develop a mobile-centric marketing strategy, don’t you think?

Mobile websites and Apps: Taking engagement several notches higher

Mobile-based websites and mobile applications will take user engagement for businesses to a whole new level. While the number of mobile devices with enhanced mobile-based browsers will top 1.82 billion, about 40% of these users are addicted to mobile applications. 90% of all searches originating from a smartphone result in an action. More than 95% of smart phone users searched for local information. 88% of these users take immediate action, 79% of users depend on smartphones for shopping, and at least 77% of them contact businesses (either by calling, emailing, or visiting in person).

In a previous post on whether retailers should build their own apps , we pointed to research from mobithinking.com where more than 225,000 applications are being added to the marketing place, and each application is downloaded more than 20,000 times. Deltina’s Infographic reveals much more information about mobile apps: there were more than 31 billion mobile app downloads in 2011 (this number will shoot up to 66 billion by 2016). At least 2 thousand new apps are added to the market place everyday.

Mobile marketing matures

Mobile marketing isn’t just about mobile websites and apps, though. Plenty of other mobile-centric technologies are already being used by many businesses such as SMS, QR codes, Location-based marketing, NFC (Near Field Communication), and augmented reality. Mobile advertisements are already huge with spectacular results that would pound traditional marketing to death: 82% of users notice and react to ads on mobile, while 71% of users search because of ads, and 74% of these users make a purchase.

For a business, “going mobile” is not choice; it’s a do-it-or-die proposition. What’s your call going to be?

 

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About Ashwin Satyanarayana

Ashwin Satyanarayana is a content strategist and a technology aficionado who blogs at Groovywebtools. He is also a freelance blogger, Social media consultant, and an entrepreneur. He owns an Internet Marketing company called Fetchprofits .When he isn't writing, which is rarely the case, he is traveling the world.

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