Mobile commerce and marketing to smartphones
As the number of consumers using smartphones and tablets continue to rise, businesses are incorporating new marketing strategies to reach these potential customers. In fact, a growing number of people no longer use the traditional desktop computer or laptop outside of the workplace.
What does this mean for a small business?
This shift in mobile technology doesn’t mean that consumers are no longer buying online. Quite the contrary – online spending is expected to rise for the fourth straight holiday season. “Online shoppers in the United States will spend $54.47 billion this holiday season, up 16.8% from $46.63 billion last year”, according to a new projection from eMarketer.
This tells us that more and more people are shopping online using their smartphones and tablets. Here are some additional statistics regarding smartphones:
- 4 out of 5 consumers use smartphones to shop. (Source: comScore, 2012)
- 74% of U.S. consumers use location based services on their smartphone and 46% of mobile phone users use location based services. (Source: Pew Internet & American Life Project, 2012)
- Mobile searches related to restaurants have a conversion rate of 90% with 64% converting within the hour. (Source: xAd and Telemetrics, 2012)
- According to a recent Mobile Advertising Survey, 64% of survey respondents who have smartphones have made a mobile purchase after seeing a mobile ad.
- 3 in 5 Mobile Users Pay Attention to Mobile Ads While Visiting Social Media Sites (Source: Prosper Mobile Insights™, 2012)
Smartphone and tablet users are very active on the Web. This presents a powerful opportunity for businesses to engage with these mobile users through relevant and highly targeted advertisements. So just how are businesses marketing to mobile users? There are a number of tactics which can be customized and integrated into a business’ marketing strategy.
- Mobile-friendly website – ensure your website is accessible through a mobile browser
- Mobile advertising – include easy contact options in your mobile ads such as direct call buttons
- Geo-marketing – reach a highly targeted mobile audience with a custom message
- Social Media – integrate the appropriate balance of digital and social media: Facebook, Twitter, YouTube, Instagram, LinkedIn, blogging, Google Local, foursquare, Yelp, Groupon, etc.
- QR Codes – drive targeted traffic to unique web pages, specials, coupons, etc.
- Mobile applications – create uniquely branded customer loyalty programs, payment facilities, notifications of appointments, services, directions, etc.
- Mobile deals and coupons – if appropriate for your business, consider some of the deal sites which can generate a large amount of regional buzz and help your branding efforts.
These are just a handful of mobile marketing opportunities to consider. There is no one-size-fits-all solution. Each business will need to test and evaluate a number of these mobile initiatives to determine what works best for them. waveSpawn is always happy to discuss marketing strategies and help small businesses communicate better. Please contact us for more information.
After an antitrust investigation by the FTC and increasing competition from other mobile devices (such as Google’s Android), Apple 
There’s no denying that consumers are obsessed with smart phone applications. After all, they are convenient, easy to install, and often times free. I mean, who doesn’t need the “Designated Dialer” app to prevent them from making those oh-so-embarrassing boozy, late-night calls to former partners? The personal integrity that app alone has saved is mind boggling. Where was that a few years ago?
There’s no doubt that people love their smart phones and the conveniences that they offer. With the combination of texting, voice, Internet access, cameras, video, and custom apps, you’ve got everything at your fingertips. With over