Mobile technology is increasingly shaping our society with more than 6 Billion mobile subscribers or 87% of the world’s population using mobile phones. With more than 1.2 Billion people are accessing the web from their mobile phone, creating a mobile friendly websites has almost become an inevitable standard for marketers today. Yet, as it seems, many sites haven’t adopted mobile standards despite the known impact on site visits through heightened consumer engagement.
This picture becomes even more dramatic, if one looks at a report from InMobi, which shows how mobile has already taken over in our daily media consumption (note: based on US data).
Despite the increasing overall usage, mobile users use their devices throughout the day— in bed (77%), watching TV (70%), waiting for something (65%), commuting (36%), and shopping (34%). Do not mistake the 34% as using the mobile phone for shopping, that number spiked to roughly 55% in 2012.
An interesting point is however the relatively low usage of mobile phones during shopping times. Amazon as the premier online retailer pushes an aggressive mobile strategy (watch on youtube) to take sales from brick and mortar shops, which lead to almost 2 Billion US Dollars in online sales in 2010/2011; yet only a fraction of this results from app usage. Judging from this, Amazon seems to be wanting to capitalize on the ease of access of user’s mobile devices while needing to stimulate higher usage during shopping.
With that information in mind, isn’t it time to devise a new mobile strategy? To seek engagement with mobile users during idle times; times during which consumers can be easier engaged with mobile apps or interesting content.
Looking more deeply at the Amazon app, it is quite evident, that Amazon seeks to “fish” consumers with price savings as customers could readily grab the item of desire from the shelf and walk out of the store. To continue a few thoughts from the previous gamification post, I would argue Amazon’s main stimuli for consumers to use it’s app, shop offline but buy online could be gamified in more than one way. Thinking creatively, traditional game type elements are only one option, yet the probably easiest to match buying funnel stages and buying behavior at the respective stage. Thus, in Amazon’s example, leaderboarding could be applied to award “savings” points or showcase accumulated savings from Amazon’s app usage. More strongly, incentivizing social sharing in a gamified manner could boost engagement, increase repurchase or re-usage whilst spreading the word through multiplication effects.
As this was only one example of an organization already using mobile marketing (to some extent despite visible improvement possibilities), it needs to be asked how long you can wait until you further engage with your customers in this further growing channel. I believe this question applies equally to B2C and B2B markets; clientele in both markets is shifting to mobile and as the saying goes “fish were the fish are”!