Mobile Marketing & Dinner Parties

At a dinner party for an overseas visitor during the week it was interesting to see that 6 out of the 8 people present referred to their mobile device throughout the dinner, despite the fact the guest of honour from the UK had spent 36 hours travelling the 18500 kilometres to meet up with other people present. Ignoring the etiquette issues that using a phone during a dinner party raises, it did get me thinking about mobile marketing.

At the risk of stating the obvious, mobile marketing is marketing to people using their mobile device, there are a wide variety of mobile devices interestingly (or not) Facebook report that their system is accessed by 7000 different types of mobile device each day.

In New Zealand there are around 2,500,000 adults using their smartphone each day (at least 6 of them during dinner parties) and this expected to keep growing over the next year.

Smartphone usage, as might be expected, is is highest amongst the 18 to 24 age group and lowest amongst the over 65’s where ownership is around 45%.

It is reported that 100% of people with incomes over $150,000 per year have a smart phone (although there is bound to be an exception somewhere)

Many Smartphone owners will also have some other form of mobile device as well such as an I pad or a tablet.

The number of people who use their smartphones or other mobile device to access the internet also continues to rise. Mobile digital engagement from Mobile devices is now 51% whilst the traditional desktop engagement is down to 42% with 7% coming from other sources such as internet capable TV.

It is reported that around 70% of the searches carried out from a mobile device will result in a follow up action, such as an enquiry or a purchase.

This level of engagement is changing the way people buy products and services. Never has it been easier for consumers to check out your offering and compare it to what your competitors are offering. If you make it difficult for your potential customer to access your products on their mobile device then they are likely to visit another site that makes it easier for them.

Your mobile marketing should provide your customers and potential customers with time and location sensitive, personalised information that promotes your goods, services or ideas.

Don’t forget to drop me a line if you have any marketing questions that you need an answer to and we will get the answer published on our blog here

 

Yours in Marketing

 

Dan