Digital Marketing Blog

Going Mobile? 4 Digital Marketing Strategies to Reach Mobile Users in 2011

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Mobile internet use is on the rise in a big way. According to eMarketer, 32% of the U.S. population in 2011 will be mobile internet users and by 2014 that number will be 44%. Any digital marketer who’s not paying attention to that kind of growth should join those who still think that Telex is the best way to send a message.

Mobile internet is different from internet use on a computer in that the needs of the users are different.

Google segments mobile users into three types:

• The habitual user – the person who checks everything on their smart phone; stocks, scores, emails. Basically the person who loves to be on top of things in real time.
• The bored user – the person who is waiting for something and casually surfs the web on their smart phone, looking for something of interest.
• The emergency user – the person who needs to find directions on their way to someplace, or who needs some information immediately.

What this means is, as more  companies enter the smart phone market and mobile platforms evolve, the key marketing issue should be about addressing the needs of the specific user audience and user lifestyle.

With that in mind here are 4 digital marketing strategies that companies should focus on for 2011:

1. Mobilize Your Website. This seems like a no brainer, but you’d be surprised how few companies have done so. It’s not too late, but it will be in 2012.  When making your website mobile make sure you:
   1. Maintain your brand identity. Your site won’t look exactly like your main website, but there needs to be graphic and message consistency. The key is synchronizing all of your platforms – website, mobile site, landing pages etc. - to reinforce your brand and making sure you adhere to solid inbound marketing principles.
   2. Use your web stats as your design guide. Find out where people are going and make those pages really easy to find.
   3. Match your site with your most likely mobile user. Why would someone look for you on their mobile phone? If you offer up to the minute information, appeal to the habitual user. If you satisfy a need of someone on the go, say a restaurant for someone who’s looking to eat – then appeal to the emergency user.
2. Think audio. Mobile users are by their very nature on the go. They don’t have time to read when they are in a car or walking. But they do have time to listen. While some may think the podcast craze hit its peak, with the emergence of mobile, podcasts and audion content will continue to increase. Distributing audio through mobile devices can help you reach new audiences.
3. Act local. Lots of people have been talking about the big three marketing trends for 2011 – Social, Mobile and Local. Mobile internet users often search locally – stores, restaurants, directions. Marketing to mobile users looking for location based solutions has several advantages. Not only can you gain a sale as a result but location can be seen as another form of context. When someone shares that they are eating at a restaurant in San Francisco, that reveals data that can make future marketing more relevant.
4. Invest in ‘app’ marketing. Apple has a over of 300,000 apps and Android has over 100,000. Implicit in an app is engagement. That’s why people download them and use them. Therefore, when you advertise in an app, you already have someone who wants to interact. And if you integrate your advertising with the app so it feels a part of the app experience, you will see dramatic results.

While we also think that creating an app is an excellent idea, it's a fairly expensive proposition. We suggest that you walk before your run into the mobile market – but walk as fast as you can.

Keep in mind, the mobile internet user is a highly desired consumer. According to Millenial Media, the mobile retail user tends to be slightly more affluent than the total mobile audience with nearly 34% making more than $100k per year. 

Has your website gone mobile yet? Do you own a smart phone and how are you being marketed to? How would you categorize your mobile usage – habitual, bored or emergency?