Mobile marketing, stats and trends – experts views

mobile marketing

The need to go mobile and develop watertight mobile marketing strategy cannot be stressed enough. Marketers today more than ever need to have a comprehensive plan, including mobile optimised website  and emails, mobile advertising, SEO and social media strategy, content and bespoke apps for their B2B and B2C audiences.

We decided to pick some of the latest statistics about mobile usage, mobile apps as channels and key components of content strategy and traffic, and asked a group of experts in their field to give us their opinions. All to have a better understanding of how to approach consumers through different devices and what are the leading trends in the industry today.

Being mindful of these stats can bring great value to your company and digital marketing strategy. They not only help you have a better understanding of mobile media use, whether you should invest in your enterprise apps, but they also help you understand mobile users’ expectations.

Mobile devices everywhere

80% of internet users own a smartphone, “interesting figure which shows that smartphone is probably more heavily used than desktop or laptop for web browsing. So it shows the way future behaviours will be focused on mobile phone usage rather than any other sort of computer usage, helping us to focus more on mobile UX and UI than other screens ratios and orientations for instance.” Stephane Dayras from Rakuten Aquafadas

The importance of UX for mobile users

A great majority of consumers in the European markets tend to be multiplatform, this means a consistent experience across devices is essential.

83% of mobile users say that a seamless experience across all devices is very important, “Probably the most important KPI, this is all about coherent UX and UIs that all users (whatever device they use: mobile, desktop, laptop) are looking for. UX is the top criteria to handle for any app development!” SD

57% of users say they won’t recommend a business with a poorly-designed mobile site.

“This trend to me is mainly B2C oriented. But it also has a B2B dimension when it comes to an image of the company to employees, partners, distributors, clients, etc. Today’s external and internal audiences expect a mobile-friendly website with ultimate user experience. It’s not only due to high UX standards but also a major factor when it comes to brand identity and organic search. Google announced last March after a year and a half of testing that it would start using the mobile version of websites for indexing and ranking to better serve primarily mobile-users. Achille Coenegracht from Rakuten Aquafadas

“The quality of your website reflects the quality of your business in the eyes of users. UX not intuitive enough, non-optimized site, inappropriate design or poorly targeted landing page are just as many parameters that affect the perception of your website and increase your bounce rate, acting directly on your SEO.

On the other hand, an intuitive and organized site structure, a design in agreement with your company and high quality content have a direct positive impact on the SEO of your website and the image of your company. Good content management is recognized as the most effective SEO tactic, generating up to 2000% of blog traffic and a 40% increase in revenue (source: Sherpa).” Elise Pinto from the Web agency Digitalis

To provide users with a satisfying mobile experience, many companies and brands prefer having a dedicated app to engage with their clients.

Apps or websites for greater mobile media time?

Today, apps account for 89% of mobile media time, with the other 11% spent on websites

Who had predicted the death of apps and the rise of mobile web? People spend more and more time on mobile vs. desktop, and the native app experience is better. This time spent on apps is driven by platforms like Facebook or YouTube often becoming the first and final destination of a user’s journey (just looking at the navigation bar at the bottom of your Facebook app…). The rise and integration of video in apps (under a lot of different formats, from music and tv shows to live events) on all major platforms keep users engaged.”  Sylvain Gauchet, Apptamin Co-founder

Yes, but users spend this time on only 4 or similar apps (Facebook, Twitter, LinkedIn, etc.). This means one should be putting in place a 360 mobile-first approach: including a well designed app, optimised for any device, offering an ultimate user experience, irresistible content and ongoing traffic and user engagement drivers. It’s not enough to simply produce and launch an app (whether it’s for consumers or internal teams) and expect users to keep on going back to it. ” AC

“This goes to show that responsive web sites or even the new progressive web apps are not the mainstream for mobile users as of now, native apps are still the most efficient way to use mobile devices (smartphones).” SD

Engaging customers with a dedicated mobile app

Mobile-only social networks like Snapchat or Instagram are very popular, which drives users to spend more time on mobile devices. The implications are clear, if your company or brand isn’t able to reach its target audience through mobile search or display, or not providing a solid mobile experience, your competitors will then have a great advantage over you.

“Nowadays, retaining customer loyalty with a mobile application is an important issue for all companies and major brands. It is a real growth driver for any business. Before launching an application, analyze your market, the needs of your target audience and the experience you want to offer on mobile to convince your users to stay loyal.” Jonathan Nabais, founder of marketing agency Angulaire   

According to Jonathan Nabais, one should really be asking how to retain customers through apps, especially for the e-commerce industry. The goal is to offer a useful app for mobile users to keep close to customers.

Build your own app

Do you want to learn more on how to build your company’s app and how it could fit in your own mobile marketing strategy? You can read our blog article on how to create your business app or watch our webinar and learn how to publish your app, be it for internal or external use.

Are you ready to build your app? Contact us to discuss how you can benefit from our tools!

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