August 19, 2014

smartphoneAbout 54% of the UK population use a Smartphone, and this number is growing. It has been suggested that more Smartphones are registered in the world every day than babies being born. That’s a lot of Smartphones. One of the main benefits of having a Smartphone is its ability to access the internet and people are increasingly using their mobile phone or a tablet to surf the web.

Google are predicting that within the next 3 years, more people will be accessing the internet via their mobile than desktop. This is why it’s so important for businesses to get their online marketing fully optimised for use with mobile. According to Twitter, mobile and tablet users are amongst the most engaged, stating that 96% of them more likely to follow 11 or more brands, and 58% remember seeing an ad on Twitter.

Smartphones are becoming increasingly popular and less expensive, meaning that the mobile market is becoming more accessible to more people, and is no longer a toy for the rich or technical minded. It is a good idea to try to bear this in mind when considering the content that will be used via mobile.

Website Style

When designing a website, there are two different styles to consider. The ‘mobile specific’ website is a website that has been designed for use with mobile. It can be costly, but is worth the cost in the long run.

The other option is a ‘responsive design’ website. It is reactive meaning that it is adapted according to the device which is being used to access it. Different screen sizes are taken into account and it is a cost effective and efficient option. This type of website is great for those which are giving information.

Use Email

The growth in mobile use has meant that people are even more linked to their email, having access to it at any time they want.  According to iContact, 72% Smartphone users check their emails at least 6 times a day. This means that email marketing is still a valued and effective marketing resource.

Location, Location, Location

Mobile, by its very nature is just that – mobile. People are accessing the internet from any location now, not just at home or in work. Search engines rule changes are giving more location specific results, so take advantage of this. GPS and people’s willingness to share their location means that we are understanding more and more about where they are when they are accessing the internet.

Try to get location specific details on your website, and maybe include interactive maps and clickable phone numbers.

To App or Not To App

One great way to secure future business is through the use of an app. Not every business will benefit, but there are plenty which would make it easier for both the business and the customer. Apps can help with wallet-less payments, and award loyalty. When trying to design an app, ask yourself, “will this meet my customer’s needs?”, “will it make their lives easier?”  or “will it enhance their experience?” Use your imagination and an app could prove to be very beneficial to your business. Loyalty schemes are a really great way to secure business, obtain customer details and reward loyalty.

Gartner have reported that the worldwide spend on mobile in 2014 will be $18 billion, and will go up to $41.9 billion in 2014. This shows how seriously businesses are taking the use and adaptation to mobile. What is important is to not get left behind and take advantage of these new opportunities which are arising through the growth of mobile.

Many thanks,


Jenny Verman

Jenny Verman
Digital Marketing Manager
The Internet Marketing Academy

(Image courtesy of adamr at FreeDigitalPhotos.Net)

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