The “Real” Reason for Getting Excited About Mobile

Guest post by Jennene Biggins| Digital Marketing Strategist

The ‘Real’ Reason For Getting Excited About Mobile Marketing

According to internal Microsoft research, mobile consumers tend to take immediate action after doing their online (re)search, much more so than someone who is using a desktop computer.

In practice, the purchasing decision is done and the transaction completed within minutes or hours, when mobile, compared to days, or sometimes weeks when using a PC.

What’s even more exciting is that most of those searches are local in nature (in other words: people are looking for a solution locally), and they are nearly twice as likely to take action as someone using a PC.

When someone uses their mobile device to do a local search, they are very close to making a purchasing decision, and they can easily be influenced by a coupon, a special offer, and of course the convenient location.

In practice, it has been observed that mobile phone users have a stronger desire for instant gratification than someone doing a search on a PC: if they cannot find an item in one store, often they will use their mobile phone to search for a nearby store that has the item in stock – rather than ordering it online!

Meaning: the mindset of someone using a mobile phone to make a purchasing decision is not necessarily to find the best price, but to get the desired item fast and in a convenient way.

Another benefit of mobile marketing is that users have an increased brand-recall compared to traditional advertising, and – interestingly – the vast majority remember the specific call to action! And as you’ve probably experienced yourself, this is unheard of with traditional advertising!

To sum up:

Consumers use their mobile devices to find answers to the questions,
-What do I need now?
-What do I need in the next couple of hours?

And then they go out and get it!

Question #2: ‘What’ Is Mobile?
Ok, this may sound a little silly, but there is far more to “mobile marketing” than just text-messaging.

Other Mobile Marketing Solutions are:
text-messaging | mobile apps | mobile websites

Want to learn more about Mobile Marketing? Jenene will be speaking at the SistaSense 2013 Power Circle Conference. Her session is “Harness the Power of Mobile Marketing to Explode Your Business, Reach Your Customers and and Generate Revenue.”

You will learn:
1. How to use mobile apps, QR Codes and SMS Text Marketing to market products and services of any business directly to your customers.
2. How to combine social media and mobile marketing to communicate with new and existing customers
3. How to develop and run mobile marketing campaigns
4. How to automate marketing activities with mobile marketing