Building an effective mobile strategy

Sometimes it is hard as a small business owner to know exactly what will work for your target audience. We often have our own concept of marketing brilliance implanted within our own minds, but when we deliver that vision we are surprised that it doesn’t have the effect we thought it would.

Developing your digital communications is no exception to this rule. Just because you think that you have a great idea does not make it a great idea. Instead, you need to develop that idea to suit what your target market is saying they want.

Something that is happening as we speak is the emergence of the mobile web. It took ages for most smaller businesses to realize that they needed a web presence, and following the exact same pattern it is also proving equally is difficult for them to start a mobile friendly version of their website.

As a small business owner would you be interested to know that within the next 3 years many top executive at leading web companies such as Google are predicting that desktop computers will simply be irrelevant?

More and more people are taking to using the web via their smart phones, making it increasingly more important to ensure that you have a mobile optimized web presence.

If you are still not fully convinced then here are a few facts and figures to give you a little food for thought:

Why the Mobile Web & Why Now?

  • There are 5.5 billion current mobile device subscriptions
  • 48 million people with mobile phones don’t have electricity
  • 8 trillion SMS messages were sent during 2011
  • By 2015 there will be almost as many mobile devices as there are people in the world
  • 788 million mobile-only Internet users are predicted by 2015
  • $20.6 billion in mobile revenue is expected to be generated by 2015
  • $119 billion spent by mobile shoppers by 2015
  • Most mobile devices today can access the Internet, and
  • Mobile browsing will surpass desktop browsing by 2014

Why You Need a Mobile Website

  • By 2013 browser-enhanced mobile phones will exceed 1.82 billion
  • 40.1% of mobile device users access browsers
  • 39.5% of mobile device users access mobile apps
  • 90% of smartphone searches result in an action
  • 24% recommend a brand or product as a result of a mobile search
  • 77% have contacted a business with 61% calling and 59% visiting
  • 95% of smartphone users have looked for local information
  • 79% of smartphone consumers use their phones to help with shopping
  • 88% take action within a day, indication these are immediate needs
  • 74% of smartphone shoppers make an online or in-store purchase

Mobile Apps

  • One million mobile apps in the marketplace
  • Two thousand apps added every day to the marketplace
  • 31 billion mobile app downloads in 2011
  • 66 billion downloads predicted by 2016
  • Mobile users spend 20% more time using mobile apps than browsers, but of that “app” time 80% is spent on games and social networking

More Than Just Sites and Apps 

  • 71% of smartphone users search because of an ad seen online or offline
  • 82% of smartphone users notice mobile ads
  • 74% of shoppers make a purchase when using their smartphones to help with shopping
  • 88% of those who look for local information on their smartphones take action within a day
  • QR Codes bridge the gap between the physical and digital worlds
  • SMS (text) Messaging can get results
  • Augmented Reality can help sell products to a mobile audience
  • Location-Based Marketing can drive a lot of traffic to your local business
  • Mobile Search Apps can help you reach a very targeted audience
  • Near Field Communication (NFC) may be the future of successful m-commerce


The mobile web is far more than just websites and apps. There are a host of tactics and tools you can implement that will allow you to promote your business on the mobile web including QR Codes, Augmented Reality and Near Field Communication.

Leave a Comment