Before the majority of businesses figured out how to market on social media, the market had already started to move away from social towards mobile. Facebook famously struggles to monetize mobile activity, but deserves credit for understanding the importance of mobile to the future of business. At this time, mobile browsing is eclipsing desktop browsing, and mobile marketing is becoming more important than social media to a successful online strategy. Consumers expect connectivity wherever they are, and once they find their hotspot, it's up to the website to deliver an experience compatible with whichever device the end user has at hand.
Mobile Users Are Action Oriented
Most people take a leisurely approach to browsing their social networks. They use these platforms to catch up with their friends and family and find entertainment. Mobile phone users are far more action oriented. If they are mapping a destination via a mobile device, they are likely en route. If they browse for a restaurant, they are probably hungry right now. In fact, in its Playbook, Google asserts that 70 percent of mobile users who perform a search will call a business as a result of that search. Clearly, connecting with mobile users leads to conversions.
Mobile Users Are Less Wary
Consumers have grown wary of the marketing messages they see on social networks. As the market matures so has the audience. Many resent the intrusion of commercial messages into their social media streams. A user-initiated search feels more empowered, and therefore, the searcher is less wary and more willing to complete a transaction. Mobile marketing positions a business to connect with customers ready to do business on their own terms, and then enables these customers to simply push a button to complete a call or a purchase.
Mobile Marketing Complements Real World Activity
Mobile device users are not tethered to physical locations. They are out and about, and they expect to use their devices to simplify decisions and transactions. A mobile user searching for product reviews may be standing in front of that product on a store shelf deciding whether to complete the purchase. Social media often is not responsive enough for these split decision moments when a mobile-ready result can seal the deal.
As the world embraces mobile, you can expect that smaller screens with touch capability will become even more important to your marketing campaigns. People in business are now expected to be connected all the time, and they will turn to those companies facilitating this mobile shift in order to remain competitive. Do not let the empty promises of social media blind your marketing team to the real profits to be made with a successful mobile strategy.