If you’re running a local business, chances are you already have some sort of digital marketing strategy in place. If you have a website, a social media profile or two, and a presence on search engines (whether organic or paid), you might be wondering why you need to think specifically about mobile marketing as well. Isn’t what you’re doing already enough?
In reality, there is a pressing need to give mobile marketing special attention as a part of your broader strategy. These five mobile marketing stats show why it’s so critical and what trends will shape the future of mobile marketing strategy.
1. Mobile Use Is on the Rise
Most searches today begin on a mobile device; reports show that nearly 60% of all searches start on phones or tablets. The number is even more significant in searches related to certain industries. For example, 72% of all food- and beverage-related searches happen on mobile, and 68% of health searches begin there.
As consumers’ search habits change, search engines are changing how they display websites in response. Google now evaluates sites based on their mobile, rather than desktop, versions.
And it makes sense: If most of Google’s traffic is coming from mobile devices, they want to provide their searchers with the websites that will perform best on the device they’re most likely to be searching from. All this means that if you don’t have a mobile-optimized website, you could be falling behind in search engine results pages (SERPs).
2. People are Searching with High Purchase Intent
Today’s consumers are busy, and they want technology to make it easy for them to find the best solution to their problem quickly. That’s why, when they’re on the go, consumers are using “near me” searches more than ever.
Recent statistics from Google show that “near me” searches related to purchasing a specific product are skyrocketing. Between 2015 and 2017, Google saw a 500% increase in searches that had the words “near me” and “can I buy” or “to buy.”
This indicates that consumers who are on mobile are looking for an immediate solution. They’re ready to buy now, which means you need to make your business the clear best option. Make it easy for consumers to find your address and business hours, so they can see you’re nearby and open now.
Make your value proposition clear so that consumers understand you do indeed provide the solution they’re looking for. And make it easy for them to get in touch (either via phone number or live chat), so they can quickly confirm that you have the service or item that they’re looking for available immediately.
3. Mobile Searches Lead to Purchases
We know that there’s a high intent in many mobile searches, but are consumers actually following through on their word? It turns out they are, and that’s especially true in local searches.
A recent study found that 78% of all local searches resulted in a purchase within 24 hours. The majority of those purchases “ 73%, in fact “ were made in-store, with 16% happening by phone and 11% occurring online.
There are a few takeaways here. First, this statistic reinforces the importance of having your business’s contact information readily available online. And this goes beyond having a well-designed website. Ensuring that you have a presence on local listings sites, like Google My Business and Yelp, helps you cast a wider net and capture the attention of more local searchers.
Second, while it’s sometimes easy for modern business owners to forget about older technology, the phone is still a place where nearly 20% of these local purchases occur! Make sure you’ve staffed your business appropriately so that your team can pick up the phone and capture purchases there.
4. Voice Search Is Taking Over
Nearly one-third of all smartphone users take advantage of voice searches on at least a weekly basis. This makes sense: If someone is on the go, it’s hard for them to type search queries into their phones. Either they’re behind the wheel of their car, where it’s not safe to type and drive, or they’re walking or riding public transportation, where it’s hard to maneuver around other commuters while typing away.
Instead of all that, consumers can quickly ask their digital voice assistant to locate the nearest solution to their need, and voila! A result appears immediately.
The thing about voice search, though, is that a voice assistant only offers up one solution at a time. If you ask Siri for ice cream near you, she’ll give you one business’s name. If you’re in the ice cream business, you, of course, want to be one store that gets listed first!
The best way to ensure that happens is to optimize your web content for voice search. If you’re looking for pointers on doing just that, check out this blog post.
5. Tons of Emails are Opened on Mobile Devices
A recent survey found that more than 41% of all emails are opened first on mobile devices. A fair number of consumers also use their mobile mailbox as a sorting ground, flagging the emails they’d like to give more attention to on their desktop and deleting those that are of zero interest.
This is important information for those creating email campaigns. If your content isn’t optimized for mobile, your emails could go straight to the trash or junk folders before you even have a chance to appear in a desktop inbox.
This means it’s just as important to create mobile-friendly emails as it is to focus on building a mobile-friendly website. Again, the name of the game is giving consumers the best user experience no matter where they are, and many of today’s consumers are searching and reading email on mobile devices.
If you’re running a modern local business, you need to be thinking about mobile marketing trends and how to incorporate them into your business. Mobile devices are increasingly becoming the go-to place for consumers to find immediate local solutions to their problems. If your business’s presence isn’t optimized for mobile searchers, you’re missing out on capturing this important segment of the market.
If you’re looking for help coordinating mobile marketing’s many moving parts, give us a call to see what we can do for you.
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