“A Swiss army knife for life” is how Shel Holtz described the smartphone at last week’s Moving Targets: A Mobile Marketing Crash Course webinar.
Beyond obvious communication capabilities, smartphones are cameras, torches to locate lost items, restaurant guides, and much more.
These functions explain why 91 percent of adults have a mobile phone within arm’s reach 24/7 – and why mobile marketing has become so important.
Here are four key takeaways from Shel’s presentation about how to market better to mobile users.
1. Customize content for different devices
Optimizing for mobile isn’t a singular idea. People use different mobile devices, well, differently.
Shel breaks it down to one-fisted devices (smartphones) and two-fisted devices (tablets).
“Optimizing for mobile really has to accommodate what people are doing with that device,” Shel said.
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Nearly 40 percent of a smartphone’s use comes outside of the home. But tablet usage occurs outside the home only 21 percent of the time.
“Smartphones keep us connected to each other as well as to information and resources we need,” he said. “Tablets keep us entertained.”
When producing content, consider who it is aimed at. Are you trying to reach someone on the go or someone at home? In other words, are you trying to reach someone who wants information or entertainment?
2. Drive sales with local search appeal
Ninety-five percent of mobile device users have searched for local information. That’s why this is the age of SoLoMo (a portmanteau of social, local, and mobile).
“This local notion is getting to be critically important,” Shel said.
He noted that once Home Depot reconfigured its app to be more local (allowing users to find products, sales, and stocking for nearby stores), mobile conversions doubled.
3. More mobility means more value
The Law of Mobility states that “the value of any product or service increases with its mobility.”
Shel said the value of the Sony Walkman came from the opportunity it created for people to listen to music in more places and at more times. No longer did people need to stay at home to listen to their music collection.
“Mobile alters the conditions under which products and services can be used,” Shel said. “Marketers should consider what value they are adding with their content by allowing people to access the information no matter where they are.
“The first thing you should ask yourself is: ‘How am I increasing the value of my product based on the fact that somebody has access to it no matter where they are?’”
By understanding why people might need your information on the go, you will gain direction into what the messaging should be.
4. Mobile searchers need different content
“People don’t want to search for things on a mobile device to get the same sort of results they get on Google,” Shel said.
A number of mobile search tools, such as Everything.me and Izik, have popped up for mobile searches.
As opposed to a list of links for search results, Everything.me (not accessible by desktop) provides search results from apps in a more visually pleasing way.
Izik is a search engine for tablets that allows users to scan results by swiping side to side, the manner in which a user is accustomed to interacting with a tablet.