This is a recent infographic I made based on a study by O2 on smartphone usage, it offers an insight into the way people are using their smartphones, and with the increasing popularity of smartphones it is fast becoming a central part of many business marketing strategies. According to recent statistics from IDC 153.9 million smartphones were sold in the second quarter of 2012 which shows it is a rapidly growing market and should not be ignored as part of any marketing campaign. Mobile marketing is still lagging behind usage so it is time for businesses to catch up with what people are doing and take advantage of the many cheap and versatile ways to reach customers through their smartphones. There are many reasons why mobile marketing is becoming vital to many top companies’ marketing strategies. It offers constant, easy access to clients, a high rate of people reading promotional emails and messages, it is a highly interactive medium, driving sales, and can be personalised to suit the consumer based on time, place and preferences.
People are with their mobile phones all day, whether in work, out running, watching TV, the phone is always near, so it is vital to base your mobile marketing strategy on context. This will focus on what the consumers needs are by offering useful, interesting content that is accessible and can be integrated with other products such as computers and tablets. The key is to create engaging content that can be delivered in a variety of ways, whether paid or free, the smartphone is a holistic marketing window that is a readily accessible and cheap way to promote your business. When planning your strategy, you must choose the correct ways for you to achieve your goals. There are many options including; promotional messages offering discounts and prizes, apps to enrich your customers lives and experiences or to engage them with your brand, QR codes as quick and accessible hyperlinks to your web pages and mobile web marketing with mobile optimised websites. Whichever you choose, make sure you have looked at the real world context of the consumers, because they have their phones with them all day, try to imagine what they would be doing when they use their phones at certain times. A good mobile marketing strategy will connect real world experiences with mobile and think of how the material can be integrated across several platforms and products. Be different and innovative without being complicated, aim for maximum reach and make sure mobile is central to your campaign, not just an afterthought. Aim to create interactivity between the customer and the brand to offer something that people can engage with and use within their day.