Mobile-Marketing: The Holy Grail of 2017 Business

Featured article by Dan Radak, Marketing Professional  and Technology Author

In 2017, mobile users are quickly becoming a majority in nearly every single aspect of business. They browse more, buy more, and are more easily engaged. However, some businesses still refuse to put stronger focus on them than they do on their desktop users. Why? Well, simply because they are used to doing things one way, and the idea of change seems both complicated and expensive. On the other hand, if you consider all the potential work you can lose this way, the question remains which of these two options is actually more expensive. Let’s dig into this a bit deeper.

Speaking of Numbers

For starters, it is a widely known fact that over 80 percent of all internet users have a smartphone. Furthermore, 34 percent of them read emails exclusively on their phone or tablet. This alone means that any email marketing strategy you have in mind should be oriented towards mobile users. Finally, according to various surveys, 89 percent of all mobile media time is spent on apps while merely 11 percent on actual websites. For those who still wonder whether to invest in an app or optimize their website for mobile, there is your answer.

Consider the Market

The first thing you need to do is think about your target market. According to the latest research, Asian consumers spend on average 40 percent more in apps when compared to the rest of the world. Furthermore, some researches have also noted that there is a great discrepancy between iOS and Android users. This difference is far from insignificant since an average iOS customer is prone to spending 2.5 times more than their Android-oriented counterpart. This is mostly so because purchase value and the frequency of transaction are in favor of the iOS. In other words, while mobile consumerism is on the steady rise, not all of its aspects are equally lucrative.

Why Mobile?

This question is what currently puzzles the world of digital marketing, but the answer to it is actually not that difficult to find. Mobile phones are simply more convenient for all sorts of purchases, since they are available regardless of the position of the buyer. Furthermore, 4G internet usually trumps even the best Wi-Fi networks when it comes to performance. Some companies like Orange.jo even allow you to do your chores, like paying bills and recharging your prepaid services, from your phone. In short, the real question shouldn’t be why, but why not.

The Gaming Industry

One of the greatest mistakes when it comes to this market is not giving enough attention to the mobile gaming. This happens mostly because people tend to underestimate the power of micro-transactions. PC and console games can cost from $40 to figures like $60 or $80. However, keep in mind that here the user pays for the entire game (pre expansion and DLC). On the other hand, mobile users are more likely to get invested in free to play games, which are not so free after all. In these games, money buys you advantage over your non-paying opponents, which turns the games from free-to-play into pay-to win. As we all know, winning is quite addictive, which is why mobile gamers spend around $5 more annually on video games.

Conclusion

The world of modern business is no short of an actual battlefield. This means that only those who can adapt to the new set of circumstances will remain standing when the dust settles. Even if you do have an exquisite business model at present, be prepared to change in order to accommodate toward your audience. After all, you are here for them and not the other way around.

Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.