2015 was the first year that consumers conducted more online searches on mobile devices over desktop. Mobile users rely heavily on their devices to help make local shopping decisions because these devices bring utility, convenience and locality. Smartphones in particular have become a powerful tool in making purchase decisions while out-and-about.
To best outline the impact that mobile is having on consumers here are a few stats:
- 73% of mobile searches trigger follow up actions such as further research, a store visit or a purchase
- 70% say mobile search helps make better buying decisions
- 83% research products on mobile weekly 24% make a purchase on their device
Obviously consumers are embracing mobile devices as they look for and consider purchase decisions. Small businesses need to consider the mobile device when developing and executing digital marketing as it relates to websites, email messages, social media, search engine optimization (SEO) and more.
Another mobile strategy that some small businesses are utilizing is an “opt-in” text-messaging service for customers that want to receive notifications on deals or new products or general news. In addition, there are many viable paid mobile advertising options as well. Given the adoption of mobile devices for online search, search engine marketing (SEM) is an obvious opportunity for small businesses.
- Make your website mobile-friendly (ASAP)
- Test email promotions to make sure they look good on a mobile device
- Consider a text messaging tool in order to reach customers directly on their phones
- Consider mobile advertising and start by developing an objective for your mobile campaign (website visits, brand awareness, etc.)