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Why is Mobile at the Heart of the Customer Journey?

Today we don’t “go online” anymore because we live online. We check our emails while standing in line. We get directions while driving. We quickly consult Google to settle arguments.

Marketers have to think beyond apps and responsive websites because mobile isn’t just a tiny screen we tote around all day and use to browse the Internet. It’s a way of life, and it’s at the heart of the customer journey.

Here are four reasons why marketers have to think bigger when it comes to mobile:

1.Mobile is With Us at Every Step

People reach for their phones 150 times per day. They may as well be surgically attached to our bodies. We are making phone calls, thumbing text messages, snapping pictures, marking calendars, checking social media and the list goes on and on … and on. So much of modern life is supported by our phones.

Think about how this translates to the customer journey. Whether our goal is exploration, education, or action, we use mobile. We hop on Pinterest to get inspired. We conduct a quick Google search when we have questions. We compare prices in store. We make a call to set an appointment.

It’s these moments that marketers must anticipate and be sure their brand is present for. Mobile is not a stop on the path to purchase. It’s used in the early stages of the customer journey. 91% of smartphone users turn to their phones for ideas in the middle of a task according to Google. And it’s used in the late stages. 70% of people have called a business directly from a mobile search ad.

2. Mobile is Personal

Mobile has ushered in a new era of personalization, giving marketers the chance to connect with their audience on a deeper level than ever before. Marketers can now serve targeted ads and messages based on the time, location, previous engagement, and a myriad of other personal factors.

Marketers have new ways to connect with their audience across channels. Giving consumers the option of how they want to engage makes the connection that much more personal. We can message brands, engage on social, we can even use click-to-call to get personal attention immediately. Mobile not only facilitates personalized marketing online, it’s also is driving a massive increase in one-on-one conversation via the phone. In fact, 54% of phone calls made to businesses were directly driven by mobile marketing channels, according to Invoca’s 2015 Call Intelligence Index.

3. Mobile is Convenient

Mobile makes life easier. It’s our constant companion and our link to people, brands, and practically all the information in the known universe. Brands have the opportunity to tap into that convenience. Give prospects and customers the information they want, when they want it.

Google reports 58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly. Likewise 69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions.

Today’s mobile consumers expect convenience and that means providing fast and useful information, being present across channels, offering easy ways to connect, and making the experience seamless.

4. Mobile is the Bridge Between Offline and Online

Marketers can’t forget that mobile transcends digital. It influences our behavior offline and is for offline interactions, in other words, making a phone calls. Did you know that the second most frequent activity on a mobile phone is making a phone call, second only to messaging?

Marketers can’t afford to have digital tunnel vision and classify mobile merely as an online channel. In fact BIA/Kelsey predicts that calls to businesses from smartphones will reach 162 billion by 2019, and according to Invoca research, over half of them will be the direct result of mobile marketing.

Key Takeaways

Marketers can’t sit on the sidelines anymore when it comes to mobile. To recap, here’s what you need to keep in mind when thinking about your mobile strategy:

Don’t limit mobile to one channel or stage. Give people the chance to engage how they want, whether that’s simply doing research or making a purchase.

Capitalize on personalization. Use the data from your marketing automation tool to make sure you’re sending the perfect (mobile) message at the perfect time.

Make it easy. Small screens don’t mean inconvenience. Today’s technology allows marketers to create seamless experiences, built for small touchscreens, that are easy and intuitive.

Don’t forget about offline. There are no longer hard lines, or any lines separating the digital form the real world. Embrace this fact and encourage people to take action offline. Sometimes a call is easier than a click. 

The point is, mobile is big and if you’re limiting it to a channel, stage, or one type of interaction, you’re missing out. Don’t be that marketer!

Get started on your own journey with mobile marketing by downloading the Modern Marketing Essentials Guide to Mobile Marketing.

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