Smartphone and tablet owners spend nearly three hours on average staring at these devices every day, according to digital analytics firm Flurry. And research from Ericsson indicates that by 2020, there will be 6.1 billion smartphone users around the globe. With stats like these, marketers have been standing up and taking notice of the power of mobile devices. If you're among that group of marketers, here are three important factors to consider as you engage in mobile marketing:
1. Usability. Mobile has had a huge impact on the way people obtain and communicate information. Smartphones and tablets make our daily lives easier and often blend seamlessly with our activities throughout the day. Usability is important when it comes to how a website or app is programmed to function. If your app is too technical or your responsive website design doesn't flow well, people lose interest and go elsewhere.
Factors that contribute to overall usability include:
- Easy-to-read content
- Simplified navigation
- Touch screen elements
- Performance of the program
Keep in mind that responsive design for websites means more than shifting where things appear on a screen. Make sure your website is easy to navigate, call-to-action buttons are large and legible, and the overall look and feel of the website encourages your users to linger on the site longer, regardless of how small their screen is.
Apps, which are already designed to make a person's life easier, should place usability as one of the highest priorities. An app is completely built for mobile from the start. It is beneficial to conduct usability testing during the alpha and beta stages to prevent people from discovering issues after the app has launched.
2. Timing. You can't grab a customer or prospect's interest if they're asleep or too busy at work. Your customers drive your business, so if your buyers are more likely to online shop over their lunch break, but you're sending daily deals emails at 7:00 pm, you won't maximize traffic to your site.
If you're using push marketing strategies like SMS, or text messaging, timing is everything. Because the nature of these messages is immediate delivery, improper timing could turn off some customers. It's off-putting to receive a text at 3:00 am because a company did not take into account that the user is in a different time zone.
3. Privacy. When your phone is a part of your daily life, privacy becomes increasingly more important. Phones house sensitive data, and it's vital that people feel like this data is secure. The Mobile Marketing Association (MMA) has established a set of mobile guidelines that businesses need to follow to maintain proper privacy policies without penalization. The guidelines highlight how businesses should obtain and send information, maintain privacy and security, and the preferred language and principles for mobile development. It's important for people to know that companies are respectful of sensitive information and comply with industry regulations. Successful privacy policies help build consumer trust.