Making the world go mobile: A call to action to all marketers

2011 – The year of mobile. How many times have we heard this proclamation?  Mobile is already here and if you’re not on the train now you’re going to miss out.  The key to any foray into new territories is that it starts with discovery.  Dust off your annual plans, re-visit your company’s marketing goals and objectives and re-discover your consumers.  My bet is your customers are already mobile, the question really becomes, are you ready to greet them?

Morgan Stanley’s research shows that in less than three years, global mobile internet will eclipse traditional desktop internet consumption.  But if that stat isn’t enough for you to buy a ticket aboard the mobile train, then take a look at your own website analytics and review the types of browsers accessing your online site.  Chances are that at least 1.5% of traffic is coming from mobile devices.   

This number might not seem substantial, but consider the following:

• Trends: track this percentage over a month to month basis and see the increasing rate of mobile traffic.

• Consumer mindset: the iPhone made all consumers and marketers aware that a mobile device is so much more than a voice medium.  A new segment of your consumer is driven by impulse and instant gratification; are you ready for this shift or will they bounce from your site and visit competitors because you don’t have the instant information they need.

• Infrastructure: 78% of Canadians own a mobile device, network speeds are 4G (or close too) enabled and the speed of adoption will be much faster than broadband.

• Do you have a strategy?  Mobile is the ultimate battlefield for your consumers’ attention, which explains why so many stakeholders are involved in the value chain.  What other device can singlehandedly (bad pun) address all stages of the consumer lifecycle? Traditional awareness building, engagement, trial, conversion, purchase, loyalty and advocacy, all in one powerful form.

What are you doing to address this new field of opportunity?  What utility can you bring to your coveted consumers and those would be consumers? 

In the inspiring words of Jerry McGuire, “Help me help you.”  Elect someone as your internal mobile champion and take the first step by contacting a mobile marketing consultant to discuss a program that best fits your company.