Why you should incorporate mobile into your business marketing strategy

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Why hasn’t your business adopted mobile yet? Maybe you just don’t know enough about it- in terms of what works and what doesn’t. Perhaps you haven’t found a compelling reason to implement mobile strategies. Or maybe mobile initiatives are way above your budget (or so you think). Whatever the reason, know that you’re not alone. In fact, big brands are facing challenges in mobile as well.

But as we approach 2013, there is no better time for your business to adopt a mobile strategy. Why? Because mobile is predicted to take over the world, according to Kleiner Perkins Caufield & Byers partner Mary Meeker. Meeker recently revealed her extensive report covering this year’s tech trends, and she wasn’t shy to emphasize the growth of mobile.

1) The mobile market will be worth $19 billion at the end of 2012, with 67% of the revenue from apps and 37% from ads. Take this figure and compare it to 2008’s figures when the market was only worth $0.7 billion.


2) Mobile is global: In the US, there are over 208 million mobile subscribers (64% penetration rate), up 31% from last year. In Japan, there are over 122 million subscribers (95% penetration rate). But China, Brazil, and India that are the countries to look out for. China has 57 million subscribers, up 115% from last year; Brazil has 41 million subscribers, up 99% from last year; and India who has 39 million subscribers grew an amazing 841% in one year.


3) Online shopping on mobile devices is growing, clearly displayed in the Black Friday Internet Shopping chart Meeker included (shown below). In 2011, 14% of all online sales from Black Friday occurred on smartphones and tablets; in 2012, this figure jumped to 24%.

With more people opting to online shop via mobile devices, it’s the perfect opportunity for retailers to create mobile websites or apps that make the e-commerce process enjoyable and smooth for shoppers.


4) New devices (mobile), connectivity, UI, and beauty are “re-imagining nearly everything.” Take for example TV. Back then, TV consisted of “linear programming, pre-set channels, and little control over content”; however, TV now includes services like YouTube, live streaming, and on demand personalized content that can be viewed on tablets, smartphones, and computers.

Mobile analytics firm Flurry recently revealed up-to-date consumption rates for Web, Mobile Apps, and TV. Time spent in mobile apps surpassed web browsing for the second year in a row. And while TV consumption remained steady at 168 minutes, mobile app consumption grew from 94 to 127 minutes in one year, revealing the shift towards mobile devices for media consumption.

If you’re unsure as to what platform to release your app on, consider both smartphones and tablets:

1) The case for iPhone: iTunes drives more than 46 million downloads per day.

2) The case for Android: Android ‘Phone Adoption” has ramped up 4 times faster than iPhone.

3) The case for tablets: The iPad has grown 3 times faster than the iPhone; and 29% of adults in the US own a tablet or eReader (up from 2% a few years ago).

So what are you waiting for? Start planning mobile initiatives for your business for the new year. And don’t forget to check out Meeker’s full report available for free here.

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