Ofcom’s 2015 Communications Market Report revealed that Smartphones have overtaken laptops as the most popular device for accessing the internet in the UK.
33 percent of Britons now see their smartphone as their most important internet device and use it for an average of two hours a day to browse websites, use social media, bank and shop online.
Laptops were the preferred device for only 30 percent of Britons, with tablets on 19 percent (up 4 percent since 2014) and desktop computers on 14 percent (down 6 percent).
The figures show a big swing since 2014, when 22 percent turned to their phone first and 40 percent chose their laptop. Britons now spend almost twice as long online on smartphones (1 hour 54 minutes) than on laptops and desktop computers.
The fundamental challenge for the marketing community is how we use these interesting pieces of data.
But before we plan further mobile campaigns, let’s take a minute to put ourselves in our customers’ shoes.
We need to think carefully about what customers would consider to be spam on their mobiles and what they would consider to be valuable.
When a customer experiences relevant and effortless interactions with a brand, then it becomes a rewarding journey for both.
The key to maximizing the mobile channel is absolutely pristine customer preference data which begins long before the choice of channel for the campaign. How does the customer currently interact with the brand? Can we introduce our customer base to the mobile channel? How do they prefer to interact with the brand? How frequently do they wish to have those interactions? And is all this information religiously recorded and updated?
Customer preference data used to be about describing past behavior, now it’s about predicting future opportunities to engage your customers with relevance to them.
Tread carefully.
For assistance sourcing mobile-savvy marketers to optimize your mobile marketing stratedy, email mday@marketingmoves.com or call us on 01932 253 352 to speak directly to one of our experienced specialist consultants.
