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Using mobile sites, apps, and emerging technologies to build loyalty.

 With the meteoric rise of mobile devices and tablets, it’s no surprise that mobile is a way of life and is here to stay. In 2012, there were 121 million smartphone users and 94 million tablet users in the United States alone, representing a 31% and 180% increase over 2011, respectively.1 Mobile devices have changed the way consumers interact with businesses, and today’s digital marketers must understand how consumers use different devices to be able to build and optimize mobile marketing strategies that deliver the right mobile experience to each mobile user. 

In addition, 2013 marked a significant shift in how mobile users are accessing websites. According to the Adobe Digital Index,2 global websites are now getting more traffic from tablets than smartphones, with 8% and 7% of monthly page views respectively. Given that tablet visitors spend more per onlinepurchase with U.S. retailers than visitors using smartphones,3 tablet traffic is proving to be more valuable in terms of e-commerce and engagement and represents significant implications for the development and optimization of mobile strategies. 

Results from the Adobe 2013 Mobile Consumer Survey show that consumers are using their smartphones and tablet devices to connect with brands in a variety of ways, and they are increasingly moving back and forth between different devices and form factors. Mobile is a unique channel, with different requirements for smartphones and tablets, and this channel must be integrated into the overall marketing mix. It is imperative that businesses understand who their mobile consumers are, how they access sites or apps, which devices they use, and what their expectations are for a positive experience. By understanding the consumer through analytics and measurement, businesses can optimize their mobile channel to enhance their online presence, engage better with their customers, and achieve business objectives.
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