4 Ways to Prepare for Mobile Evolution

February 14th, 2011 by Adam Q. Holden-Bache

5 Smart Phones: iPhone, Android, Blackberry, Palm, WindowsMobile has seen significant growth over the past few years, but recent numbers point to it becoming an even more relevant segment of the online population. Smartphone penetration is up to 28% according to Nielsen (as of November 2010) and will rise to 35% in early 2011. By the end of this year, smartphone adoption will be at nearly 50%, which is about 150-160 million mobile subscribers.

With the rise in smartphone penetration, we’re also seeing those subscribers using mobile devices on a more frequent basis. The time spent with mobile devices has risen faster than any other medium, up 28.2% in 2010.

Smartphone users are downloading and using mobile apps. iPhone users download an average 8.8 apps per month, Android users download 8.7 and WebOS users 5.7.

Mobile devices are also being used to multitask. 86% of smart phone owners use it while watching TV. Users will send text messages, browse the Internet, access social networks and use mobile apps while the TV is on. And a quarter of them say they are browsing or accessing content related to what they are watching.

Email usage via mobile devices has experienced significant growth, driven largely by increased smart phone adoption. In November 2010, 70.1 million mobile users (30 percent of all mobile subscribers) accessed email on their mobile, an increase of 36 percent from the previous year.

With all this growth in mobile usage, it looks like 2011 will be a big year for mobile marketing. So what should you do to prepare?

1. Make sure all your web properties are mobile friendly.
Your site, landing pages, blogs and any other web content should be optimized for mobile device browsing. You may need to update animations (Flash doesn’t display on iPhones and iPads), videos and overall layout to offer a better experience to mobile visitors.

2. Prepare your emails for mobile display.
Email marketers need to prepare for the differences in mobile email display. Significant changes will be required to your subject lines, content, and design. Follow the Email Transmit InfoCenter Blog for best practices on mobile email marketing and mobile email design.

3. Consider using mobile apps as part of your marketing mix.
Smart phone users are downloading apps in record numbers and branded apps are a great way to help you get across your marketing message.

4. Realize that smartphone users are multitasking.
Make sure you include a digital call-to-action (visit your site, visit your Facebook page, view a YouTube video, etc.) when marketing or advertising in traditional channels.

Marketers that can prepare their messaging for mobile platforms will have an advantage over their competition. If you need help preparing your web and email content for smartphone users, contact Mass Transmit to discuss your needs.