Marketing and the Mobile Internet
Last year, the number of people accessing the Internet using a mobile device totaled 1.08 billion. Many Internet marketers were caught off guard. It was the first time the number of mobile Internet users surpassed Internet users on a PC. According to comScore, 22 million users access the mobile Internet on the daily basis in January 2009 compared to half that number in 2008.
A breakdown showed that the most popular uses for the mobile web were:
1) Accessing news and information
2) Social networking or blogging
3) Trading stocks or accessing financial information
4) Accessing movie information
5) Accessing business directories
What These Figures Mean for Internet Marketing
As improvements in current mobile technology make it easier to access the Internet, coupled with the fact that Singapore has one of the highest mobile phone penetration rate (76%), we will start to see exponential growth in the number of mobile Internet users as well as an increase in the volume of transactions (both ecommerce and non-monetary) over the mobile Internet. Businesses now have a new marketing channel. The race is on for the first-mover advantage.
Why The Money’s on the Mobile Internet
1) Cell-phone Technology
The Windows Mobile smartphones had a problem with fitting a full webpage into the tiny viewport. The amount scrolling that had to be performed to onscreen to make sense of a page turned off many users. With Apple’s thinking out of the box, the iPhone became the offered the first competent mobile web browser. Zoom browsing was quickly adapted by other mobile devices. More devices are being built specifically to allow users to remain connected to the web while on the go.
2) Wider Access to Networks
With free WiFi and cheaper 3G rates, it is becoming very affordable to remain connected.
3) More Dependency on Internet
It’s getting harder to live without the Internet for the convenience it brings. Singaporeans spend an average of 2 hours a day on the Internet on a PC. Businesses recognize this and will develop applications for you to book cinema tickets, order a pizza, buy lottery, etc.. over your phone. You will be more dependent on the Internet and your phone than ever before.
4) Realtime Nature
The killer reason why mobile Internet will change consumer behavior. Consumers will have up-to-the-minute information including prices, reviews of products among other things. Transactions can then take place immediately, regardless of where a user is. Users no longer have to be in front of their computer and have the ability to make decisions anytime they want.
Preparing Yourself for the Mobile Internet
1) Create a Mobile/Lite Version of your Website
We still do not have access to super speeds when it comes to WiFi or 3G, so large images or files will be difficult to load on a mobile device. Also, users who are on plans that charge by the amount of data transferred will be unlikely to return if your site is a data-guzzler. Keep in mind that technologies like Flash and Java may not be supported in mobile browsers and you may want to use alternatives to them in you are catering to a mobile audience. It is popular to build a seperate mini-site that recognizes the mobile browser and appears automatically in place of your regular website.
2) Integrate your Site with Mobile Features
Certain mobiles like the iPhone is able to recognize phone numbers and locations, and is able to call or a send a message to that number or display the location on a map. This features help to cut down the number of actions required for your user to reach you, making it more likely to close a sale. With growing integration between mobile phones and Web 2.0 applications, it will be easier to engage your customer. Be creative!
3) Develop a Custom Application
Go the whole 9 yards! Develop an application that reinforces or supplements your products or services. Allow your customers to get technical support, make reservations or place customised orders using your custom application on their mobile phones. Make it convenient and hassle-free for your customers and they will be more likely to purchase from you again.
While the new mobile technology surfacing every week may seem daunting, do keep abreast of the current limitations and start to develop your mobile Internet presence one step at a time, its never too late nor early!
