5 Reasons Mobile Is The Best Marketing Channel
Mobile marketing is incredible. It produces more high quality results more quickly than any other marketing channel in the history of the world.
Don’t believe me? Here are 6 reasons you’re wrong.
1. Better Leads
Research indicates that conversion rates are 15 to 20 times higher for inbound phone calls than inbound web leads. Basically, this means that if a prospect calls you, they are 15 to 20 times more likely to buy your product than if they fill-out a landing page. What does this have to do with mobile marketing?
Well, mobile marketing is really, really good at generating phone calls. Google said in November of 2011 that 61% of mobile searches result in phone calls. xAd says that 52% of all mobile ads results in phone calls. In short: mobile generates the highest quality lead source the majority of the time.
Awesome.
2. Fast Conversions
A stunning 70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011) By way of comparison, 70% of online searches lead to action within one month. This statistic alone should blow your mind.
Think, for a moment, about the implications of this statistic. This shows, clearly, that mobile searchers want to learn more about your company/product immediately. They aren’t doing research or in-depth analysis. They are ready to buy. There is no other marketing method that can approach these numbers.
3. An Utterly Addicted Audience
You know how hopelessly married you are to your iPhone or Android. Admit it, it is your companion in bathroom stalls. You can’t make it through a meal, a movie or even a red light without checking your phone. You are a captive prisoner to your phone.
This should make marketers smile. Marketers have long tried get their message in front of potential consumers. Well, mobile marketing gives marketers constant access to consumers. Studies show that 91% of smart phone owners have their phone with arms reach 24/7 (Source: Morgan Stanley, 2012). There is no other channel that provides access to potential buyers 91% of the time. (Even in the bathroom).
4. Mobile Gets More Action Than Charlie Sheen
We’ve seen this stat thrown around for a long time now. 90% of mobile searches lead to action, over half lead to purchase (Source: MobiThinking) Wow.
5. Mobile Analytics are Simple
Google Analytics is definitely trending mobile. You can track where mobile users are, how frequently they visit and even which device they use. Additionally, integrating Google Analytics Multi-Channel Conversion Path with a call tracking tool allows you to track every engagement – web or phone – from the consumer. And, remember, phone calls are the most common result of a mobile ad or mobile search.
Mobile=Freaking Awesome
Mobile’s response rates, impressionability, and success rates are just plain silly. They are higher than any other method of marketing ever seen before. Let me be perfectly clear: in terms of immediate response, no marketing method even compares to mobile marketing. Nothing even comes close.
Jason Wells is the CEO of ContactPoint. Their new product, LogMyCalls, represents the next generation of intelligent call tracking and marketing automation.
Prior to joining ContactPoint, Jason served as the Senior Vice President of Sony International, where he led the creation and international expansion of Sony’s mobile business line from London.
Jason has spoken on marketing topics at SES New York, SES Toronto, Ad Tech, Digital Hollywood, Nokia World, The Microsoft Partners Conference, CTIA and elsewhere. Jason holds an MBA from the Wharton School of Business at the University of Pennsylvania.
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Nice piece Jason! You started with mobile marketing is incredible. No mobile marketing impossible.
Mobile is for sure the next gateway to content, communities, commerce, brands and friends..
What’s the mean reason in your opinion, why so many brands are so slow hugging this powerful channel?
Cheers
The big problem is how big brands purchase. They have a process and metrics and the mobile metrics don’t match exactly with traditional. So it is taking some time.
Hi Jason
I understand. And I don’t.
Brands spends millions per year on media, but a nice mobile presence for let’s say 25-50K EUR needs years to decide on?
Hi Jason, great stuff; so will the phone be the winner as second screen everywhere (even at home with wifi)…?
The phone has context. It is the quickest mode of communication. But wifi indicates a different context. Category of interest represents a different context. If you are engaging with a coca cola ad, you won’t make a phone call. If you need a towing company, it is most likely you are using a phone.
Very nice insights your quote on Charlie Sheen made me laugh also. Keep up the good work!
June 27, 2012, 12:59
are there any insights on what kind of products/services work better or worse with mobile marketing? I would imagine that (for instance) concert tickets work way better then diapers.
Huge differences depending on category. But the differences are really about where the customer is in the sales channel. While you probably aren’t buying diapers from a phone, but if you are a mother, you would be using the Kimberly Clark mobile app for mothers.
Mobile is a upcoming marketing channel, which I love very much and does have a lot of potential! To bad a lot companies and their websites are not ready yet to handle mobile requests. Of course a customer can call a company directly, but even sometimes the phone number is hard to find…
I wonder how much time it takes them to understand that mobile will be booming and they have to accept and react on that.
More people on the go = more mobile users. But what about the small screens?
small screens can be resolved with mobile centric design. 7 years ago when I was with Sony, we started streaming full movies on mobile in Korea. They asked the same thing. Now it is no big deal
June 27, 2012, 18:33
Hi Jason,
Great article with really nice insights! Mobile is for sure booming. Actually, I’m curious, as Thomas, if there are any benchmarks on which products/services work the best on this channel.
As I mentioned above, context is everything. In general, mobile is great for bottom of the funnel conversion such as click to call for a auto repair shop or hotel. Higher up in the funnel you use mobile for awareness and relationship. Post sale, you use mobile for loyalty.
The other factor here is that mobile search has a bias for local results. That means people want something in their town. 61% of local searches result in calls. That’s a substantial number.