People spend a lot of time on mobile devices. Half of the total U.S. population uses smartphones, a number expected to grow to 68 percent by 2017, according to IDC. Seventy-nine percent of smartphone users have their phones on or near them 22 hours of the day. And actually talking on the phone hasn’t increased much – the big growth is concentrated in interactions conducted over text, email and social media, which occupies 84 percent of communication time versus 16 percent for actually talking.
Research shows that people spend an average of two hours a day on their phone, according to Business Insider. That’s a lot of time, but not all of it is really meaningful. The shift to smartphones and away from other screens traditionally used for marketing purposes mean that mobile advertising is the next landscape to conquer, but many old marketing strategies will be largely ineffective for optimization in the multi-screen environment.
Advanced analytics strategies are crucial to effectively navigating the mobile ecosystem. Market research shows that spending on consumer-directed mobile services and applications, including browsing, productivity applications, games, video, music, TV and ringtones, will surpass $200 billion by 2017. Much of this rise, up from $161 billion in 2012, will be driven by users in less mature mobile markets, who may have slower connections but will demand similar access to services and apps. These numbers make a case for companies rethinking the traditional paradigm of strategizing for mass media, followed by digital, social, and then mobile. Since many mobile apps have social components, as well as multi-screen capability for easier digital use, leapfrogging general digital models in order to leverage mobile-centric approaches could enable companies to target their various efforts in one fell swoop.
” Personalized Marketing” should be a priority :
Besides logistical concerns like convenience and portability, one of the main factors that makes consumers instantly loyal to their smartphones is the fact that they are easy to personalize. Companies can leverage insights gleaned from behavioral economics research to determine the best direction that marketing strategies should take. There is a lot of psychology data evident in the ways people use their phones. Smartphones are part of an active daily routine in a way few devices have been before them, and certainly not in the ubiquity that mobile has attained. Such daily activities, including checking email, browsing specific websites and making certain purchases, can differ from user PC activity and often become more of a routine. Optimizing a meaningful presence in these key areas and being part of the consumer’s everyday mobile use can lead to business growth.
Big data analytics can help companies respond to the challenges of the multi-screen ecosystem, and utilize users’ own habits on different devices to streamline content delivery and targeted promotional efforts that can add nuances to the general strategy based on the device a consumer is using.