We have all been there, sitting on the Tube or the bus home or even in the office at lunch time surrounded by people on their mobile devices. There is no denying how technological advances have allowed us to stay permanently ‘plugged in’ to the internet. This is clearly demonstrated by the social media ‘peak’ moments which are: 7-9 am, 12-2 pm and 7-10 pm.
Mobile Search Marketing Vs Mobile Direct Marketing
In fact, according to HubSpot, 20% of all Google searches are done on mobile devices. However, we also know that 50% of all internet usage is on mobile devices. With this in mind we must ask what the other mobile users are doing on the internet if they are not using Google. There are two main options. Either:
- They are using another search engine
- They are going directly to the websites they wish to use.
Many would instantly assume that mobile users are simply using another search engine. However, what many people overlook is the impact of mobile apps and social media. We forget that over time users simply open the app on their phone; whether it is Facebook, Twitter or even just Google Maps, they all use the internet and simply take the users directly to that website, therefore creating direct users. A major influence behind this is clicks through from social media. HubSpot estimate that around 70% of the internet population use social media, that is around 2 billion people, and around 80% of these access their social media via mobile devices.
So is it a good thing?
The advantage of direct website users for companies is that these users are familiar with their brand, they trust it, which also means they are more likely to convert and become returning consumers. The way a user comes to your site - via a mobile app, a search engine or simply typing in your URL directly - signifies the level of consumer relationship and brand awareness linked to your company. It acts as an indicator of how people perceive your brand; for example, do they find you trustworthy?
Even just a few years ago many people did not trust brands or technology enough to use their mobile devices for things such as financial transactions. However, with the huge steps that have been made in technology and the internet, in particular with privacy and security, this attitude is beginning to change, with banks even offering their own mobile banking apps.
Keeping Up With Mobile Technology
As technology continues to improve, companies are under pressure to ensure their website resolves well on all forms of mobile device so the user has the best experience of their brand. They also need to be looking at digital marketing tools such as social media to engage and build relationships with consumers at all stages of the buying process.
Regardless of which digital marketing approach businesses choose to implement and how they want to be seen on mobile devices, companies are going to have to embrace this mobile age and adapt their marketing strategies to reflect these changes.