Think with Google says that “91% of smartphone users will use their phone for ideas in the middle of handling a task.”
Do you find that number unbelievable? It seems pretty reasonable to me. In fact, even when I am at my desktop or laptop, I keep my smartphone nearby so that I can use the device as another point of reference in case I want to check a source or dig deeper on a subject. My guess is that you are not that different.
Here is a question for you: As a business, are you taking advantage of this type of buyer behavior?
One of the marketing basics is ‘placement.’ That means being at the right place at the right time. If you are from a slightly ‘more experienced generation,’ you may not have realized that the right place and right time has changed. Believe it or not, someone moved the marketing cheese.
In this age of immediate gratification, when one feels a need, one simply picks up their smartphone or tablet to get instant fulfillment. To be clear, that does not always mean the point of purchase. After all, there is still a journey that a buyer completes before actually making a purchase. The buyer’s journey includes awareness, consideration and decision-making. It is important that you consider each stage of that process when managing your marketing.
If you are not using your website or other online channels to do more than promote sales, it’s time to do something different. It’s time to start connecting with your potential customer with what they’re looking for in real-time (i.e., in search and online). Finding your voice can be a process but a good Marketing Consultant can help you gain confidence in your online strategy. In the meantime, here are three quick thoughts to get you started on making your marketing relevant for today:
- Don’t be afraid to give some free information.
- Use a blog to share insightful and relevant content regularly.
- Use social media to share, share, share.
Another quick statistic: 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful. Yikes! We don’t want to be that guy (or gal) that was left behind.
(Source: Think with Google)
Want to learn more about how to make social media work for you? To make it easy, use our free workbook Social Prospecting. The workbook includes:
- Short preparatory work to make the actual prospecting easy
- Visual instructions on how and where to find prospects
- Pro tips that will help you get the best results
- Prescriptions (Marketing Rx) for success
- Exercises for follow-up prospecting