The Facts About Mobile Marketing

I've been talking a lot about mobile marketing on this blog lately - ruminating about the wisdom behind investing in mobile apps, thinking about how customers use their mobile phones while they engage with your brand, and reporting on current mobile news.

That's all fine and good, but it's important to take all of this with a grain of salt.

Chart from Business Insider/Asymco.
Why? Check out this chart, from the folks at Business Insider and Asymco. I'm reposting it here, because it's really, really important. 

What stands out? While the US still has the largest smartphone market (China is catching up), only 37.4% of mobile phone users have a smartphone. Android is the most common, with 39 million users. Apple smartphones have about 24 million users.

So, what does that mean? 

Although smartphone adoption is continuing to rise, the vast majority - 62.6% - are not on a smartphone. That means many of your customers can't use all those fancy apps - they can't use your special app, they can't find you on Yelp or RedLaser or anything else, they can't download coupons or reviews or anything else.

So, how do you reach them?

This is why you have multiple channels - you'll need to keep paying attention to your web site, support a robust email program, and (gasp!) answer the phone to make sure you're reaching everyone, unless all of your customers are urban, high-income people between the ages of 25 and 39. And don't forget good, old fashioned text messaging. One of my favorite local bars handles free dessert coupons via text - that's right - no fancy app, no downloads- just a text and a free dessert.

Need help reaching a diverse customer population? Let me know - I can help.

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