As you turn the page on what hopefully was a great 2015 for your business, and resolve to have an even bigger and better 2016, there is plenty to be excited about.
With each new year comes a surge of renewed optimism. Gym memberships soar with the newly recommitted. Nutrition blogs see a healthy increase in traffic, and managers everywhere brief their teams on the bulleted summaries of the complex new strategies and focus areas that will propel the business to new heights.
While these all too familiar scenes are born from the very best of intentions, statistics show that they fail more frequently that they succeed. Why? It’s simple—change hurts. Habits are difficult to change, and paradigm shifts are uncomfortable
Goals are very achievable when backed with a well thought out action plan, appropriate accountability systems, and most importantly when they begin with clear sense of “why.”
When attempting to improve habits, culture and/or procedures, simple plans centered around incremental gains tend to stick, while overly elaborate and complicated plans are more frequently abandoned.
With this in mind, we encourage you to enter 2016 completely committed to single simple marketing goal: make a mobile resolution.
Why Your Mobile Resolution Matters to Your Online Advertising Strategy
Let’s not focus on strategy or execution here because that’s not the point of your resolution. The plan itself is secondary to why a plan is necessary.
Would you rather go mobile or go out of business? That is where we’re headed. The writing has been on the wall for years, and only gets bigger, bolder and harder to ignore.
Why Go Mobile?
Because your customers already have, and you don’t want to be left behind.
The Law of Diffusion of Innovation shown graphically below shows how new ideas or products are adopted and used within society.
To put this in perspective, Innovators are those most comfortable with change–these are the people that wait in line outside retail stores for the newest big technology release.
The Laggards are most resistant to change–the ones that would still be using rotary phones if they were still offered for sale. The Early Majority and Late Majority are essentially the masses–the average Janes & Joes.
Many business owners have a false sense of where society currently sits on this spectrum with regard to the need for a strong online brand. The average person’s adoption of online technology is way ahead of the degree to which the average business has adopted online advertising opportunities.
Businesses without a strong focus on their online brand are completely out of touch with today’s consumer, and those that have not made a significant commitment to mobile advertising are falling even farther behind the curve.
The Bottom Line
More customers are shopping online than ever before, and they are spending more online than ever before. In the United Kingdom, Germany, and Japan over 70% of the population already shops online. Notice from the diagram above that 70% will fall well into the “Late Majority.” Mass market acceptance was achieved years ago. It’s time to get on board.
Notice also that the United States not only leads the world in overall e-commerce revenue, but also in revenue per customer with the average shopper spending over $1800 online in 2015. Not only do customers become more comfortable with the idea of shopping online each year, but the amount they are willing to spend increases each year as well.
The Whole World Has Gone Mobile
Don’t let your business get left behind.
A significant milestone was reached in 2015 when the number of mobile subscriptions exceeded the world’s population for the first time, and that gap is expected to widen in the coming years.
Online Advertising Impacts Mobile Sales Too
With more mobile active mobile subscriptions active that human beings alive in the world today, it’s important to take note of the types of devices connected to these subscriptions.
While the rate of traditional smartphone and tablet activations have dropped in recent years, Phablets, or large screen phones that can be understood as phone/tablet hybrids have seen strong rates of growth.
What this means for businesses is that consumers have found the balance of convenience they like between the size of a device and the functionality its screen provides online. This type of device is already
Marketers should be overwhelmed with optimism about the opportunity exists as society moves to mobile. Consumers are clearly becoming more comfortable with the idea of online commerce, and mobile marketing tools are becoming stronger and more accessible every day.
This is an exciting time. The industry continues to launch new and exciting features for mobile. One of many great examples would be Instagram with its huge mobile user base becoming available recently to all businesses than ever.
While there are many seemingly complex options available, don’t get caught up in analysis paralysis. Commit to getting better, and get started. Make your mobile resolution a success with a simple plan, remind yourself regularly of why it’s important, and hold yourself accountable. Your 2016 is going to be a big year!