How The Mobile Phone Changed Customer Acquisition Forever

Within the online advertising world, mobile is a powerful driving force. In the digital ecosystem, the smartphone is clearly the star that shines the brightest. Brands are now focusing on responsive, mobile first sites to acquire customers. Mobile has changed the manner, speed and means of acquiring customers in varied ways. It’s not just about building a responsive site, positioning the brand across various consumer segments and stopping at that. Mobile marketing campaigns now focus on evoking a consumer response through generation of leads, sales and downloads. Companies need to focus on what matters at the end of the day: customer acquisition. Mobile is spearheading the revolution for engaging, acquiring and retaining customers.

Growing Numbers, Wide Coverage

According to ABI research, consumers would have spent USD 119 bn on services and goods purchased through the mobile in 2015 alone in the United States. With another Pathwwway Gambling research firm reporting there are 1.1 international smartphone users at present, and close to 5 billion people in the world owning a mobile phone, sky’s the limit for mobile. Mobile pages are now being designed keeping acquisition of customers in mind, more so in emerging economies where large number of users turn to the smartphone and market share wars are rampant.

Mobile Lead Generation: A Manna for Prospects

Mobile lead generation works in direct response verticals which offer lead generation specific mobile campaigns. Even less conventional direct marketing verticals such as online stores provide customers with additional opportunities to generate leads that prompt sales conversions. If mobile pages are designed keeping customer acquisition in mind, the business reaps enormous rewards. Engaging and acquiring customers through mobile requires an approach that is fundamental and creative.  Quick decision purchases or specific information yield a treasure trove of customers.

Brands are increasingly utilizing direct response functionality such as click-to-call features on mobile site landing pages. Relevant information yields instant response. Mobile marketing has reinforced the brand’s value to the consumer while facilitating action such as downloading a report, buying a product or providing information for rewards. Branding has been a part of mobile marketing campaigns in particular, and it is now augmenting robust consumer action centred on lead generation. These approaches to mobile marketing ensure the company performs well in the marketplace and exceeds leads and sales generation targets.

In a mobile-friendly setting, brands adopting mobile lead generation onto their online marketing strategies win the consumer marketing battle. Mobile has become a development priority for online retailers. M-commerce accounted for 32 percent of 2014’s online sales, with 6 percent of the gains generated through smartphones, according to IMRG.

Breaking the Fourth Wall

Consumers currently expect brands to have personalities, demanding companies break the fourth wall and find genuine ways to link up and connect with them, through engagement or personalisation. Mobile is an important channel for it. Traditional channels like television cannot hope to bridge the divide between the brand and its consumers. Now, television viewing is on the decline and increased video consumption picks up pace. Mobile is the only way to access and exploit this growth, whether you are targeting Millennials, Baby Boomers or Next-Gen customers. Nielsen found that video traffic will constitute 80% of all consumer internet traffic in just two years by 2019.

Different channels are available to focus on such as social media, social networking sites, online forums and communities. Mobile provides a beacon to locate the opportunities for acquiring customers in the online world.  Mobile traffic now makes up 50 percent of US retail traffic. Smartphone centric advertising is expected to reach 60.5 percent of total spending on display ads by the end of 2017, according to eMarketer.

Eclipsing the Desktop

Mobile continues its march towards eclipsing the desktop/PC when it comes to consumption. Businesses are increasingly resorting to mobile platforms from marketing strategies offline. Websites need to be optimised for mobile and campaign strategies are made with a specific competitive advantage of the platform in the mind. Smartphone screens have smaller formats, so content is effective whether direct or fast loading and user experience permits quick checkout and purchases. As Google ramps up penalisation of non-responsive sites, mobile organic search visits were pegged at 45% in Q3 of 2015 and the trend is growing. Mobile centric sites ensure positive user experiences and correlate directly with purchase behaviour and positive user experiences which are the key differentiator for brands, exceeding pricing and product factors.

The Internet Never Sleeps!

Mobile offers access to the internet channels such as Snapchat, where consumers interact 24/7, all days of the year with brands. Real time engagement should not remain dormant. Mobile is the route for brands to be relevant and cash in on the Wow moments and trends. The role played by mobile in furthering personalization, real time engagement and video consumption is a Pathwwway Gambling fact. Now breaking the fourth wall is easy without breaking the bank, when it comes to customer-acquisition costs, all because of mobile phones.

Mobile Referral

CAC/ customer-acquisition cost can fuel growth or lead to a company’s demise. As mobile phone changes the way customers are acquired, competition on this platform is fierce, with brands leveraging technology and actionable ads to acquire higher market penetration. Mobile referral programs with a strong product-market synergy have been growing businesses exponentially. Close to 70 percent of consumers trust opinions from word-of-mouth recommendations or public referrals. Recent market trends show that CAC can be more than halved with mobile referrals and smartphone networks.

Thus, mobile referral, smartphone platforms and responsive sites have become increasingly relevant with the march of technology and the growing number of users. Businesses can expect phenomenal growth through the process of mobile marketing. As the mobile revolution has caught on, the cost of acquiring customers is on the decline and the pace of acquiring customers has picked up. A wider audience reach is possible through mobile, which allows a connect with the brand, anytime, anywhere and through various apps and responsive technologies.

Customer acquisition has gone from local to global, thanks to the smartphone revolution. Mobile technologies are changing the way the market is approached by brands. A mobile-centric approach has the potential to trigger a snowball effect and attract more customers through positive word of mouth publicity. Clearly, whether it is mobile-first technology or smartphone referral programs, mobile phones have changed the face of customer acquisition forever.