While it may have been hard to digest just a few years ago, mobile Internet browsing is on pace to outperform fixed Internet access. In other words, one day soon, we’ll browse the Internet more on our phones than we do on actual laptop or desktop computers. Powerful stuff.
According to this mobile marketing infographic compiled by comScore in February 2014, today most consumers are “multi-screening” – which means they are using a blend of their mobile devices and desktop computers to research products and services before making a purchasing decision.
Think about how you as a consumer search the Internet. I know that I personally have come to rely heavily on Siri when driving in my car and trying to find a local restaurant or a convenient place to drop off my dry cleaning. The more advanced our smartphones and tablets become, the more they will feel like actual extremities of our bodies.
SoLoMo, short for social-local-mobile, refers to a more mobile-centric version of the addition of local entries to search engine results. SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what’s available via a PC.
Social handle, Location, and Mobile engagement (SoLoMo) is certainly no new concept in 2014; however, the mix of how consumers are using their mobile devices is changing this year, and understanding these changes is critical for any marketer that wants to capture his or her audience most effectively.
According to a recent study regarding SoLoMo compiled by the IBM Institute for Business Value, consumers can be classified into 4 basic groups:
- Traditional Consumers (19 percent of the population): This group uses the least amount of technology when shopping and relies heavily on brick and mortar locations.
- Transitioning Consumers (40 percent of the population): These consumers will typically turn to the internet to research products and services, but still prefer to make purchases in a brick and mortar location.
- Tech-Intrigued Consumers (29 percent of the population): This group uses their mobile devices to research products and services on the internet as well as make purchases.
- Trailblazer Consumers (12 percent of the population): This type of consumer uses his or her mobile device almost exclusively to evaluate retailers and make purchases.
What information can we as SMB owners take away from this study?
To start, I believe we’re evolving into an era of self-serve retail, and the trailblazers are leading the way. As we make our way towards 2015 and technology continues to improve, consumers will expect to be able to have user-friendly retail experiences using their mobile devices.
Social media will continue to play an important role in SoLoMo marketing as 6 out of 10 consumers indicated that posts that they see on social media sites have influence on their purchase choices. Consumers are placing less emphasis on brand messages and advertisements and instead consult their social contacts before making a purchase. Aside from their social circles, they’re also looking to apps like Yelp and the Yellow Pages to read and gauge online reviews.
Hopefully, you have a system in place for tracking where your leads originate from. Are you finding that more of these leads are coming from consumers using their mobile devices?
What online and offline marketing strategies have you put in place to account for the increase in mobile use by your customers?
(Image via SiliconAngle)