Mobile: Everything All the Time

I'm not a numbers guy but there are some numbers that shouldn't be ignored. Like these: Nielsen reports that 150 million smartphones will be in use by mid-2011. Somewhere in those numbers you'll find your prospects, your customers, your patients and/or your members. But, will they find you?

The smartphone is not a toy. In this age of over-programmed-living, devices like the iPhone, Blackberry, and Android have become a vital tool for connecting with work and friends - especially among women. Nielsen reports that women have accepted the smartphone at a faster rate than men. They're using the phone to move appointments, get driving directions, and check email (the guy's favorite). But, they're also using it to download in-store coupons and make social posts. Actually the Nielsen survey reports that 9 out of 10 women use their smartphone to stay connected via social media posts. Not just connected with friends but with their preferred brands.

Ah, their preferred brands. That's subject to change. Smartphone toting consumers -- whether they're members of your association, volunteers in your sorority, patients at your clinic, shoppers in your boutique or any other form of prospective member, customer or patient -- will redefine your relationship with them using a new variable: convenience.

The Nielsen survey found that 83% of smartphone users never leave home without them. My own informal polling at meetings and presentations finds that number to be 100%. Not laptops. Smartphones.

How do you overlook a customer touch-point that is available nearly 100% of the
time?

The women in our survey said that they use their smartphone to make important brand connections (not just voice calls) in the moments between work meetings, PTA, carpool, volunteer work, the kid's piano practice and so on. They use it because it's convenient. And, they are inclined to browse their smartphone until they find an option (i.e. any product or service) that connects with their on-the-go lifestyle.

Am I suggesting that you build a smartphone app tonight? No. It's possible that a mobile app should be part of your strategy but until then create a mobile website with the on-the-go elements of your brand. By the way, our stats show that nearly 97%of attempts to load websites via a smartphone "bounce" or fail because the site doesn't support mobile browsing. That means frustrated prospects and customers who may try another option. STOP MISSING the CONNECTIONS available through the convenience of a smartphone. Mobile is no longer an option. It is everything.

Bigfish builds mobile websites and we recently launched our own. Visit it on your iPhone, Blackberry, Android or other smartphone.

You and I can connect on www.twitter.com/timbigfish or www.facebook.com/timcnicholson. Work it in while your waiting on that Peppermint Latte this holiday season :-)