- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthOracle CEO Larry Ellison Takes New Role: What Does It Really Mean?
Study Shows SMBs in 5 UK Industries are Ready to Take on Social Media MarketingIs Your Small Business Doing Content Marketing Wrong?5 Free and Effective Social Media Tools Perfect for Small BusinessesWhat's on Our Bookshelves? Great Reads for Small Business Owners and Entrepreneurs
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
What Does the Rise of Mobile Mean for Businesses?
Posted on August 12th 2014
There have been numerous articles written on the rise of mobile computing and why your company website needs to be mobile friendly. It is becoming clear that mobile computing is slowly surpassing desktop PC/Mac usage, with 55% of consumers now conducting their online browsing via their mobile devices. The shift towards mobile computing is changing the digital landscape, and subsequently forcing digital marketers and advertisers to evolve and be actively present where their consumers are.
People carrying their smartphones on them at all times is fast becoming mainstream consumer behaviour, and accordingly businesses need to ensure they are accessible at all times to capitalise on this. This means simplified, easy to navigate mobile-friendly pages- consumers now overwhelmingly expect this and businesses need to deliver if they wish to stay competitive.
“At Microsoft, sales of software for PCs are sharply declining. At Google, the price that advertisers pay when people click on ads has fallen for a year. This is partly because, while mobile ads are exploding, they cost less than Internet ads; advertisers are still figuring out how to make them most effective.” (NY times)
In 2012 Yahoo’s new chief, Marissa Mayer, admitted Yahoo had failed to capitalise on mobile and must become a predominantly mobile company. But what does it mean to capitalise on mobile? A quick assessment of key social media players gives a pretty good idea of the value in new technology designed specifically for streamlined mobile computing, where “Facebook is already experimenting with ways to use what it knows about its users to show ads when they are using other mobile apps.” (NY times)
Indeed Facebook’s acquisition of Instagram in 2012 for $1billion and WhatsApp this year for an extraordinary $19billion is a signal to the growing value in mobile computing. And who can forget Snapchat’s rejection of Facebook’s $3billion buy out bid, suggesting to the potential game-changers in the mobile computing sphere, traditionally dominated by social media giants Facebook and Twitter. Hot/trending topics for marketing professionals now include Snapchat as a growing rival to Facebook and Twitter in the marketing and advertising streams. The B2C marketing opportunities with Snapchat are very clear- companies are able to organically present themselves where their consumers are, in the much coveted online space where consumers spend the majority of their leisure time.
The rise of mobile computing is happening quicker than predicted, even for tech-giants, but this much is clear: businesses that figure out how to capitalise on the new marketing and advertising opportunities in mobile computing will likely fare better than their competitors.