Is the future of digital marketing "solomoco"?
At the recent Vocus user conference, I attended a session about the future of digital marketing. The speaker, Tim Reis, Head of Social and Mobile Solutions for Google - Americas sums up the next few years for marketers and businesses in general as "solomoco": social, local, mobile, commerce. Marketers have been hearing a whole lot about mobile and social lately as these channels are growing in significance and influence.
Reis gave his perspective on what we should expect to see in the next five years. Here it is:
1. Mobile Marketing Goes Mainstream
Seems pretty obvious since mobile devices are everywhere and smartphone sales continue to increase year after year. However, many marketers still aren't tuned into mobile. Reis cited that 62% of large online advertisers don't currently have a page optimized for mobile. Having any kind of web presence means that your site should be mobile-friendly. Why? 40% of consumers will quickly abandon a bad site experience and go elsewhere.
Companies such as 1-800-Flowers reaped immediate benefits through mobile optimization. The Company saw "time on site" increase by 25% once they revamped their site for mobile!
2. Local is the Battlefield
Did you know 1 in 3 searches on a mobile device have local intent? With a local search, there is typically an immediate action. For example, I recently found myself in an unknown, small town in New Jersey in desperate need of caffeine. I pulled out my phone, did a search for area coffee shops and immediately followed my GPS to a cup of java.
Marketers need to think about the "local" angle. Integrating a click to call button directly under search results is one fairly easy way for businesses to benefit.
3. Mobile Powers Commerce
By 2015 1 trillion dollars worth of transactions will be made by a mobile device. The virtual wallet is still in early stages but within a few years, people will be able to pay for everything from a pack of gum to the latest gadget via their phones. Businesses that jump on board early will have the advantage.
4. Mobile is Always Nearby
Reis revealed that the majority of the population is never less than 3 feet from their phone at all times. Our devices have become personal and we're on them - a lot. Marketers who figure out how to interact and engage with their audience through mobile will see results.
When the movie Thor came out, the mobile ads associated with the movie required the person to click on Thor's hammer and to watch it come smashing down. Turns out 97% of those who clicked on the ad, reclicked. This is a great example of audience interaction through mobile.
5. Social in Everything
Social media will continue to play a critical role in how marketers reach out to potential buyers. Reis stressed the fact that social is increasingly becoming integrated in pretty much everything. Google + is one such example of how a company weaved social into search.