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Nearly two-thirds of the Australian population now own a smartphone, according to new research which shows more time is being spent online using the devices. From ownership rates of 37 per cent in 2011, penetration has soared to 64.6 per cent, driven by a slew of new models, slicker operating systems, better software and improving networks. The Aussie ownership rate is higher than most other developed nations including the US, UK, Germany and France, according to research by Google and marketing firm, Ipsos.
Market research firm, Telsyte, predicts that more than 20 million smartphones will be used by consumers by 2016 and that by 2014 more Australians will access digital services via a smartphone than a computer. This rate of penetration means Australia will have as many smartphones as people, and if you add in the number of traditional and legacy mobile phones, on average Australian consumers will have more than one phone device each.
Mobile phones now account for upwards of 20% of global Web usage, and we will see that continue to grow,” says Qayed Shareef, chief executive of Mimvi, a mobile search and discovery technology provider. “Any business that has customers should consider having an app.
You can have a more intimate relationship through the various ways of being able to communicate your business, whether it is through social media, push notifications (a feature similar to text messages), a fan wall or more,” says Nicholas Kohlhepp, founding partner of Social Brothers, the Internet and mobile marketing company. “With your icon always on their device it’s a constant reminder of your brand
Whether you realize it or not, your investment in a good mobile experience communicates a clear message about your brand to consumers. Many people associate “not mobile-optimized” with “not up-to-date,” and nearly half of consumers report feeling frustrated or annoyed by a poor mobile experience. They feel the company doesn’t care about their business, and more than half said they’re less likely to engage with that company in the future.
Over 80% of smartphone users use their mobile devices to connect to sites like Facebook, Twitter, and Pinterest. On Facebook, 600 million of its 1 billion users are logging onto the site via a mobile device, and 70% of those users return to the site on a daily basis (compared to 40% for desktops).
Over 40% of all mobile web searches have local intent. These are people that are currently living or visiting your area, searching for a specific product or service, and who are hoping to discover a local answer to their mobile questions. In the case of restaurants, 64% of these mobile searches convert to real business within the hour. That’s a huge opportunity for a business looking to attract new customers and tap into the potential of mobile marketing.
“If you’re not on mobile, you don’t exist.” That’s what Michael Hagan, Chief Rockstar and Chief Operating Officer for LevelUp had to say about the importance of having a presence in mobile web searches at Wednesday’s Traditional Marketing is Dead! What’s your Engagement Strategy panel.
Your Business Checklist: A Phone Number, A Website, A Mobile App !!