Mobile, Mobile, Mobile, how much can we say about MOBILE

Are you reading this on your mobile device? Tablet, Smartphone or Desktop. The following article while lengthy, provides valuable information as to why we are officially a world of mobile users? Or are we? Stats from the Olympics 2012, show how much mobile is being used. Clients I meet every day tell me they understand, yet tons of business are not there yet. What are you waiting for?

The article states, that 20% of internet use is Mobile. 20%!!! So think, as a business, that means potentially you are loosing 20% of your business to the shop close to you that has a similar business. It does not mean they have a better business. It does not mean they are running the business better than you, it just means you cannot be found.

The tail end of this article discusses how there is such a void in the way systems are created, in a sense we need to make sure we are using a platform that can be worked on seemlessly though mobile and desktop and all other devices. At Dynamic Digital Consulting, we have done so… Simply put, we can make your desktop site, both user friendly, and provide you the ability to update your Desktop site, while it seemlessly changes your Mobile site. Want to find out more? Let us know, call us or send us an email. Let get to the article.

Mobile Ready Websites with seamless integration to desktop

We are ready with seamless integration of mobile and desktop websites. Change your desktop site, and it will change your mobile site

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Thank you to drivingsales.com for providing such a fantastic upto date article.

Throw away your desktop. Close your laptop. In the blink of an eye, the “old way” has been replaced by mobile technology in all its forms: cellphone, tablet, mini-tablet and even, to a certain extent, advanced in-car telematics.

Of course it has.
Hundreds of analysts have filled thousands of blogs describing how first 2010 – then 2011 and now 2012 – was to be the “Year of Mobile.” But unlike all the other grand “Years of” we’ve seen, this is different. It’s bigger. Badder. It’s like a coming storm, rolling in off the horizon, and far too serious for a clever marketing catch phrase.

What the mass adoption of mobile means is nothing short of a tipping point, a shift in behavior when the technology that gives us more freedom becomes the first, second, and preferred way to use the Internet. Period. No matter whether you go online for information, entertainment, to buy something or do all three.

Today, you do it all on your iPhone.

The Evolution to Mobile Technology
That storm on the horizon? It’s here and raining: According to the BBC, NBC, and Google, the Olympics turned out to be a mobile coming out party – as well as the realization that digital strategies must be based on a multi-platform approach. The numbers are staggering: the BBC reports that one-third of all web visits came from mobile devices. NBC, meanwhile, may have been criticized for its handling of the Games from a social media and programming point of view, but had no such problems with mobile. After the first six days of competition, around 45 percent of all video streams came from phones and tablets, reported NBC – which offered apps for Android and Apple. That’s over 28 million views via mobile, just 15 percent fewer than desktop and web views.

Over at Google, the impact of mobile on the games was ever more acute. In a blog post outlining the notable digital trends of the event, Google reported that the 2012 Olympics were the first “multi-screen Olympics” with users engaged across TV, computers, smartphones, and tablets. It was the mobile impact on search, however, that had tongues wagging at Google: During the first week, Olympics-related searches on mobile devices grew by 10 times from the previous week. In the US, that meant that 47 percent of related searches were from mobile. During the first two days, that number topped 50 percent. More searches took place on mobile than desktops during Paul McCartney’s Opening Ceremony performance, for example — underscoring the multi-platform trend.

The Mobile Tipping Point at DrivingSales.com

None of this should come as much of surprise. We don’t need the Olympics, or a Super Bowl, to prove that people prefer mobile. Again, according to Google and Jason Spero, the company’s head of mobile sales, more than 1 billion people will use mobile devices as their primary internet access point by the end of 2012, and there will be 10 trending topics where 50 percent or more of the related searches come from mobile devices. This is based on a global survey that queried 1,000 people in the US, UK, France, Germany, Spain and Japan. 

Key Points
–20 percent of your website visits are mobile
–1 billion people will use mobile devices as their primary internet point by year-end
–102 million people accessed Facebook exclusively via mobile in June

It’s of course not surprising that Google would announce big search penetration on mobile. What is interesting, however, is that even with the rapid adoption of mobile search, it’s still not the preferred navigation method for automotive shoppers. According to Nielsen, in a study sponsored by  Telemetrics and xAD, 46 percent of in-market auto shoppers prefer going direct-to-site or via an app, versus using mobile search.

Both studies show that mobile behavior is fast approaching critical mass, to the point where desktop usage becomes secondary. Does this mean we really ought to toss out those desktops and laptops? Gabe Greenberg, the chief revenue officer at RGM Group and former head of US social and emerging media at Microsoft, says hold on for a second. “In 2012 we will see more users active using their smartphone or tablet to connect for research, entertainment and communications,” said Greenberg. “However, I do not believe we have reached a point where these users have abandoned their desktop. In fact, most of these users, myself included, use mobile very actively while on the go, but still do a large majority of the same research, entertainment and communications on their PC.” Greenberg sees the younger population adopting mobile to the point where they leave their desktops behind.

Mobile Changes eCommerce
As fun as it is to watch Gabby Douglas win Gold on an iPad, the power behind mobile is commerce, and the changes that its ascendancy have meant for business. According to ABI Research, a London-based firm that forecasts trends in global connectivity and other emerging technologies, mobile is expected to account for 24.4 percent of overall ecommerce revenues by the end of 2017.  The growth is fueled by the rapid adoption of smartphones, and a market in which “traditional brick-and-mortar retailers are implementing multi-channel strategies in the face of increasing competition from Internet-based vendors.” John Devlin, practice director for ABI, also said that while mobile is “not yet mass market, it is delivering remarkable growth in tough economic conditions.”

Then there are tough economic conditions caused by mobile. As for that, Facebook’s recent struggles offer a cautionary tale: In their recent 10k filing, Facebook reported that 102 million people accessed the site exclusively via mobile in June. All those June eyeballs saw, at most, one sponsored stories ad per session. That pales in comparison to the desktop version, which shows up to six ads at a time. Closer to home, local ad forecast and market firm BIA/Kelsey predicts that the number of local searches coming from smartphones will outpace those from PCs by 2015. According to Google, local searches make up 40 percent of smartphone activity.

The Mobile Tipping Point at DrivingSales.com

The real impact, however, isn’t necessarily growth rates or revenue. It’s in behavioral changes and the increased expectations that come along for the ride. According to Russell Blackstone, e-Commerce Director at Hewlett Volkswagen, that’s a problem. “The mobile platform is one of the most neglected areas in the industry, and in need of vast improvement,” said Blackstone. “We’re trying to motivate our current vendors to come up with mobile solutions that are innovative, entertaining, content rich, and reliable but it’s a struggle. So far, all I have is very boilerplate.”

If that’s true, dealerships should get ready – and fast. Mobile is already creating new categories of shopping behaviors, such as “showrooming,” a distinct change in shopper behavior brought about by mobile technology. Simply, it’s when consumers use their mobile phones to check prices and compare products — while at a retail location. According to eMarketer and InsightExpress, a market research and analytics provider, 59 percent of those surveyed have used their mobile device to find a better price while shopping. That’s up from just 15 percent in 2009. Of those who actually abandoned the location, 52 percent said in a 2011 comScore study that they did so due to price. For retailers looking for help, InsightExpress emphasizes the importance of a “helpful” site in converting shoppers, with new expectations and behaviors, into buyers.

Dealerships: Late to the Game?
Helpful. That sounds so easy, right? All you have to do is build a helpful site in order to capitalize on the shift to mobile technology.  But not so fast – that’s not so easy to do. Figuring out how mobile works in a digital world already crowded to the point of bursting with new gadgets and gizmos is extraordinarily complex. Indeed, Scott Gale, technical evangelist for Dealer.com, said that one of the biggest challenges is “the fragmentation of content among all mobile devices. The content for these sites cannot be disconnected or independent of one another. It means they need to be based on a non-restrictive and scalable platform – one that considers search engine marketing, display advertising, pay per click advertising, and relevant apps for mobile devices.”

Mobile
According to Gale, Dealer.com, as a provider of digital marketing solutions for dealerships, believes that mobile devices are gaining prioritization among consumers as the go-to source for information. “We have to anticipate how this behavioral shift will impact the effectiveness of advertising and marketing campaigns, and how the underlying technology will support a seamless and productive experience online,” said Gale.

Mastering the Madness of Mobile
The answer, in part, is technology. Google’s Spero, in his predictions for 2012, claims that 80 percent of the largest 2,000 websites globally will have an HTML5 site. That tips into the need to ensure that the technology powering a website is optimized for mobile, especially considering that around 20 percent or more of dealership website visits come from handheld devices. To that end, Corey Rinehimer, mobile product manager for Cobalt, a unit of ADP, believes that it is quickly becoming a three-screen world. “The ideal experience should be optimized across all device types,” said Rinehimer. “It should be a seamless, consistent experience across the board.” Cobalt provides digital marketing solutions to dealerships. Rinehimer also suggests that dealers first focus on the digital foundations of updated content and inventory merchandising, and to make sure mobile sites are easy to navigate.   Brian Pasch, in an article for DrivingSales.com, also urges dealers to simply see how their website fares on a mobile phone — especially when it comes to mobile search. What he terms a 30-second test can have eye-opening results.

So – Are We Mobile? 
Have we arrived at that intersection where mobile device usurp the priority and the weight of our digital development dollars? As with everything, it depends on your market and your point of view.  Rinehimer, for one, claims that mobile is just about as low funnel as you get. “The mobile touch may be the last interaction you have before they get to your dealership. It’s very low funnel; dealers simply have to have a mobile experience — it’s not an option.”  Considering that JD Power, in their recent MWES study, made clear the requirement that automaker sites be mobile AND desktop friendly, it’s clear the shift from a desktop world to a mobile universe is already taking place.

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