Financial Data
Updated 30 Mar 2020

How to win the “moments that matter” in a mobile world

Statcounter’s 2016 report reveals that Mobile makes up more than 50% of total internet traffic – with South African mobile web traffic accounting for a staggering 75% of local volumes. 

Dennis Armstrong, 28 July 2016  Share  0 comments  Print

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For a significant number of users, their first interaction with the internet is via their mobile devices, skipping traditional hardware such as laptop and desktop computers as they find their place in a connected world. 

“We no longer ‘go online’, but ‘live online’ through mobile technologies,” says Eli Lieberman, Head of Greece, Middle East & Africa, Channel Sales, Google.

“We now experience the world through a series of ‘Micro Moments’ – with companies needing to take extra cognisance and care with factors such as intent, context and immediacy in relation to their target audience’s online behaviour.” 

Related: 6 Apps that can prevent your drivers from being distracted

These “moments” largely consist of 4 key categories.

  1. “I want to know” – 66% of smartphone users turn to their phones to look up something they saw on TV
  2. “I want to go” – searches including the phrase “near me” have doubled in the last year.
  3. “I want to do” – 70% increase reported (YoY) in “how to” related searches
  4. “I want to buy” – 82% of smartphone users consult their phone in-store when making a purchase decision.

I challenge company owners and marketers to test their organisation’s mobile readiness by searching (in Google’s “incognito mode”) the topics, themes and key phrases they feel is most appropriate for their brand or category.  

The questions to ask then are really simple:  

  • “Are you there?”
  • “Are you happy with what you see?”

Reality is that if your company is not following a “mobile first” approach when considering marketing activity – you are losing the ability to target large sections of your buyer audience.

Marketing Insider Group recently published a host of marketing-related statistics – mobile activity, of course, being one of the key focus groups. From the data below it is clear that many companies still underestimate the benefits of having a sound (mobile-first) strategy.

Related: Business applications to be the next wave in Nigeria's mobile revolution

Mobile marketing statistics from around the world.

  1. Only 45% of businesses are conducting mobile marketing with mobile websites (70%), mobile applications (55%), and QR codes (49%) as the most common tactics. (StrongView)
  2. About 50% of B2B vendors sell through mobile (including stores and applications). (MarketingCharts)
  3. 59% of B2B buyers use smartphones to research B2B products and services. (Panvista Mobile via SCORE Philadelphia)
  4. Mobile apps play a significant role in content marketing, according to 83% of B2B marketers. (e-Strategy Trends)
  5. Half of B2B buyers are using smartphones for business purchases — with 40% of these purchases directly influenced by such devices. Conversely, the allocation for mobile in digital marketing only amounts to 3%. (Webbiquity

Your digital ecosystem is complex and connected – as are your customers. Knowing where and how to interact and influence them is the key to your future business success. 

Your time to act, is now.

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About the author

Dennis Armstrong

Dennis Armstrong is the managing director of Interface Media, a full service digital agency with over 2 000 clients and, more recently, contracted service provider to a host of agencies across SA. Dennis’s expertise include marketing and business development, more recently taking on a national sales role before being promoted to MD. Dennis manages over 200 staff and is directly involved in growing some of the biggest digital accounts in South Africa from search, to SEO and display marketing. He is a hands-on individual and available to advise on all digital marketing requirements.

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