Marketing November 13, 2014 Last updated September 19th, 2018 479 Reads share

Why Small Businesses Must Embrace Mobile

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If you think you can still hold off on devising a mobile strategy for your business, think again. Mobile is no longer the future—it’s the present. All evidence points to continued growth for mobile, and that’s not even taking into account the emerging wearable tech market.

We can see the proverbial writing on the wall in some statistics published this year by

Other publications also offer a glimpse of an increasingly mobile-centered consumer culture.

  • The New York Times reported earlier this year that the mobile industry is valued at more than $1.6 trillion and is expected to grow into a multi-trillion dollar industry in the next 10 years.
  • More recently, Flurry Analytics reported that the average U.S. consumer spends two hours and 42 minutes per day on a mobile device.

And with frequent innovations offering new possibilities for both iOS and Android devices, mobile doesn’t seem to be slowing down anytime soon.

Undoubtedly, its ability to enhance consumer experiences is a major factor in mobile’s growth. With native apps better equipped to take advantage of mobile devices’ built-in features than their web-based counterparts, it’s no coincidence that those apps are where today’s consumers spend the vast majority of their mobile time. In fact, Flurry Analytics estimates that out of the two hours and 42 minutes that the average U.S. consumer spends on a mobile device every day, some 86 percent—two hours and 19 minutes—is spent on apps, with only 22 minutes spent surfing the web.

Creating a Winning Mobile Experience

What does all of this mean for businesses?

When you take into account the unique advantages of mobile – the ability to send push notifications, for example, or integration with GPS – you get a fuller picture of the importance of having an effective mobile presence. As smartphones, tablets, and apps continue to grow in importance for today’s consumers, so do the businesses that offer the best mobile experiences.

Small businesses that have gotten into the game are already reaping the rewards of the great mobile boom. The successful ones often capitalize on capabilities specific to smartphones and tablets, and particularly to native apps. They target their audiences via geolocation and push notifications. They hone their offerings with in-app catalogs, click-to-order services, and mobile payment options. They boost customer retention with loyalty cards and coupons.

Moreover, while apps are a year-round fixture of contemporary life, the next several weeks are a uniquely important time of year for businesses that are adapting to the mobile age. Last year, mobile commerce accounted for nearly $400 million in sales in the U.S. on Cyber Monday alone (which falls on December 1 this year). Factor in the ensuing holiday shopping, including both mobile commerce and in-store purchases made after researching products via mobile devices, and you have a powerful peak season for businesses with strong mobile presence.

The obvious message to be gleaned from all this data is that if you’re running any kind of business and mobile is not already a central part of your strategy, the next several weeks should make you reconsider. On the other hand, if your business offers convenient and useful mobile solutions for your customers, you stand to benefit from increased sales, customer loyalty, and profits. With Cyber Monday just weeks away, it’s time to strike while the iron is hot and the weather is getting cold.

Images: ”woman and man hands with smartphone and tablet pcShutterstock.com

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Li-at Karpel Gurwicz

Li-at Karpel Gurwicz

Li-at Karpel Gurwicz leads global marketing activities, brand strategy, and corporate communications at Conduit’s Como, one of the world’s leading do-it-yourself mobile app-creation platforms. She also oversees strategic partnerships and the marketing of Conduit’s portfolio of products, including the company’s mobile marketing strategy. Prior to joining Conduit/Como, Li-at managed product marketing and communications for dbMotion, a comprehensive platform for interoperability and health information exchange (HIE). She has held marketing and communications positions at various high-tech companies, and in 2009 she was awarded the MAAW (Marketing Agencies Association Worldwide) Globe for excellence in marketing communications. Li-at holds a B.A. in Business Administration and Marketing from the Interdisciplinary Center (IDC) Herzliya.

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