The usage of smartphones phones is on the up and global marketers should make a resolution to use mobile as a key branding platform in 2015. The dramatic increase in the use of mobile as a platform has altered the business and marketing environment.
According to a report by eMarketer, the global smartphone audience will have reached 1.75 billion by the end of 2014. In a 2014 report by Nielsen, US adults spend on average 34 hours per month using the mobile Internet (compared to 27 hours using PC Internet). This shift towards mobile has changed the way we access content and marketing materials. This presents global marketers with new and exciting ways to engage with customers and generate sales. Teamed with the rapid growth of social media, these two modern-day phenomena’s have changed the way we market to our customers around the world.
Here are three reasons why you should integrate mobile social media marketing into your global marketing strategy:
It is Widely Used for Communication
Reaching local customers globally is tough, so mobile marketing is hard to ignore. It’s safe to say that the mobile phone is one of the most popular methods of communication. Use it to your advantage. Marketing via mobile shows that you are in touch and up-to-date with your industry and audience. If your audience is using mobile as a primary form for learning and communication, then so should you.
Social media now touches most of our lives with billions of posts and views every day. According to a recent Shareaholic study, the eight biggest social networks (Facebook, Pinterest, Twitter, StumbleUpon, Reddit, Google Plus, LinkedIn, and YouTube) contributed 31.24% of total traffic to Web sites in December 2014, up from 22.71% in December 2013.
These social media channels allow the ability to create and share of pictures, ideas and information. Running a social media campaign, using mobile as a key platform can be a good way to reach new, international audiences. If not you, consider your competition. People are constantly checking their various social media feeds and most of it is accessed via a smartphone. This type of marketing, for B2C and B2B, is proven effective for starting conversations and building brand awareness.
One very important consideration for publishing social media content through a mobile platform is language. If you are running a mobile marketing campaign, consider how the content will appear on a mobile platform and device. Smartphones have relatively small screens, so be selective with source content and make sure translation won’t lead to too much text expansion or misalignment. Plus, social media is a two-way engagement. You must be mindful of feedback and comments that may not be in the source language.
It is the Reality of Our World Now
Accessing social media networks via a smartphone actually boosts a user’s activity. You are 79% more likely to visit Twitter several times in the day if you access it via a smartphone. Three times as much content is shared via mobile than on a PC on Pinterest. Social media is becoming an important part of a marketer’s everyday life.
It is important to know how much of the world you can touch in a given tweet, post or share. Today, content needs to be thought of as universal and localized to benefit the global opportunity. Language is key, along with cultural awareness to ensure your content is viewed relative and favorably for your brand.
It Extends Your Reach to Growing Markets
Disregarding social media and mobile marketing means you are alienating at least two groups of people: adolescents and twenty-something’s, along with many of the inhabitants of BRICI countries (Brazil, Russia, India, China and Indonesia).
The BRICI countries (who are accountable for almost 15% of global GDP according to Boston Consulting Group) have four times as many mobile phone subscriptions than PCs, making mobile marketing extremely lucrative.
Smartphones and social media are the domain of many adolescents and millennials. Referred to as the “Net Generation,” this group spend a significant part of their day using social media. If you can tap into social media, you can tap into their world. This makes localizing your social media campaigns even more important. Campaigns will need to be adapted to meet the demographics and extend into BRICI country languages and cultural requirements to really be global.
Younger generations who have grown up on mobile, social media and the Internet will also have different content expectations. Some of the YouTube generation may expect content to be published in only English and therefore you may NOT have to translate the content. For other social media content, translating it to very high quality standards may be a waste of time and money. As long as users get the gist of product reviews, then they’re OK and it won’t reflect badly on the brand. This is viewed as customer sentiment.
These two groups are particularly important and opportunistic, as they promise longevity for your brand. Market to the younger generation and you have the opportunity of keeping them as customers for a longer period of time. Market to the BRICI countries and their surging economy can only mean market expansion.
Whatever medium you choose to market and communicate with your customers, whether it is through social media or your website, you can safely assume that your customers are likely to be accessing this through a smartphone. Including mobile social media marketing into your global marketing campaign not only means being up to date, it also secures your company’s brand recognition in the future. As well as formatting social media campaign to be compatible for mobile platforms, global marketers must also ensure they are speaking the right language, linguistically and culturally.
If you’re a global marketer looking to generate simultaneous global campaigns, find out more about Welocalize’s Global Marketing Localization Services, firstname.lastname@example.org
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