<div>Something that started off as a nice to have channel has now overtaken other traditional channels of consumer interaction and purchase. Customers are searching for vendor information, checking user reviews, making purchases on the go with the help of mobile devices. The latest mobile usage statistic by WebDam shows that 1.4 billion people own and use smartphones globally; that's 1 in 7 people worldwide! According to a projection by ComScore monthly data consumption by an individual using a smartphone will increase from 150 MB in 2011 to 2.6 GB in 2016. Mobile devices have changed the way customers think and purchase and this is evident more than ever in the year 2014.<br /><br />Looking for more proof? Well, Forrester finds that more than half of retailers they surveyed stated mobile as top priority in 2014 with increase in investment, and 48 per cent will continue to remain the same. Speaking of the power of mobile, it is delightful to know that 70 per cent of mobile searches leading to online action within an hour!<br /><br /><strong>What does this mean for marketers?</strong><br />A huge opportunity is up for the grabs, and success goes to the fittest. A few things to keep in mind:<br /><br /><strong>Email Campaigns</strong><br />A study by Radicati showed that currently 46 per cent of email users access their email via a mobile device and this number is expected to increase to around 80 per cent by 2018. It is critical for marketers to ensure that email campaigns are not just focused towards engaging desktop users but also target an increasing mobile audience. <br /><br /><strong>Mobile Apps Vs Mobile Websites</strong><br />There was a time when marketers were scrambling to create mobile websites to cater to the mobile audience but in 2014 that doesn't cut it anymore. 85 per cent of users prefer native mobile apps to mobile websites with iOS apps generating about 4 times the revenue compared to Android apps. If you want higher engagement and ultimately higher revenues, mobile apps are the preferred mode of engagement with your target audience.<br /><strong><br />Evolution Of Human Interactivity In Mobile Apps</strong><br />The availability of apps on our smart phones continues to play a much greater role in defining user experience. The ability to download an app in seconds, in real-time has evolved rapidly. Now consumers are seen spending more time in mobile apps and less on the web. An interesting research says, 75 per cent of Americans actually carry their phones even to the bathrooms! Interactivity between human and mobile is now seeing a major step-change. The industry is moving towards making app experience more and more humane, with better touch, feel and sound. A testimony to this is also the gaining popularity of wearables - which is perhaps a sneak peek into the future. <br /><strong><br />Measuring ROI</strong><br />While this marketing channel gains speed rapidly, its newness is keeping businesses from being able to measure its ROI and most of them are not sure how. Good news is that measuring ROI in mobile is possible. The first step to it is setting up an appropriate measuring strategy with clear goal setting and key performance indicators. Besides, there are now several third party tracking tools for both in-app and site activities. Setting up custom events based on the KPIs, such as installs, in-app purchases or time spent on the app makes tracking streamlined and lot more effective. With the right approach, mobile marketing can soon move from a trend to a measurable, profit-making business strategy. <br /><br />As mobile devices permeate almost every aspect of our lives, marketers need to utilize the immense potential to understand different consumption patterns of consumers and tap into their lives with the right products at the right time.</div>
