Market research shows the rate of increase for mobile users has minimized. But there is no doubt that people find it more convenient to use applications on their mobile devices than accessing websites using their laptops or desktops. Ruby Cha Cha, a market research company in Sydney, mentioned that 60% of the world’s population owns a mobile phone. This shows that mobile market is becoming more and more important for businesses all around the world. An increasing number of market research companies are also advising their clients to emabark on this aspect of research.
If you are losing business in today’s digital corporate era, a big reason behind that might be an ineffective or lacklustre mobile marketing. In light of this, mentioned below are some reasons why your business could be losing out because of an ineffective approach to mobile marketing:
1. You Have No Clue about Your Mobile Users
It is a thing of the past when websites were designed for desktops. Today, websites have to be optimized for mobile devices because the there are more mobile users than desktop users throughout the globe today. If your website is not optimized for mobile devices, you cannot look into your metrics to evaluate your mobile target audience. In most cases, they will leave your website within seconds after finding out that it is not optimized for their devices. Collecting data about their behaviour on the website will become only a dream for you.
2. You Are Missing Out on In-the-moment Feedback
With desktops, you can perform surveys only when the users are at home sitting in front of a computer. On a mobile device, you are with the users wherever they go. This allows you to get their feedback about something as they are experiencing it. So, it makes more sense if a user is able to provide an honest feedback about your store’s layout while standing in it rather than doing the same after going back home.
3. You Are Making Things Difficult for Your Users
People who have been using the internet since its early years are familiar with all the different ways business try to take their feedback. Sometimes, companies will launch a questionnaire on their website before the visitor has even looked into the information he was looking for. This can be annoying considering the surveys on desktops have always been long. Mobile surveys are short and can be completed by pressing “yes” and “no” options with easy taps.
4. You Are Not Giving Your Users Space
You have to keep in mind that a person has to get up and sit in front of a desktop to use it —this needs somewhat preparation. On the other hand, people have their mobile devices with them at all time. Sometimes, they might just fill out the survey because they are bored and want to pass the time or if they’re genuinely interested.
5. You Are Being Slow in Collecting Data
One of the things that can really matter when collecting marketing data is the speed at which the data is collected. With mobile market research, you are able to collect data much faster. This enables you to respond to the feedback immediately and in time. However, other types of market research takes time and on many occasions, the damage has been done by the time a research is completed.
6. You Don’t Have Access to Accurate Data
Traditional marketing research techniques can increase your risk of collecting data that is erroneous and obsolete or totally irrelevant. If you ask a person on the street if they have a girlfriend or not, you wouldn’t know the truth regardless of what they answer. Mobile marketing research gives access to videos and images created and collected by the user. The user generated content speaks loudly about his lifestyle.
The collection of accurate, personal, in-the-moment and diversified data through streamlined mobile market research makes traditional marketing methods appear unnecessary and ineffective. But if you want to make the most out of your mobile market campaign, there is no question you will require the experience and robust diligence of a professional market research company. If you want your business to flourish in the modern digital age, get in touch with one today.
Ellen Baron is the CEO and founder of Ruby Cha Cha. She helps B2B businesses with market research to drive sales, build branding and keep their customers happy. She is also a fan of reality TV, Alsatian wine and dogs.