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8 Ways to Get Your Management Team to Buy Into Mobile

05/08/2015 04:42 pm ET | Updated May 08, 2016

In case you didn't notice, a lot of people are using mobile devices like smartphones and tablets. It's a trend that isn't going away anytime soon. So, if you're not utilizing the power of mobile marketing, how can you expect your business to succeed in the 21st Century?

The good news is that it's not too late. There's still time to implement an effective mobile marketing campaign. The only problem is convincing your management team. If that's the case, then blow their minds with the following eight pieces of information.

1. Stats Don't Lie


The best place to start convincing your management team it is time to buy into mobile is by sharing some rather interesting stats.

According to the Pew Research Center, as of January 2014:

  • 90% of American adults have a cell phone
  • 58% of American adults have a smartphone
  • 32% of American adults own an e-reader
  • 42% of American adults own a tablet computer
  • 44% of cell owners have slept with their phone next to their bed
  • 63% of adult cell owners use their phones to go online
According to a report from Ericsson, mobile traffic is expected to explode during the next five years. It's estimated that by the end of 2019, there will be 9.3 billion mobile subscriptions and 5.6 billion smartphone subscriptions.

In short, if you want your company to remain relevant, you have no choice but to embrace mobile.

2. Make Customer Relationship Management Easier


Lifestyle accessory brand Alex and Ani began implementing iPod touches with checkout applications in their stores back in 2011. The result? Sales improved by 318%. Not only was there a significant jump in sales, but customers satisfaction and engagement increased in each store location.

Mobile, overall, allows you to improve the customer experience by keeping your team organized, productive and able to assist customers whenever they need it. Axonom, states:

"Your customers know that your sales team is mobile-and they expect quick responses and access to the information they need. If customers want an updated configuration with tweaked details or multiple quotes that include different features, they expect their salesperson to email them an accurate update as soon as possible.

Beyond sales, customers also rely on timely customer service "to schedule a service call, update their businesses' contact information or change an order via your sales team's mobile CRM solution."

Furthermore, mobile allows your team to easily collect data about your audience so you can continue to improve the overall customer experience.

3. It's the Best Way to Reach Customers


As noted by BetterBizWorks, being able to target your audience "is considered one of the key benefits of SEM." By using location services on smartphones, you can target the most profitable customers based on location.

Want to engage your audience through social media or by offering them a coupon? Mobile is the way to go again.

Facebook is the most downloaded app for mobile users, which is important to remember since Facebook remains the largest social network in the world. On top of that, eMarketer reports that "US adult digital coupon users will surpass 100 million" in 2014.

In other words, mobile is one of the most effective ways to reach customers.

4. Mobile Integrates Across Multiple Channels


Peter Roesler argues on Inc. that mobile remains the next big thing. Why? Because mobile marketing has the ability to integrate with multiple channels. Besides improving social media engagement, you can also mobile to for email marketing.

"In the U.S., more than half of email marketing messages are viewed on mobile devices. A different study from Forrester Research found that 42 percent of US retailers' email opens occur on smartphones' it was at 28 percent in 2013. Tablets accounted for 17 percent of email opens, though that's only up from 16 percent in 2013."

Roesler also shares a Nielsen report "that showed a similar trend between mobile users and television engagement." It was found that "consumers use their mobile devices while watching television and this can give marketers a chance to instantly convert on people watching advertisements." In fact, "Nielsen reported 14 percent of US tablet owners and 7 percent of smartphone owners have used their devices while watching TV to purchase an advertised product. They also noted that 18 percent of US tablet owners and 12 percent of smartphone owners use their devices to discuss programs on social media while watching TV."

5. It Can Save Money


Believe it or not, going mobile can be cost-effective. According to Wishpond:

"Mobile marketing has a much lower CPM than other traditional marketing channels. Setup and marketing campaign preparation costs are lower because you can easily integrate with other media channels in order to promote your mobile marketing campaigns such as on TV, radio, print, and social media."

6. Puts You Ahead of the Competition


I touched upon this earlier, but mobile isn't going anyway. If you want to stay ahead of the competition, you'll have to begin implementing a mobile strategy - eMarketer reported that ad spending is on the rise, and companies spent an estimated $31.45 billion on mobile spending in 2014.

However, Greg Starling claims on Marketing Land that many companies aren't utilizing mobile just yet. According to Starling, "most brands and retailers have yet to deliver satisfactory mobile experiences." He goes on to add that "App retention is a major problem but so is general mobile web presence." According to the Search Agency it was found "that most mobile sites scored the equivalent of a "D" in terms of performance."

Starling concludes that:

"While there's a clear opportunity cost in not delivering against consumer mobile expectations, a late 2014 Netbiscuits survey shows that poor mobile experiences can have major brand consequences and drive consumers to competitors."

7. It's Easy to Employ


As Punch Mobility notes:

"Creating marketing content for mobile devices is very easy to implement. Therefore sending a text message, image, or video promotion is much easier and less expensive than compared to desktops.

It is also much easier to issue promotions, coupons, and other marketing incentives to the user on a mobile platform. Another great advantage is that your promotions or incentive will be carried around in the user's mobile device thus allowing him/ her to access your information at any time and convenience."

8. Have an Expert Explain the Perks


Finally, you may just need to bring in an expert to sell your management team on mobile. This is the advice of Jason Ary, Director of Strategy at Double Encore, shared on Mobile Mixed:

"One can never underestimate the value that a lunch n' learn or educational-focused meeting can bring. When it's time to truly talk mobile, bring in a mobile expert to talk about mobile from a high-level approach with your C-level execs and other decision makers. With one hour of high-level discussion on mobile options, costs, approaches and integration, a company's leadership team can be much better aligned to make the right mobile decisions."