Why going mobile is the top priority of SMEs
We have all heard of the digital revolution, but there is another that is not often talked about – the mobile revolution. The mobile revolution is marked by the need to adapt all digital technologies to the mobile platform to cater to the overwhelming demands of consumers to have readily available information and data accessible from their mobile devices.
Firms are increasingly shifting their resources towards going mobile by investing in mobile applications, operating systems and adapting their business processes for mobile devices. In fact, according to a survey, one of the top trends this year for SMEs is the growth in the number of mobile investments at the expense of PC ones.
These investments come as the strategy to go mobile form expectations of greater sales and profit opportunities. Also, according to James Mendelsohn, Chief Marketing Officer of Can Capital, businesses are enlarging and adopting newer methods of marketing by nearly 40% from last year
This presents a unique paradigm shift for businesses, especially small-to-medium enterprises (SMEs) who had previously relied on more offline marketing channels or limited their online marketing to search engine optimization and pay-per click advertising.
This means that investments in mobile applications, websites optimized for mobile devices and online, mobile secure payment options will most likely be the outcome of such changes.
Importance of going mobile
Rapid rise in mobile consumers
According to research conducted by Global Web Index, the number of people who browsed the internet from their mobile devices accounted for a staggering 80% while the number of those who accessed it form their tablets was 40%.
Also, a report from the Radicati Group anticipates an almost 30% annual growth in the mobile IM (instant messaging) market over the next four years that brings various opportunities for businesses to capitalize upon.
These numbers signaling the growth of mobile consumers enforces firms to reach customers through mobile devices. This means that a proliferation of mobile apps is likely to rise as firms create a distinct marketing channel that allows reaching customers more quickly and efficiently. This not only helps in customer engagement but it can be instrumental in cultivating strong customer loyalty.
Google goes mobile
Search engine giant Google has also announced that it will factor mobile-friendliness as a factor influencing search engine rankings as part of their commitment to cater to the growing online, mobile consumer segment.
This move should not come as a surprise as it is a strategic adaptation to the rising number of mobile devices used to surf through data and shop online. SMEs would therefore have to pay the utmost attention and effort in ensuring that their websites can easily be navigated from mobile devices and consist of a seamless user experience.
Although this factor will not influence search engine results for laptop or PC results, firms which do not respond to this change can lose a large portion of their potential consumers.
The shift towards mobile is also to accommodate the growing number of payments made online. It is estimated that mobile payments made in-person are expected to increase substantially from $3.73 billion in 2014 to approximately $23.5 billion by 2018.
Furthermore, the introduction of more secure forms of mobile payment options such as Apple’s Pay 2 in the iPhone 6 and the upcoming iWatch will pave the way for adopting more secure mobile payment methods by businesses.
It is clear that SMEs are shaping their ways of doing business according to the surrounding opportunities and threats. One of these changes is the rising mobile revolution that is expected to give firms immense competitive and sales leverage. It is thus safe to say that those who do not respond quickly enough will likely face decline.