How Economic Development Organizations (EDOs) attract qualified leads has changed significantly because integrated digital communications have dramatically changed how people find, use and share information. EDO Leaders who embrace and leverage these changes can outdistance their competitors. This is the third in a four-part series of articles detailing how digital marketing has reinvented EDO Lead Generation. Article 1 addressed how branding has changed. Article 2 addressed How Audience Behavior Has Evolved. This article addresses how mobile now dominates information exchange.
The utility of smart (internet connected) mobile devices is so great that they have become the absolutely indispensable, primary and constant communications resource for most people — to search, research, access data, collaborate, deliver, and purchase – completely untethered, 24-7-365, virtually anywhere in the world.
Consider these compelling trends:
- More than 4.77 Million mobile phone users worldwide
- More people use Smartphones than read newspaper or magazines.
- 125 Million U.S. consumers own smartphones (more than 75% of Adults)
- 80% of US Smartphone users shop on their phone
- 62% of smartphone users have made a purchase on their mobile device in the last 6 months
- 60% of Google searches now come via mobile device
- 40 per cent of millennials would rather lose their car than their phone
- App use, search and social are most popular activities of US smartphone users
- Voice applications in smartphones allow verbal typing, texting, and searching
- 84% of consumer report having had trouble completing a mobile transaction.
Because of the ease and utility of mobile access, fast and widespread consumer usage continually raises the bar on content expectations. Businesses are challenged to keep up with the demand for instant response; shorter, better content; and competitive transactions.
Your search engine rankings, whereby most traffic gets directed to your website are affected by mobile too. Google has already revealed that mobile speed and usability are now primary criteria for ranking and this will become more prevalent.
Mobile has made social networks much more influential in brand image and product recommendations. This, too, is impacting search engine rankings and is, itself, another drive of traffic to your web site.
Your brand story should be told in a way that reaches out and engages new audiences and prospects. Is yours resonating? Have you aligned or updated your strategy for Google Search, Social Media, Mobile and Content Marketing into a solid strategy that maximizes cross-marketing efforts and brings you engaged prospects?
Clearly, business strategies have evolved to adapt to customer demand for mobile search, access, and transactions, but at significantly uneven rates, leading to competitive disruption. Customer Engagement strategy is key to leveraging mobile customers.
Additionally, all of this mobile activity is measurable. Thus, the addition of
Smart Data Analytics to your marketing toolbox can provide valuable and actionable insights to your customers’ behavior, choices, pathways, and even how they interact with your competitors. These insights are driving significantly improved engagement, conversions, sales, profits, and even inventory, warehousing, and manufacturing.
Mobile Voice Search
Last year, Google reported that 20% of mobile searches were voice-based and expected to increase this year. Now, as Apple’s Siri, Google Assistant, Amazon’s Alexa and Microsoft’s Cortana are all competing to be your home and office “Digital Assistant” — also called “A.I.s,” for artificial intelligence, Jeff Bezos of Amazon and Satya Nadella of Microsoft, in a rare partnership, have agreed to allow Alexa and Cortana communicate with each other.
What Does All This Mean for You?
How retail consumers and commercial customers find and engage with suppliers and what they expect has shifted significantly – in the past 24 months — and many organizations simply have not kept up. Business has to stay current with important changes in mobile content, search, social, and competitive intelligence.
A current environment of enormous opportunity exists for EDO leaders who embrace these mobile changes, leverage enormous advantages and outdistance their competitors.
This necessitates the strategic shift to an integrated digital marketing strategy and communications outreach. The complexities call for specialized knowledge and experience to advise leadership and help formulate an actionable vision. Informed, outside counsel is wise, to get an objective assessment.
What Does the Future Hold?
The juncture of mobile, data analytics, cognitive computing, and responsive intelligence is upon us and growing. In the near future, hand-held mobile devices will become secondary to passive, environmental devices that listen to our voice inquiries and respond with intelligent selections personalized for us based on our profile and history.
We are at the dawn of Artificial Intelligence coming to the masses.
To learn more about the Opportunities from Digital Marketing and Lead Generation in Economic Development, go to www.usdmdigital.com.
Next in our series on How Digital Reinvents EDO Lead Generation
Part #4 – How Social Networks Changed Content Consumption
For those attending the IEDC Annual Conference in Toronto in September, be sure to attend the USDM Digital™ presentation “Beat Your Competition with Superior Lead Generation!” at 2:15pmTuesday, Sept 19th and get a Sneak Peek at the First Ever Competitive Report on Industry Lead Generation.
IEDC Program Session by USDM Digital™ – Tuesday, Sept 19th at 2:15 pm
Beat Your Competition with Superior Lead Generation!
Learn How to Build a Game Changing Digital Strategy.
Effective lead generation equals more opportunities for your community. In this valuable workshop, you will learn how to strategically align technology and your team to create a data-driven lead generation machine. Social media, your website, online advertising, mobile, and search engines are all good tools- if you optimize them. Learn how to integrate them seamlessly to supercharge your economic development efforts.
• A Sneak Peek at the First Ever Competitive Report on Industry Lead Generation
• New Integrated Digital Marketing at the Leadership Level (Strategic Level)
• Actionable Insights from Industry Leaders
• Leah Woolford, Founder/ CEO of USDM Holdings Inc, USDM Digital™, Orange142, and 2020 Strategy Group
USDM DigitalTM is a consultancy and marketing services company developing highly effective strategies in the public sector for travel and economic development, having worked with more than 110 destinations. USDM DigitalTM works in the private sector for travel, retail, luxury lifestyle and consumer product companies. The company creates impact through business insights, branding, customer engagement and digital advertising. USDM DigitalTM is a trademark of USDM LLC (Universal Standards for Digital Marketing, LLC) which has an Austin, Texas headquarters, a Canadian office in Toronto, Ontario and a global reach with clients worldwide. www.usdmdigital.com
Why Engage USDM DigitalTM?
USDM DigitalTM has applied digital strategies to business practices for more than 20 years. The company can identify, reach, engage and motivate target customers in a highly competitive marketplace to drive conversions. Performance measurement and value creation are a focus of every USDM DigitalTM program.