mobile Archives - Clarity Digital Marketing Dallas Fort Worth

Mobile First: The Screen Between Your Audience and Your Brand

Transcript

VideoTranscript

Brad: Well, hello everyone. It’s Brad and Robert with Clarity Clip again and we are sitting in NorthPark Center Mall here in Dallas, Texas and we’re – it actually is Valentine’s Day and we’re wandering around here doing some observations, some – listening to things, speak research. What are we seeing?

Robert: Well, we’re seeing couples on Valentine’s, a special moment, and they’re going, “Hey, honey. I love you,” and she’s sitting right over there.

Brad: Yeah, they’re texting.

Robert: Oh, I love you too.

Brad: It’s the screen between.

Robert: Smile, heart, heart, heart.

Brad: The screen between.

Robert: Yes.

Experiencing Life With The Screen Between

Brad: The screen between. And one of the things we’ve really noticed – I mean this isn’t new, right folks? This isn’t new. But really over the last couple of years, it has really gotten bad, if we can say bad. But what we call it now is we call it life being experienced with a screen between. We don’t just go to a kid’s event anymore. We don’t go to a football game anymore. We don’t come to the mall anymore without doing what? We’re on our phone.

Robert: Yes.

Brad: And we can’t just watch our child sing or dance. We have to video it. “What do they do with all the video?” I wonder. What do people do with all that video if they get done with it? This is so bad that I heard the social secretary for President George W. Bush talk about – it became an issue in the White House and these are big, high-end donors. They’re all aged. They’re baby boomers. They’re older and stuff and they started getting complaints at all the events for the donors and supporters that no one can see the president because everybody has got –

Brad: Everybody has got – everybody is doing this.

Robert: Yeah. So they literally – the Secret Service had a bucket as you would go in and they started collecting them. So the fact that that demographic –

Brad: It’s not millennials. It’s not just millennials.

Robert: It’s everywhere.

Brad: It’s everyone.

Robert: That’s what our clients do not understand.

Think Mobile First With Web Design

Brad: Yes. One of the things we’re also seeing, which we’ve been preaching, we’ve been talking about for years in our company is you better be thinking mobile first. With website design, you better be thinking mobile first. With photography, content.

How is your social media? You know, 60 something percent of our time online now is in social media. So how are you using this to better your brand and your connection? Because there’s no more, “Hey Robert, do you know somebody that does this?” and I just – yeah, call this guy and I just call him. It’s over.

Robert: So first off, if your team in your company and marketing, there’s – talking about a new website or they’re talking about what they do on Facebook, you have to first look, “Well, what does that look like on the mobile phone?”

Think Mobile First and Responsive Design

Brad: On the phone, on a 4.5, 5-inch screen, not a 27-inch desktop anymore.

Robert: You as the executive and business owner, you might be still looking at the desktop. But I got to tell you something. You’re not your customer. That’s not the way they experience the world. It’s not the way they’re going to experience your product or your service.

AudienceSpeak: Communicating Your Message & Brand Through The Screen

Brad: Yeah, it’s right back to audience speak. What is the people you’re trying to target doing? How are they interacting with your brand? How are they interacting with life? Which now we interact with life right here now.

Robert: Yeah.

Brad: We don’t just come to a mall anymore and hang out. We’ve got to show on Instagram. We got to check in. We got to do all this stuff. Mobile, mobile, mobile because we are living in a screen between lifestyle now. So you have to think, “How can I get in between my potential client or customer’s life with that screen between?”

So whatever they’re experiencing, how do I interject my brand into that screen between to really connect and converse and then ultimately convert, right? That’s what we’re here for. So that’s our Clarity Clip of the week. We will see you here in the next couple of weeks and guys, get out there and enjoy life. Put the screen between down.

Robert: Thank you.

[End of transcript]

Two thirds of our time online is spent on the cell phone. Two-thirds of cell phone owners check it within 15 minutes of waking up. Merriam Webster added “Nomophobia” to its dictionary to define the anxiety that 30% of cell phone users suffer when they don’t have access to their cell phones.

In this Clairiti Clip we ask the question, is your mobile business strategy as outdated as the “brick” cell phone carried by corporate raider Gordon Gekko (played by Michael Douglas) in Oliver Stone’s “Wall Street”.

Bernadette Coleman the CEO of Advice Interactive weighs in with a presentation from DFW Social Media Marketing.

Transcript

Brad: What is the first thing we grabbed before we headed out for this kind of date, this little break.

Robert: Well our phones, because this video’s being done on the phone here, but, yeah.

Brad: First thing you grab, right? And what was it recently we heard a statistics where it was ninety something percent of people, I think in the US, have this at arm’s length 24/7. It’s your alarm clock, it’s your communication tool, it’s your gaming feature, it’s everything and anything in your life is in this thing now, right in the palm of your hand.

Robert: And 65% of smartphone users reach for their phone within 15 minutes of waking up.

Brad: Isn’t that sad? I’m guilty.

Robert: So, with a connection like that don’t you think a business ought to tap into it?

Brad: Yeah, I think it brings into question, are you tapping into; or are you thinking about if you’re a business owner, how much of your business is searched for or looked at on a phone?

Robert: so we talked to Bernadette Coleman, the CEO of Advice Interactive, about how it puts you in the palm of the hand of your customer or client.

Bernadette: Why is mobile important? Because it’s the closest you can get to a consumer 24 hours a day. And if you want to reach that person, you want to reach them through mobile. It’s important to note that most people when they are doing searches now are searching on mobile devices, not on PC’s. And more importantly than that, 50% of those people that do a mobile search act upon that search within 24 hours. That’s why it’s important.

Robert: So one of the things that Bernadette talked about is that when people are searching for you, they’re doing it usually on their mobile phone and you need to be there. You need to be there with information about your business services.

Brad: Yeah. I mean one of the things that we think about is, you know when you think about an attorney or a lawyer or something; and we spoke to one of the largest firms in Dallas. And they’re head CEO, head attorney, basically said; ‘folks aren’t searching on their phone.’ And yet doctors and attorneys are two of the most highest categories of professionals searched on Google on the phone.

Robert: So, here’s what Bernadette had to say about that.

Bernadette: People searching for legal advice is many times done on the cell phone, because it happens when they’re out talking to friends or neighbors about a problem they may have and they may refer an attorney to them. And they’ll pick up their cell phone because that’s usually what’s sitting right next to them, or an ipad, and they’ll do a search from there. As a matter of fact, over 40% of searches are done for legal and 60% of medical searches are done on a mobile app and not a PC.

Robert: Okay, now that we’re back we want to show you the Clairiti mascot’s here. Our Great Danes. They’re loving it out at the park here today. How are you doing? You want to talk about mobile, okay. All right, so one of the key things is, is that you have to have a true mobile responsive site. And you’ve got to put in the kind of content that people are looking for.

Brad: Right. And when we say mobile responsive, we need to be sure we clarify that. We still run into people with a mobile site. It’s not a mobile site. It’s one site that’s mobile responsive; it’s not two separate entities going on. And when you guys think about it, put some common sense back into this. If you’re a business owner or you’re thinking about this stuff, put some common sense in. What is that you search for the most? Hours. When you’re open because I might need to run over there and get whatever it is you have. And how do I get there; directions. So it’s all simple stuff that you have to put some common sense back into your thinking with you’re online marketing plan.

Robert: So on average according to Google, we do about at least 150 sessions on our cell phones every day. Google calls this micro moments. And we’re going to let Bernadette close out this weeks Clarity Digital Clip talking about what are the two big things, if you’re a business, what do people want to know when they’re on their mobile phone.

Brad: Have a good one folks.

Bernadette: Hours of operation, mostly. And location; they are going to search for people that are closer to them within a geographic area; and that can be where they’re at close by their house or when they’re traveling down the road or into another state. It’s all about geographic location. So the two most things that are searched for on mobile today is location and hours of operation.