Before to speak about the use of cell phones in marketing, I would like to do a little introduction about the mobile phone evolution in our life.
Indeed, the first mobile phone sold in the world was in 1983 by Motorola. The creator is Martin Cooper who created the concept 10 years before.
–> From 1990 to 2011, the number of mobile phone sold was about more than 5.9 billion in the world.
But who could though the mobile phone would known such a big success like nowadays?
Indeed, we can count 6 billion people who have a mobile phone, which is equivalent to 75% of the population.
The cell phone is everywhere with us and every time. That is why it is becoming essential for each company to be present on each mobile phone, thanks to apps or website.
Indeed thanks to different studies we know people do not leave home without their mobile phone (and they are able to back home if they forget it), they are always connected and have with them.
Other figures exist like:
- 82% have already researched a product or service on their phone
- 15.5% total internet traffic come from mobile phone
Here, other really interesting information about the use of mobile phone by customers:
Thanks to this information, we can realize the importance of the mobile phone and internet in the life of customers.
So, each company has to have a mobile site. But to succeed in a good mobile site it is important to respect some rules and conditions.
First of all: the website has to be “friendly“ which means:
- Loads fast
- Easy to read
- Easy to navigate
- Minimum scrolling
- Use small images (compress images) in order to see it easier
- Make text easy to read (not too small, not too big)
- Use a simple navigation with: category button, big button (to click on the good one and not on another one, that could annoyed the customer)
- Make contrast with colors
- Look good
Indeed, 67% of mobile “friendly” site encourage the customer to buy, while 61% of no mobile “friendly” site do not encourage the purchase and most often the time the customers abandon the purchase.
To choose between mobile site or app it will depend on the company’s budget, target, requirements, objectives and so on.
But a thing that everybody has to know is that it is really important both the website and the app have to possess the same design (or really close) on each devices, in order for the customer to not be lost in the website and not waste his time to find what he/she wants. Because it exists a risk the client close the app because he/she does not understand the website.
As you can see with this example: 
I think, indeed, it is important for each company to develop its presence on the web in order to reach its own target market since everybody has a mobile phone with him/her.
I am the first to be all the time with my cell phone and I am not the only one for sure …
Justine Carpentier's Blog 