Posted by Tony Bentall
Posted on 7th September 2015
8 Reasons Why Mobile Marketing Is Important
Mobile marketing unlocks powerful opportunities for marketers on a scale never before seen. Unlike any other engagement and communication channel, mobile allows marketers to reach larger audiences in a way that is real-time and personal.
Today’s typical consumer owns at least one mobile device, and according to Sensis’s May 2015 Report 70% of the population owns a mobile phone, 55% own a tablet and 75% own a laptop. The most interesting fact to come from these combined figures is that 70% of the population access the internet via their mobile device and not their laptop or desktop computers.
With the rise of smart phones and tablets, the number of mobile devices has outpaced the global population. In 2014 the number of devices hit 7.7 billion, while the population was 7.1 billion.
According to international data from Gartner, tablets alone outnumber personal computers, with all desktop sales representing only 12% of worldwide device shipments in 2015.
Because of the proliferation of mobile and tablet devices amongst consumers, marketers must adapt. Mobile marketing is much more than a trend—it is an increasingly important part of the market.
WHY MOBILE MARKETING IS IMPORTANT
As you consider the journey that your customer takes, mobile interaction is now an integral part of it—meaning that it’s now vital to include mobile in your marketing mix. Consumers are attached to their mobile devices. According to research from IDC, the typical consumer uses his device consistently throughout his daily activities. In fact, 79% of smartphone users have their phone on, or near them, for all but two hours of their waking day. And four out of five smartphone users check their phones within the first 15 minutes of waking up.
Plus, mobile marketing is universal. It takes many forms and applies to all kinds of businesses and marketers.
The ubiquity and proximity of the mobile device in today’s modern culture demonstrates why mobile has become and will continue to be indispensable to marketers. Marketing via mobile devices is about unlocking the potential of a huge, expanding, captive, and engaged audience.
MOBILE MARKETING IS MODERN MARKETING.
1. Mobile is the go-to medium.
People look at mobile screens more than ever IDC research shows people spend an average of 195 minutes per day using their smartphone. For the first time, marketers have been able to reach consumers 24/7. So you need to be ready to interact with customers when they want you – whether for shopping, service, product information or complaints. Get this right and you can provide the customer experience they long for.
2. Mobile commerce is a reality.
Shopping has transitioned across devices. Where e-commerce used to be a desktop activity, people are turning to their mobiles. According to HubSpot, mobile commerce will command 24.4% of overall e-commerce profit by the end of 2017. From here, other trends are sprouting. Instagram has just launched ads with “Shop Now” buttons, Pinterest has finally revealed “Buyable Pins”, and Google recently announced that a “Buy” button will soon be available to mobile shoppers. Now it’s down to brands to capitalise on the mobile revenue stream, using mobile-specific advertising, search engine marketing and mobile-friendly web pages to get in front of shoppers when it counts.
3. Shoppers use mobiles in the physical store too.
Don’t underestimate the power of mobile in the physical store too. Retailers need to look at how to integrate mobile into their in-store experience and increase in-store engagement. Hyper-targeted mobile ads and SMS marketing are a good place to start.
4. Evolution of SMS marketing.
SMS marketing is a powerful way to get your message straight into people’s hands, without the clutter of email inboxes or noise of other channels. Text messages not only have at least a 90% average open rate, they can also quite literally stop people in their tracks – an astounding 98% of people will read an SMS message within three minutes of that little beep, according to Nielsen Mobile studies. So if you’re not tapping into the power of SMS, now is the time to start.
5. Mobile-friendly sites rank higher.
In April this year, Google altered its algorithm, so it now ranks mobile-optimised sites higher than non-optimised sites. This event was quickly dubbed “Mobilegeddon” as businesses rushed to ensure their websites didn’t fall victim to the Google apocalypse. What the search giant did was officially acknowledge the importance of mobile in our lives – and make businesses stand up and listen. If your website doesn’t look, read and perform well on mobile devices, it will suffer in search results. Simple as that.
6. Mobile advertising spend will overtake desktop.
Remember the days when ad dollars were tied up in TV and print? Those days are fading fast. Now, we hold ad dollars in our hands. Globally, mobile web traffic surpasses that of desktop – and brands realise what this means for their ad spend. Experts predict that desktop spend will reign in at around $25 billion in the next few years, while mobile will make up massive 72% of total spend by 2019. One place that’s seeing an influx of ad dollars is apps. Because users spend more time in apps than on the mobile web, brands are pushing for larger in-app budgets.
7. Mobile is changing how people consume content.
With people using their mobiles to consume more content than ever, brands are racing to understand how they can use mobile to tell stories and connect with consumers. This isn’t just about making the content look good on a small, vertical screen; it’s about experimenting with flexible, portable content structures and experiences, like games.
8. More mobile means more consumer data.
“YES” said no marketer ever! With the changing face of consumer trends due to mobile relevance, marketers need to work hard to track and measure important data across users and mobile devices. It’s only through targeting that brands can continue to add relevance and value to consumers. But with mobile comes another exciting development. Mobile consumer data allows brands to target based on a consumer’s precise location, driving traffic to physical stores.