The stats are in: By 2019, mobile ad spending will account for a whopping 72 percent of all digital ad cost in the United States. This year advertising revenue jumped more than $2 billion from an already impressive $9 billion last year to $11 billion this year. The question is why is mobile marketing ad spend increasing? Luckily, we have some pretty compelling answers.
People are Ditching Desktops in Favor of Mobile Devices
The proof is in the pudding – or, in the case, the people. Society is most fast-paced than ever and being on the go all the time means that we need our digital devices to be just as portable as we are. As of July 2015, mobile digital media finally topped desktop usage by 51 percent to desktop’s 42. In advertising if you want to find the consumers than you need to follow the money, and in this case the money is following the audience over to their smartphones and tablets.
Print media like magazine ads or direct marketing campaigns only have one method of delivery and typically one chance of being seen (assuming people don’t frequently flip through their newspaper ad more than one). The popularity of streaming video and DVR recorders is quickly rendering television commercials obsolete, and consumers can only reach in-person customer service during business hours. What’s a full-service enterprise to do? Why, go mobile of course! When consumers can access your information and catalog whenever and wherever they want, they world is their proverbial oyster and it only works to benefit you. After all, 75 percent of Americans confess that they’ve brought their smartphone into the bathroom with them; when you can make a sale during one of the most personal and private moments in a person’s life, you’ve pretty much achieved the ultimate in connectivity and accessibility.
It’s Not a Standalone Strategy
Businesses are discovering that mobile marketing isn’t its own entity but rather it plays off of and helps to improve the marketing channels you already have in place. When polled, 83 percent of mobile users confirmed that they place a lot of importance on having a seamless experience across all of their mobile devices. This requires the incorporation of responsive design that ensures your message and design adapt to whatever device they’re ultimately being delivered on, but that’s a small price to pay for greatly improving the user experience. You can also facilitate your consumer’s ability to move between platforms by saving shopping carts or account preferences under one username accessible through all channels and keeping your promotions consistent and cohesive.
Mobile Marketing Makes People Spend More
When studies show that 42 percent of customers who used a mobile device while shopping in a store ending up spending $1,000 or more, you have to conclude that there is a tie between mobile research and buyer confidence. Are they checking product reviews? Pricing the competition? Both? Whatever the reason, the result is fantastically great, and providing consumers with an easy way to access the information that inspires and reinforces their purchasing decisions only serves to benefit both parties.
The Immediacy is Enticing
When mobile device users look for a business on their smartphone or tablet they’re not checking ahead for a purchase to be made in weeks or months, they’re looking for somewhere to spend their money right now. 88 percent of consumers who searched for a specific type of local business using their mobile device went on to call or actually visit that business in person within the following 24 hours. No other type of marketing results in that kind of immediate action.
It’s Changing the Way We Do Business
Mobile marketing isn’t just subtly reshaping how we approach advertising, it’s completely reimagined it from the ground up. Some niche markets, such as the wedding industry, have changed from a largely localized buying experience into a globally connected marketplace with apps, social marketing, and connectivity tools reimagining what is to plan and execute a wedding.
One thing’s for sure: whatever your ultimate business goals, it’s time to put your money where your mobile marketing is.
Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.