The power of mobile is readily apparent to any modern marketer. All it takes is one glance at the average workplace or social setting to see that people remain glued to their smartphones at every turn. It should therefore come as no surprise that organizations everywhere are ramping up their investments in mobile marketing.
“Mobile usage has already overtaken the desktop.”
In fact, recent research from eMarketer showed that mobile spending now constitutes the majority of digital ad expenditure in 2015, accounting for 51.9 percent of the average marketing budget. This key benchmark says a lot about the direction in which brand outreach is headed, so here’s a closer look at how companies can take full advantage of this monumental trend.
Detailing the big mobile shift
Upon closer examination of the eMarketer report, it appears that mobile spending is directly correlated to the amount of time the average American is dedicating to the use of mobile hardware. The source found that U.S. adults now spend nearly three hours (2 hours and 51 minutes) per day using their devices for nonvoice activity.
Between display ads, banners and rich media, there are plenty of opportunities for brands to coordinate compelling mobile efforts and yield impressive results. There is even a growing market for in-app advertisements that targets users with more accurate and personalized data.
“Brands and marketers continue to see increased value in mobile advertising to reach consumers,” explained eMarketer analyst Martín Utreras. “Some of the shift is happening organically from digital ad spending dollars, but also we see additional dollars moving from traditional media and new money coming from local advertising and small businesses.”
Where to focus future efforts
Since mobile advertising only represents a sliver of the overall marketing mix, it’s important for brand leaders to build their campaigns in a way that covers the remainder of critical channels. For instance, a blog from Mark2Media pointed to Moosylvania research showing that 80 percent of smartphone owners want an experience with greater mobile optimization, with users browsing brand websites far more than they utilize dedicated shopping applications.
Furthermore, mobile usage has already overtaken traditional desktop systems in terms of overall Internet browsing behavior, proving that organizations may need to shift gears in a more comprehensive manner than they anticipated. This will mean creating a more mobile-friendly website, building email campaigns specifically for mobile users and even investing in messaging initiatives that target users on the go.
With 78 percent of retailers planning to invest in mobile trends this year, according to Convince and Convert, it’s clear that the use of smartphones and tablets is only set to rise. To ensure that companies get a head start on these efforts, brand strategists should consider leveraging marketing automation software that allows them to ease into the mobile arena without a hitch. As the preferences of mobile users begin to reveal themselves through the use of analytics and reporting, forward-thinking brands will easily gain the upper hand in the long run.