The mobile marketing landscape
– We touched on the mobile landscape earlier, but it’s so important that it’s worth a closer look.In the U.S. alone, over 95% of the population is using mobile devices, with 77% using internet-equipped smartphones, and they’re using them multiple times per day, and all of this according to the Pew Research Center. Businesses are taking note and the trends indicate that a mobile strategy cannot be ignored. In 2016, U.S. advertisers spent 46 billion on their mobile ad spend, more than double from 2014. That’s an incredible increase.
If your business has a mobile user base, it’s an absolute that you need to explore mobile marketing. Next time you’re out and about, take a look around. We’re consumed with mobile devices. People at bus stops, waiting in line at the grocery store, or on a lunch break, all likely looking at their mobile phones. Major brands are taking note of this and providing ample opportunity to engage with our mobile devices. Text a short number for a special offer or scan a QR code to pull up product details. Companies like amazon.com have built mobile applications that interface with our day-to-day life, allowing us to scan barcodes to find the products cheaper on their website.
People are downloading a staggering amount of mobile applications and, in them, they’re clicking on mobile optimized advertisements. And most phones are now linked to GPS, so we have opportunities to engage with customers at a hyperlocal level. Companies like Yelp have built-in reward-based systems for checking into local businesses. And native applications specific to brand experiences are commonplace, giving way to a new type of marketing. And these are just a handful of ways businesses are using mobile marketing.
There’s endless opportunities. But a great starting point is to duplicate your existing efforts, but tailor them to mobile. The internet was once dominated by desktop users browsing the web from home or work and that landscape presented marketers with an incredible amount of options and opportunities to be creative. Now that we’ve gone mobile, there’s still those opportunities and then some. Things span across multiple screens and it’s not just common anymore, it’s expected. Carefully consider your prioritization of mobile marketing in your online digital strategy.
For most brands, it should be near the top.