Mobile marketing is quite new compared to other marketing forms. With more and more people using their phones as their primary source of web and media access, it’s also one of the most valuable. Unlike other forms of marketing, mobile users are constantly connected to their network, making them a 24/7 marketable audience. Those businesses who adopt the mobile-first approach to mobile marketing get the benefits of location and time-based information. Mobile provides a multitude of new trends, techniques, and approaches that other forms of marketing have never yet seen before in the world of advertising and marketing.
Mobile marketing started with SMS in the year 2000. From there, mobile marketing has grown into a multi-billion dollar industry. In 2017, mobile commerce was responsible for 34% of all eCommerce transactions around the world. These rates are only growing, too. A study done by websitebuilder.org found that time spent on mobile devices is increasing. They also discovered a multitude of other helpful mobile marketing facts. For example, while having a mobile-optimized website generates 8.9 million monthly unique visitors (almost three times that of apps), apps still provide a much better user experience.
85% of users will choose an app over a mobile website because they’re more comfortable with apps. People are also browsing 286% more products on apps than on mobile websites. This is causing people to spend about 18 times more time using apps than using mobile websites, this time accounts for 60% of all time spent using digital devices.
Media marketing companies are following mobile marketing trends and taking on the mobile first approach. 51% of digital advertising budgets are spent on mobile campaigns. In fact, Google and Facebook are the recipients of the bulk of this with Facebook making 79% of its revenue from mobile ads and 59.5% of Google’s revenue from ads. These rates are expected to increase and account for $91.5 billion industry by 2018.
What is a mobile-first approach? A mobile first approach is simply prioritizing mobile marketing over other forms of advertising. Facebook, Twitter, and Google all adopt this same approach and have reaped between 50% and 806revenue from this valuable approach. Many marketing professionals and experts feel that this approach is the best way to reach target demographics and increase click-throughs and conversions. However, according to the statistics gathered by website builder, this is true only if the mobile-first approach is a multifaceted one. I’m sure you’ve heard the saying, “don’t put all your eggs in one basket”. Consider each media platform to be a basket. You should have multiple baskets always. Email and social media are the most widely used, but apps with push modifications is another valuable method for increasing customer engagement and eventual orders.
Email marketing should also be tailored to mobile users. Mobile email access is now accessed more often than desktop email, and an email tailored to mobile access results in greater amounts of opens. 69% of shoppers are able to be influenced by such emails and will be led to purchase something from the sending company. This makes for an extremely valuable market that shouldn’t be overlooked.
Search and loyalty programs also benefit from mobile tailoring. 60% of all internet searches are done with a mobile device, especially when it comes to searching for local businesses. Of these searches, 70% result in a follow-up action within an hour after finding the desired search result. Because of the value that mobile provides to loyalty programs, 63% of mobile marketers are making customer experience and loyalty their top priority, putting the traditional paper coupon into the obsolete territory.
Mobile marketing is a clear choice for any business or marketer who takes their brand visibility seriously. It’s an extremely valuable choice for getting the most out of your advertising dollar. More people than ever before are waiting to be directly accessed by the brands that are relevant and local to them. Putting focus into your mobile advertising preferences gets more traffic to your business and increases the chances of getting higher volume orders. It’s certainly worth the investment.