Mobile Marketing News Flash: Why Marketers Should Never Ignore Mobile
As the media consumption habits of consumers are turning increasingly mobile, marketers will need to ramp up their strategies to keep pace. On the other hand, despite consumers’ growing adoption of mobile, many marketers are not increasing their expenditure on mobile marketing platforms and are failing to optimize their mobile marketing strategies.
For marketers who want to gain a better understanding of mobile’s impact on the media consumption of consumers, here are some eye-opening statistics:
Mobile Dominates the Lives of Consumers
According to an article from Advertising Age (@adage), entitled “15 Mind-Blowing Stats About Mobile Marketing,” Internet browsing on mobile phones has already exceeded Internet browsing on PCs. Meanwhile, media consumption on mobile has achieved TV and Internet levels, while requiring a mere 10% of ad spend.
According to Online Publishers Association/Frank N. Magid Associates, when mobile consumers were asked what they do on their devices, 99.5% said they use their phones to access content or information. Additionally, 63.1% use their phones to access the Internet, 62.1% use their phones to check their emails, and 15% use their phones to make purchases. Search queries done on smartphones and tablets makes up roughly 29% of total search volume.
Not Enough Marketers are Investing Strategically into Mobile
The latest mobile marketing news and trends should convince marketers to focus more on their mobile marketing strategies. If not, they risk being eclipsed by their competitors. According to a new report from Millward Brown Digital (@MB_Digital), 79% of marketers would increase media allocation for mobile and digital marketing channels if ROI tracking for these channels was improved. Meanwhile, a revealing study from the Interactive Advertising Bureau (@iab) showed that while two in five (41%) of marketers agreed that mobile programmatic advertising would help them reach their target audiences, only 27% were actually purchasing programmatic inventory.
Mobile Video is Attracting Increasing Eyeballs
If you plan to ramp up your mobile marketing efforts, experts suggest beginning with mobile video. An article from CMO by Adobe, entitled “ADI: Advertisers Must Prepare To Follow Increasing Eyeballs On Mobile Video,” reveals that consumers have increased their media consumption by nearly two hours each day for the past five years. There is a clear consumer shift towards watching videos across multiple media channels, with mobile viewing earning the largest gains.
Marketing through mobile video comes with unique benefits. For one, marketers can measure the impact of mobile video, along with the ability to show different video content to different target audiences. Admittedly, mobile video remains underdeveloped compared to other media channels, but marketers can take this opportunity to experiment and understand how they can best engage with consumers and reach them on their mobile devices. They can achieve this by following helpful mobile marketing tips from leading sources like Marketing Digest.
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