With the prevalence of smartphones and tablets in today’s digital market, there are endless opportunities for businesses to reach out to their target audiences. To cash in on the huge mobile market, the focus for every business should firmly be on implementing a well-documented mobile marketing strategy. If you are unsure of what impact mobile is having on your business today and will continue to have well into the future, all you need to do is look at the statistics in this article. Savvy marketers should be monitoring the changes behind how much mobile media is consumed daily, the proliferation of mobile apps, how users behave in digital media, and their response to commercial advertisements. Get ready for a record growth year for the mobile market!
- 80% Of Internet Users Own A Smartphone Gadget (Smart Insights)
The smartphone has now become an extension of us and our lives. Voice calling and texting are passé; users prefer to check out videos, consume media, shop online, use mobile apps, reply to emails and browse the net on smartphones. According to StatCounter, for the first time in October 2016, more users globally accessed the internet through mobile devices than via desktops. Smartphones and tablets accounted for 51.3 percent of internet usage worldwide in comparison to 48.7 percent for the desktop. This is good news for businesses with mobile friendly sites and content.
- Mobile Devices Will Drive 80% Of Global Internet Usage and 60% of Digital Ad Spend Will Be On Mobile By 2018 (Zenith)
Advertising effectively communicates the brand’s message to its audience. Today, most advertisements happen online and most companies are spending more on digital mediums than traditional platforms such as print media, television, and outdoor advertising. Forecasts from Zenith confirm that 75% of global internet usage will be on mobile this year, which will grow to nearly 80% by next year. Global internet ad expenditures will reach $134 billion in 2018, and mobile advertising will overtake desktop advertising too. Mobile advertising has been the biggest growth driver in the U.S. in 2016, mopping up nearly half of all digital ad revenues. Mobile advertising will account for 72% of the entire US digital spending by 2019, which is way more than newspaper, magazine, cinema, and outdoor advertising put together. If this trend continues, and we have no reason to believe that it won’t, desktops may soon be relegated to being an old tactic soon.
- Mobile-influenced Offline Spending Already Over $1 trillion (Forrester)
According to U.S. government estimates, the offline retail spending is well over $4.5 trillion, whereas e-commerce sales stands at $354 billion in 2016 But in-store spending influenced by digital media stands between $1 and $2+ trillion. And it is projected that by 2021, mobile devices alone will power $1.4 trillion in local sales. People do heavy mobile research before indulging in offline purchasing in almost all categories. Data from Marketing Land show that 90% of smartphone owners use their phones while making purchasing decisions in a brick and mortar store.
- 48% Of The Buyers Use Smartphones To Start Searching With a Search Engine (Google Research)
A large number of consumers browse the web and search on multiple devices daily but mobile remains the dominant platform for searches. In fact, 39% of users perform search only on a mobile device and 32% search only on a PC. This is what makes Google’s cross-device retargeting capabilities so important for advertisers. 48% of mobile consumers begin their search at the search engine to compare different brands in the product line. And, Icebreaker Consulting found that almost 40% of searchers will click on another website almost immediately, if your site is not mobile friendly. In order for users to find your brand in search results, you need to think about how best to optimize your content for search engines and your target audience alike, as it can have a huge impact on your sales.
- 68% Of Digital Media Time Is Now Spent On Mobile (comScore)
The comScore Mobile App report shows that over 68% of our digital media time is spent on mobile, which is up from 44% roughly a year ago and half of all that digital media time is spent on mobile apps. The desktop only gets 32% of our online attention. It is obvious that even in our cross-platform world, mobile is without a doubt No.1, with mobile devices more often being used at the “top of the funnel.” With the shift in digital media time from desktop to mobile devices, it will no longer do to treat mobile as a supplement to the PC experience. Businesses now have to deliver a good mobile experience for propagating positive brand perceptions.
- Apps Get 89% Of Mobile Media Time While 11% Of The Time Is Spent On Websites. (Smart Insights)
Consumers spend most of their mobile time with a limited number of heavily used apps. Consumers love mobile apps that provide engaging media and interaction. It seems like shoppers prefer apps to websites when getting information about products. The information on mobile apps has to be concise and relevant to what the buyers need. It is now possible to publish an app at an affordable price therefore businesses are keen on creating a mobile app experience for their customers to deliver a fulfilling brand experience to them so they keep coming back. The business website can be focused on marketing while the app on user interaction.
- By 2018, 80% Of Email Users Will Use A Mobile Device To Access Their Email Accounts (Email Monday)
Email provides businesses a personal and direct communication channel. By 2018 more than 80% of users will read and send emails using smartphones so it important to make sure all emails are optimized for mobile platforms. Your emails should be clearly readable and display your brand effectively. Most people check their email, read newsletters, and go over the latest news in apps. In their 2014 study, ExpressPigeon noted that half of all mobile owners check push notifications and email first thing in the morning after turning off the alarm. Marketers can use email marketing in line with client behavior patterns, as a valuable tool to reach out to mobile users. According to statistics by Email Monday email open rates on a mobile device has increased by 180% in the last three years. Email marketing can help initiate engagement to guide your customer’s next course of action. All you need to do is give them a reason to open your emails. And that means never sending spammy emails.
Consumers love the convenience of a mobile marketplace. To capture user interest, it is obvious that your business needs to position your brand better on mobile platforms. Really there is no excuse to ignore mobile marketing any longer! If you need help developing a mobile marketing plan for 2017, why not reach out to Global Directive today? We turn opportunities into success stories.
This is a guest blog written by Michelle Keyser, Director of Social Media and Content Marketing, at DirectiveGroup, a digital marketing agency, where she is a strategist and blog contributor. Contact them today for more information by calling 1.866.925.9524