Marketing has shifted to mobile and the evidence is in the data. Mobile marketing spend has been cannibalizing digital spend at an unprecedented rate. In fact, by 2019, it is predicted that over 70% of digital ad spend will be mobile. It is crucial to jump on this trend now and kick your mobile marketing into full gear to capitalize on this incredible mobile audience.
- Smartphones account for more than half of searches in 10 countries—including the U.S. and Japan—according to Google. This is a significant accomplishment for mobile search – to have overtaken desktop is no small feat. This makes mobile ad formats more important than ever. Marketers can optimize for mobile search using ad extensions such as call extensions and location extensions.
- Currently, there are 3.65 billion unique global mobile users (We Are Social). With a current world population around 7 billion people, now over half of them are reachable on mobile. This is a huge audience for marketers, now more accessible than ever.
- 60% of digital media time is spent on mobile devices (comScore). Media consumption has been shifting toward mobile with no sign of stopping. As more and more people consume media on their mobile devices, mobile marketing will only continue to gain influence.
- Facebook had 4 billion video views on a daily basis, per its first-quarter earnings report, and roughly 75 percent of those were on mobile devices (Adweek). Video advertising has become hugely influential on digital media sources. With the majority of viewing occurring on mobile devices, optimizing for mobile is crucial.
- What do consumers do on mobile? A whopping 99.5 percent access content/information, 63.1 access the Internet, 62.1 percent check email, 49.2 percent listen to music, 46 percent play games, 41.7 percent download and use apps, 15 percent make purchases, and 15 percent read a book (Search Engine Watch). Each of these mobile activities presents a marketing channel. Mobile is not just another screen to target consumers, but a multitude of channels within one device.
- A study has found that 79 percent of marketers would increase media allocation for mobile and digital marketing channels, and 74 percent would increase on social, if ROI tracking for those channels improved (Mobile Marketer). Marketers are still struggling with their mobile attribution. The ability to prove ROI for your mobile and digital channels remains a crucial roadblock to many marketers.
- Time spent per day by adult mobile Internet users has increased from less than an hour a day five years ago to nearly three hours a day today (CMO.com). This stat shows a significant shift in the way customers are interacting with their mobile devices. This presents an opportunity to have your message in front of customers more often and for longer periods of time.
- 4 out of 5 local searches on mobile devices end in a purchase and 73% of these purchases are in brick-and-mortar stores (Search Engine Watch). Mobile users are ready to buy. While they might not actually convert into revenue online, if they are searching for you, they are likely ready to make a purchase.
- 70% of mobile searches lead to action on websites within 1 hour (iAcquire). Mobile users are also ready to convert online. And they not only convert, they convert quickly. This means faster, measurable results for your business.
- 40% of people will choose another result if it (the current result) is not mobile friendly (iAcquire). If your website is not optimized for mobile, chances are you’re losing a lot of business. Pair that with Google’s updated search algorithm, and you will be at a severe disadvantage if you aren’t mobile friendly.
- 91% of consumers check their email at least once a day on their smartphone (ExactTarget). Mobile optimized emails are also crucial. It’s not very likely for a customer to spend time reading your emails if they have to continuously zoom and scroll. Optimize your emails for mobile to ensure they get the attention (and the leads) they deserve.
- There were 76 billion calls from mobile marketing in 2014, growing to 162 billion in 2019 (BIA/Kelsey). This is huge, especially when considering call conversions become revenue 10x more than web conversions. If your mobile marketing is not optimized for calls, you could be missing out on a big chunk of change.
- The mobile commerce market in the U.S. is set to grow 25.72% over the period 2014-2019 (Research and Markets). It isn’t just search advertising that is driving mobile growth, mobile e-commerce (or m-commerce) is also booming. More people are making purchases on their smartphones than ever, and this shows no signs of slowing.
- The digital advertising space grew 16 percent last year compared to 2013 and totaled $49.5 billion in sales, according to the IAB study. A key driver of that growth was the burgeoning mobile space, which the trade org found to have skyrocketed by 76 percent—from $7.1 billion in 2013 to $12.5 billion—last year (Adweek). Due to all of these phenomenal metrics surrounding mobile marketing, mobile ad spend has exploded. Mobile growth has far outpaced that of digital as a whole and is only projected to increase.
It should be obvious by now that mobile marketing has enormous growth potential. Only now are marketers beginning to understand the amazing opportunities provided by mobile. However, there is still a significant challenge in the way of mobile marketing: attribution. Getting the attribution right for your mobile can make or break your digital budget.
Learn how to take your mobile marketing to the next level with our free, on-demand webinar: Introducing DialogTech for Mobile Marketing.
