Mobile advertising spend is set to top $100 billion worldwide by 2016 and is showing no sign of slowing down. Marketers will continue to increase their mobile advertising budgets for one simple reason – it’s working. Adroit digital recently performed a study to illustrate how mobile marketing affects the shopping habits of Millennials compared to Generation X and Baby Boomers. Interestingly, the results were very similar. It turns out that both groups were greatly influenced by mobile marketing, much more so than by other forms of digital marketing.
It starts with the simple fact that people notice ads on mobile devices much more than on desktop. There is hardly any generational gap here with 63% of Millennials claiming to notice more ads on mobile and 59% of the 35+ age group claiming the same. This is incredibly important because it shows that people of all ages are going to be attracted to mobile advertisements in a much greater way than they are desktop. This is great for marketers because the chances of consumers taking actions on the ad are much greater on mobile.
Driving consumer action is what marketers care about, and for digital advertising that means clicking on an ad and then going on to make a purchase. Mobile advertising outperformed desktop in this category as well with over 50% of people saying they are more likely to click on a mobile ad than they are on a desktop ad. When these ads are getting clicked, they drive consumers to mobile landing pages where they can they take the next step towards a purchase.
Consumers Want to Purchase Over Mobile, but Not for Everything
A huge number of mobile advertisements are designed to drive online purchases. Some categories have found huge success in this, but not all. Entertainment, gifts, and apparel all received top marks for mobile shopping. Insurance, consumer packaged goods (CPG), and automotive were the three categories ranked lowest. With the exception of CPG, this can be explained by the fact that considered purchases do not tend to occur on mobile devices, or even on desktops. If you’re purchasing a new car or an insurance policy it’s a large investment and therefore given a lot more thought. This means that the consumer is likely to do a good amount of research and have a few questions that need to be answered before making a purchase. For these considered purchases categories, mobile is still an excellent way to grab the consumer’s attention and provide the information they need to complete a purchase. For those with questions, a well placed phone number goes a long way towards moving them through the purchase cycle. Dynamically routing callers so that they get on the phone with a representative as quickly as possible can make all of the difference in the world.
As a marketer, the burden is on you to prove that your advertising is working. For newer channels like mobile, it is even more important to justify that your ad spend is producing results. When it comes down to it, mobile devices are still phones and that means people want to use them to call you. Making this as easy as possible and optimizing your ads to drive phone calls is crucial to mobile success. In order to prove this success, you need a call tracking solution so that you can attribute every conversion and sale to the mobile ads that are driving them.
To learn more about how call tracking can help you prove that your mobile efforts are working, check out our webinar, Paid Search and Mobile Click-to-Call: New Strategies to Drive Calls and Sales.