Mobile marketing is no longer the next big thing

“If you’re not using mobile marketing to attract new customers to your business, don’t worry – your competitors are already using it and are getting those customers instead.” Jamie Tumer

Mobile marketing is no longer the next big thing. It is the 2015 thing. Marketing dollars are increasingly going from traditional ads to digital, with a strong growth in mobile spending (the major digital ad formats are search, display, and video). In one of the latest reports of eMarketing, it is predicted that mobile ad spending will surpass desktop for the first time this year.

“Mobile will account for 51.9% of total digital spending in 2015.”

Emarketer Mobile Ad Spending 2015

Emarketer Mobile Ad

This is not a surprisingly growth. It is a growth that comes hand in hand with consumers adoption of mobile devices. eMarketer also estimates that in 2016 there will be more than 2 billion smartphone users in the world. Accessibility, new technologies, and content consumption behaviour  are some of the main factors of this growth. Mobile devices, like tablets and smartphones, are replacing computers as the main way people access to the Internet. For most of the people that just want to read a website, check their email and connect through any social network, a mobile device is a preferable option.

As marketers we know that companies are constantly looking to capture the largest share of online’s consumers attention and mobile is taking an important slide of the online pie. Brands are starting to see major benefits and an increased value in mobile advertising to reach their costumers.

“US adults are spending 2 hours and 51 minutes a day on nonvoice activities on mobile devices. More than half of that, or 1 hour and 31 minutes, is spent on mobile phones.” eMarketer, 2015.

Another important eMarketer fact, is that in 2015, mobile will surpass print advertising’s share of the total ad market. It is estimated that print’s share is going to be around to 15.8% of the total ad market vs mobile with 16.6%.

Here some ideas of how to maximize the use of Mobile Marketing:

  • Responsive design: Always test if you website has an optimal view on any type of platform and screen. Easy reading and navigation, with minimum resizing is no the norm.
  • Think and act local: Make sure that you include local keywords in your keyword strategy. Most of the users are going to be searching locally.
  • Give  them sexy sales: In mobile the attention span of users is less than seconds, so it is important to catch their attention with special sales and offers. Use app push notifications, opt-ins, alerts or any other kind of alerts to improve response and click through rates.
  • Click to call: If you are using mobile per click, the Google Adwords Click to Call extension is a must. You can add a clickeable call button to your ads, that makes it easy for people to call you on the go.
  • Content marketing is not only for web: Create content that fits and engages mobile users. Reading content from mobile devices is totally different from reading content on a desktop. I recommend to use short paragraphs and more images. Create local content and try always to be more concise with your writing.
  • Location based advertising: Geo-location technology gives the option to advertisers to deliver targeted messages. For example with Google Adwords, you can match your ads with specific geographic locations, so your ads can appear in the areas where you do business.
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