Why is Mobile Marketing Inevitable in 2016

According to Sensis’ report from May 2015, 70 percent of the population owns a mobile phone, 55 percent own a tablet and 75 percent own a laptop. This means that 70 percent of the population uses mobile devices to browse the web, instead of their laptop and desktop computers.

Back in 2014, we have witnessed that the number of mobile devices exceeded the global population. At that time there were 7.7 billion mobile devices and the population was around 7.1 billion.

It is no wonder that, more and more people are aware of this, and are focusing on mobile marketing. If you are not one of them, you most definitely should be.

mobile-marketing

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The Importance of Mobile Marketing

If you consider the fact that consumers are attached to their mobile devices more than ever, it is absolutely essential to include mobile in your marketing mix.

A research conducted by IDC states that an average consumer uses his device regularly during his daily activities. To be more precise, 79 percent of smartphone users have their phone on them almost all day long, and the same percent of users check their phone within the first fifteen minutes of waking up.

Marketing is becoming easier as each day passes by, as there are numerous tools and software solutions which are a sort of cheat sheet in marketing. According to Stephen Esketzis mobile marketing is a great way of generating leads for creating successful sales funnels.

Mobile Marketing is State-of-the-art Marketing

IDC’s research shows that people spend almost 200 minutes every day using their smartphones. So, basically, marketers are able to reach customer 24/7. Marketers need to be ready to interact with consumers whenever they please, whether it is for shopping, service, product information or complaints. If you properly do this you will provide them with the customer experience they crave.

E-commerce used to be a desktop activity, but now it is transitioning to mobile phones. According to HubSpot, 24.4 percent of e-commerce profit will be brought via mobile phones. Instagram, Pinterest and Google have realised this and started introducing a sort of “Buy Now” buttons on their sites. Now, other brands need to exploit the mobile revenue stream, using mobile-specific advertising, search engine marketing and mobile friendly pages.

Consumers are now using smartphones while actually in the physical store. So, retailers should focus on how to integrate mobile into their in-store experience and expand in-store participation.

SMS marketing is an effective way to get your message right into the user’s hands, instead of spamming their e-mail. In fact, at least 90 percent of messages are opened, and 98 percent of people will read that message within three minutes of receiving it.

A year ago, Google has changed its algorithm so now it ranks mobile-optimised sites higher than those which are non-optimised. By doing this, Google acknowledged the importance of mobile phones not only in our lives, but in business also.  So, if your site is non-optimised it will rank lower than it actually should.

Changes Caused by Mobile Marketing

In the old days, ads where customary for  TV and paper , but today, when mobile traffic surpasses that of desktop, brands realise that they need to move their advertising. It is an expert’s prediction that mobile will make up 72 percent  of total spend on marketing by 2019. Major reason for this are apps. As user spend more time in apps than on the mobile net, brands should invest more in app development.

Considering that people are using mobile to consume more content than ever , brands are trying to figure out how they can use mobile to tell stories and to associate with customers. This has to do with experimenting with  flexible, portable structures and experiences, such as games, for instance.

With all these changes, marketers need to work hard to follow and estimate important data across users and mobile devices. Brands should use targeting to add importance and value to consumers. Thanks to mobile, brand can target based on a consumer’s precise location, which drives traffic to physical stores.

It is a Must Follow Trend

So, in order not to fall behind , you should adapt and implement mobile marketing into your marketing mix. If you do this, your business will definitely expand.

Dilip Rajpurohit

Dilip Rajpurohit is a Digital Marketing, MarCom and Branding Strategist with years of experience managing various IT platforms like Development, Designing & Marketing and working across a wide variety of industries with a search, analytics, social media marketing background. ; to learn more about him, you can find him at SEO4World and follow him on Twitter @SEODilip4u and join him on Facebook as well.

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