By Kimberly Honore in Mobile on April 10th, 2013
Let’s face it – it seems like it’s been “the year of mobile marketing” for several years now. Each year since at least 2008, vendors and advertisers have been touting the importance of taking a bite out of the mobile space before it’s too late and your competitors have become ole’ pros at this thing we call mobile advertising.
According to Google, mobile internet users are set to surpass desktop users this year.
So, if you’re still unsure about the viability of mobile marketing, here are a few reasons why you don’t want to be left in the digital dust.
1. Because the Data Says So
There are nearly 7 billion mobile devices worldwide and, according to the Pew Research Center’s “Internet and American Life Project,” 88% of US Adults own a cellphone and more than half of them (55%) use their phone to go online. In fact, in the past year alone, searches on mobile devices that have internet access have grown four times!
2. Everyone and Their Grandmother has a Smartphone
Since the iPhone’s introduction in 2007, the smartphone market has expanded rapidly. And as technology advanced and the price-points dropped, smartphones became pervasive.
Currently, according to Pew Research Center’s study, 53% of American cell owners use a smartphone and 90% of them use their phone to access the internet. This is why it’s no surprise that time spent on a mobile device has grown by 455% since 2009, according to eMarketer.
3. Engagement is Ridiculously High
With a high propensity of smartphone users, engagement keeps growing; whether accessing the internet, spending time on apps, or playing social media games, people are becoming increasingly attached to their mobile phones. According to MarketingProfs.com, the average mobile web user spends nearly 3 hours using mobile devices:
Which is why you’ll want to research your options when it comes to mobile advertising. Although paid search should be an obvious choice (since the user is lower in the sales funnel), you’ll also want to consider mobile display advertising – both via the mobile internet and in-app.
According to Flurry, the average time spent within mobile apps grew by 35% from December 2011 to 2012. The majority of this time (43%) is spent playing games, followed by Social Networking (26%).
4. It’s Part of the Purchase Funnel (An Important Part)
Although mobile shoppers are set to increase to 175 million by 2016 (from 118 million in 2013), the interaction made with a mobile device can easily influence purchases made both online and offline. In 2012, 82% of holiday shoppers used their smartphone to research and browse products, while 74% used their smartphone to make a purchase. Advertising on mobile can help close the gap, integrating all marketing efforts to meet a common goal.
5. It’s Only Going to Continue to Grow
From 2011 to 2012, there was a dramatic 180% lift in mobile ad spend, going from less than $2 billion to over $4 billion. In 2013, it’s projected that ad spend will reach the $7 billion range, and will continue to grow, reaching over $20 Billion within three years.
Let’s face it – advertisers wouldn’t be spending in mobile if the audience wasn’t there! eMarketer projects that both Facebook & Google will be the top two mobile ad revenue generators by 2014; however, we know that this projection could easily change based on the dynamic nature of the ever-evolving mobile landscape.
So…is it the year of mobile advertising? Who knows for sure? But here’s a bit of advice… don’t stand around and wait to find out!
Learn more about mobile marketing opportunities by speaking to our mobile experts – Contact us today!