passengers mobile on bus

Going Mobile: Information on Mobile Marketing

Still think traditional marketing is enough?

Mobile marketing is still relatively new when it comes to most business’s marketing mix. Nevertheless, based on consumer reaction and user adoption mobile marketing is a sensation that has become a must-have amongst any size business’s marketing strategy.  Just to prove my point: there are 7.45 BILLION unique mobile connections in the world, but only 7.2 Billion people on the planet. Ignore the significant percentage of the population that doesn’t have proper internet connection, mobile service, or the means to afford either, and that means that an even more significant portion of the population has more than one device.

Stats don’t lie.

To further drive home the point of how widespread mobile use is, and how effective mobile marketing can be for your business, consider these stats: 75% of US citizens over the age of 13 own a smartphone. 2014 saw a 28% increase in mobile commerce. And 83% of people between the ages of 18 and 29 say their smart phone plays an integral role in their lives.

What else makes mobile marketing so important?

Using the introduction of the iPhone in 2007 as the starting point for the mobile revolution, mobile has absolutely caught fire. From smartphones to tablets; people have an almost insatiable ability to adopt mobile technology into their lives and welcome mobile marketing into their buying decisions.

Just think for a second about how quickly mobile has progressed over time. Remember your first cell phone? It doesn’t seem like that long ago that you were playing snake on a black pixelated screen and sending rudimentary text messages to friends!

In just a short amount of time, mobile has evolved to be a central mode of communication for consumers. 75% percent of people say they do product research on their phones before making a purchase. Being tied to a mobile device is now the norm and not the exception. The standard mobile phone’s capabilities have expanded to replace almost every other peripheral device—from maps, to calendars, to desktop computers. And, mobile continues to grow – now including devices that help consumers monitor and streamline aspects of their lives from fitness, to smart cars & homes, to appliances.

But how can marketers effectively market on mobile devices?

Because mobile devices are very personal—44% of cellphone owners sleep with their phones next to their bed so they don’t miss a message, call, or update—marketers need to be thoughtful about how they deliver marketing messages. Consumers are looking for communication that is personalized, and marketers must deliver tastefully or risk being seen as an interruption or simply deleted. Still, successful mobile marketing is about the same thing traditional marketing is about: trust and relevance. But to build that, marketers must look beyond mobile devices and create long-term, personal conversations with their customers across all available channels. There is no substitute for being genuine.

Statistic Sources: Marketo Mobile Benchmark Survey | Pew Research | census.gov/popclock | gsmaintelligence.com

Questions about how best to reach your audience via mobile marketing? Give us a shout!