Ask The Expert



Q: Why Should You Be Aware of Mobile Marketing?

A: As we progress through this day and age being introduced to new technologies and new ways users can search and make a purchase, marketers need to become aware of the Mobile Marketing world more than ever before. It is essential for any business to adapt to mobile devices and align their marketing to the vast majority of consumers who are using these devices. In today’s digital and interconnected world, the importance of tailoring marketing efforts to being mobile-friendly cannot be overstated.

Recently, according to the Interactive Advertising Bureau (IAB), the United States’ digital ad revenues reached an all-time high of $49.5 billion in just the first half of 2018 – last year was $40.3 billion (IAB)….a 23% Increase. As the digital ad world is increasing, mobile is showing to be the top performer when compared to the regular everyday desktop computer. Desktop search ad revenues were a flat $9.3 billion, while mobile search brought $13.5 billion. Mobile search saw a 37% increase year over year; it also showed the significant impact mobile devices are making in the marketplace.

You may ask yourself, “why does this matter to me as a marketer?” The simple reason is that Search remains the leading digital marketing channel, in terms of revenue, with mobile being the firepower in the digital growth engine today. It is even more important as today’s users are spending more time on their mobile devices rather than their laptop or desktop computer. A study showed that Americans spend on average 3 hours 35 minutes per day on a mobile device – that is about 54 days per year navigating through a website and communicating, resulting in an ample opportunity to capture their attention (emarketer). As a Digital Marketers it is important to take advantage of this and ensure your business is in front of your target audience(s) on a device they are using daily.

A great example of an effective mobile marketing campaign produced by Mazda simulated the car manufacturer crashing – literally – into news feeds. In the ad, you’ll see a car crash and a visualization of your mobile device screen being cracked. This ad was created with the intent to battle distracted driving and send a strong safety message. It leaves users seeing the Mazda brand and the idea that Mazda cares about its drivers’ safety. This type of ad is sensible, notable and impactful to the user. Mazda Mobile Ad

Through these devices, the digital world is available at users’ fingertips. Mobile marketing is reaching a broader market as these devices, smartphones, and other mobile tools are increasingly becoming the favorite tool that users choose to utilize. Manufacturers are listening and producing cost friendly mobile devices to put into the hands of all consumers. Robust, reliable and less expensive tools are the key indicator and opportunity for you as a marketer to put your marketing message into the hands of your target audience(s). Your mobile marketing efforts have the opportunity of being advertised and reaching a much wider audience by being in this type of marketing environment.

Digital marketing is continuously evolving as we progress with these advanced pieces of technology. Mobile marketing plays a huge role in this strategy in advancing these tools, and as society continues to shift toward this trend, your business needs to ensure you have a cohesive mobile marketing plan to connect with those digital users. It is in the numbers and the only direction it is going is up.

If you have any questions about how the benefits of Mobile Marketing, please contact the Interactive Advertising experts at MoreVisibility.

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