More than half of American adults own smartphones, and many of them own tablets, as well. Whenever you take public transportation, stop for a pint at the pub or even walk down the street, it’s hard to locate someone who is not glued to his or her mobile device. This, coupled with the fact that one could reasonably conclude that even more adults will have mobile devices as time passes, should lead marketers to a single conclusion: Mobile is here to stay, and businesses can no longer afford to ignore it when they figure out how to divvy up their budgets.
Still not sold on the necessity of forging a mobile strategy? Let’s take a look at some statistics relating to mobile marketing, as well as some proximity marketing strategies, to see if you change your mind.
Vital Mobile Marketing Statistics
Recent research indicates that mobile advertising spending is expected to grow more than 75 percent to $31.45 billion in 2014 – and that’s after it grew more than 100 percent the year prior. Pundits predict that the market will continue to accelerate during the foreseeable future, growing into nearly a $95 billion industry by 2018.
What does it mean? That if you’re not moving forward with an orchestrated mobile marketing strategy, you’re putting yourself at a significant advantage because it’s only a matter of time before your competition is, if they haven’t already. The earlier you enter the mobile marketing arena, the sooner your skills will be polished and the sooner your campaign will make a noticeable difference on your bottom line.
From media creators to eCommerce power houses, having a sound working mobile site is imperative to increasing revenue and adapting to a changing technology landscape. The main practice for eCommerce stores with thousands of product pages is to simplify:
Envisupply has created a seamless and easy mobile experience for visitors, limiting options to just 4 CTAs, as opposed to a plethora of drop-down lists or scrollable content.
Need a little more encouragement that mobile is the way of the future? Today, consumers use their mobile devices when surfing the Internet almost 60 percent of the time. In other words, at any given point in time, they are more likely to be on the Internet from their phone than their laptop or desktop. On top of that, research indicates that consumers are still on their smartphones even when they are engaged in other activities. When watching television, for example, 61 percent of people are still on their phones.
As mobile devices become more pervasive and networks improve to provide faster connections to wider areas, one can expect mobile traffic will increase correspondingly, and according to a study, it will. The Ericsson Mobility report shows traffic will grow at 45 percent annually each year between 2014 and 2019. Altogether, pundits predict mobile traffic will increase tenfold by the end of the decade.
Whenever someone is staring at their mobile device, they become a rapt audience. With this in mind, such devices essentially become pocketsize billboards that marketers need to optimize. According to iAcquire, when people search for things on their mobile devices, they follow that search up with action on a website 70 percent of the time.
Hopefully by now you’re convinced in the merits and necessity of mobile marketing. Now, let’s take a look at what marketers can do when it comes to understanding the precise location of where their customers are.
Proximity Marketing Strategies
It doesn’t take a rocket scientist to figure out how a retailer like Amazon could aggressively threaten the corner mom-and-pop store. Still, some businesses built such strong customer bases that even in today’s pervasively digital world, their brick-and-mortar doors remain open.
Still, in our increasingly mobile world, businesses need to adapt to changing technology, demographics and consumer behavior lest they risk being forced to close their doors forever.
One arena where industry insiders see an opportunity for growth is that of proximity marketing, the process of targeting consumers who are engaged on their mobile devices within a certain distance from a store, likely 300 feet or less. Such a tactic would make sense in mall environments, cities and airports, among similar places.
Imagine you’re the owner of a store that sells home accessories. Prior to leveraging proximity marketing, a customer might come in your store to get a set of pillows for his or her couch. With a proximity marketing campaign underway, however, you might encourage that customer to take out his or her mobile device and point it at the pillows. Then, a video can pop up on that person’s mobile device with a digital salesman suggesting the shopper buy similarly colored candles, for example, to compliment the new pillows.
Think about how a larger business that attracts customers from multiple states might leverage proximity marketing. Let’s take Dover Downs Hotel & Casino for example; a business that targets not only Delaware residents, but the surrounding states too. They can take a competitive route, where ads are delivered in other states when mobile users search for casinos, gambling, and other related keywords. Since they double as a venue, they can use proximity marketing to target mobile users looking for events in nearby locations.
Proximity marketing is extremely inexpensive compared to traditional campaigns where businesses pay premium dollars for space on television networks, radios or billboards, for example. Additionally, business owners are able to gauge the effectiveness of their campaigns in real time by seeing which phones accepted or rejected the messaging. That data can then be used to enhance advertising campaigns in order to even more effectively target customers.
It’s important to express some hesitance when traveling down any path that is unfamiliar to us, sometimes we know we must move forward even if we’re apprehensive. In the world of marketing, many brick-and-mortar businesses might not be so enthusiastic when it comes to launching digital advertising campaigns. After all, they are still in business when many of their competitors have been crushed by the Internet.
Nevertheless, it is only a matter of time before the Internet crushes businesses that don’t adapt to the changing times. By making mobile marketing a key tenet of your advertising strategy and making use of the proximity of potential customers whenever possible, marketers put themselves in a position to grow in a time where businesses that rest on their laurels continue to whittle away.