Mobile marketing is changing the way marketers, brands, agencies and consumers think about marketing. Smart phones have changed the dynamic forever.
No matter whether marketers care about social media, local marketing, email marketing, e-commerce, phone calls or web traffic—mobile marketing is changing them all.
If you don’t believe that mobile is changing marketing forever…you’re wrong.
Hopefully a few of these stats will open your eyes.
There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)44% of Facebook’s 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012)Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)61% of local searches on a mobile phone result in a phone call. (Google, 2012)52% of all mobile ads result in a phone call. (xAd, 2012)
Why You Should Care
Mobile marketing gives marketers access to a captive audience in a hyper-targeted way. It produces more immediate responses, and a higher response rate, than any other marketing method ever seen before. The mobile marketing tsunami is changing the dynamic of every element of marketing.
Everything will be touched.
Marketing executives need to start prioritizing mobile marketing in their budget right now. That doesn’t mean devoting 1% of a budget to mobile. It means devoting significant resources to developing mobile properties and mobile presence. The mobile rules for PPC, SEO and optimization are different. This may require hiring new staff or an outside firm.
To start conservatively, consider a mobile landing page or a mobile text-back campaign. Or, if you want to be more aggressive, you could develop a website or an app.
Marketers should view mobile with excitement. There is an opportunity in the mobile marketing world that is almost too great to imagine. Consumers respond to mobile marketing in a staggering way. Response rates to mobile marketing are unparalleled in any marketing channel of which I’m aware.
Trust me, get out in front of this wave of mobile marketing or you will be swept away by it.