In 2013, mobile advertising spending is expected to triple to more than $4 billion, and could increase to more than $7 billion next year according to eMarketer. In light of these numbers, mobile marketing experts came together today at ad:tech in San Francisco for the “Moving on Mobile” session to discuss how and why businesses should be developing mobile strategies, and what tactics can help these brands build a successful mobile marketing plan.
Mary Meeker has predicted that by 2014, the majority of brands’ consumers will be accessing content by some sort of mobile device. In addition, other recent data shows that almost half of all Americans own a smartphone. HasOffers’ CEO Peter Hamilton has even predicted that by the end of this year, we will see mobile use surpassing consumers’ use of desktops. As internet users start using mobile as their primary device, it’s critical that businesses (especially retailers) develop a strategy to reach users on mobile.
In fact, as many of 20% of brands are already seeing their traffic come from mobile devices. However, many consumer don’t just use *either* a mobile or desktop device; a recent Google study shows that consumers use multiple devices. As Rachel Pasqua of iCrossing, a panelist at the “Moving on Mobile” session, said, “it’s a multi-screen, multi-touch world. Using multiple devices throughout the day is the status quo. It’s the way we shop, the way we work, the way we learn.”
But many marketers not using mobile are missing opportunities, including the opportunity to market to potential customers, merchandize (such as get these customers to the register), and the opportunity to keep customers connected to the business.
To capitalize on these opportunities, Noah Elkin of eMarketer says it’s critical for businesses to first understand how their audiences are using mobile and how to reach them. As he points out “time and place become increasingly important targeting factors to reach this increasingly mobile audience.” Additionally, mobile is expected to drive 24% of retail commerce by 2016. While many purchase decisions are still ultimately made at home, Noah explains that there is now, more than ever, “the ability for marketers to influence purchases made at home, anywhere and everywhere.” However, this is not the only influential reason to develop a mobile strategy aimed at getting potential customers into the funnel. Recent data shows that showrooming – showing ads on mobile devices when consumers are in the store and consulting reviews – can lead to an in-store purchase 46% of the time.
When considering a mobile strategy, panelist Gene Keenan of The Collective Factory explains what is most important is to create a mobile experience that changes to the needs of each user; whether that’s by showing different ads or sending different push notifications depending on the day, time or location of the user. Creating an experience relevant to the user is one of the most crucial elements of creating a mobile experience that is valuable to the user. But a good UX shouldn’t be your final goal. A valuable experience will not only compel the user to use it again, but stay connected to your brand to make more purchases and drive a positive ROI for both your mobile strategy and mobile marketing campaign.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.