Understanding the Potential of Mobile Marketing
Over the last couple of years, most digital marketing trends seem to point towards one common goal creating and leveraging mobile marketing strategies. The reason for this is quite simple. With the introduction of smartphones and fast mobile data, the number of desktop internet users has decreased exponentially.
Statistics showcase that society is undergoing a rapid mobile takeover, granted that users tend to spend 59% of their time on mobile and only 41% on their desktop devices.
As such, it is important for businesses throughout the world to understand the benefits of mobile marketing. Failing to do so will leave them with empty pockets.
How Widespread Is Mobile Marketing Worldwide?
To kick things off, it is important to mention that roughly 93% of adults own a mobile device, whereas only 73% own a desktop computer or laptop. The average usage of devices is also balanced towards mobile devices, granted that 90% of consumers watch videos on mobile phones, whereas 60% still watch them on desktop.
Email usage is also situated in favor of mobile devices, given that most emails are opened and responded to via these devices.
Other things like instant messaging, voice search, product research, etc., have also switched platforms. These tasks are much easier to perform using a smartphone than traditional desktop computers.
That said, mobile marketing has entered a rapid ascension period. The average smartphone conversion rates have increased by 64% when compared to desktop devices. Needless to say, search engines were quick to pick up on this trend, which is why 62% of organic searches display different results on desktop vs. mobile devices.
Mobile Marketing Endpoints
However, creating an effective and appropriate mobile marketing campaign is easier said than done. To put things into perspective, we will outline several of the main endpoints for mobile-based marketing.
- SMS marketing. It’s not always pleasant to receive SMS-based marketing messages. However, studies have shown that 79% of mobile users opt-in voluntarily for SMS marketing that can facilitate smarter purchase decisions.
- App marketing. Considering that users spend 80% of their time interacting with apps, creating an app-based marketing strategy could yield significant results.
- Email marketing. Back in 2018, the number of mobile email users worldwide was estimated at 2.2 billion. Today, these values have grown. A business that fails to optimize email marketing campaigns for mobile users will likely have low open, response, and conversion rates.
- Push notifications. These notifications are estimated to drive 9.6x more users to make a purchase, depending on the app. In this use case scenario, it is essential for businesses not to abuse push notifications, as this often leads to users shutting them down or uninstalling the app.
- In-game marketing. This is another highly effective mobile marketing endpoint. In-game ads are bound to increase conversion rates for products and services. Studies have shown that they’re most effective when promoting other apps or games, yet product/service ads are also well-received.
- QR code marketing. The usage of QR codes has decreased over the years, but it remains a popular endpoint for mobile marketing campaigns. QR codes work by redirecting users to websites, but they can also be used for verification purposes.
- Location-based marketing. Google loves its location-based search feature, and for a good reason. In the world of mobile marketing, location-based services are sometimes used to target users based on their current location.
Business implementations of mobile marketing strategies vary as companies throughout the world have introduced smart campaigns meant to impress mobile users.
Before implementing a campaign targeting those users, it is essential for all businesses to ensure that their websites, emails, and other forms of marketing are well-optimized for mobile devices. Failure to do so will likely lead to reduced conversion rates and quick site exits.
Lastly, it is important to note that mobile marketing serves the purpose of impressing and convincing users to buy a product. Generally, the actual purchase takes place on desktop devices, as they give users an easier time with learning more about the product and paying for it.
Despite this, mobile payment is growing exponentially. Therefore, it is expected that mobile-based purchases will further increase in the years to come.
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