5 Reasons You Should Go Mobile Now
If you haven’t already optimized your website, ads, and social media strategy for mobile, then you’ve got some serious catching up to do.
The world has rapidly shifted to mobile in the past decade. In 2008, analysts at Kleiner Perkins Caufield Byers boldly forecasted that by 2014 “mobile would overtake fixed Internet access.” In 2008 Americans spent an average of 20 minutes a day on the mobile web – now, the number is closer to three hours.
Mobile has officially eclipsed desktop in terms of global usage. We haven’t seen such a technology-driven consumer behavioral change since the shift from radio to television in the 60s. Today you can reach consumers wherever they are, as long as they have a smartphone.
Indeed, mobile is where consumers are now spending most of their (digital) time and money. This should be enough motivation to optimize every single one of your channels for it. But in case you’re not completely convinced, I’ve got five more reasons why you should go mobile to maximize your reach.
- The Market is Massive and Still Growing – It’s All in the Stats
As of 2015, there are 7.7 billion mobile devices on Earth. Compare this with the human population, which reached 7.1 billion this year. It’s a given that not everyone on Earth owns a mobile device, but those who do often possess more than one. In fact, global smartphone user penetration as of this year has reached over 28 percent, up 3.7 percent since 2014. By 2018, this percentage is projected to reach 36.5 percent, according to Statista.
Clearly mobile is a massive market and it’s growing exponentially. But what’s even more significant is that phone owners are looking at their phones approximately 150 times a day. That’s a lot of viewing time and dedication to one screen. What does this mean for brands? Ample opportunity to reach the right audience! If you know your audience is spending this much time on their phones, it’s time for you to reach them in this space.
- Mobile Increases Engagement and Offers Personalized Experiences
Mobile allows businesses and brands to stay connected to audiences wherever, whenever. As mobile becomes an increasingly larger part of our lives, it’s believed consumers will willingly offer information to businesses so long that there is perceived added-value for them.
In Marketo’s “The Definitive Guide to Mobile Marketing,” Jeff Hasen, President and Founder of Gotta Mobilize, says, “As mobile users become more savvy , we will see larger numbers of consumers opting in to interact with brands. These interactions have started to become increasingly personal, with some consumers offering real-time, personal information, like their location, in exchange for perceived value.”
For consumers to freely opt in to provide data to brands is a big win for marketers. Behavioral data, such as that collected in mobile apps, reveals how users interact with your app, product, and brand over time. Specific stats like clicks, conversions, and drop off in the sales funnel can be measured to dictate future strategies.
Self-reported profile data, like individual user location information, gives marketers the ability to personalize each offer shown to viewers. Combining this personal information along with the specific stats mentioned above, consumers will get what they want, when, and where they want it without feeling like they are part of an invasive brand strategy.
- There is Less Competition for Audience Views
According to Mary Meeker of Kleiner Perkins Caufield Byers, the mobile ad industry is “still short $25 billion” in 2015. Even though “mobile commands 24 percent of time spent with media, it accounts for only eight percent of ad dollars spent.” What does this mean? There is still a significantly large number of businesses that have yet to optimize their campaigns for mobile web.
This guest post was written by Jenny Duong, Marketing Manager for WhatRunsWhere, a competitive intelligence service for online advertising and media buying.
Mobile ad spend is continuing to increase and outstrip desktop spend, according to a recent report by eMarketer. By 2019, US mobile ad spend is forecasted to rise above $65 billion and take up 72.2 percent of total digital ad spend worldwide.
The gap between businesses that have and have yet to optimize for mobile will close quickly, as more companies embrace the value of mobile. In the meantime, there are many marketers still struggling to figure out ways to leverage mobile and then in-app advertising. So choosing the right tools to help you understand the new mobile landscape is also critical.
- Big Buying Decisions are Being Made on Small Screens
In 2012 it was found that 61 percent of global internet users researched products online before making a purchase. In 2014, BIA/Kelsey reported that local search query volumes made on mobile surpassed desktop at 66.5 billion queries to 65.6 billion. This year the number is estimated to reach 81.8 billion, compared with desktop at 64.6 billion, which is on the decline. In other words, people are increasingly relying on their mobile devices to make purchasing decisions. I know I look at product reviews and ratings to gain more from the collective knowledge of other consumers. Whether it’s researching product reviews for major purchases, like a car or TV, or smaller purchases like shoes, or the best Thai restaurant in the neighborhood – you can bet consumers are making their decisions on the small screen.
In fact, 64 percent of mobile users have made a purchase after seeing a mobile ad, but nearly 74 percent haven’t received mobile ads from their favorite brands. Which speaks to my previous point that brands still haven’t taken up the mobile opportunity. Those who don’t optimize for mobile lose out on engagement and ultimately sales.
If I still haven’t convinced you, than let Mobilegeddon be the argument that persuades you to go mobile now. In late April, Google rolled out its mobile friendly update, commonly known as Mobilegeddon. It’s a new ranking algorithm intended to boost mobile-friendly sites in Google’s mobile search results. Therefore, if your site isn’t optimized for mobile you will lose traffic
As of today, Mobilegeddon is fully rolled out. Businesses that aren’t optimized for mobile will have seen some lost search traffic and things will get worse if change doesn’t happen. The reasoning behind Google’s maintenance of this algorithm: mobile is where consumers are spending most of their time. Marketers need to be there too.
Mobile may just be the largest, fastest-growing market out there. Don’t get left behind. Stay connected to your consumers, wherever they are, and optimize your channels for mobile.