The Overwhelming Importance of Mobile Marketing

Back in 2007 when the first smartphones were being introduced, there were few people in the industry who truly understood just how much was about to change. If you had told someone that smartphones would surpass desktops for web browsing in just seven short years, you’d probably have been laughed out of the room.

But the joke is on them. By early 2014 mobile devices eclipsed desktop for internet browsing. Now, two years later, there looks to be no end in sight.

Currently, mobile internet users have topped 2 billion people. With a world population of roughly 7.5 billion, that means more than one quarter of the world’s population is accessing the internet with their phone.

 

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If you’re shocked by that statistic, don’t be. Consider the fact that it’s far easier to get a great deal on a smartphone with a data plan than it is to get most computers along with an internet plan. There’s also the fact that having a desktop or even a laptop ties you down to where you have internet access or can set up shop, compared to the near limitless range and portability of mobile.

If you were one of the few to predict the prolific rise of mobile back in 2007, kudos! You’re either very smart or very lucky, and either way you’re probably doing quite well for yourself. If only we all had your foresight.

For the rest of us, we need to realize that mobile is not slowing down. The constantly improving user interface, ease of access, and expanding wireless networks dictate that the gap between mobile and desktops is just going to keep widening, so it’s time to really ramp up your mobile marketing efforts.

Currently, the average mobile user spends roughly three hours on the internet on their phone per day, which is a 1000% increase from the average of 20 minutes spent in 2007. That’s three hours you have as a marketer to grab a user’s attention with your mobile marketing efforts.

One important factor to remember is the aspect ratio that these users are viewing from. Unlike a desktop with a horizontal screen, mobile users are almost always viewing on a vertical screen.

It’s important to keep this in mind because advertisements, email campaigns, and even websites will appear drastically different on a phone than they would on a desktop. This is precisely why a mobile-friendly design is so important for your website and email.

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Here’s something else that’s important to remember: don’t neglect your mobile ad spend! Although mobile ad spend has been growing over the past few years, the rate of increase is not even close to matching the increase in time spent on mobile overall.

For instance, in 2014, time spent on mobile devices increased by over 24%, yet mobile ad spend growth increased by a mere 8%. Converting that 8% into a number means advertisers left roughly $25 billion on the table by not utilizing their overall budgets properly. That’s a lot of green!

Here’s one last point to consider for mobile: don’t neglect your SEO! Over 48% of mobile users start any type of research or questions they have on a search engine. That means just under half of all users start off organically. While pushing those paid search ads is crucial to reach users as well, neglecting your organic search could be costing your company money.

Looking to learn more about the mobile market and how you can utilize it? Download our free Mobile-First Ecommerce Report and learn many of the paid search insights and strategies that help to advance your mobile presence in a post-desktop world.