Are you skeptical about mobile marketing? Do you think mobile marketing is a fad? Then you should know mobile is hot, it’s EL FUEGO! But it’s generally useful to look at the numbers, because they really tell us what is going on. A recent article posted on Pando Daily reported some of the key insights shared at the recent CM Media Summit held in New York.
Neal Mohan, the man who pioneered online brand advertising and was hired by Google for $100 million in stock spoke about the state of mobile marketing today and in the coming years. Mohan says that a mobile marketing campaign must be completely integrated within a company’s overall marketing strategy. There’s more than one screen to consider when thinking about integration… It’s a whole experience we must think about. Companies that attempt to conduct a campaign aimed specifically at mobile, separate from their other efforts, are still living in 2012. The prevalence of mobile devices, be they tablets, phablets, smartphones, or coming technologies like Google Glass, has become so overwhelming that they have pushed their way into every other aspect of consumer activity.
They now demand a high-priority spot in an ad campaign, blended with traditional commerce and media. Reports on mobile platform development from a variety of sources confirm Mohan’s ideas.
- Microsoft Tag predicts that more people will be connecting to the Internet through mobile devices than through desktops by 2014.
- Currently, half of all local searches are done with mobile devices. Research firm Gartner predicts that this switch will occur even earlier, sometime this year. This is based on two forecasts that PC use will reach 1.78 billion units in 2013, and smartphone/browser-equipped phone use will be greater than 1.82 billion units. This doesn’t even take tablets into account! Wowza…
- The Pew Internet Research Project recently released a study which found that , in 2012, 31% of adults in America owned a tablet.
Over 45% owned a smartphone. 55% of adults with a cell phone used it to access the Internet, which was twice as much as in 2009. One of their chief complaints about the mobile Internet experience (which 77% agreed about) was slow loading and downloading speeds – something for a mobile marketing campaign to be very aware of. The project also found that mobile devices played a big part of the 2012 holiday season. 27% of adults looked up competing prices of products while in stores, and 28% looked up product reviews.
Mobile usage has grown tremendously from 2011 to 2012, according to the Global Mobile Data Traffic Forecast Update, 2012-2-17 , by the Cisco Visual Networking Index. They measured an increase in global mobile data traffic of 70% from the end of 2011 to the end of 2012. In 2011, traffic reached 520 petabytes per month, shooting up to 855 petabytes per month in 2012. All forecasts and predictions about mobile platform development present the same picture – the rise of mobile devices has been swift and complete.
The data confirms that mobile marketing is no longer a niche subject, and now must be a major focus of any successful campaign!