I don’t need to sell you on why mobile marketing matters to your business. Mobile marketing sells itself. Going back to 2011, mobile marketing was estimated by Forrester to be a billion dollar industry in the United States. At that time, that amount accounted for about 30% of the overall global mobile market. 2 years down the line, mobile marketing has experienced exponential growth beyond what was predicted. It’s been further indicated that the market in the US will expand to be worth two and a half billion dollars by the year 2014. Wowza.
Do I have your attention yet?
This industry growth was facilitated by the advent of new mobile technologies and billions spent on R&D. Tech companies have introduced tablets, smart phones, phablets, hybrids and other superior technologies that continue to improve the general user experience. We feel comfortable on mobile now. Most people I know use their smart phones for simple computer related tasks like replying to emails and surfing social media sites.
Due to current increased mobile phone functionalities, about 90% of people always have their phones within their arms reach.
A cell phone is almost like a baby in our arms… It yelps for food and we feed it aka our battery is low so we charge it. It’s crazy to think about how much with do with a device we keep so close to us. I have to give a shout out to Amber Case for the baby reference, it was her lecture at SXSW that made me think of it way. The ‘90% realization’ is a statistic we obtained from Mass Mail after a survey was done on mobile phone users. The survey further indicated that half of all searches done through mobile phones ended up in purchases. This proves the effectiveness of mobile phone marketing. There are now entire firms popping up that exclusively handle App Store Optimization for companies that build mobile apps, aka ASO.
In the coming year, mobile phone marketing will change drastically. Here are some of the trends expected in 2014:
Mobile Phone Internet Usage Surpassing PC Internet Usage
Mobile phone internet usage has been quickly catching up with PC internet usage. Although the latter is still leading, mobile phone internet usage is expected to surpass it over the next year. The phenomenon will see all web designers and internet marketers shift their priorities from PC internet to mobile internet.
Location Based Mobile Marketing Expected To Increase
Lately, many marketers have embraced location based mobile marketing due to the increasing preference of smart phone users to interact with other people of social media according to their geographic location. This has been facilitated by apps like Foursquare and the new location features on Facebook and Twitter. Over the next year, marketers will leverage this to optimize their marketing and target mobile phone according to their geographical location.
Increased Popularity of Mobile Videos
Mobile phone users are exceedingly embracing mobile videos through apps like Instagram and Vine. Due to their increased popularity, marketers are expected to leverage mobile videos and prepare more content in line with this.
I cannot speak to this trend too much since I’ve been off the market for a decade or more… However, everyone I know who is single uses an app for dating, whether it’s Lulu or Swoon or OK Cupid.. If you’re not mobile, you’re not in the game.
Companies will find it harder to seek top talent in the tech space if their mobile sites aren’t up to par aka use responsive design. Millenials get bored and they bail… It’s something for companies to consider and prioritize in the next year if they haven’t already.