Mobile Marketing: Benefits and Importance

Mobile marketing isn’t just the future—it’s the present, and it’s growing by the day. Top advertisers have already embraced this shift, evolving their mobile marketing strategies to thrive in this dynamic market. Is your brand keeping up?

If you’d like to know more about this fast-growing sector, keep reading. We’ll go over the basics, including:

• What Is Mobile Marketing?
• The Importance of Mobile Marketing
• Mobile Advertising Stats For Better Results
• General Mobile Advertising Statistics
• The Necessity of Mobile Marketing
• Mobile Marketing Benefits
• The Challenges of Mobile Marketing
• What Makes Mobile Advertising Effective?
• The Future of Mobile Advertising
• Final Thoughts

What is Mobile Marketing?

In today’s digital landscape, the importance of mobile marketing cannot be overstated. With smartphones now being an essential part of daily life, businesses have a unique opportunity to reach customers at almost any time and place. But why is mobile marketing important, and what is mobile marketing exactly? Mobile marketing is a type of digital marketing that utilizes multiple channels to reach audiences via smartphones, tablets, and other mobile devices. It can involve mobile search ads, social media advertising, in-app ads, SMS advertising, and more, appealing to people in the way they already interact with their phones.

Mobile marketing is the marketing of businesses geared towards mobile devices, with content optimized specifically to appeal to mobile, especially smartphone users. What is mobile marketing if not a strategic approach that leverages the unique, personal nature of mobile devices to build strong brand connections? As mobile usage continues to dominate internet activity, the importance of a well-optimized mobile marketing strategy only grows, allowing brands to engage customers effectively wherever they are.

The importance of Mobile Marketing

In today’s digital landscape, the importance of mobile marketing cannot be overstated. With smartphones now being an essential part of daily life, businesses have a unique opportunity to reach customers at almost any time and place. But why is mobile marketing important? First, it offers a highly personal way to connect with audiences, as people interact with their mobile devices constantly throughout the day. Additionally, mobile marketing enables targeted, location-based advertising, which allows brands to deliver relevant content exactly when users need it most.

As mobile continues to dominate internet usage, the need for a strong mobile marketing strategy grows, ensuring brands stay competitive and connected with their audience in real-time. Crafting a tailored mobile marketing strategy means brands can leverage push notifications, in-app messaging, and personalized ads to engage with users like never before. The best mobile marketing strategies also adapt to the evolving landscape, making it easier for brands to stay top-of-mind and relevant in a highly saturated digital environment.

For companies aiming to capitalize on this trend, investing in an effective mobile marketing strategy is crucial. From app-based promotions to SMS campaigns, brands with a focused mobile marketing approach can create valuable touchpoints throughout the customer journey. By keeping pace with the latest mobile marketing trends and aligning with consumer habits, businesses ensure their mobile marketing strategy remains impactful and aligned with modern-day consumer expectations.

Mobile Advertising Stats For Better Results

For any business today, a strong digital marketing plan that boosts the mobile experience is a must. Investing in mobile marketing isn’t just important—it’s key to your digital success and will give your online campaigns a serious boost.
Mobile marketing used to be a minor part of the digital landscape, but now it’s the top way to reach customers. In this article, we’ll dive into the latest mobile advertising stats and figures from this fast-moving industry.
These insights will shed light on why mobile marketing is booming and why brands around the globe are using it to engage with their audience.

Source: https://keywordseverywhere.com/blog/mobile-advertising-stats/

General Mobile Advertising Statistics

Let’s start with some key mobile advertising stats. These figures will provide you with a clear snapshot of the market and industry, giving you a solid understanding of how things are shaping up in mobile advertising.

1. In 2022, people shelled out $327 billion on mobile marketing. That number is expected to hit $400 billion by 2024.
2. Mobile sales account for 55.25% of all online sales, outpacing desktop sales.
3. In 2022, mobile made up 48% of business-to-business marketing in the U.S., and it’s predicted to top 50% by the end of 2024.
4. By 2028, mobile is expected to drive around $255.8 billion of the total social media advertising market.

Source: https://www.statista.com/outlook/dmo/digital-advertising/social-media-advertising/worldwide#ad-spending

5. Mobile phones drive 54% of all website traffic. While you might optimize for desktop users, if your site isn’t mobile-friendly, you could be missing out on a lot of potential leads.
6. U.S. marketers allocate 19% of their budget to mobile advertising.
7. About 61% of consumers are more likely to buy from websites that are mobile-friendly.
8. According to Keywords Everywhere, search terms related to mobile advertising are very popular, showing that marketers are keen to make it a key part of their strategy.

Source: https://keywordseverywhere.com/blog/mobile-advertising-stats/

9. 92% of people who search on their smartphones will go on to make a purchase related to that search.

10. By 2025, SMS marketing in the U.S. is projected to be worth $12.6 billion, growing at a rate of 20.3% annually.

The Necessity of Mobile Marketing

Mobile marketing is important for the simple reason that it is necessary. Like other forms of marketing, mobile marketing requires a clear strategy to effectively engage consumers on their devices. Mobile marketing opens your business up to a world of new marketing potential, especially since customers are already interacting with paid ads and branded content on their smartphones. With the average American spending around 4 hours and 25 minutes on their phones daily, it’s crucial for businesses to focus their marketing efforts in this area.

By leveraging data analytics and creating seamless mobile experiences, brands can enhance customer loyalty and ensure they remain relevant in a rapidly evolving digital landscape.

Mobile Marketing Benefits

Large Audience

With the vast majority of Americans – 97% – now owning a cellphone of some kind with them practically everywhere, mobile content and advertising have plenty of opportunities to be discovered.

Accessibility to a Broad  Audience

People of all walks of life, with all kinds of jobs and hobbies, spend a lot of time with mobile devices. They know that no matter what they’re looking for, they can likely find it faster and easier with their mobile device.

It’s important to note that the majority of web traffic is actually from mobile devices. That trend has increased rapidly over the years, stabilizing around 52-54% for the last few years. Since 2011, mobile internet traffic has shot up dramatically from 6.09% to 53.98% in 2021.

What this means for your business is that regardless of which audience you’re appealing to, you’ll need to reach them on their smartphones or mobile devices. As mobile searches grow, they’ve provided businesses with a new way to find the exact audiences they’re looking for.

Localization

Mobile marketing enables businesses to reach mobile users in specific locations — and adapt their marketing campaigns and messaging accordingly. Geographic targeting is a critical advantage for any business to have since people carry their smartphones with them as they travel and visit different locations. Features like geo-fencing allow the sending of location-specific notifications to mobile users as well.

Personalization

Can you spend over 5 hours per day interacting with your phone and argue that it’s NOT a significant part of your life?

The reality is that mobile devices are not just physically close to most users but they’re constantly on the user’s mind. What’s more, these are the same devices they are using to constantly stay in touch with friends and family. Mobile devices, and the communication that takes place on them, have become an integral part of daily life in a very personal manner.

This isn’t just a benefit of mobile marketing; it’s an important part of mobile marketing strategy. Personalization is an increasingly important trend across digital media. With mobile marketing, you have a different kind of opportunity to communicate more personally with potential customers.

Testing & Improving

The advantage of digital marketing is the ability to optimize campaigns based on audience feedback, and this is no different with mobile marketing. As with most forms of digital marketing, campaigns need to be monitored frequently and improved through A/B and multivariate testing.

Easy Sharing

Compared to other marketing methods, mobile marketing has the most viral potential. People generally use their phones for sharing. They share photos, videos, memes, and everything else with a few quick taps on their screen. With some testing, you are better able to create viral content that appeals to your audiences. When you strike a chord with mobile marketing, users find it far easier and are more inclined to tap the “share” button or tag someone who might be interested.

Better Responses

Mobile ads get better responses in the consideration stage than other ads. While people are more likely to convert and buy on desktop, they aren’t going to be seeing your ads as often while they’re still passively considering it. Mobile content enables your business to stay in peoples’ minds as they go about their days.

Creativity

Mobile ads offer lots of room to get creative and go beyond the boundaries of what a traditional ad might be. For example, a banner ad might work fine on a platform like LinkedIn, while the Instagram campaign might need a sound-off video, the Snapchat campaign could require a special filter, and the TikTok iteration might work best with a UGC-style ad and branded hashtag campaign. There are so many options.

The Challenges of Mobile Marketing

While mobile marketing is fruitful, there are challenges and shortcomings that marketers need to keep in mind.

Accessibility

Making content browsable and accessible to all mobile users can be a challenge. Most mobile phones are smartphones, but not all are. In 2021, Pew reported that while 85% of the US population had a smartphone, 11% of people were using a cellphone that wasn’t a smartphone. If part of your target audience doesn’t have a smartphone, they won’t see your advertisements. However, with the right strategy, it’s possible to widen the range of devices that your content is accessible on.

Data Limitations

Data is increasingly easy to access. However, for many potential customers, it isn’t cheap enough to use without forethought. That means that user data restrictions can limit a user’s ability to access your content.

This is one of the challenges of designing mobile ads and marketing content. Image is very important, but it’s also important to balance it with the need for easier access. Mobile users are restricted by:

1. 1. 1. The processing speed of their device and data plan
      2. Their data limits

These issues must be kept in mind during mobile marketing campaigns.

Potential to Go Viral – For the Wrong Reasons

Mobile marketing content is easily shared, which is why it has more viral potential, but it’s important to remember that things can sometimes go viral for the wrong reasons. It’s important to carefully edit drafted material and preferably have a few different eyes take a look to make sure nothing was overlooked.

What Makes Mobile Advertising Effective?

Marketing is all about capturing and holding attention. It’s no surprise then that marketing works even better when presented where their attention is already focused.

The reality is that any form of marketing can be effective if planned carefully. That being said, mobile marketing can give you a head start by making your content discoverable where people are already looking for new things.

Mobile marketing success is partly a question of time and exposure in addition to research and testing. Not all mobile marketing efforts will pay off, but with professionalism and a focus on research, it offers a new dynamic when compared to older and more traditional forms of marketing.

The Future of Mobile Advertising

Mobile advertising will keep becoming more important and mobile ad spending will continue to break new records year by year as it continues to evolve and grow more complex. In particular, native and in-app ads will become more competitive as they create new revenue streams for businesses.

Keeping up with mobile marketing trends is important for maintaining performance since it’s so dynamic. As people use mobile devices more and more, marketing platforms will keep updating their infrastructure. Trends will change as certain kinds of ads grow more or less effective and competitive over time. By keeping up with the best practices, you can ensure stronger long-term performance and truly benefit from mobile marketing.

Final Thoughts

Mobile marketing has transformed from a forward-looking trend to a critical piece of any successful digital strategy. With consumers spending more time on their mobile devices than ever, brands that fail to adapt risk falling behind. From personalized ads and SMS campaigns to engaging short-form videos, mobile marketing offers unparalleled opportunities to connect with audiences.

However, navigating this fast-evolving landscape can be challenging. That’s where we come in. Whether you’re looking to optimize your campaigns or dive into mobile marketing for the first time, yellowHEAD’s team of experts is here to help. Contact us today for tailored consultancy and let’s take your mobile marketing to the next level!

Note: this article was updated by yellowHEAD Marketing on November 2024.