To say that mobile marketing is exploding is an understatement. With consumers and businesses alike utilizing their devices for everything from playing a game to making major business purchases, marketers cannot ignore that mobile has to be a part of their plans and budget. Mobile is not only a different animal than traditional forms of marketing, but also than it’s older digital sibling. The game has changed once again, so we’ve created a guide to help you navigate the waters ahead.
Mobile marketing is advertising via cell phone, smartphone, tablet, or any other such device connected wirelessly to the Internet. Unlike traditional mass marketing, mobile marketing is most likely to be user-initiated; consequently, you are already targeting an audience interested in and predisposed to buy your products and services.
Another unique characteristic of mobile marketing is that it targets consumers based not only on their personal buying patterns and interest profiles, but also their geographic location. Thus, diners interested in Indian cuisine can receive an alert whenever they are near an Indian restaurant when it’s time for lunch or dinner.
Fast Stats on the Mobile Market
The mobile audience will include an estimated 196 million smartphone users in the U.S. by 2016. According to local marketing experts BIA/Kelsey, while most local commerce is conducted offline, it is greatly influenced by online searching and ad messaging.
According to the Google/Nielsen Mobile Search Moments study, only 17 percent of mobile searches are conducted on the go; 77 percent take place at work or at home. While the ability to target users while they are on the go is important — shopping and food-related queries are twice as likely from inside a store than anywhere else — the overriding opportunity is tapping into a sizeable audience that increasingly relies on a mobile device versus a PC to search.
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