The Definitive Guide to Mobile Marketing – Part 2 – Why Your Company Must Invest in Mobile Marketing
The Definitive Guide to Mobile Marketing – Part 2
Why your company must engage in mobile marketing now
Your customers are mobile
The single most important reason marketers need to be mobile is because your customers are mobile. You know this; your Google analytics already show more than half of your site visits are coming from mobile devices. Still, is your team aware of the supremacy of mobile? Are your colleagues and cohorts ready to dive in? Following is a whole litany of statistics:
- Mobile & tablet eCommerce will reach $293B by 2018 (Forrester)Nearly 60% of all searches now come from mobile devices (Hitwise report)
- 90% of consumers are not brand committed, and
- 1 in 3 purchased from a company or brand other than the one they intended (ThinkWithGoogle)
But the need to go mobile is way more important than mere statistics. Sridhar Ramaswamy, SVP of SVP, Ads & Commerce at Google writes, “Micro moments are multiplying….Mobile has empowered consumers more than ever to get what they want, when they want it. Waiting has become a thing of the past. That translates into today’s pervasive micro-moment behavior—immediately turning to a device to know, go, do, and buy. To capitalize on that behavior and win over consumers, marketers must rewrite their rule books You’ve had to double down on addressing the needs of consumers in the moment, committing to being there and being useful each and every time you can help advance the journey. In short, marketers have had to start being a lot more assistive.” (ThinkWithGoogle)
Your competitors are mobile
Did you know that 87% of all of Facebook’s revenue comes from mobile ad revenue? 87%! Facebook literally just announced that mobile ad revenues increased 50% from the same quarter a year earlier (Reuters, 07.27.2017).
Your competitors are mobile. They are investing heavily, and will continue to do so as mobile commerce continues its relentless upward trend.
Your growth opportunities are mobile (and extremely valuable)
To understand mobile marketing, you must understand the concept of ‘Micro Moments’ because micro moments are the new “Place” in the 5Ps of marketing. Mobility has turned the 5Ps upside down. So what are ‘micro moments’? Many people have written at length about these so called ‘micro moments, and we will use this term frequently during this series. In a nutshell, think of micro moments as anything that happens during our manic mobile lives that causes us to break out smartphones! Really, it’s that simple. And, as we all know, micro moments happen with astonishing frequency; according to a recent study by Delloitte, the average American smartphone user checks her/his phone 46 times per day. Assuming there are 185 million smartphone users, the math suggests that Americans collectively check their smartphones upwards of 8 billion times per day! Stated otherwise, there are 8 billion micro moments every day. Micro moments are the new playing field of marketing engagement, and this new venue is far, far more challenging than anything we have dealt with previously. It is also potentially far more lucrative in terms of both growing the economic pie and reallocating how that pie is divvied up!
In conclusion, marketers must instantiate comprehensive mobile marketing strategies because your customers are mobile, your competitors are mobile, and the micro moment opportunities to engage with customers are ubiquitous!
The next installment in this series – Part 3: Why Space and Time May Be the Best Signal of Consumer Intent
Previous Installments in this series – Part 1: What is mobile marketing?