All The Facts You Need to Know About Mobile Marketing

This year, mobile users have already surpassed the amount of PC users, not even counting the fact that PC users who have a mobile device will go mobile most of the time due to the convenience the device offers. It stands to reason that any marketer who wishes to keep up with the industry must devote some time to targeting mobile. In order to help you with that, here are the facts that you need to know about mobile marketing:

Mobile Users Exhibit Brand Loyalty

Consumers are starting to spend more and more time on their smartphones and tablets compared to their PCs, but for the most part they are still gravitating towards brands that they favored on the PC – this means they still search on Google even when mobile, they still access Facebook over more mobile-targeted social networks, and even the ailing Yahoo managed to capture a decent market share on mobile.

The Shift to Mobile Means Loss in Traditional Ad Revenue

Despite mobile users outnumbering desktop ones, online advertising companies are finding out that their revenue has gone down once people shifted to mobile use. The main reason for this is more technical than behavioural – mobile devices simply have less screen real estate devoted to advertising. When the actual content of a page barely fits on a smartphone’s screen, you can bet that people will prioritize that over the banners or sidebar ads.

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One thing that mobile marketers need to do is design their campaigns based on this limitation. Instead of launching ad campaigns that compete for screen real estate with the actual content, why not do what companies do in some movies and have product placements? An ad banner on a mobile device might get shunned (or blocked entirely) but your product being used by a game character or your logo being part of an app cannot be ignored without sacrificing the content they came for. The idea is no longer to force your brand on people, but to find ways how to squeeze it in their lives.

Additionally, ad campaigns can also be designed for the small screen real estate. Facebook themselves managed to jump over this hurdle by redesigning their mobile app in order to accommodate the ads. Your company would do well to explore other options like this.

Mobile is Here to Stay

Mobile is here to stay. There’s no getting around it. Even as the PC sector managed to stay afloat, many of the innovations these past year are split into two – increase in hardware power for gaming and smaller, quieter, and less power hungry components in order to accommodate ultraportables and mobile. Even industry giant Sony has discontinued their VAIO line in order to focus on the mobile sector. The trick these days is to learn how to adapt faster than your competitors, and your goal is to follow the industry’s trend towards mobile.

Ad Spending on Mobile is on the Rise

Mobile ad spending on the US alone last year reached $8 billion, with growth being pegged at 75%. If you want to make an impact in the coming years, you better stay ahead of the pack. You don’t want to be a company 5 years from now paying exorbitant ad rates for a fraction of exposure due to oversaturation and aggressive competition.


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