The numbers are in and traditional online marketing is out. There still may be a place for it in your marketing repertoire but if you aren’t looking at mobile marketing you are already behind the curve. A study by Pew Research center found that 45% of young adults do most of their internet browsing on their smartphones and ComScore found that 70% of digital media time is on mobile devices. Of course, these numbers get bigger every quarter so the trend is crystal clear, get mobile or go home.
Mobile marketing isn’t just about making websites mobile friendly anymore. Of course a mobile friendly site is the baseline and shouldn’t be overlooked but mobile marketing is so much more.
Why use email when texting is more effective? Research has shown that 98% of SMS messages are opened and they have a response rate of 45%. Email marketing has an open rate of 28-33% with a response rate of 6%. Some more people look at your message and more people respond, it’s a win win for marketers.
Mobile First Design
Most marketers are still stuck on clicking ads to get responses but phones can do so much more. Swipe to save, tilt to see more, pinch to respond, take a picture to see out filter. These are just a few of the options. What about camera enabled features in real time? People can literally find savings in your location. When you think about the phones functions over the web functionality the possibilities that open up are vast.
In App Advertising
Apps are already becoming a bit cliché but there is still potential here. In a survey of app game players, it was found that 67% of them said that they believed they should be offered a reward in return for watching or engaging with a mobile ads and videos. They also feel more positive about companies that provide these awards and the click through rate for such ads improves by 300%.
Location Based Ads
Deliver a coupon as a customer walks by your store. Direct customers to your store when they approach a competitor that had closed. Deliver an online offer when a customer walks into a competing store! Location based advertising is picking up steam. It’s been around since 2002 but marketers are just starting to get the hang of it. Make sure you aren’t left behind and are losing customers to marketing techniques you didn’t even know about.
To be honest, online marketing isn’t going away anytime soon. All of the online marketing systems I discount as inferior have their place in a properly run marketing campaign but you need to be aware the landscape is changing. Make sure you keep up with the trends.