We have been transformed into a mobile world that forms a new relationship with consumers and brands. It is always on, and close at hand and our first port of call whenever we have a question (or product to buy). But that’s all old news and although it’s startling to think that the smartphone is only really entered the popular consciousness about 7 years ago.
It’s no wonder that the mobile commerce is set to pass through the $100 billion mark sometime in 2017. Which in case if you haven’t been paying attention is only about 18 months or so away. In some verticals mobile already accounts for well over half of ALL the digital revenue. So it’s most definitely time to stop thinking of mobile as the “future and start accepting it as the “here and now”.
The global mobile advertising market has hit two significant milestones in 2016, according to new figures from eMarketer, surpassing the $100 billion in spending and accounting for more than 50% of all digital ads for the first time.
The $101.37 billion to be spent on ads served to mobile phones and tablets worldwide next year represents a nearly 430% increase from 2013. Between 2016 and 2019, the last year of eMarketer’s forecast period, mobile ad spending will nearly double, hitting $195.55 billion to account for 70.1% of digital ad spending as well as over one-quarter of total media spending globally.
Given that this is the case, you might be forgiven for asking why mobile experience remains the ‘ugly sister’ of the digital landscape. Compare beautiful, personalized, media-rich desktop sites with the often clunky, difficult to use and just sometimes plain awkward experiences that happen way too often on mobile. Also consider the fact that there are businesses who still believe the mobile internet (as opposed to the native app) offers a ‘good enough’ experience. Users disagree- which is why for many businesses mobile remains a challenge and doesn’t deliver the numbers they expect.
Doing your marketing right, this presents great opportunities, and represents a real win/win — consumer data being used to support truly helpful marketing messages. By taking a more personal and relevant approach, this marketing niche can be very rewarding, and a smart organization will take advantage of the power of mobile whilst avoiding the dangers. The result is greater retention, engagement and revenue from mobile.
