Mobile devices have become an integral part of our daily lives. As of 2022, there are over 6.65 billion smartphone users globally, representing 85% of the total world population. With such a massive addressable audience, brands simply cannot ignore mobile marketing today.
In this article, we will discuss why mobile marketing is essential for modern businesses and how you can leverage it to drive growth.
Businesses have an unparalleled opportunity through mobile marketing to connect with target audiences at scale. The addressable market is only expanding further.
Marketers can capture rich customer data like demographics, location, usage history, and intent signals through mobile apps and browser fingerprinting. Cross-device tracking also enables creating unified customer profiles for better segmentation.
Armed with such data, campaigns can be tailored to user needs and contexts e.g.:
Consider these facts:
Neglecting the mobile experience directly impacts organic visibility and traffic for brands today.
In this article, we will discuss why mobile marketing is essential for modern businesses and how you can leverage it to drive growth.
Mobile Usage is Massive and Still Growing
As mentioned earlier, mobile penetration has hit critical mass. What's more - mobile usage continues to grow rapidly:- Global mobile traffic is expected to grow by 49% from 2021 to 2023 as per Ericsson Mobility Report
- Average daily mobile usage is set to reach 193 minutes in 2023, up from 182 minutes in 2021
- 90% of users' mobile time is via apps compared to just 10% on the mobile web
Businesses have an unparalleled opportunity through mobile marketing to connect with target audiences at scale. The addressable market is only expanding further.
Mobile Drives Significant Commerce and Engagement
Mobility influences buyer behavior across the entire purchase funnel - from discovery to consideration to actual transactions:- 73% of customers use their smartphones to help with shopping activities like finding store locations or comparing prices
- 60% have made impulse purchases after seeing an ad on their phone
- Transactions via mobile devices are also rising steadily, expected to become 72.9% of total ecommerce sales by 2025
- 60% of emails are opened on mobile devices
- 80% of social media time is on mobile apps
- Push notifications have open rates between 40-80% on average
Mobile Allows Hyper Targeting and Personalization
Unlike desktop devices which have multiple users, mobile phones are intensely personal gadgets. This creates an unmatched opportunity for laser-focused targeting and personalization.Marketers can capture rich customer data like demographics, location, usage history, and intent signals through mobile apps and browser fingerprinting. Cross-device tracking also enables creating unified customer profiles for better segmentation.
Armed with such data, campaigns can be tailored to user needs and contexts e.g.:
- Behavioral targeting i.e. showing relevant product ads based on interest and habits
- Geofencing for location-based push notifications e.g. "Offers available at nearby store"
- Personalized app experiences e.g. curated product recommendations
Optimizing for Mobile is Vital for Brand Visibility
Google started incorporating mobile friendliness as a key factor for search rankings in 2015. Since then, brands without mobile-optimized websites face the risk of disappearing from the SERP entirely.Consider these facts:
- As per Google, more searches take place on mobile than desktop in 10 countries including the US and Japan
- Pages not optimized for mobile take as much as 4.3x more time to load vs desktop
- More than half of visits are abandoned if pages take over 3 seconds to load on mobile
Neglecting the mobile experience directly impacts organic visibility and traffic for brands today.
Key Takeaways
Mobility brings an unparalleled scale of reach and personalization potential to marketers today. Key reasons that make mobile marketing indispensable include:- Massive addressable audience with 85% global penetration
- Exceptional commerce and engagement potential
- Enabling hyper-targeted, personalized campaigns
- Becoming vital for brand visibility in search