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Why Mobile Marketing is Important?

SEM Geek

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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.

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
The numbers speak for themselves. Customers today depend heavily on their mobile devices for activities like communication, entertainment, shopping, and more.

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
Engagement metrics are similarly impressive:

  • 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
For businesses, the revenue potential via mobile commerce and engagement is simply too large to ignore. Customers actively use their smartphones to discover, research, and buy from brands.

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
The combination of personal data and advanced targeting unlocks exceptional relevancy via mobile marketing. It powers use cases ranging from personalized push ads to tailored in-app journeys.

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
It is thus critical for brands to have fast loading, responsive sites and apps to match user expectations. Optimizing for mobile performance goes hand in hand with crafting search-friendly content for target keywords.

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
As customer usage and preferences shift rapidly to mobile, brands must evolve their strategies in parallel. While the desktop retains importance, mobile simply cannot be sidelined in the marketing mix today. Failing to adapt risks losing visibility as well as revenues in the era of mobile priority.

Optimizing Your Mobile Marketing Strategy​

Now that we have discussed why you need to focus on mobile marketing, here is a checklist to optimize your strategy:

Audit Mobile Performance​

Rigorously measure metrics like site speed, bounce rates, exit rates across devices. Identify key problem areas impacting user experience. Expand tracking beyond site analytics alone - include App Store ratings, social comments, and reviews.

Set Clear Goals and KPIs​

Outline tangible objectives aligned to business goals e.g. boost mobile conversion rate by X% in 6 months. Define 2-3 key performance indicators like click through rates to track. KPIs ensure campaigns are calibrated for maximum ROI.

Build a Mobile-First Culture​

Rally teams to prioritize mobile in content planning and design. Set standards like structuring pages/apps for thumb reachability, using tap targets generously, minimizing data entry fields. Build competencies via mobile UX certifications and design sprints.

Continuously Optimize​

Root mobile efforts in real user data via A/B tests and personalization. Iteratively enhance page speed, remove friction in checkouts and transactions. Monitor campaign metrics and double down on what delivers best ROAS.

Wrap Up​

The mobile wave is here to stay. Customers are increasingly living their digital lives on smartphones and tablets - shopping, browsing, connecting and more. Businesses that gear up to serve this always-connected generation will gain a strong competitive edge.
 
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