With each passing year it becomes harder to find someone in marketing that doesn’t recognize the importance of mobile.
We know that reaching and engaging the mobile user is now of critical importance. And, fortunately, the broadening commitment to mobile, the mounting pile of inspiring case studies, and the invaluable experiences that industry veterans have gained are allowing for some of mobile marketing’s longstanding mysteries to finally fade.
In recent years, most companies have been content to stick with their traditional advertising avenues. Very little of anyone’s budget, in fact, went toward taking mobile marketing for a spin. But by 2013, the tide had finally turned in earnest. And that’s due to the increasing clarity regarding mobile that marketers now widely possess.
Budgets are Getting Bigger
As recently as 2011, just seven percent of marketers had large (more than $300,000) budgets directed toward mobile marketing. This year, thirty-two percent of agencies do. And while not all organizations have the same deep monetary resources, all are paying more attention and directing more of their budgets to mobile. And that is huge.
Relevance Is Essential
It’s one thing to get the message in front of a tablet or smartphone user. It’s another to make it pertinent and actionable. Targeting specific users is now recognized as one of – if not the most – important aspects of mobile marketing. In general, marketers who are surveyed routinely cite detailed demographics and location information to be of paramount importance when it comes to their mobile marketing efforts.
Adherence to New Developments
Consumers across the board like to have the newest and shiniest things, so mobile advertisers and marketers have become equally committed to staying informed in their respective fields of expertise. The most tech savvy marketers, for example, have developed tools like HTML5, and more responsive designs that make advertisements highly intuitive. Correspondingly, “native” is the big buzzword floating around marketing circles today, and it’s changing our industry for the better as a result.
Marketing that is cohesive across all screens – that is, the full range of devices, including tablets, laptops, and desktops – is now a must, not a maybe for professionals in this business. Mobile devices are often used at the same time as other devices, and any lag in consistency and cohesion for the user experience is detrimental to the brands behind those experiences. With this understanding now deeply ingrained in the minds of marketers, the polish, precision, and poise of mobile marketing will continue to grow at a dizzying pace for as far as the eye can see.