Why Companies Need To Embrace Mobile Marketing

by Rajib Kumar

Mobile devices are quickly surpassing desktop and laptop usage as the predominant way people access the internet. So why then aren’t more businesses embracing mobile marketing as a viable advertising source?

Take a look around the next time you go out. How many people do you see with their heads in their Smartphone’s, tablets or other mobile devices? Well, most of them, right? This is a clear indicator that it’s time for businesses to step up and embrace mobile marketing, because mobile devices are not going away anytime soon and probably never will.

If that’s not enough to convince you, take a look at what searchengine.com uncovers with these statistics:

  • Four out of five consumers conduct local searches on search engines 88% of which are Smartphone users .
  • 50% of consumers who performed a local search from their Smartphones and 34% who did so from their computer/tablet visited a store within a day after performing that local search.
  • One in three consumers perform searches on their Smartphones right before visiting a store. And 15% of in-store activities involve consumers performing Smartphone searches about a product or for a price comparison.

That means mobile searches performed with local intent are more likely to result in a store visit. And according to a new Google study of more than 5,000 U.S. Smartphone users, shows that four in five consumers want search ads to be customized to their city, zip code or local surroundings. In fact, this same survey states that among these same consumers 72% of computer/tablet users and 67% of Smartphone users want those ads customized to their particular city and zip code. While 70% of computer/tablet users and 61% of Smartphone users want those ads customized to their immediate surroundings. This is what businesses and their marketing teams need to realize, because if they can engage consumers with location-based ads, then the advertisers can give those same consumers the information they need to take action.

In other words, the local ads draw the consumer in with enough information for them to decide whether or not any given establishment has what they need and whether or not they should bother to visit. Once they visit a store, then the onsite sales team and in-store touch points can take over.

Why Local Ads and Mobile Marketing Go Hand In Hand

According to comScore.com, there has been a growing global shift in the way people access the internet. Internet usage has increasingly moved from desktop to multi-platform, with mobile now being the leading digital platform in most worldwide markets. Therefore, it’s extremely important that businesses know how to properly monetize their ads and content for mobile users. They also need to thoroughly understand their audience’s behaviors and how that audience consumes all types of media, if they want to be able to effectively engage them. And that includes knowing the demographic for each specific campaign, knowing how Millenials behave differently from other demographics and how to integrate the most effective mobile media properties on different platforms.

Mobile Marketing Tips

  1. Diversify. Don’t just use one app or one particular method – identify the channels that your particular audience prefer and make sure you are studying the analytics and integrating everything with your social media.
  2. Don’t Skimp On Quality. Don’t settle for cheap mobile marketing tools. Take all the time you need to perform the necessary due diligence to find the right tools for your audience. There’s nothing worse than spending money on tools that don’t work or that are so hard to use your audience won’t want to bother.
  3. Experiment. Social discovery apps are paving the way when it comes to new marketing solutions. The old way of presenting your message and waiting will no longer fly. Businesses have to realize that mobile marketing and advertising along with social media marketing are not the wave of the future they are the here and now. And if they don’t get on board soon, they will quickly find themselves left behind.

The Bottom Line

Not having a mobile marketing strategy is a surefire way to fail and businesses who continue to ignore mobile marketing and advertising do so at their own peril. This new wonderful world of mobile is still in its infancy and there’s plenty of room for everyone to get in on the action, which will mean a better experience for consumers and increased revenues for businesses. So what are you waiting for?

Author Biography: Sophorn Chhay is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Trumpia is offering a free Mobile Marketing Success Kit so don’t forget to grab your free copy.

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