If there is a single technological innovation that can be sure to dominate the news in 2015, it has to be mobile devices. Improvements in technology, wireless network security, and available data plans have resulted in mobile device use going completely off the charts.
It stands to reason, therefore, that if mobile device users continue to increase, then the best way to get a hold of their attention is to ramp up mobile marketing efforts. After all, a smart marketing professional will focus their efforts on where the people are, and if they’re on mobile devices, then that’s the target.
How much are these rates soaring, and what does that mean for mobile marketing? Read on …
It’s A Mobile World Out There
A recent report cited in the article “The Future Is Beyond Bright For Mobile Marketing” says that there were 6.8 billion mobile phone subscriptions worldwide in 2014. That’s quite an impressive feat, considering that the world’s population is about 7.2 billion. Okay, so clearly, there’s a lot of duplication, but still, that’s an impressive number, regardless.
But let’s look at some raw numbers here. Mobile phone usage exceeded 4.55 billion users in 2014, and it’s projected to reach 5.13 billion users by 2017. In addition, over 1.5 billion users accessed the Internet via a mobile device in 2012; that’s 67% of all Internet users for that year. By 2017, that figure is expected to hit 91%, or 2.9 billion users. In other words, 58% of mobile device users will be accessing the Internet.
For the record, a mobile device is defined here as a hand-held electronic device that fits easily in a pocket or similar storage method. So, a smart phone or a PDA is a mobile device; a laptop or tablet is not, despite the fact that the latter two are in essence portable devices which allow mobility.
What Does This Mean For Mobile Marketing?
The answer should be screamingly obvious. Advertisers need to go where the people are, and the people are online via their mobile devices. That means that either existing marketing plans need to be retooled so as to accommodate mobile users, or entirely new campaigns designed from the ground up with mobile users in mind need to be created.
One aspect of mobile marketing that bears looking at is SMS or text messaging. For many people, texting is the favored means of communication, and more people are willing to read a text message than take a phone call or open up an email. A good mobile marketing strategy must incorporate SMS, if for no other reason than it can reach those mobile device users who rely on a simple cell phone as opposed to a smart phone.
Mobile marketing efforts need to be directed not only at a variety of mobile device users, but also at people who still rely on their laptops, tablets, or desktops for their Internet use. Although smart phone usage is increasing, there will always be that segment of the population that is slow (or just plain unwilling) to adopt the latest and greatest tech and you don’t want to overlook them.
In any event, the future is looking good for mobile marketing and the people who can do it well. For another perspective, check out “Possibilities In Digital Marketing For The Year, 2015.” It touches upon mobile marketing, and touches upon a few other elements as well, and it’s worth a look. This is a new and exciting world for marketing, and it pays to stay ahead of the curve. Your business’ marketing strategy depends on it.