The average e-commerce conversion rates for a mobile device are up 64% compared to the average desktop conversion rates and in today’s digital world, the importance of tailored marketing so they are mobile-friendly cannot be overstated.
Here are five reasons why the importance of mobile marketing that marketers need to include mobile marketing as part of their digital strategy:
1. Time spent on mobile devices is increasing
The average Brit checks their phone 28 times a day.. that’s at least one an hour and more than 10’000 times a year. Our smart devices have now become an essential part of modern life. Marketers are also responding to this development – it is estimated that by 2019, nearly 72% of marketing dollars in the US will be spent developing apps and advertisements for mobile platforms.
2. Mobile commerce and mobile marketing should be integrated
Mcommerce sales in the UK were worth 41 billion euros last year, which accounted for 43% of all ecommerce sales (figures from emarketer.com) . And this trend is set to continue as consumers increasingly using their mobile devices to browse and purchase items. Businesses that develop integrated mobile campaigns to guide consumers from introduction to sale should see a considerable boost in revenue.
3. Shoppers use their smartphones in stores
Mobile technology gives consumers the opportunity to shop and compare whilst in store. Nearly 60% of shoppers now look up product information and prices using their mobiles in stores, making mobile strategy critical for retails. Businesses that have active mobile marketing campaigns can take advantage of this and confirms the importance of offering a seamless integrated customer experience, including mobile.
4. Using Short Message Service (SMS)
SMS has an open rate of 98%, and up to 90% of people who open the message will read it within three seconds far higher than email marketing. So tailoring your SMS messages so they appeal to customers will give them a reason to engage and seek out further details – and they will likely start on the device in which they just received the message.
5. Reaching a broader market
Mobile devices are smaller, lighter, cheaper and more portable than computers and laptops. Manufacturers are also responding to consumer demand by developing faster, more powerful models. Both provide marketers with the perfect opportunity to put their marketing messages directly into the hands of their consumers and to to reach a much wider audience by doing so.
Digital marketing is continually evolving, and mobile marketing plays a key role in that strategy. The shift toward mobile devices is a trend that will continue to progress, and businesses need to ensure they have a cohesive mobile marketing plan to connect with those digital consumers.