Marketers cannot afford to overlook mobile marketing for much longer. While not every organization needs its own mobile app to engage audiences, businesses have to reach consumers who use their mobile devices more than their personal computers. In many instances, mobile consumers navigate to the same websites as PC users, but they view branded content on much smaller screens. Marketers increase their chances to resonate with viewers, and will compel prospects to respond, when they take into account internet access point.
Reports from comScore and Nielsen provide marketers with greater insight into the evolving world of mobile marketing. Both studies show that PCs are no longer the preferred connected device, often used only at work or left in another room. Mobile devices like tablets and smartphones have gained ground on desktops and laptops, and comScore highlights the closing gap between stationary and on-the-go user rates.
According to the source’s “2013 Mobile Future in Focus” report, mobile now takes up 37 percent of total internet time in the United States. As for social media usage, 55 percent of networking time comes from mobile devices, surpassing PCs by 10 percentage points. Transactional activities have also swayed toward mobile, with 38 percent of online retail time occurring on mobile devices. With Americans more connected than ever, brands must find ways to deliver quality custom content to the right audiences across all devices. Instead of creating a mobile application, marketers should embrace timely website content and social media marketing, as these tactics can reach prospects on PCs and a variety of other technologies.
Nielsen’s “The Mobile Consumer: A Global Snapshot” report highlights consumer preference when it comes to mobile advertising. These trends can help marketers craft digital content that reaches on-the-go buyers. For example, 18 percent of Americans are more likely to click on simple mobile text ads in SERPs and via social networks, than multimedia ads (15 percent). Unlike on PC users, mobile users seem overwhelmed by interactive content, and simple links that bring prospects to well-written blog content can attract the most clicks. More, 39 percent of Americans say they’re OK with advertising if they gain access to free content in return. Make sure the return is worthwhile for the end user.
Businesses shouldn’t overlook mobile technology because they don’t have the budget to produce applications and related marketing gimmicks. Content marketing can still reach people on the go just like it engages audiences at home.