A new study from the Interactive Advertising Bureau revealed that more companies are seeing mobile platforms as key marketing opportunities through which they can better reach customers and bolster their brands. Competitive brands might invest in local SEO to reach on-the-go consumers accordingly.
In a survey of 300 brand marketing executives, immediacy was identified as the top benefit afforded through mobile marketing, cited by 57 percent of respondents. This was followed by cost effectiveness of mobile marketing campaigns (54 percent) and increased engagement (52 percent).
Additionally, 63 percent of respondents said they have increased their mobile marketing budgets in the last two years, with 29 percent of budgets growing more than 50 percent.
The results of the survey suggest that mobile marketing is becoming a game-changing strategy for many businesses. By incorporating mobile content and SEO practices into their marketing strategies, many companies have found they can engage consumers more effectively and drive new business.
The importance of mobile content marketing is likely to continue growing as consumers spend more time accessing the web and shopping through their mobile devices. As Brafton reported, a recent Pew Research Center report found that nearly 25 percent of American smartphone owners prefer to browse the web on their mobile devices rather than their personal computers.