Not too long ago, the digital marketing spotlight brought desktops to center stage. However, mobile quickly swooped in to steal the show. Mobile marketing dollars accounted for nearly 50 percent of all digital ad spending in the U.S. in 2015, and experts predict that figure to climb to well over 70 percent by 2019. Meanwhile, desktop spending is expected to stagnate. But will the forecasts pan out, or will the mobile hype die down?
Consumer Demand: The Driving Force
In 2016, mobile marketing spend will eclipse desktop for the first time. It’s likely that mobile will continue to see hefty annual growth as consumers spend more time typing on touch screens than keyboards. Mobile device usage already surpassed desktop figures in 2014, so it’s only natural that businesses put their dollars where their customers are. Research has found that an average U.S. adult spends nearly three hours a day on a mobile device, and that’s not including time spent making calls. Daily desktop usage fell to just over two hours a day in 2014.
And the shift isn’t just happening in the U.S. The average UK adult is expected to spend more time on mobile devices than on staple activities such as watching television, reading print material, or tuning in to the radio. Every new smartphone or tablet model that hits store shelves brings new functionality and further outmodes TV, print, and even desktops and laptops. As mobile technology continues to grow and expand, businesses across the world will no doubt have to rethink their budgets to cater to new demand.
The Surge in Social Media
More consumers are using Facebook, Twitter, Instagram, and other social media venues to aid in their purchase decisions. Brands with a strong social media presence can better connect with audiences, advertise new products and services quickly and cost-effectively, and raise top-of-mind awareness. Twitter is a wellspring of opportunity, as a single successful tweet can go viral and attract new customers in a flash. While traditional SEO remains strong, savvy marketers will shift more of their budgets to social media efforts, specifically targeted to mobile users. In fact, the Chief Marketing Officer Council reports that 53 percent of senior marketers spent part of their budget on customer engagement through and engagement agency and community building efforts through social media.
Video and Interactive Apps
Mobile devices are a perfect platform for watching videos and listening to music and podcasts. Marketers are seeing huge returns when marketing through these venues. Video marketing in particular has gained steam in recent years and may be on track to outpacing traditional text-only content streams. Popular videos can easily climb to the first page of a Google search while requiring less effort to plan and launch than keyword-reliant text marketing.
Mobile apps, which make up the bulk of mobile ad spending in the U.S., will also continue to grow at breakneck pace, and for good reason. There truly is an app for just about everything, and consumers will gladly pay a few dollars to play a compelling game, earn discounts on purchases, improve productivity, or streamline daily tasks.
While desktop marketing won’t vanish anytime soon, mobile marketing will hold the spotlight for the foreseeable future. New app development tools such as responsive design help marketers create mobile content quickly and cater to nearly every mobile device at once. Until th next device disrupts the market, mobile is where the budget beckons.
Sophorn 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.