In 2016, mobile continued to possess that undeniable je ne sais quoi for marketers and consumers. It helped drive digital ad revenue to reach $32.7 billion in the first half of 2016 alone. And it kept the momentum going into the holiday shopping season, where mobile really shined.
For the first time ever, Black Friday mobile sales surpassed Cyber Monday, which is traditionally dominated by desktop shopping.
In 2017, we can expect mobile’s reign as the “It” marketing tool to continue. While some tactics tend to fall flat with time, it looks like mobile is poised to be the “Serena of marketing tools.”
So, why does mobile continue to attract consumers while other marketing tactics eventually fall flat? Here are a few reasons for mobile’s steady “It Factor” and how you can harness its “charisma” for your campaigns.
It’s Convenient for Consumers
Through good and bad, mobile (like Serena) is always there. Mobile’s biggest appeal is the convenience it offers smartphone and tablet users. Within a simple swipe, you have the ability to research, shop, check email, and surf social media wherever, whenever.
That convenience means the average person touches their phone 2,617 times a day. Each time a potential consumer could be viewing your mobile ads, too.
It Offers Multiple Channels
Mobile offers marketers multiple channels to reach their target audience. Here are just a few.
Games. Ever play a game on your phone and see an obnoxious banner cross the screen? Although this type of advertisement is sure to get under your skin, it’s a strong marketing technique because you can’t escape it.
Social Media. Facebook, Instagram, Twitter, Snapchat, they all have ads within their newsfeeds. These ads are tailored to your interests, recent activity, and sometimes even your location.
App Updates. Brands can send out app updates, informing consumers of any new app features, promotions, or in-store activities.
SMS. The most convenient tool of mobile marketing, consumers receive text messages of a brand’s new offers and promotions.
No one likes waiting in long, exhausting lines. Like Serena, this past year many consumers said bye to the old and hello to the new way of shopping: mobile.
2016’s Black Friday and Cyber Monday left mobile marketers in awe. Online shoppers spent $4.45 billion on Black Friday and Thanksgiving Day - while sitting on their comfy couches, in their warm pajamas, and drinking hot cocoa. That’s right, they didn’t even have to get up!
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Of that $4.45 billion, 583 million was spent from mobile on Black Friday, and 639 million on Thanksgiving Day. That’s a huge increase from previous years. Cyber Monday also saw a huge increase. Consumers spent $3.45 billion online, with mobile accounting for 47% of visits to retail sites, and 31% of sales.
But that’s not all, Amazon hit the Holiday jackpot by having three-fourths of their customers shopping on a mobile device this season.
Expect that momentum to carry through beyond the holidays and throughout 2017.
It’s Easy to Implement
Georgina Sparks took advantage of Serena’s new “It” girl status by partnering up. Follow Georgina’s lead and partner up with mobile this year. If you’re intimidated by mobile’s “It Factor,” don’t be.
There are a several tools available that make implementation and managing your mobile campaigns a breeze.
Here is a just a sampling:
Google AdWords. Manage your bids across multiple devices (mobile and desktop).
Click to Call Mobile Ad Extension. Place a click to call button at the bottom of an ad. The consumer can simply click, and their cellular device will automatically begin calling the business's phone number - can you say convenient?
Local Ad Extensions. When you pick up your smartphone and search for Chipotle, you’re not interested in a location that’s five hours away. Local extensions are important, and they usually consist of a phone number or Google Maps extension.
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Google AdMob. Place your advertisements in others’ mobile apps. AdMob also has cross-platform capability, ensuring your ads will adapt to whatever device a consumer is using.
Marketers who used mobile last year experienced much success. Whether you’re new to mobile, or just looking to expand your current marketing efforts, there’s no better time than now to jump on the mobile bandwagon.
So, cuddle up to the “It” tool and make your marketing strategy soar in 2017.