When it comes to marketing, placement is everything. In order to attract your target audience, you have to know how to reach them. However, you also have to know where to reach them. The majority of consumers today access websites and Internet resources from mobile devices as opposed to desktop computers, so it makes sense that your advertising focus should be geared in that direction. If you’re still not convinced that this is the way to go for your specific business, here are some other things to consider about the mobile vs. desktop debate.
Quick Stats: The Numbers Don’t Lie
Here are some important statistics surrounding mobile marketing and mobile device use that you need to know before diving into your 2020 marketing strategy.
• More than 80% of users reported searching the Internet with a mobile device in 2019.
• It was projected that by the end of 2019, 72% of all digital ad spending in the U.S. will be for mobile advertising.
• 40% of online transactions are performed on mobile devices.
• Even search traffic is mobile: 63% of both Google and Yahoo’s traffic were from mobile devices
• Year over year, mobile ad blocking is growing by 90%.
• 50% of all smartphone users now report checking their mobile device as the first thing they do each morning.
• The average smartphone owner uses their phone for over 4 hours each day.
These are just a handful of the statistics surrounding mobile marketing that should convince you that you really do need to go mobile and do it the right way so that you don’t get blocked.
Here’s the most important thing you need to know about mobile marketing:
In 2019, offline spending that was influenced by mobile advertising went well over $1 trillion.
If that doesn’t tell you why you need to focus on mobile advertising, there’s not much else that can be said. People are making huge buying decisions, and many of them throughout the day, based on information seen on mobile devices, including mobile advertising. It’s time to get on board if you want to stay afloat.
It’s Not an Either/Or Decision
The point here is not that you need to decide whether you need mobile or desktop marketing, but that you need to utilize both in order to get the best results. Ultimately, your goal needs to be to maintain a clear, consistent message across all platforms.
Before you can do that, you need to understand and embrace the difference in mobile advertising that gives you an advantage against your competition.
Aside from the fact that your users are on mobile primarily, there are a lot of perks to mobile advertising. You’ll be able to capitalize on the increased user engagement on mobile devices and even enable direct phone calls from an ad to your business, saving people the extra step of visiting a page that then leads them to call. You will also benefit from optimizing content based on size, for mobile viewing purposes, when you’re trying to make the most of your mobile ads.
Capitalizing on user intent is another benefit of mobile marketing. By looking at Google searches, which add up to more than 4 billion on any given day, you will see that 93% of people aren’t using keywords, but their own “logic” to enter their queries. Your desktop marketing can continue to cater to user needs while your mobile marketing caters to user intent, conquering two categories at once.
Go Mobile or Go Bust
The bottom line is that you have to capitalize on mobile advertising in the ways that it works for your company. It is no longer about whether you need this tool, but how you can incorporate it into your marketing strategy to make the most of your mobile efforts.
(Sources: https://quoracreative.com/article/mobile-marketing-statistics, https://socialgarden.com.au/social-media-marketing/the-difference-between-mobile-and-desktop-advertising/)