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Mobile marketing is the modern business world's most effective consumer engagement cornerstone.

10 Reasons to Adopt a Strong Mobile Strategy

David Bosley

Of all the marketing strategies out there, in 2019, mobile marketing is consistently a top-tier contender. Mobile app marketing, SMS marketing, and mobile social media marketing are some of the best approach methods today’s business owners can take. Today, about 70 percent of Internet usage stems from mobile traffic.

Every year, more organizations are strategizing their content to optimize mobile advertising engagements. As more companies turn to mobile marketing, more findings identifying mobile marketing as a superior business approach are likely to emerge. Still, there are a few solid facts which highlight mobile marketing as a top contender, already. Check out the top 10 reasons your business should utilize a mobile marketing strategy—and start formulating your mobile-first marketing approach today.

Reason One: Global Mobile Internet Usage

Today, about half of the world’s population uses the Internet via mobile. The global mobile Internet user penetration caters to Millennials, in particular. Millennials spend about 185 minutes, per day, accessing online content via a mobile device.

Understandably, mobile apps account for a big slice of modern mobile usage. Because modern mobile apps help users streamline their mobile usage, however, overall app usage has increased. Today’s mobile app marketers aren’t simply relying on games; they’re rewiring mobile usage entirely—giving users more control, accessibility, and speed during their daily mobile usage sessions.

More important is the ever-rising usage of mobile. Time spent on smartphones, it seems, is rising. Several studied suggest that people spend roughly 500 hours per year accessing the Internet via their mobile devices. If the marketing patterns are truthful, roughly 70 percent of marketing dollars will be spent crafting commercials and applications destined for mobile platforms.

Reason Two: Social Media Ad PlatformsQR codes provide relevant brand information quickly, seamlessly and effectively.

Between Facebook, Twitter and Instagram, social media goes hand-in-hand with modern mobile marketing strategies. Facebook, in particular, has realized the power of mobile marketing—evolving their advertising approaches to help businesses target customers easier.

About 87 percent of Facebook users visit the social network via mobile—spending, on average, 21 minutes per day on the site’s mobile app. Today’s marketers, as a result, are utilizing Facebook to do a few things, including:

-Building brand awareness

-Increasing website traffic

-Generating brick-and-mortar business

Facebook’s mobile ad revenue is expected to make up roughly one-third of mobile spending, too. If your brand hasn’t crafted a social media ad platform, yet, it’s missing out on one of today’s leading advertising forefronts. Facebook Messenger has become a leading marketing resource, too, as the platform allows instant messaging between brand pages and users. It’s also a fantastic platform for location-based services, real-time advertisement, and cross-marketing consumer communication.

Reason Three: SMS Marketing

Text messaging is one of the oldest, yet constantly adapting, aspects of the smartphone. SMS boasts an open rate of 98 percent—and 90 percent of those opening a text message are likely to read the message within three seconds. This rate is significantly higher than email opening rates—outpacing the age-old approaches to marketing which have fallen behind in recent years.

SMS is highly successful due to its instant accessibility. While marketed emails take several minutes to access, check and reply to—a text message is instantly accessible, and it can be answered in a similarly rapid fashion. For this reason, modern marketers are tailoring SMS messages to appeal to text-active customers. In doing so, they can communicate reasons to further research their products and services.

In terms of successful marketing outreach methods, it’s important to know that about 83 percent of people only want to receive approximately two branded SMS messages per month. About two percent of people want to receive over five branded texts per month. Still, brands like Coca-Cola suggest that SMS is a solid investment avenue for marketing bucks: About 75 percent of the company’s mobile budget is spent on SMS marketing.

Reason Four: Augmented and Virtual Reality

If you’ve never experienced augmented or virtual reality—don’t worry. They’re expected to become prominent tech world cornerstones within the next few years. Consumers are becoming more sophisticated, and they’re looking for increasingly interactive experiences to satiate their adventurous desires.

For this reason, virtual reality marketing has become one of the most powerful marketing tools available in today’s business world. In fact, about 75 percent of leading brands, throughout the world, have included virtual or augmented reality into their content marketing strategies.

While virtual reality is an experience which places users within another, digital, world—augmented reality places content into the real world. Examples like Pokémon Go showcase not only how advertisements can be included in a VR platform—but just how active an augmented reality experience’s users can be.

Together, AR and VR technologies give users a higher degree of emotional intensity—providing a new layer atop the regular digital experience. Thanks to lower production costs, VR marketing is only getting cheaper to commit to.

Reason Five: Mobile E-Commerce

While over five billion people currently use smartphones, it’s estimated that three-fourths of the world’s population will use them by 2020. As mobile usage continues to increase—so, too, do mobile-first e-commerce opportunities. Today, one out of every four e-commerce dollars is spent on mobile. About 62 percent of mobile users make e-commerce purchases on their phones, monthly, and both small and large brands are taking charge with smartphone-related marketing advancements.

In 2017 alone, mobile e-commerce sales hit $1.36 trillion—which is a 40-percent increase from 2016’s overall sales. By 2021, forecasters expect to see $3.56 trillion in overall sales. It’s no wonder why modern mobile marketers are banking on hefty e-commerce strategies. They work.

Moreover, mobile e-commerce users are expected to be more valuable than desktop users—and marketers are continuously strategizing new ways to make their path-to-purchase easier to traverse. Mobile shoppers also pose several benefits to e-commerce providers:

-They spend four times as long on mobile apps than desktop.

-They’re less likely to abandon digital carts on mobile.

-They’re more likely to place expensive orders on mobile.

-They’re more likely to make another purchase following a return.

Reason Six: Brick-and-Mortar Sales

While the consumer's journey might begin on a smartphone, it can end at a physical storefront.

Mobile marketing might be portable, but effective marketers can still land in-store sales with competent smartphone marketing strategies. Mobile technology gives consumers the opportunity to plan their purchases ahead of time—and it also lets them consider their purchases when shopping in physical locations.

As such, organizations which have solid mobile marketing strategies can link consumers with physical locations within the digital world. This is possible due to search engine optimization—or SEO—and smartphone technology which allows customers to locate physical businesses easily. SEO, combined with an efficient traversal site, can give any business an edge. Because mobile shopping searches have increased by 120 percent in just the last year, according to Google, they’re accounting for more brick-and-mortar purchases than ever.

In fact, Google searches which have “near me” tags within them have grown about 2.4 times in the past year. Meanwhile, 50 percent of consumers conducting local searches via smartphone are likely to visit a local storefront within the same day. 18 percent of these searches result in a product or service purchased.

Reason Seven: Omnichannel Marketing Opportunities

Omnichannel marketing refers to multichannel sales approaches which give customers integrated shopping experiences across multiple platforms. For example, an effective omnichannel approach might begin with a smartphone Google search—only to bring customers onto their desktop computers to research further. Just check out these statistics which show how powerful a mobile-first omnichannel marketing approach can be:

-Companies with omnichannel customer engagement strategies retain about 89 percent of their customers.

-71 percent of in-store shoppers who use smartphones for research consider their device to be an integral part of their cross-platform research.

-50 percent of stored consumer profile information is available across digital channels.

Because consumers utilizing their smartphones for research are more likely to continue research on other platforms, businesses have an increased chance of maintaining quality relationships with them. Due to omnichannel marketing, businesses can create consistent, personalized shopping experiences—experiences which remain consistent across multiple digital access points. They can even transfer buyer information to social media marketing channels—becoming increasingly relevant in the modern consumer’s daily life.

Reason Eight: Google Adwords

While Google’s Adwords program is quite efficient for desktop-centric marketing strategies, it’s even more effective for mobile marketing. Google Adwords lets advertisers campaign by targeting specific mobile devices and platforms—reaching out to consumers in highly personalized, consistent, ad programs.

Assuming the digital marketer’s strategy is effective, Google Adwords can be an essential cornerstone of most strategies. Advertisers should, of course, research their target consumer’s interests and nature first. Once they have, they can determine the source of relevant user traffic. If valuable user traffic originates from Androids, for example, Google Adwords can identify several marketing strategies specialized for Android users.

Marketers can even create mobile websites which cater to their consumer population’s most-used platform. By streamlining the use of light-weight audios, videos, texts, images, and blog posts, a company can create one of the most memorable mobile websites around.

Reason Nine: QR Codes

Among the many tools available to modern digital marketers, QR codes remain one of the most effective. QR codes provide relevant brand information quickly, seamlessly and effectively. Their shining feature is, of course, their ability to enable a consumer’s comparison shopping. Approximately 24 percent of consumers use their smartphones to scan item QR codes to compare product prices—then making purchases either online or at physical stores.

QR code comparison shopping harnesses the power of shopping “micro-moments,” or instances in which shoppers decide they want to make a purchase. If your company is using QR codes as part of its strategy, it’ll benefit from quicker purchase encounters.

QR codes have another astounding benefit, too: information procurement. By utilizing QR codes as product shortcuts, you can get valuable information about each customer’s purchasing habits. This information can shed light on consumer trends related to your business’s products and services. Several examples of QR code usage include:

-Delivering customers to your business campaign’s landing page.

-Crafting a social media business page target link.

-Navigating consumers to your product page.

-Offering valuable discounts to encourage purchases.

Reason Ten: Mobile Apps

Mobile websites and social media might be a mobile marketer’s bread and butter—but mobile apps are undeniably powerful marketing tools. A branded mobile app can help your customers find your store easier, and it can also provide QR codes, seasonal discounts, membership opportunities and more.

While mobile apps rely upon high-ranked positions within respective mobile app stores, it’s possible to utilize Google Mobile App Campaigns to increase your app’s visibility. Google offers a slew of campaign options which can help advertisers promote their apps, including the Google Play store, SEO campaigns and more.

If you’re ready to engage your audience with today’s leading tech, digital trends and ever-growing options, consider crafting a powerful mobile-first strategy. Smartphones aren’t going anywhere—and they’re only increasing the number of marketing options for businesses who’re ready to engage consumers on their terms. Kick-off your mobile strategy with a strong approach, and watch your brand soar to new heights.