Mobile devices have become a central part of consumers’ lives. Current trends in marketing indicate that the mobile channel has become the new normal, from advertising to promotions and customer engagement. In the mobile realm, growth strategies lie with personalized messaging that not only optimizes the user interface optimization but has proven to enhance the customer experience.
According to VentureBeat’s report, in 2014 2.1 billion mobile users downloaded over 350 billion apps and spent around 76 percent more time on their device than the year previous. While mobile ads present a great opportunities for brands, the report found that businesses are underspending on mobile advertising by $25 billion. This year, M-commerce (mobile commerce) grew 123 percent in the first quarter. Mobile accounted for 38 percent of all web browsing in the second quarter. Since 2012, users have been consuming media on the small screen devices (i.e. smartphone and tablets), surpassing media consumption on TV. Mobile marketing programming and automation is expected to grow exponentially in the next few years. Mobile Safari represents 52 percent of the mobile browsing market, followed by Chrome and Firefox.
The Interactive Advertising Bureau (IAB) reported recently that mobile advertising revenue worldwide reached $31.9 billion in 2014. North America’s spent about 45% of the revenue. Mobile display ads topped the growth at 88% and overtook mobile search as the dominant mobile ad segment. For more information check MarketingDive.com and their recommended reading.
There is no doubt that brands take attention and have been increasingly recognizing that mobile channels are key to marketing efforts. Marketing professionals turn to marketing technologies to tackle data coming in from digital, mobile and social data nodes (particularly through third-party companies and tools). Marketing automation tools, Customer Relationship Management (CRM) systems, the company website(s), analytics software, etc. collect, aggregate and crunch data, in near real-time, to help in designing campaigns, programs and measure performance for better decision making and optimization of marketing budgets. The strong need to have all your customer data available at your fingertips, any time, any where, and the need to create a centralized marketing system to help brands profile customers more accurately has been attractive to investors and companies alike. Such technologies support personalized marketing efforts and promote a tighter user experience and growth.
GrowthBeat 2015, August 17-18, San Francisco
GrowthBeat event will present leading edge marketing technologies and tools, enable marketing professionals to network and share proven, cutting edge marketing methods that grow their business. The event will cover business growth through new technology-led marketing methods. The conference will also include the VB Insight, VentureBeat’s research team.
Check the following graphs on Marketing Land website:
- IAB Mobile Global Ad Revenue Report
- Global Mobile Ad Formats by Region