The best marketing and business plans come from data and research. Brands need to understand the market and their target audience to engage effectively and create the best products and services that will resonate with customers and drive revenue.
Mobile marketing continues to be a huge focus and priority for businesses of all sizes. The trend of people consuming more of their content and media from mobile devices has not slowed down, with more than 70% of all internet usage now stemming from mobile traffic. More and more organizations are ensuring that their content is optimized for mobile and their advertising includes in-app or mobile-first marketing assets to meet the consumer where they spend most of their online time. As more companies continue to engage in mobile marketing, more relevant findings and data becomes available.
The mobile marketing stats that marketers need to know
Here are some of the most important mobile marketing statistics to know and use when shaping your marketing strategy.
1. Mobile marketing drives fewer conversions
This is a surprising statistic to some because of the escalating trend of users consuming content and engaging with media primarily from their mobile devices or tablets. One might think that since the audience numbers are there and the impressions are being captured then the conversions would follow. But the research says that just over 2% of mobile ads convert, while the desktop conversion rate is just over 3%.
2. Design matters
No matter how great your product or service is if your marketing assets aren’t mobile optimized and user experience suffers, your business may lose sales and engagement. Businesses need to prioritize mobile optimization, because if the interface is lacking and presents as less than a competitors site, it may turn customers away.
3. Mobile-only marketing teams exist
58% of businesses believe in the impact and effectiveness of mobile marketing so much that they have teams dedicated to creating, running, and analyzing only mobile marketing campaigns.
4. It’s expensive
Businesses spend anywhere between 10% and 50% of their total marketing budget on mobile. With mobile marketing having the potential to significantly impact a business’s exposure, it makes sense for an organization to divert some of their marketing funds from one area to focus more on mobile marketing. Identifying which methods of marketing outreach aren’t performing or creating significant ROI can the first step in establishing a budget that will help to properly support your mobile marketing efforts.
5. Consistency is key
Customers want a seamless brand experience. Providing the same design elements in all marketing assets – from mobile-ready websites to emails to desktop landing pages to print ads – is important not only for customers who crave familiarity and recognizable patterns but is also important for brands who want to be remembered. Creating a cohesive identity across all marketing materials is important in design, with one mobile marketing statistic noting that 83% percent of mobile users note this is a top priority in selecting a brand.
6. Some content is mobile only
8 out of 10 emails are consumed on mobile only, while 48% of millennials watch videos exclusively on their smartphones. This supports the focus on mobile marketing – when parts of your target audience are consuming certain types of messaging on mobile only, you can’t avoid paying attention or you’ll lose customers and revenue.
Mobile marketing will continue to grow and change how businesses communicate with customers. Whether it’s advertising for a new mobile app or advertising to customers on mobile, mobile advertising needs to be a piece of every business’s marketing strategy. Using some of these mobile marketing statistics as well as other available research will help you refine your mobile marketing strategy into the rest of 2019 and beyond.