While the value of mobile marketing efforts is already well known, a new study shows that it's likely to grow even larger. According to a recent report from comScore, mobile has surpassed desktop in global users, with 60 percent of digital traffic and media consumption on mobile devices, versus 40 percent on personal computers and laptops. Furthermore, this trend is expected to continue to rise.
This trend highlights the importance of mobile in the business world, but especially in marketing. As more consumers use their smartphones for product research, brand engagement and shopping, the demand to focus marketing through this medium increases exponentially. In order to leverage this information though, companies need to consider three factors: How many of their customers use a mobile device, how they are using those devices and what their conversion rates are.
According to the Global Web Index, 80 percent of consumers use a smartphone to reach the internet, while 47 percent use a tablet. Furthermore, 57 percent use multiple devices as of December, according to data from comScore, indicating that a significant portion, if not 100 percent, of consumers are reachable through mobile marketing efforts.
Of course, companies then need to consider whether or not their target demographic is the right one for a mobile marketing strategy. However, several studies show that nearly every consumer industry has a mobile presence and demand for apps is rising.
Ultimately, for most businesses, it comes down to how quickly they can convert a mobile interaction with a customer into a sale. With a near 100 percent open rate and a higher conversion rate than any other channel, this makes mobile the idea platform to launch any new marketing campaign from.