Mobile technology has grown exponentially over the years. Today, it is true that the average user spends more time looking at their phone than their immediate environment. This is consequentially making traditional advertisement strategies more obsolete. Mobile marketing is no longer the future but the present. Mobile marketing allows you to meet your customers where they are, rather than them meeting you where you have conveniently placed your classified advertisements.
The Rise of Mobile Marketing
The number of mobile internet users has grown and will continue to grow because this technology has become part of today’s lifestyle. In 2005, the number of active mobile internet users was estimated to be 26 million around the globe. Today, according to GSMA intelligence, the numbers have grown to over 5.19 billion users.
Apart from the increase in mobile internet speed, the artificial intelligence running search engines have been optimized to increase the efficiency of the user to find what they are looking for. Mobile technology is ever-evolving to fit newer or better features into even smaller gadgets. One of the main aims of this development is to increase the gadget’s interactivity and search-ability on the internet.
Advertisers have increasingly taken their attention to mobile internet. In 2016, mobile internet ad spending was estimated to be $100 billion. In 2020, advertisers will spend over $240 billion, according to App Annie’s research on mobile internet trends.
SEO is not a cost but an investment
Investing in your SEO is a great marketing strategy that will likely have a considerable return n investment. For instance, by using web analytic tools, you may recognize new keywords that you do not rank for, and thus, a great deal of traffic might be passing your business unaware of its existence.
By optimizing your pages to rank for the new keywords, you can improve rankings for those specific terms. Generally, you should aim to get your business to the top three results which get the most clicks and drive the most traffic to your business.
SEO marketing is so effective that it has been often compared to investing in real estate, in that the returns can be huge when practiced correctly, though it may take some time.
Digital Ad Spending
Digital ad spending exceeded $100 billion in 2018. Mobile ad spending has increased at the expense of desktop devices. Mobile ad spending keeps increasing at a very high rate while figures of desktop ads remain the same. Data from Forrester’s internet advertising report suggest that mobile advertising has become dominant and grows by around 40% year after year. Mobile ad spending in the US is expected to grow even more as the 5G network promises even faster connectivity for mobile devices.
Mobile video ad spending in the US is estimated to grow exponentially in the next two years. The rise in video ad is can be attributed to the increased consumerism of online video content. The next two years are expected to be revolutionary in video ad spending. Mobile video ad spending is expected to grow to get more market share from desktop video ad spending.
The leading cause of the shift in digital ad spending from desktop to mobile is due to an increased consumer demand for mobile-ready content as you can see in the figure below.
There are generally two different formats for ads; display ads and search ads. The two formats use two essentially different approaches to gain a foot in the market place. While display ads use a push approach, the search ads employ a pull criteria. The volume of your content suggests which standards to apply. Display ads work well with low volume content before a brand is well-established, whereas search ads work best for established brands with high volume content
In 2015, ad spending on display ads stood at $14.67 billion, while search ads were at $12.85 billion. Ad spending on display ads is estimated to outpace search ads considerably in the coming years. Many businesses are either startups or are yet to have their information online. This means that they opt for display ads instead of search ads.
However, display ads are not always well received by the average user. The use of appropriate PPC keywords allows you to win over a user using display ads. Search ads, on the other hand, do not appear to the user without their consent.
Mobile Apps and Web Spending
App spending outpaces web spending by nearly a 3:1 ratio. In 2015 for instance, advertisers spent $20.79 billion to reach consumers over apps and $7.1 billion over the web. The mobile app industry has raised over 50$ billion, and by the end of 2020, it is estimated to grow its worth to $189 billion. Web ads are also forecasted to have more spending with an increase in the number of mobile internet users.
eMarketer’s latest mobile survey reveals that there is hardly any growth in the habit of mobile internet users in the US and other developed nations. This, in turn, means that competition for the user’s screen is bound to increase. Developers will be forced to come up with ingenious ways to get a footing on the user’s home screen. Research has shown that installs have grown 11.6% year to year. The gaming industry is the leading in this sector, competing for ad inventory, driving the price even higher.
The future of mobile marketing can only be disrupted by the invention of a smarter, better way to connect than the internet and mobile devices. Such technology does not need to exist because phones, tablets, and other mobile gadgets are already playing their roles effectively. This means that mobile advertisement will continue to increase in both worth and competition. The time to act is now.