IVE Data-Driven Communications

The Mobile Marketing Revolution: Why Direct Marketers Can’t Afford to Ignore It

Mobile devices have become an essential part of people’s lives and mobile usage is growing exponentially. Studies show that people keep their mobile phones within arm’s reach 24/7, giving mobile marketing the advantage of unparalleled access to consumers. It is no wonder that mobile marketing is the new frontier, and businesses can either embrace it or be left behind.

According to a report by Statista:

  • Mobile searches overtook desktop searches in 2015 and have continued to increase since then.
  • More than 50% of mobile searches lead to a conversion, and 81% of conversions from mobile searches occur within 5 hours of the search.
  • Conversion rates on mobile devices are 64% higher than on desktop.
  • Mobile advertising spending is predicted to reach $240 billion by 2022.

Part of the reason for mobile marketing’s success is that it is easily measurable. Businesses can gather valuable information about their target audience to further refine their marketing campaigns. Mobile data tells more than where a user lives; it provides information about where they are at any given time, allowing marketers to advertise locally to consumers and influence them directly, almost at the point of sale.

Mobile marketing should be viewed as an opportunity rather than a problem. It is based on the same principles as traditional direct marketing, such as eliciting an immediate response, reaching the correct target audience, and measuring results to improve effectiveness. Mobile marketing can be integrated with other forms of direct marketing to create a powerful marketing strategy.

Businesses can use mobile messaging in several ways, such as providing customers with exclusive digital vouchers, providing digital barcodes for event access, motivating sales or driving traffic to a store, and using it as a customer service tool to confirm bookings and sales.

To get the most out of mobile marketing, businesses can refine their approach by using location data to offer targeted incentives, creating a sense of urgency, advertising during peak mobile usage times, and being ready to convert customers.

Mobile marketing is a powerful tool that promises to increase engagement, conversion, and trackable metrics to an unprecedented extent. Rather than being intimidated by the rapid rise of mobile marketing, businesses should embrace it and look for ways to make it work even harder for them.

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