How can we be in the age of mobile, yet advertisers have yet to truly embrace this medium?
With the launch of the iPhone 5, everyone is suddenly abuzz about mobile. OK, everyone was abuzz about mobile before this happened, but with every new launch or technology advancement in the space, it draws more attention to this space. And so the idea for my column today was hatched - with all the growth of mobile usage, why isn't more of advertisers' budgets dedicated to mobile tactics?
If you're not already incorporating mobile tactics into your digital plan:
Although the mobile ad market is growing rapidly - especially in the U.S. - it still remains under-penetrated, according to a report by eMarketer. "Mobile is an exciting, fast-growing category, but it's still a very small piece of the overall ad pie," eMarketer says. "Mobile advertising accounted for less than 1% of total ad spending worldwide last year - and it will be a long time before it challenges other mainstay global advertising channels like TV, print and internet ads."
There is a huge disconnect here - it is the age of mobile, yet advertisers have yet to truly embrace this medium. What's up with that?
The reality is that I think some marketers are simply scared of the unknown. They think branching into mobile is going to come with a whole host of other complications that they don't need to deal with on desktop. Well, that may be true, but there is also a whole host of opportunity as well.
For those marketers who may be shy to dip their toe in the mobile waters, I say: start simple.
Get brilliant at the basics first, then you can start exploring all of the crazy mobile-enabled opportunities like augmented reality.
So what are the basics?
As you can see, it's not a lot of additional effort to bring your mobile presence up to benchmark, and the pay-off for your brand could be huge. Good luck getting started in mobile!
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.