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!
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.
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December 2, 2015
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