Is 2014 really the year of mobile marketing?

Written on 30 June, 2014 by Verity Meagher
Categories: Marketing, Social Media | Tags: email marketing, online marketing

“The year of mobile marketing” is a phrase that’s been bandied about for several years without the promised spike ever quite arriving. But that doesn’t mean you can afford to ignore it.

The growth of mobile marketing

While mobile marketing hasn’t quite reached the epic proportions that would cement it as the hottest new thing in advertising, it has certainly grown in scale and popularity in recent years.

What’s more, people responding to mobile advertising are generally positive about it. In a mobile marketing engagement study by analytics firm Responsys, 17 per cent of those surveyed said they were very positive and 34 claimed to be somewhat positive. Only six per cent of respondents felt very negative towards mobile marketing.

Is 2014 the tipping point?

ComScore recently revealed that there were 526 million mobile devices added to the global market in 2013, and 77 per cent of those were smartphones. With such a huge number of consumers across the globe tapping into the mobile market, it hardly seems to be one that businesses can afford to ignore.

The big question is how quickly – and how successfully – businesses will be able to tap into this marketing potential. Some consumers will be resistant to the idea of mobile advertising and it will be up to you to find a way to connect with your audience without alienating it and causing them to hit block or unfollow.

The best way to engage mobile users

If you do consider starting a mobile marketing campaign, be sure that your communications are reward based. According to the Responsys study, 59 per cent of respondents said they’ve opted in to marking messages because they want to receive special offers and promotions. While 50 per cent said they did so because they wanted to hear about sales.

Avoid clogging inboxes with product updates and news flashes – give your subscribers what they really want.

Is it time to start mobile marketing campaigns?

Mobile marketing might not have made it to the mainstream just yet, but it’s an alternative advertising solution that offers your business a great way to connect with customers. Investigate your options before the bandwagon arrives and get ahead of the competition.