Mobile Marketing Too Large For Brands To Ignore
Among all interactive marketing platforms, mobile marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being allocated to it by the year 2016.
It would appear, however, that despite its projected growth, marketers are going to have a hard time getting their act together when it comes to mobile marketing but those who do, will have a leg up on their competition according to Donovan: “But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps. The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”
Clearly, the operative word in what Donovan said is “shift.” It is most assuredly a “pronounced shift” among consumers who are flocking, literally, to their smartphones to research products, read reviews and or simply view a brand’s website. And make no mistake about it, all of these actions are ultimately affecting a consumer’s purchase decision.
http://www.forbes.com/sites/marketshare/2012/09/20/mobile-marketing-too-large-for-brands-to-ignore/
My Comment:
Ok sure, this information is based on US stats, and let’s be realistic, not only is the US a much larger market, it is also a market that is generally speaking ahead of the Australian market in terms of behaviour.
I laid out my own thoughts here….
The Emerging Shift to Mobile Marketing and the Consumer Behaviour That is Driving the Shift
which essentially lays out the blindingly obvious.
However, the following statement is the crux of the matter:
“But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps.”[/]
And of course, every business has their own unique requirements, and one size does not fit all.
Cheers
Warren
