According to the Pew Research Center, 96% of Americans own a cellphone of some sort. And in 2019, the share of Americans who own a smartphone registered at 81% — that’s up 46% from 2011. We can probably all agree that our smartphones have become huge parts of our everyday routines, our lives and our work. Just how huge?Consider these staggering smartphone related facts, according to Bankmycell.
com:The average smartphone user checks his or her device 47 times a day — that’s over 17,000 times a year!How much time do we spend on our phones, you may ask — almost 3 hours per day, and if you include tablets, it’s over 4 hours. Further, according to an article published by CNBC in early 2019, almost 73% of internet users will access the web solely via their smartphones by 2025. As these stats make clear, mobile isn’t going anywhere. In order to stay ahead of the competition, brands must keep optimizing their marketing strategy for mobile users, connect with their audience members, and stay connected with them. Read on for some insights on the advantages and disadvantages of mobile marketing/advertising. Hopefully, these will help you ensure that your views on marketing and mobile technology are up to date.
Advantages of Mobile MarketingEasy accessLet’s face it — our phones are by our side most of the day. Further, the average user spends over an hour per day on the top five social media apps and will tap, swipe and click their phone over 2,600 times a day. In 2019, it was noted by the Pew Research Center that 37% of adults in the U. S. say they mostly use a smartphone when accessing the internet. All of these are reasons why you should focus on mobile marketing.
The accessibility of phones will ensure that your ads/campaigns can be easily seen by us, the users. Location and personalizationWith mobile marketing, you can reach people at any place, at any time — at work, at home or even on vacations we don’t usually encourage this last one. And by using location based marketing, a lot of information can be gathered about user preferences, all because of their phones. This helps with ad personalization — targeted advertising that can be adjusted to speak directly to one person, based on things like purchase history and location. Viral potentialLet’s admit it — we like to share things with our families and friends, especially if the ad or content is good, interesting or has other value. Mobile marketing enhances the potential for things to “go viral.
” You will get a lot more exposure with no extra effort or cost. Instant transactionsMobile is your friend if you are an impulse buyer — and subsequently, of course, if you’re a seller. Think of it like being in line at your local favorite retail store: Items are there to grab your attention while waiting, and could hopefully lead to a purchase. Mobile advertising does the same thing. We all use our smartphones as a form of entertainment, and boredom can create interest in something new.
And as a seller with online offerings, you are able to fill a consumer need. Cost effectivenessThis is probably one of the most important advantages of mobile marketing, and there are a couple of ways to look at it. Because the screen size of mobile devices is smaller than with a desktop or laptop, the available area for ads is limited, and the needed content is much smaller in size and cost, as well. To that end, the cost of mobile advertising is much less when compared to something like radio or TV advertising. Targeting is a big contributor to this, as well.
You can focus on targeted advertising to reach customers who want and need to see your ads. And if it’s not working, you can save money by just stopping your campaign. Disadvantages of Mobile MarketingLittle room for errors up frontFirst impressions are everything. If your ads give viewers a negative first impression, unfortunately, that is the one that will matter most. So be sure to make your ad or content error free.
It’s very hard to fix a mistake before it’s seen, as mobile advertising is very fast in nature. Potential for bad user experiencesThis piggybacks the first disadvantage. You know how I said above to “let it go viral”?Well, bad ads or content can go viral just as easily as good ones. Review your ad or content carefully, perhaps even have multiple people review it — and try to make sure that your ad will not be received in a bad way. Possible navigation issuesConsider this when designing mobile ads: About 80% of phones owned in the U. S.
are smartphones, which means that around 20% of consumers are using standard cellphones. While the user might be interested in your ad, some might not be able to access it. User costsThis is one disadvantage that shouldn’t be overlooked. Although we see advertisements about unlimited data, that doesn’t mean that everyone has an unlimited plan. Standard data and texting charges may apply to some of those seeing your ads, so be mindful of that. There is really is no ignoring the rise of mobile marketing, as the advantages mentioned above would indicate.
Mobile marketing is a necessity for a growing brand, especially considering that people are spending more and more time on their mobile devices. So if you haven’t already optimized your website for mobile or thought about how your online marketing strategy should account for people using smartphones, contact us today. Sources: Pew Research Center, Bankmycell. com, CNBC, Tasil, Brandon Gaille, Learn BloggerThis is probably one of the most important advantages of mobile marketing, and there are a couple of ways to look at it. Because the screen size of mobile devices is smaller than with a desktop or laptop, the available area for ads is limited, and the needed content is much smaller in size and cost, as well. To that end, the cost of mobile advertising is much less when compared to something like radio or TV advertising.
Targeting is a big contributor to this, as well. You can focus on targeted advertising to reach customers who want and need to see your ads. And if it’s not working, you can save money by just stopping your campaign.