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Monday, 18 May 2015


Back in 2012, mobile marketers spent $4.4 billion on mobile advertising.  By 2017, that figure is expected to increase to $31.1 billion.

Here’s a couple of things to remember when planning your digital marketing:

1.      Consumer’s attention spans are getting shorter
2.      Consumer’s device screens are getting smaller

Considering the above information, it’s easy to understand why mobile marketing is the fastest growing form of digital marketing (thanks to the explosion of smartphone!).

Check out these staggering cell phone statistics:

1.      More people in the world own a cell phone than own a toothbrush.
2.      90% of American adults own a cell phone
3.      46% of smartphone owners say “they can’t live without their smartphone”.
4.      67% of cell phone users check their phone for messages even when it doesn’t ring or vibrate.
5.      44% of cell phone owners sleep with the phone next to the bed so they don’t miss calls or texts.
6.      More people connect to the internet these days via their cell phone than desktop or laptop.
7.      13% of U.S. households have no internet connections and use their smartphone to get online.

There are steps to take immediately to ensure you’re on a level digital playing field with your competition (and scoring more points!).  If you’re marketing on the internet, you must look at Google as your top customer. If your website is not mobile-friendly, Google will rank your site unfavorably and allow others with mobile-friendly websites to leap frog you on mobile search results.


Currently over half of all searches are done on a mobile device.  Some number crunchers put that figure as high as 60%.  One thing’s for sure, that percentage will continue to rise as more new internet connected devices come on the market.

When marketing your product or business on your social media channels, you need to be conscious of the fact that the vast majority of users access their accounts using a smartphone or mobile device.  The percentage of social media access via mobile is 50% to 80%, depending on the social media channel.  This is important to keep in mind as you select images for your social media marketing.  Images create consumer interest but they have to be clearly seen/read on the small screen (not just desktop or laptop).

Another expanding area in mobile marketing is SMS (Short Message Service) or text messaging.  Latest technology allows texting to be location based and include images and videos.

Businesses are also using apps to market to consumers.  Once the app is downloaded to the device, the customer is now firmly entranced in that company’s marketing eco system and can be interacted with directly and monitored for activity patterns (which will be used to improve the marketing).

What’s the latest buzz?  Wearable Technology.  You’re probably thinking Apple watch but there’s a myriad of other devices out there and many more, smaller screen devices on the way.

Have you heard the term “the internet of things”?  It’s where objects and people share data without any human-to-human or human-to-computer interactions.  Pretty hi tech stuff but it’s already being used and the rollout will continue.

Going forward, when you generate content for your digital marketing, make sure you review how it looks across all devices.  Today’s marketing is very close to becoming “mobile first”, or make sure it looks great on a cell or tablet before you concern yourself with the bigger screens.

Thanks for your time today but I must run.  I think I felt my phone vibrate...

Gregg Burkhalter

Posted by: Gregg Burkhalter AT 10:13 am   |  Permalink   |  Email
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