Why companies should focus on mobile marketing

As more Americans use smartphones, it's vital for companies to adopt a mobile marketing strategy. By 2015, the mobile Web is expected reach nearly 2 billion users (1). That outpaces desktop Internet usage. 

More individuals over the age of 55 are using smartphones
Nearly half of women are mobile Web users, while over half of men use the mobile devices for an internet connection. In 2012, nearly 15 percent of mobile phone users were over the age of 55. However, this age demographic embraced smartphones at an alarming rate. In fact, those older than 55 make up over half of mobile phone users (2). That's a 40 percent increase within two years. 

Businesses should target mobile Internet users
Mobile phone users aren't just using their devices for texting, talking and playing games. It is now a huge driver of commerce. Additionally, desktop search in U.S. is expected to decline in 2014, as paid clicks on Google shifts to mobile devices. From 2013, these was an overall gain of 122 percent for all mobile ads.

Responsive Web design is key to success
It's bad news if buyers can't access a company's site on a mobile device. A business could lose thousands of prospects. To ensure a company is prepared to cater to its mobile buyers, the marketing department must create a mobile responsive website. This optimizes the website for an array of screen sizes. Browsers will change sizes proportionately to fit the interface of an iPad, iPhone and tablets. Businesses may use a responsive design if their websites are full of visuals and videos (4).

However, don't go overboard and only invest in this strategy. It's better to take on a range of methods, while also considering the responsive website approach. Think of also incorporating a responsive email template. Marketing departments can design mobile applications, which are rising in popularity among buyers (5). Apps are expected to reach 200 billion annual downloads by 2017. 

This is a prime opportunity for B2B marketing professionals to employ a mobile marketing campaign. It can be used to increase brand awareness, generate sales and drive online leads. Additionally, this strategy drives traffic, maximizes visibility and increases revenue. 

Sources:
1. http://mashable.com/2012/05/19/mobile-marketing-infographic-smartphones/
2. www.marketingprofs.com/charts/2014/25048/half-of-older-mobile-users-now-own-smartphones?adref=nlt050114
3. www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668
4. http://mashable.com/2013/11/28/mobile-device-metrics/
5. www.emarketer.com/Article/App-Downloads-Will-Double-Next-Four-Years/1010579

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.