As the mobile share of the digital marketing spend in the UK is set to reach 50% of the total in 2016, it is now more important than ever before to get on the bandwagon and leverage mobile advertising for your company.
However, with many myths still surrounding the utility of digital adverts on smartphones, it is important to understand the facts and figures of just why it is becoming so important for marketeers to explore mobile adverts.
Mobile Advertising: The Figures
65% Of Digital Purchase Begin On Smartphones
Whilst this isn’t the same as saying 65% of purchases are made by phone – which is what most eCommerce businesses would like to hear – the simply fact is that of the 34.6 million smartphone users in the UK, most of them will enter the buying cycle by researching products on their smartphones. In turn, 61% of these people will then graduate their shopping onto a PC or laptop where they can ‘seriously’ weigh up the competition, with 4% transferring onto tablet.
Engaging with the user with advertising at this stage is of paramount importance. It means that when they do move over to their next screen, you are going to be in their mind; you will be what they are looking for. At this stage your content marketing and digital presence need to take over in order to make the conversion.
20% Of Digital Media Consumption Is Via Mobile
Whilst 20% doesn’t sound like a great deal, this is the second most utilised platform with TVs taking the top spot at 40%. Considering that advertising on television is incredibly expensive and inflexible, the segmentation that mobile media offers is incredible.
Mobile marketing doesn’t just mean banner ads and links on webpages. It can take many forms, be it in-game advertising, application adverts or ads played over video content. You can therefore accurately and precisely target your market through highly honed campaigns, which you can monitor stringently. So whilst many may claim that mobile adverts are just an extension of the desktop, this simply isn’t the case.
85% Of Smartphones Accept Cookies
A common misconception that is bandied around by marketeers and those skeptical of mobile advertising, it is untrue that smartphones will not accept cookies. Windows, Android and Blackberry devices will accept third party cookies readily, whilst on iOS users can choose to accept them at any time. In cases where cookies will not work as you need them to there are other tracking methods such as Client/Device Generated Identifiers, Statistical IDs, HTML5 Cookie Tracking & Universal Login Tracking, which will work just as effectively.
Mobile Social Shareability Has Increased Between 28-50% In The Last Year
Whilst the original social plugins such as Twitter and Facebook are still two of the most widely used, there has been a huge growth in the sharing of content through mobile only applications such as WhatsApp, Snapchat and Line. Ensuring that your website, products and content are easily shareable across these platforms is extremely important to ensure a wider reach.
Smartphone Users Download 8.8 Applications Per Month
This is a particularly pertinent point for larger eCommerce sites. Creating your own bespoke application will allow you to re-engage with you users however you choose, whilst ensuring that you are offering them the best offers. A trend that is gaining a lot of traction in the last couple of years, we do not think this is a particularly beneficial avenue to explore for most mid-sized eCommerce websites. Users will often install applications, but never revisit them and we believe that resources are best utilised elsewhere. Instead, we believe that creating a really good responsive website that offers the user a unique experience is far more important.