In today’s digitized world, reaching your target market means thinking “mobile.” More and more people are using mobile devices as the primary means by which they access information and purchase goods and services, and marketers are aware of this:
- Worldwide spending on ads targeted to mobile phones has been increasing every year. It is estimated that $101.37 billion will be spent in 2016, and it is forecasted to reach $195.55 billion in 2019.
- In the United States, digital ad growth in 2015 was driven by mobile with $20.7 billion spent, an increase of 66% from 2014.
- In Canada, it is estimated that mobile ad spending will reach $2.9 billion in 2016, up 55% from 2015.
These figures convincingly demonstrate the need for businesses to invest in becoming mobile-friendly, if they aren’t doing so already. The shift to mobile has notably affected how people communicate with each other; therefore, we shouldn’t underestimate the impact this has on important marketing strategies. Take social media as an example:
- Worldwide, mobile phone social network users are expected to total 1.88 billion in 2016, which would represent 80.2% of all people estimated to access a social network in that year. By 2019, mobile phone social network users are expected to total 2.38 billion, which would represent 84.6% of all people estimated to access a social network in that year.
People are increasingly accessing social media apps like Facebook and Twitter through their mobile devices. If social media campaigns are part of your overall marketing strategy, then you should seriously consider developing content that will be accessible to people with mobile technologies. The channels of communication are changing, and only by adapting your message to the popular mediums can you communicate the true value of your business to your target market.