Mobile Marketing Surpasses Print Advertising

by Wesley Farnam - Jul 16, 2014

Total media ad spending in the US this year will see its largest increase in a decade. On the strength of gains in mobile and TV advertising, total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%.

Mobile marketing will lead this year’s rise in total media ad spending in the U.S., and advertisers will spend 83% more on tablets and smartphones than they did in 2013, an increase of $8.04 billion. By the end of the year, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, following TV and desktops/laptops. Though investments in TV advertising will rise just 3.3%, advertisers will spend $2.19 billion more on the medium than they did in 2013, making it the second-leading category in terms of year-over-year dollar growth.

The Mobile Marketing Surge

Mobile Marketing comes in many shapes and sizesThe increase in mobile advertising is chiefly attributable to the fact that consumers are spending more and more time with their tablets and smartphones. U.S. adults will spend an average of three hours per day with mobile devices this year.

In 2013, daily time spent on mobile devices, desktops and laptops was equal, totaling two hours 19 minutes, but this year, time with desktops and laptops will drop slightly to two hours 12 minutes, while mobile time will increase significantly. TV remains by far the largest beneficiary of adults’ media time, at four hours 28 minutes in 2014, hence its persistent lead as the top category for advertising spending.

Strong, steady growth in mobile advertising will push digital ads to represent nearly 30% of all U.S. ad spending this year. Advertisers will invest more than $50 billion in digital channels in 2014 for the first time, an increase of 17.7% over 2013. Just over one-third of that will come from mobile, but by 2018, mobile will account for more than 70% of digital ad spending.

The accelerated rise in ad spending is being influenced in part by growing revenues from leading internet media companies, particularly those that are capitalizing on mobile revenues. Top US digital ad-selling companies like Google and Facebook collectively represent 18.2% of total media ad spending this year. Google alone already accounts for more than 10% of all advertising spending in the U.S. Mobile ads on Facebook will total 68% of its US ad revenues this year, up from 46.7% last year. This year, Google's U.S. mobile revenues will comprise only 36.8% of its overall ad revenues, but by 2016, the medium will account for 65.8%.

Mobile Marketing Strategies

mobile-marketing-engagementB2B mobile marketing works well by providing access to content that helps business people grow smarter, learn new techniques and skills, and educate themselves about client marketplaces.

"At The Idea People, we use the business mobile strategy of writing and delivering custom content via blogs, social media, and video to reach mobile markets," said Jay Joyce, president of The Idea People in Charlotte, NC.

Another mobile marketing strategy is connected to the design of mobile websites. Your business products and services must be properly accessed, displayed and viewed using mobile and tablet platforms.

At The Idea People, we design for mobile first. "Our first step in developing creative web design for a client is to look at the smallest screen adaptation first,” said Joyce. "Once we have the creative strategy and user functionality goals set with mobile, we move outward to tablet and desktop.” Industry talking heads concur that if you don’t need a function on the mobile web design, you probably don’t need it on the desktop design.

”When it comes to creative strategy and user experience on smaller screens, we analyze the content and functionality goals to decide if the tablet and mobile designs should have a responsive web design, or automatically size to the screen, or device-specific, where we design specifically for an iOS or Android device,” said Joyce.  Again, industry leaders see the same trends for web design and creative strategy applied to the smaller screens first.

All of our company’s mobile web design and mobile marketing work is handled by our own employees located in our Charlotte office. To learn more about advanced WordPress back end customization development and database implementation, contact Jay Joyce with The Idea People at jay@theideapeople.com or call 704-398-4437.

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Wesley Farnam
The Idea PeopleThe Idea People