What Happens When You Implement a Mobile Marketing Campaign?
A successful mobile marketing strategy begins with solid market research, and we can learn a lot from the variety of mobile marketing studies readily available. Such studies can tell us quite a bit about how to get the most out of our mobile marketing efforts. These mobile marketing statistics along with the growing number of company case studies are a great way to see the impact of mobile marketing in action.
Mobile Marketing by Usage
Mobile digital media usage today has since overshot its previously dominant desktop counterpart. Mobile media access takes the lead at 51% compared to 42% by desktop means, with another 7% accessed through other connected devices. As smartphones become the preferred method by which to consume digital media, mobile marketing, in turn, becomes the central method by which to gain the attention of the digitally-connected consumer. Today, 80% of internet users are accessing the internet through their smartphones. This makes mobile marketing a clear initiative for marketing departments nationwide. Thus far, these efforts have added up to a whopping $71.7 billion in the United States alone, currently spent on mobile advertising.
The amount of mobile usage and digital ad spend is only half the story. The return on investment is where the real benefits of mobile advertising can be seen. According to Marketing Evolution, optimizing mobile marketing can make a company 2.6% more effective at driving sales. This may not sound like a lot, but for a small company that is going head to head with a handful of competitors, every dollar counts.
Many companies are already finding great benefits to launching mobile campaigns. Included in these are the following success stories:
- Legal Brand Marketing
This firm managed to increase their click-through rates by 89% and lower their cost per lead by 50% by simply reviewing mobile trends, which revealed that targeting a mobile platform was 35% more cost-effective than desktop marketing. These findings were then used to construct a successful mobile strategy.
- KLM Airline
This airline built a mobile campaign that included location-based push notifications and coupons to incentivize consumers to book online, resulting in a 17% increase in mobile visits and 38% more mobile revenue.
This British supermarket chain built an app that made shopping faster and more convenient. In response to this effort, 90% of their grocery home shopping sales were conducted via the app, and they experienced a mobile shopping frequency 1.8 times higher than that of desktop shopping.
Crocs beefed up their mobile marketing campaign by using mobile communications to encourage consumers to redeem an instant savings coupon that they could use at physical store locations. Store associates were trained to support the program, resulting in 94,000 requests for coupons during the first month of the campaign.
- Virgin Media
With an objective to raise awareness of HD sports packages, this campaign used mobile advertising to engage fans who were browsing a particular mobile site. With a simple call-to-action for ad viewers, this tactic was highly effective and helped drive awareness, adding a substantial amount of new subscribers.
Projections estimate that mobile ad spending will dominate digital ad spending within three, short years, and for good reason. Mobile marketing has already helped many companies reach and interact with their mobile-connected customers.
Do you need high-quality market research to launch your company’s mobile marketing campaign? Ask us about our Custom Research Consulting.