When it comes to new technology—new media, in particular—advertisers are rarely described as reluctant, or even hesitant, to get on board. But as mobile web development progresses at what seems light speed, it’s clear that some brands and businesses have fallen behind the curve. Whereas in more traditional industries, like entertainment, television, and the broadband Internet, advertisers strive to take advantage of every opportunity to promote and publicize, on the small screen it’s a different story. Smartphone equipped consumers browse, shop, research and share every day while businesses large and small miss valuable opportunities to engage with the growing audience of mobile users. As brands continue to stall, whether for lack of budget, lack of interest, or because they are too focused on more traditional media, a strange trend is emerging on the mobile web: consumers are driving mobile growth.
While in most fields, brands strive to exceed consumer expectations, the same standards don’t apply to the mobile web, as users’ demands are often left unsatisfied. So far, many mobile marketing efforts have been sparse and superficial: advertisers research and decide between an app and a mobile web site, based on which they think will appeal more their target audience, or whichever is cheaper and easier to deploy. But, as one mobile tech blogger points out, on most platforms, neglecting to utilize 50% of all available marketing opportunities would cost an advertiser dearly—so why isn’t that the case with mobile? Why are advertisers approaching mobile solutions with an either/or mindset?
Some advertisers argue that the ROI of mobile marketing is, as of yet, still unproven, validating brands’ hesitation (or procrastination). But as more and more studies and campaign analytics surface, this concern is turning into an excuse; just this week a report by Portaltech, a market research company based in the U.K., showed that mobile campaigns are edging out print catalogues in both user engagement and sales. And, while just 2.6 percent of mobile shoppers made purchases over their devices, as the mobile market continues to grow, each mobile user today will represent hundreds of users down the road a few years.
Additionally, the argument that the ROI of mobile marketing is minimal, or unclear, is flawed because it doesn’t take into account the fact that users’ mobile experience is highly integrated with other channels for brand engagement, especially in-store shopping. Mobile shoppers make use of their devices within stores to access product ratings and reviews and compare prices. While it is nearly impossible for studies to take into account purchases that were affected by the mobile web, but ultimately made in store, here again the ROI of mobile marketing is established, and advertisers need to consider how mobile boosts sales holistically—across all channels.
The days when having a mobile web presence gave brands an edge over competitors are quickly fading—soon, deploying a multi-faceted, integrated mobile solution will be imperative to business
success. And, oddly enough, consumers are in the driver’s seat when it comes to this shift. Though adapting isn’t easy, many brands will have to do so, and quickly, in order to keep up with the growing user demands. But ultimately, it’s an exciting time for brands and businesses that want to revitalize their public image and increase engagement with their audience—and there is definite potential for the mobile savvy to expand their market share. In the coming months, we hope to see businesses embrace the exciting new opportunities that the mobile web has to offer, and put their hesitancy squarely in the past.
