Digital Marketing Strategy: Mobile Marketing can't be Ignored
Mobile technology is all around us. Everywhere you go you see people on smartphones, laptops or tablets. But mobile marketing tends to be at the back of the queue in digital marketing strategy.
According to a recent survey on mobile marketing, only 45% of businesses include mobile marketing in their digital marketing strategy. Of those that do, 25% allocate less than 1% of their budget to mobile marketing. It’s clear that for most businesses mobile makes up a tiny portion of their digital marketing strategy.
Mobile Marketing if often ignored in Digital Marketing Strategy
It’s a strange trend considering mobile technology is getting more and more common, and more advanced. Last week, Google demonstrated their plans for the future of mobile technology with their Google Glass demo. Mobile is at the forefront of technology, but mobile marketing is nowhere near the forefront of digital marketing strategy.
That trend may be about to change though. That same survey found that most marketers intend to bring mobile marketing into their digital marketing strategy. Only 25% of businesses said they have no intention of implementing mobile marketing.
But a lot of companies, 37%, said they hadn’t found the right digital marketing strategy for mobile. The two most popular areas being looked at were mobile websites and mobile apps. But no defined digital marketing strategy for mobile came out of the survey.
New Devices give a glimpse into the future of Digital Marketing Strategy
That Google Glass demo or other advances on the horizon like the Pebble E-Paper Watch, may give an indication for where digital marketing strategy will go. These new devices, along with the standard smartphones, laptops and tablets have one stand out feature in common. They are all based on mobile apps.
Mobile technology is diverging and digital marketing strategy needs to diverge too. Mobile Marketing may be the future of digital marketing strategy and based on those technological advances, the future of mobile marketing may well be in apps.
Mobile Marketing is something every marketer will need to think about in the near future. But what about now? For our tips on building a successful marketing plan, download our free whitepaper.
Post by: Eoin Keenan