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Introduction – The importance of <strong>mobile</strong> <strong>marketing</strong><br />
Anyone who works in digital <strong>marketing</strong> or e-commerce cannot have missed the forecast<br />
made by Mary Meeker, an analyst at KPCB in 2011. She predicted that, by 2014, <strong>mobile</strong><br />
internet use would overtake desktop Internet usage globally 1 . This point has now been<br />
passed long ago and <strong>mobile</strong> device usage continues to grow. Projections from Gartner for<br />
future device adoption shows how <strong>mobile</strong> will increase further through time.<br />
The popularity of <strong>mobile</strong> devices, many of which are now <strong>smart</strong>phones shows why<br />
businesses must continue to prioritise investments in <strong>mobile</strong> <strong>marketing</strong>. Reaching consumers<br />
as they use <strong>mobile</strong> devices and developing compelling <strong>mobile</strong> experiences is the future<br />
for customer communications and developing customer experiences, which must also be<br />
effective on desktop too.<br />
What is it? Mobile <strong>marketing</strong><br />
Mobile <strong>marketing</strong> involves reaching and engaging audiences on <strong>smart</strong>phones, tablets and<br />
other <strong>mobile</strong> devices to create <strong>mobile</strong> customer experiences that help support omnichannel<br />
<strong>marketing</strong> goals.<br />
How have <strong>mobile</strong> customer interactions increased for your business?<br />
Most businesses have experienced rapid growth in <strong>mobile</strong> use of their websites as would be<br />
expected from the dramatic growth in <strong>mobile</strong> shipments. How has <strong>mobile</strong> use of your sites<br />
increased according to your web analytics? The next chart 2 from the International Telecomms<br />
Union who record <strong>mobile</strong> usage in all countries worldwide shows a dramatic increase<br />
worldwide in <strong>mobile</strong> broadband subscribers in the last few years (the blue curve).<br />
1 Smart Insights: Summary of Mobile adoption trends<br />
2 International Telecomms Union: global <strong>mobile</strong> adoption statistics<br />
Mobile <strong>marketing</strong> <strong>briefing</strong> for Basic members. Updated: 28th April 2016.<br />
© Smart Insights (Marketing Intelligence) Limited. Please go to www.<strong>smart</strong><strong>insights</strong>.com to feedback or access our other guides.<br />
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