October 10 2017

8 Reasons to Add Mobile to Your Marketing Strategy

I explain to all my clients that if they don’t have a mobile marketing strategy, it’s time to create one. Then I give eight reasons why they should add mobile to their marketing strategy because if they don’t, they’re missing out on an avenue for promotion.

But many clients don’t believe me. Sometimes they’re skeptical about spending the money involved. Or they don’t use their phone that much (or they don’t use it in the way their audience does), so they don’t understand what they’re missing out on.

It’s time to make sure everybody knows how powerful mobile marketing is. Here are eight reasons you should make sure mobile’s a part of your marketing strategy.

1) It Has Huge Market Penetration — Especially Among Minorities …

A whopping 95 percent of Americans own a mobile phone. Seventy-seven percent of White Americans use a smartphone, while 72 percent of African Americans and 75 percent of Hispanic Americans have smartphones. That’s an incredible audience to engage.

2) … And the Young

Demographers believe Gen Z will be bigger than any prior generation. They’ll be 40 percent of all consumers by 2020. And Gen Z loves its mobile devices: They’ve been using them for as long as they can remember.

3) Mobile Commerce Is Booming …

M-commerce sales, conducted via smartphones, is expected to reach $30.91 billion in the U.S. by the end of 2017. That’s a massive sector of the economy, and it’s only going to grow more.

4) … And So Is Mobile Web Use …

Mobile devices accounted for over four in 10 web page visits between October 2015 and 2016. (That’s why web pages look so minimalist these days. Designers are in on the trend.)

5) … And Mobile Emails …

Experts estimate 80 percent of consumers will use their mobile device to check their email by the end of 2018. Seven out of 10 of those users will likely delete emails immediately if they don’t render properly on their device.

6) … And Mobile Coupons

An estimated 48 percent of companies will be issuing mobile coupons to their customers by the end of 2017. And those coupons won’t sit unused: By the end of 2019, it’s estimated that 1.05 billion customers worldwide will be using mobile coupons.

7) People Really Do Use Mobile Loyalty Programs

About half of customers are interested in accessing mobile loyalty apps on their phone for purposes like checking on points options, browsing reward options, redeeming points and finding store locations.

8) Everyone’s Doing It

Sixty-eight percent of companies have a mobile marketing strategy. Companies that don’t will be left behind. The way ahead is clear: It’s time to build a mobile marketing strategy, now.


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