online advertisementBy now you have likely heard about mobile marketing and the importance thereof, especially if you are reading this blog. As a reminder, mobile presents a unique opportunity for brands to reach out and engage customers, especially in real time or through location-based technology.

Technologies such as quick response (QR) codes and near field communication (NFC) tags can be useful, and companies are collecting enormous piles of consumer data. Push notifications for mobile devices are also becoming more popular with advertisers and brands.

However, mobile is more than just a new opportunity for advertising and engaging customers. It is also a new platform for old hat marketing, particularly when utilizing digital display ads.

Digital advertiser must pay attention to mobile. According to PEW Research about 60% of North Americans own a smartphone, and 2/3 of them use their device to browse the internet. In addition, 1/3 of those users access the internet primarily through their mobile device, keeping their distance from traditional desktops and laptops.

A subtle yet rapid shift

As mobile acceptance and coverage continues to grow rapidly, of course mobile internet browsing will continue to grow as well. While mobile has been highlighted in the news quite a bit lately, it still seems to subtly sneak up on firms and brands. Plenty of companies still do not have mobile optimized websites or understand the importance and potential impact of mobile on their business.

Saying that mobile is important for digital advertisers is a big understatement. Last year, Twitter made over 3/4 of their advertising revenue (roughly $600 million) through mobile devices. Facebook reported a 2014 2nd quarter revenue of almost $2.7 billion. Compared to a year ago, their mobile advertising grew at over 150%. On top of that, Facebook reports that service is growing on mobile at twice the rate compared to regular services. And in 2014, Facebook will have huge amounts of revenue – perhaps upwards of $11 or 12 billion. Of that revenue, over 60% of it will stem from mobile advertising.

Step up in mobile and digital ads

According to Business Insider, mobile ad spend is propelling digital marketing to new heights. Largely due to mobile, digital ad spending is predicted to pass TV ad spending in the next 3 years. While last year mobile ad spend was about 1/10 of TV ad spend, by 2018 mobile should equal about 65% of TV spending. Mobile advertising growth will outpace all other mediums threefold.

To really drive the point home, mobile is not simply the next trend in technology and advertising. It is a new platform that will soon have the capacity to reach billions of people around the world. While it is clear digital advertisers and big brands understand the impact of mobile, companies of all sizes should take heed.
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