Why Marketers need to get mobile

I presented to my agency about 8 months ago and the title was Winning in Digital – and essentially it was – get mobile, help our clients get mobile – and that is what we are doing. Its all about mobile first for us.

So its great when you read stuff from people who are waaaaaaaay smarter than yourself, and they are saying the same thing months later. This is a great post by Greg Stuart, global CEO of the Mobile Marketing Association.

In it he says:

 “consumers have been mobile savvy for quite some time and it is only now marketers are starting to consider mobile as a vehicle for stronger connection and growth. If our goal is to “go where the consumers are and get there first” then essentially, we are trailing far behind when it comes to mobile engagement.”

And if you aren’t convinced – try this for size:

“…many marketers are unsure how to harness the power of mobile. They know they need mobile. But the concept of mobile leading marketing efforts is still too unnerving and unfamiliar.  If I were to sum up the value of mobile to marketers it would be this: Nothing gets a marketer closer to consumers than mobile. Nothing.”

So why mobile:

“THE POWER OF IMMEDIACY – Mobile has transitioned into a platform of NOW. Consumers want information now; they want to buy now; and they want to interact now. This concept of immediacy has transformed mobile into a tool of action and transaction in a single swipe, click, or tap.

MOBILE AS ROI BUILDER  – The “Mobile X% Solution” study found that by dedicating 7% of the annual marketing budget to mobile advertising, marketers would achieve “more bang for their buck.” In other words, better sales results for the same budget. Currently, most marketers invest less than 1% of their media budgets in mobile. A huge error when a number of brands like Coca-Cola, Mondelez International, P&G and many others are ramping up their mobile spend.

TRANSFORMING BUSINESSES WITH A MOBILE VISION – Nike moved from selling sneakers to selling a lifestyle through mobile products like FuelBand and Nike+. Nike harnessed mobile to create an entirely new space for them to connect with consumers and engage in a contextually relevant environment. And while Nike has reaped the benefits, their competitors have yet to catch up and initiate a stronger mobile strategy.”

Still not convinced?

“We all strive to be in “arms reach of desire.” Today, at the end of that arm, between it and desire, is a mobile phone. It’s as close to our consumers as we can get. Go to where the consumers are and reimagine your marketing strategy with mobile leading the charge.”


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