by Amy Vale
While we are probably preaching to the converted, we still sometimes get asked: “What is the real advantage of mobile advertising over desktop advertising?” We thought this would be the perfect opportunity to discuss the topic by highlighting the key advantages of mobile marketing. To start with, it is interesting to know some of the mobile statistics:
- A Chadwick Martin Bailey study showed that 50% of today’s estimated 69.5 million smartphone users in the U.S. use their device for shopping.
- Forrester Research estimated that U.S. tablet sales is expected to double from 26 million this year to more than 50 million in 2012.
- We have also seen predictions that mobile internet use is going to surpass desktop internet use by 2015.
- More than 10 billion apps have been downloaded (In January 2011 Apple commemorated the download of the 10 billionth App Store app).
1. Everyday all day - a user’s mobile is with them at all times unlike a desktop computer. You’ve seen it; people are whipping out their smartphone at all times of the day: to check the weather when you wake up, the stock market fluctuations, GPS location on a map, the best subway route, and that is just by 9am. People use their mobiles more than their desktops and throughout the day, not just when they are in the office or at home. This is especially true of the younger age group.
2. Targeted demographic - With mobile advertising you have precise targeting by demographics such as device and interests. Demographic targeting can really enhance your business with specific brand messages aimed at key audiences and then of course you will ensure higher levels of reception and engagement. IAB says it perfectly: “Beyond TVs or even PCs, mobile handsets are highly personal devices, and mobile media will be highly personal as well. Delivering relevant, desired, valuable information on mobile devices has the potential to move consumer relationships with brands to a new and very deep level.”
3. Touch - Mobile gets more of the person involved and engaging in the ad itself, and therefore means higher levels of engagement with the ad and with the brand. With rich media ads you get touch, sound and sight rather than just sound and sight like you do with ads on a desktop.
4. Better metrics - Mobile delivers better brand performance metrics than online advertising.
5. Localization - Mobile operates on a real-time location basis. For example consumers looking for where to shop, eat or for things to do turn to their mobile to compare prices, read reviews and obtain coupons or deals on the go, and purchase in that precise moment. Mobile provides users with high levels of convenience and relevance.