As the rate of smartphone penetration continues to increase, we gradually see how digital marketing is becoming just ‘marketing’. Though traditional marketing is still in use and important, it has shifted off from being what is expected from modern businesses. So, if your business is relatively new or has been around for quite a while, and has or is yet to delve into this emerging and powerful driving force for growth then you would need to clarify these misconceptions. Here, just like we did in the first part, we will separate facts from fiction.
‘Click-through rates on mobile ads are low, hence, conversion rate is low’
If you have used mobile ads in your mobile marketing campaign and didn’t get enough click-throughs and conversions it might be easy to want to assume this. Also, that we sometimes find it disturbing when we get some type of ads on our phones. However, these statistics will give you a rethink: mobile ads account for 63% of all digital ad revenue in 2018 and in 2019, 92% of Facebook advertising revenue comes from mobile while two-third of the budget Amazon spent on digital ads was mobile. Also, according to Wordstream, mobile devices account for 53% paid search clicks. Already thinking on plunging better into this strategy? If yes, then your first step is to discard this myth and then look for a professional to run an effective mobile ad campaign, one that is relevant and interesting to your target audience.
‘Mobile marketing does not generate much conversions’
According to statista (2018), 52.2% of web internet traffic is mobile. How do you think they got there? See what the following reports about conversation rate in mobile marketing:
— Google data – Half of the people who see an ad on their smartphone: they either perform a Google search and/or buy the product in a store, send a text about it or go directly to the website and buy the product. Also, 93% of people who use a mobile device for research go on to make a purchase.
— ComScore – 78% of mobile searches for local business information result in a purchase.
— Business Wire – 77% and 85% of millennials have purchased a product after watching a video about it on Facebook and Instagram respectively.
— HubSpot – LinkedIn generates 277% more leads than Facebook and Twitter. I guess now you should be concerned about how to drive traffic from the mobile sphere to your website and also how to get professionals to optimize your site for mobile.
Now mobile phones have become a shopping assistant to buyers, from the point of product research to purchase. And even after purchase, their mobile phone is still a touchpoint with their product/service provider. You, just like your customers, would expect a brand’s effective marketing strategy to mean being where its customers are, that is, on their phones. This could be done through SMS, mobile-friendly websites, mobile ads and apps, social media and email. Talk to us, sales@buffer, we can help to get you started/better.