Research has shown that nearly three quarters of marketers will be spending more next year.
A new study performed by email and mobile marketing company, StrongMail, and presented by eMarketer, has shown that approximately 70 percent of marketers have the intention of boosting their budgets for smartphone and tablet advertising and promotions next year.
What has yet to be shown is whether or not this additional spending is truly necessary.
Though the value of mobile marketing is relatively undisputed in many industries, several experts and technology strategists are beginning to point out that due to the nature of this form of advertising, it may not be necessary for companies to spend more. They are stating that if these businesses would only fine tune their strategies they could achieve more while spending the same amount of money.
It is a matter of making mobile marketing strategies smarter.
Many brands are pouring their money into smartphone and tablet apps. In the United States, alone, it is expected that the 2012 spending for applications will be $2.6 billion (including message-based, search, and display formats). It is also being forecasted that by 2015, this spending will have reached $5.04 billion.
Unfortunately, of the amount that will be spent this year, the majority of the dollars will have gone to waste. That is, the same results could have been achieved if only the companies had used mobile marketing of a much smarter nature. Though brands are getting it right by understanding the importance of communicating with consumers by way of their devices while on the go, they have yet to understand how to truly do it right in order to get the most out of every dollar spent.
The biggest mistake currently being made in that channel is that brands believe that smartphones are simply a new version of what is already being done on the standard web, only shrunken down to a smaller screen format. The truth of the matter is, however, that these devices represent an entirely new medium, where consumers aren’t forced to view ads – such as in the case of radio and television commercials, or billboards while stuck in traffic – but must voluntarily choose to view them in most circumstances.
The key to getting the most out of mobile marketing is to make it relevant and valuable to the consumer. It must provide them with timely information that will generate action, that is, an online purchase or a visit to a store with the intention of buying.