Last year, mobile advertising spend surpassed radio, magazine and newspaper buys combined in the U.S., and it’s projected to account for more than 70% of all digital spend by 2018, leaving desktop behind.
In the U.S., digital audiences are now averaging nearly three hours each day on mobile and 25% use three devices daily.
And, more than 40% cross devices during the conversion process. These numbers are expected to climb; Michael Dell has predicted that by 2020, there will be 10 web-connected devices for every one person on the planet.
This is a critical juncture for anyone in marketing. Now more than ever, the medium is the message, with advances in mobile technology symbiotically shaping and defining the tools marketers use to advance their efforts. Digital will soon rival TV for total spend, but not before significant improvements are made to the ways marketers reach audiences on mobile. The value of an effective campaign built on insights is obvious. Highly targeted, relevant ad content means stronger conversion and return on investment for advertisers, as well as a better overall experience for consumers.
The “4Ps” have really become the “4Cs”: Choice, Convenience, Cross-Device and Creative Sequencing.
It used to be that when you walked into a grocery store, there were 50 kinds of breakfast cereal at most. Today, there are hundreds – the Cheerios brand alone is now available in 15 different varieties. Grocery stores have evolved into massive supermarkets built to contain the vast and growing number of products available today. Online shopping has followed the same pattern, yielding a virtually endless supply of products that are constantly being replenished. Product has evolved into Choice, obliging brands to meet nuanced consumer demand with highly relevant and personalized products.
Convenience and immediacy define modern culture. With the advent of Amazon Prime, Google Shopping and food-delivery apps and services, consumers can get whatever they want, whenever they want, wherever they want. A single market-defined price point is no longer the norm, because advances in technology – particularly in the mobile realm – allow marketers to capitalize on shifting supply-and-demand curves. Uber is a prime example of a “born-mobile” company. They offer supreme convenience to customers, which in turn enables them to charge more via “surge pricing” when demand outpaces supply. Today’s consumers demand an infinite range of products and services at the tap of a finger. Price has shifted to Convenience – and there’s no greater convenience in 2015 than reaching people with relevant messages on their mobile devices.
“Place” used to mean the end cap or eye-level shelf at a grocery store. Today, with 25% of people using three or more devices each day, place is no longer simply the physical location where a transaction occurs; place is everywhere people go as they move across devices throughout the day. More than 40% of people begin browsing on one device before finishing their transaction on another. Place has shifted to Cross-Device: the ability to deliver relevant marketing messages anytime, anywhere and gauge marketing performance based on real results.
Promotion Creative Sequencing
“Promotion” used to simply mean advertising. We’re now living in a world where consumers experience hundreds, if not thousands, of media messages each day. Digital formats are critical to storytelling, though the order in which you tell your story is equally important. How do you know if a consumer saw your brand ad before your direct response piece? How do you know if your video format works better before a static format or vice-versa? Today, Promotion has shifted to Creative Sequencing. Marketing and advertising is more than just a single message that moves consumers from awareness to purchase; it’s about finding the right order in which to tell a story in consumable, bite sized pieces.
It’s a challenging time to be a mobile marketer. The industry has not yet caught up to the cross-device consumer habits enabled by mobile technology. And since mobile will account for 70% of all digital spend by 2018, this is not a problem that can be ignored. The best advertising – and the best advertisers – are the ones who adapt their techniques to new market realities before the market decides their fate for them. Thinking cross-device and designing a strategy for creative message sequencing is the solution to the daunting mobile challenge currently faced by marketers.
Here are a few things to think about!
With original reporting by Atlas Solutions, LLC.