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According to Brett Relander from Entrepreneur Magazine, over the past couple of years, mobile marketing has emerged as the game-changer for businesses and consumers around the world. Key indicators point to mobile marketing emerging as the dominant form of marketing in the very near future.
Marketers are moving to mobile devices because that is where the consumers are. Today, more than a third of mobile and tablet users initiate and complete purchases on their mobile devices. The number is up from the 2012 figures of 12 percent for smartphone owners and 17 percent for tablet owners.
One of the reasons for this is the improvement in tracking mobile audiences that has resulted in better geo-targeted and geo-fenced ads. Another reason is that the mobile browsing experience has improved considerably. Mobile-friendly websites, better Internet service and faster, larger smartphones have contributed to a more satisfying buying experience.
The single biggest factor that makes mobile marketing a certified game changer is location-based marketing. This includes search, push notifications and email alerts. Mobile internet searches are often local in nature. At present, 66 percent of the mobile ad spend is for search-based ads. Of this, more than 10 percent is directed towards location-enabled ads. This will rise to 33 percent by 2017.
In a case study of our own (performed by Automotive Mobile Solutions, LLC), we ran a mobile advertising campaign for one of our auto dealer clients in the Northeast and the results were phenomenal. The mobile ad campaign ran for four weeks and appeared on premium inventory such as highly rated mobile websites and apps. The campaign was geo-targeted based on the dealer's specifications and included an enticing offer complete with "texting a salesman" capabilities, click to call, and browsing related inventory on the dealership's mobile website.
The results we achieved are better than search advertising (which gets great results but actually reaches very few people), better than desktop advertising (which reaches far flung people looking at websites in their homes or offices), and far more economic than broadcast advertising (which reaches a large number of people but not so many people nearby who can actually take the time to call or follow-up. That’s power of mobile advertising — the only medium that allows you to efficiently geo-target your offer directly to nearby people who can actually call or come to the dealership.